Wdawd

Marketing lecture 13

* Marketing Process

* Creating value for customers and building customer relationships

* Marketing Management Operations

* Various concepts of marketing, poised towards the marketing concept and societal concept. Look at customer needs. For societal, look at the impact on other groups.

* Sustainable marketing principles (Chapter 20)

* Banyan Tree. Sustainable marketing. NOT going to Banyan Tree for the environmental friendliness. BUT it’s for a different type of environment that they are selling. The sustainable marketing is a differentiated marketing concept that captures more customer attention and value.

* Consumer oriented (customers’ perspective; shorter term needs), customer value (long term value), constant innovation (better solutions), societal marketing (social impact is in Chapter 20), sense of mission (broader definition of success)

* Managing the marketing effort (Chapter 2)

* Planning for the market

* The Environmental influence

* Macro and microenvironment

* Macro

* Demographic

* Economic

* Natural (environmental)

* Technological

* Political (legal)

* Cultural (social)

* Micro

* The company

* Suppliers

* Marketing intermediaries

* Competitors

* Publics*** (think about how it impacts the wider society, again, Banyan Tree) (Chapter 20)

* Customers

* Marketing Analysis (Chapter 2)

* SWOT Analysis

* Try to match your selection of opportunities to your strengths and be aware of weaknesses as obstacles to exploiting them.

* Identify threats vis-à-vis the strengths as a moat and how the threats could compound weaknesses.

* Marketing Information Systems (Chapter 4)

* Primary and Secondary Data Research

* Defining the problem and research objectives

* Exploratory

*...