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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
*...