CHAPTER 1 MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS LEARNING OBJECTIVES 1. Define what marketing is and discuss its core concepts. 2. Define marketing management and compare the five marketing management orientations. 3. Discuss customer relationship management and strategies for building lasting customer relationships. 4. Analyze the major challenges facing marketers heading into the new “connected” millennium. CHAPTER OVERVIEW Marketing is part of
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A summary of Al Ries & Jack Trout’s marketing bestseller Marketing Warfare Executive summary Marketing warfare strategies are a type of strategies‚ used in business and marketing‚ that try to draw parallels between business and warfare‚ and then apply the principles of military strategy to business situations‚ with competing firms considered as analogous to sides in a military conflict‚ and market share considered as analogous to the territory which is being fought over citation needed. It is
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13.10.2011 X7MKG CM FOUNDATION MARKETING Marketing = dynamic of the market + exchange (product v money) and selling of products in order to fulfill one’s desires B2C = business 2 consumer = company produces goods and services for consumers B2B = business 2 business = company produces goods and services for companies Marketing strategy goes with marketing researches = analyze the demands Then we can think of advertising Business philosophy that regards customer satisfaction
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INTERNATIONAL MARKETING International marketing is the export‚ franchising‚ joint venture or full direct entry of a marketing organization into another country. This can be achieved by exporting a company’s product into another location‚ entry through a joint venture with another firm in the target country‚ or foreign direct investment into the target country. The development of the marketing mix for that country is then required - international marketing. It can be as straightforward as using
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The Marketing Mix and 4 Ps The 4Ps are: • Product (or Service) • Place • Price • Promotion A good way to understand the 4 Ps is by the questions that you need to ask to define you marketing mix. Here are some questions that will help you understand and define each of the four elements: Product/Service • What does the customer want from the product/service? What needs does it satisfy? • What features does it have to meet these needs? • Are there any features you’ve missed out? • Are you
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HOLISTIC MARKETING INTRODUCTION: Holistic Marketing is a term used to describe a strategy that enables you to look at your marketing efforts as a ’whole ’‚ which in turn helps you develop an overall or ’holistic marketing ’ plan. Most small businesses look at their marketing and select marketing formats to action that they are comfortable with‚ and therefore‚ omit to undertake or incorporate marketing actions that are less comfortable for them. What is holistic marketing? A better
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ALTERNATIVE MARKETING I. Introduction: TRADITIONAL MASS MEDIA faces many challenges. Although advertisers are not ready to abandon traditional media alternative forms of media and marketing arises. This alternative marketing will be discussed in this chapter. II. ALTERNATIVE MARKETING PROGRAMS In developing Alternative Marketing Programs it requires creativity and imagination. Marketers seek to identify new places where a consumer’s path intersects with a brand’s presence‚ or create a new
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Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others. Marketing involves building and managing profitable exchange relationships with customers. The role of marketing is to understand consumers‚ create value‚ and build strong customer relationships. All of these steps form the basis for the fourth step‚ building profitable customer relationships and create customer delight. In the final step‚
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events around the globe‚ including the LA Galaxy and FC Barcelona soccer clubs‚ as well as champions in more than 15 other sports. 2. SITUATION ANALYSIS Herbalife is entering its first year of operation. Our products have been well received‚ marketing will be key to development of brand and product awareness as well as the growth of the customer base. Herbalife International offers several different fitness products. 2.1 Market Summary Herbalife possesses good information about market and
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PRESENTATION EEBA AFSAR BBM 3rd SEM 097512 INTRODUCTION Marketing as defined by many marketers as they start out in the industry is “Putting the right product in the right place‚ at the right price‚ at the right time.” Therefore in simple terms you need to create a product that a particular group or groups of
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