Chapter 2 Building Customer Satisfaction Value and Retention 2
Chapter 3 Winning Markets : Market Oriented Strategic Planning 2
Chapter4 Gathering Information and measuring market demand 2
Chapter 5 Scanning the Marketing Environment 2
CHAPTER –6 Analyzing Consumer markets & Buying Behavior 2
CHAPTER 7 ANALYZING BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOR 2
Chapter 8 Dealing With the Competition 2
CHAPTER 9 Identifying Market Segments and Selecting Target Markets 2
Chapter 10 Positioning the Market Offering Through the Product Life Cycle 2
Chapter 11 Developing New Products 2
CHAPTER 13 Product & Product Mixes 2
Chapter 14 : Designing and Managing Services 2
Chapter 15 Designing Pricing Strategies and Programs 2
Chapter 16 Managing Marketing Channels 2
Chapter 17 Managing Retailing Wholesaling and Market Logistics 2
Chapter 18 MANAGING INTEGRATED MARKETING COMMUNICATIONS 2
Chapter 19 Advertising and Sales Promotion 2
Chapter 20 MANAGING THE SALES FORCE 2
Chapter 21 Managing Direct and Online Marketing 2
CHAPTER 22 Managing the Total Marketing Effort 2
Chapter 1 Marketing in the 21st century
Three stages through which marketing practice might pass
1) Entrepreneurial marketing: Most companies are started by individual who live by their wits. They visualize an opportunity and knock on every door to get attention
Ex. A person sold beer door to door and such direct selling. Slowly he became market leader in selling his products.
2) Formulated marketing: when small companies achieve success, they move to formulated marketing i.e. already laid down advertising methods, like thru TV etc.
3) Intrepreneurial Marketing: some companies rely on formulated marketing, without much success. They need to develop some creative out of the box ideas to market their products.
Scope of Marketing
Marketing people are... [continues]
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(2010, 08). Marketing Kottler. StudyMode.com. Retrieved 08, 2010, from http://www.studymode.com/essays/Marketing-Kottler-388057.html
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"Marketing Kottler." StudyMode.com. 08, 2010. Accessed 08, 2010. http://www.studymode.com/essays/Marketing-Kottler-388057.html.