| RESUME:
PART
1. UNDERSTANDING MARKETING AND THE MARKETING PROCESS
MARKETING
IN A CHANGING WORLD: CREATING CUSTOMER VALUE AND SATISFACTION
What is marketing
Marketing management
Marketing management philosophies
Marketing chllenges inti the next
century
Company case 1: doorguard: trying to
make a dent in the market
STRATEGIC
PLANING AND THE MARKETING PROCESS
Strategic planing
Design the busines portofolio
The marketing process
Managing the marketing effort
Company case 2: trap-ease america: the
big cheese of mousetraps
THE
MARKETING EVIROMENT
The company’s microvironment
Responding to the marketing enviroment
Company case 3: jcpenney: doing it right
Video case 1: patagonia: aming for no
growth
Comprehensive case 1: mastercard:
chardging the competition
PART 2. ANALYZING MARKETING OPPORTUNITIES
MARKETING RESEARCH AND INFORMATION
SYSTEM
The information marketing system
The marketing research process
Company case 4: act 1: feeling out the
appliance controls market
CONSUMER
MARKET AND CONSUMER BUYER BEHAVIOR
Model of consumer behavior
Characteristic affecting consumer
behavior
Consumer buying roles
Types of buying decision behavior
The buyer decision process
The buyer decision process for new
products
Consumer behavior across international
border
Company case 5: shiseido: rethinking the
future
BUSINES
MARKET AN BUSINES BUYER BEHAVIOR
Busines markets
Busines buyer behavior
Institutional and government markets
Company case 6: act 2: controling an
industial market
Video case 2: M/A/R/C group: talking to
costumer
Video case 3: DHL whorldwide express
Comprehensive case 2: motorola: geepers,
greepers, whered’d you get those beepers
PART
3. SELECTING TARGET MARKETS
MEASURING
AND FORECASTING DEMAND
Defining the market
Measuring current market demand
Forecasting future demand
Company case 7: mattel: forecasting
child’s play
MARKET
SEGMENTATION, TARGETING AND POSITIONING FOR COMPETITIVE ADVANTAGE
Markets
Markt segmentation
Market targeting
Positionong for competitive advantage
Company case 8A: quaker oats: dousing on
the competition
Company case 8B: ryka: be strong
Comprehensive case 3: look out! Lipton
here comes oolong
PART
4. DEVELOPING THE MARKETING MIX
DESIGNING
PRODUCTS: PRODUCTS, BRAND, PACKAGING, AND SERVICE
What is a products?
Product classification
Individual product decisions
Product line decisions
Product mix decisions
International product decisions
Company case 9: colgate: squeezing more
froom an brand name
DESIGNING
PRODUCTS: NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE-CYCLE STRATEGIES
New product development strategy
New product development prcess
Product life cycle strategies
Company case 10: polaroid: takin fision
to the marketplace
PRICING PRODUCTS: PICING
CONSIDERATIONS AND APPROACHES
Factors to consider when setting prices
General pricing approaches
Company case 11: U.S. Air: surviving the
fare wars
PRICING
PRODUCTS: PRICING STRATEGIES
New product pricing strategies
Produck Mix pricing strategies
Price adjustment strategies
Price canges
Company case 12: Circuit Sity: Selling
used cars like stereos
PLACING
PRODUCTS: DISTRIBUTION CHANNELS AND LOGISTICS MANAGEMENT
The Nature of distribution cahnnels
Channel behavior and organization
Channel design decisions
Chanel management decisions
Physical distribution and logistic
management
Company case 13. Icon acoustics:
bypassing tradition
PLACING
PRODUCTS: RETAILLING AND WHOLESALING
Retailling
Store Retailling
Nonstore Retailling
Retailling marketing decisions
The future of Retailling
Wholesaling
Type of wholesalers
Wholesaler marketing decisions
Trade in wholesaling
Compani case 14. Sam’s club: bulking up
for competition
PROMOTING
PRODUCT: MARKETING KOMMUNIKATION STRATEGY
Steps in developing effective
communication
Setting the total promotion budget and
mix
The changing face of marketing
communication
Socially responsible marketing
communication
Company case 15. Avon: A promotional
strtegy makeover
PROMOTING
PRODUCT: ADVERTISING, SALES, PROMOTION, AND PUBLIC RELATIONS
Advertising
Major decisions in advertising
Sales promotion
Public relation
PROMOTING
PRODUCTS: PERSONAL SELLING AND SALES MANAGEMENT
The role of personal selling
Managing the sales force
Principles of personal selling
PART
5. MANANGING THE MARKET EFFORT
BUILDING
CUSTOMER RELATIONSHIP THROUGH SATISFACTION, VALUE, AND QUALITY
Defining customer value and satisfaction
Delivering customer value and
satisfaction
Retaining customer
Implementing total quality marketing
CREATING
COMPETITIVE ADVANTAGE: COMPETITOR ANALYSIS AND COMPETITIVE MARKETS STRATEGIES
Competitor analysis
Competitive strategies
Balncing customer and competition
orientation
PART
6. EXTENDING MARKETING
THE
GLOBAL MARKETPLACE
Global marketing into the twenty-first
century
Looking at the global marketing
enviroment
Deciding whether to go international
MARKETING
SERVICE, ORGANIZATION, PERSON, PLACE, AND IDEAS
Service marketing
Organization marketing
Person marketing
Place marketing
Idea marketing
MARKETING
AND SOCIETY: SOCIA; RESPONSIBILITY AND MARKETING ETHICS
Social criticims of marketing
Citizen and public actions to regulate
marketing
Business action toward socially
responsible marketing
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