Submitted by: Submitted by suraj2020
Views: 328
Words: 39075
Pages: 157
Category: Business and Industry
Date Submitted: 03/04/2013 01:38 PM
London School of Commerce
MARKETING MANAGEMENT
COURSE MANUAL
1
London School of Commerce
MARKETING MANAGEMENT
COURSE MANUAL
2
MANUAL CONTENTS
Page Session 1 Session 2 Session 3 Session 4 Session 5 Session 6 Session 7 Session 8 The Marketing Concept And Marketing Orientation Marketing And Analysing The Organisations Environment Marketing Research & Marketing Information Systems Customers & Marketing Segmentation, Targeting & Positioning Buyer Behaviour Reaching Buyers Through Marketing Products & Services New Product Development & Product Based Management Models 4 32 62 95 126 141 158 191
Page
1
Page Session 9 Session 10 Session 11 Session 12 Session 13 Session 14 Price Place Promotion Personal Selling Relationship Marketing & Customer Care The Marketing Plan 216 244 271 325 356 378
Page
2
ANNEX
Annex 1
: Seminars
Annex 2
: Recommended Readings
Annex 3
: The Group Presentation & Sample Assessment Questions
Annex 4
: Sample Assignment Questions
Page
3
SESSION 1
THE MARKETING CONCEPT AND MARKETING ORIENTATION
DEFINITIONS MARKETING ORIENTATION BUILDING A MARKETING CULTURE DIFFICULTIES IN ACHIEVING A MARKETING BASED CULTURE INTERNAL MARKETING THE CO-ORDINATING ROLE OF THE MARKETING FUNCTION MARKETING AS A MANAGEMENT FUNCTION THE EVOLVING ROLE OF MARKETING DISCUSSION QUESTIONS
Page 4
S 1 / 01 . 28
DEFINITIONS In simple terms marketing is about producing profit from customer satisfaction. To do this, marketing entails a set of managerial activities or functions that must be performed throughout an organisation in order to win customers and keep customers coming back. Some key definitions of marketing are:THE CHARTERED INSTITUTE OF MARKETING Marketing : ‘ The management process that identifies, anticipates and satisfies customer requirements efficiently an profitably ’.
S 1 / 02 . 28
Page
5
Marketing means working with markets to bring about exchanges...