KOTLER RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management 4 Defining Marketing for the 21st Century 4 Developing Marketing Strategies and Plans 5 PART 2 Capturing Marketing Insights 13 Collecting Information and Forecasting Demand 13 Conducting Marketing Research 16 PART 3 Connecting with Customers 18 Creating
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Marketing Management By Philip‚ Kevin Lane Keller‚ Abraham Koshy‚ Mithileshwar Jha logo copy.tif SUMMARY by Chapter 4 Why Marketing Research? Successful Marketing Managers need timely‚ accurate and actionable information about consumers‚ competition and their brands to assess past performance‚ plan future activities and take strategic decisions leading to successful product launch or increase growth of a brand. Conducting Marketing Research and Forecasting Demand What is Marketing
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to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Copyright © 2011 Pearson Education‚ Inc. Publishing as Prentice Hall 1-2 What is Marketing Management? Marketing management is the art and science of choosing target markets and getting‚ keeping‚ and growing customers through creating‚ delivering‚ and communicating superior customer value. Copyright © 2011 Pearson Education‚ Inc. Publishing as Prentice Hall 1-3 What is Marketed
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1 6 Analyzing Consumer Markets Chapter Questions How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberate rational decision process? Copyright © 2012 Pearson Education 6-2 Consumer Behavior Copyright © 2012 Pearson Education 6-3 What Influences Consumer Behavior? Cultural Factors Social Factors
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29 Service Characteristics Intangibility Variability Perishability Empty seats Inseparability Slide 6 of 29 Intangibility Create tangible elements • Place • People • Equipment • Communication material • Symbols • Price Slide 7 of 29 Inseparability Work Faster Add More Service Providers Work with Larger Groups Slide 8 of 29 Variability Offer Guarantees Monitor Satisfaction Good Hiring and Training Slide 9 of 29 Overnight Hotel Stay Blueprint
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Suggested end-of-Chapter Practice Questions: Chapter Seven Chapter 7 1‚ 2‚ 3‚ 7‚ 11‚ 13‚ 19‚ 22‚ 29‚ 32‚ 33‚ problem similar to HW 1. What is the process of asset transformation performed by a financial institution? Why does this process often lead to the creation of interest rate risk? What is interest rate risk? Asset transformation by an FI involves purchasing primary assets and issuing secondary assets as a source of funds. The primary securities purchased by the FI often have maturity
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Fall 2013 Corporate Financial Management Due: Thursday‚ October 31st Chapter 7 & Options 1. Assume that you sold a 100 call for $10. Calculate your profit/loss per share if the future stock prices are $80‚ $90‚ $100‚ $110. What type of investor (bullish or bearish) sell a call? Why? 2. Assume that you bought a 110 put for $11. Calculate your profit/loss per share if the future stock prices are $ $90‚ $100‚ $110‚ $120. What type of investor (bullish or bearish) buy a put? Why? 3
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Marketing Management By Philip‚ Kevin Lane Keller‚ Abraham Koshy‚ Mithileshwar Jha logo copy.tif SUMMARY by Chapter 6 Analyzing Consumer Markets Since marketing starts from the customer‚ it is of primary importance to understand the psyche of the customers and their buying motives. This chapter talks about the various behavioural patterns that govern the decision making process of a customer. A marketer needs to understand these factors affecting the customer’s purchase decisions
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Questions for Wolfgang Keller Case 1) Who is Wolfgang Keller? What are his key strengths and weaknesses? Wolfgang Keller is the Managing Director of Konigsbrau-TAK‚ which is the Ukranian subsidiary of a major premium beer brewer. Keller has previous experience in financially turning around a German food product manufacturer’s two subsidiaries (relatively smaller in scale than his current organization). Keller’s foremost strength is his ability to turn around an apparently difficult
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Chapter 1: Defining Marketing for the 21st Century * Marketing is about identifying and meeting human and social needs. It is the activity‚ set of institutions‚ and processes for creating‚ communicating‚ delivering‚ and exchanging offers that have value for customers‚ clients‚ partners‚ and society at large. * Marketing creates demand for a product‚ which in turn drives revenue. Greater demand creates the need for companies to hire new workers‚ while revenue (top line) contributes to a
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