Lecture fundamentals of marketing - Lecture 32: Course revision
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LECTURE32
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11- 11
LECTURE1
Marketing:
Creating and Capturing
Customer Value
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Topic Outline
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What Is Marketing?
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Marketing process
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Understanding the Marketplace and
Customer Needs
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Marketing Process
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LECTURE2
Marketing:
Creating and Capturing
Customer Value
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11- 55
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§
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Topic Management?
Outline
What Is Marketing
Designing a Customer-Driven Marketing
Strategy
Preparing an Integrated Marketing Plan
and Program
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Building Customer Relationships
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Capturing Value from Customers
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The Changing Marketing Landscape
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Designing a CustomerDriven Marketing Strategy
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Marketing Management Orientations
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LECTURE3
Company and Marketing
Strategy
Partnering to Build
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•
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Topic Outline
Companywide Strategic Planning:
Defining Marketing’s Role
Planning Marketing: Partnering to Build
Customer Relationships
Marketing Strategy and the Marketing
Mix
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Companywide Strategic
Planning
•
Steps in Strategic Planning
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LECTURE4
Developing Marketing
Strategies and Plans
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11
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Topic Outline
How is strategic planning carried out at
different levels of the organization?
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What does a marketing plan include?
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Managing the Marketing Effort
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Measuring and Managing Return on
Marketing Investment
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Marketing Strategy and
the Marketing Mix
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LECTURE5
Analyzing the Marketing
Environment
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14
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Topic Outline
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Analyzing The Marketing Environment
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The Company’s Micro-environment
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The Company’s Macro-environment
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Responding to the Marketing Environment
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The Company’s
Actors
in the Microenvironment
Microenvironment
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LECTURE6
Managing Marketing
Information to Gain
Customer Insights
Part-1
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11- 17
17
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Topic Outline
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Marketing Information and Customer Insights
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Assessing Marketing Information Needs
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Developing Marketing Information
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Marketing Research
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Analyzing and Using Marketing Information
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Marketing Information System
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LECTURE7
Managing Marketing
Information to Gain
Customer Insights
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Part-2
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20
Developing Marketing
Information
•
Marketing Research
•
Implementing the Research Plan
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LECTURE8
Consumer Markets and
Consumer Buyer Behavior
(Part-1)
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11- 22
22
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Topic Outline
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Model of Consumer Behavior
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Characteristics Affecting Consumer Behavior
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Types of Buying Decision Behavior
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The Buyer Decision Process
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The Buyer Decision Process for New 1-Products
Consumer Buying Process
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behavior
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LECTURE9
Consumer Markets and
Consumer Buyer Behavior
(Part-2)
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11- 25
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