...11/06/2014 Chapter One Marketing: Creating and Capturing Customer Value Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 1 Creating and Capturing Customer Value Topic Outline • • • • • • • What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 2 1 11/06/2014 What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 3 What Is Marketing? The Marketing Process Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 4 2 11/06/2014 Understanding the Marketplace and Customer Needs Core Concepts • • • • • Customer needs, wants, and demands Market offerings Value and satisfaction Exchanges and relationships Markets Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 5 Understanding the Marketplace and Customer Needs Customer Needs, Wants, and Demands Copyright © 2010 Pearson Education, Inc. Publishing...
Words: 1339 - Pages: 6
...Chapter One Marketing: Creating and Capturing Customer Value Chapter 1- slide 1 Creating and Capturing Customer Value Topic Outline • • • • • • • What Is Marketing? Understand the Marketplace and Customer Needs Designing a Customer‐Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 2 What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 3 What Is Marketing? The Marketing Process Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 4 Understanding the Marketplace and Customer Needs Core Concepts • • • • • Customer needs, wants, and demands Market offerings Value and satisfaction Exchanges and relationships Markets Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 5 Understanding the Marketplace and Customer Needs Customer Needs, Wants, and Demands Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 1- slide 6 Understanding the Marketplace and Customer Needs • Market offerings are some ...
Words: 1402 - Pages: 6
...Bangalore University Bachelor of Business Management (New Scheme) SEMESTER SCHEME OF EXAMINATION UNDER SEMESTER : BBM COURSE SEM NO. PAPER NO. 1.1 TITLE OF THE PAPER LECTURE HOURS 04 MARKS UE 90 RM 10 TOTAL MARKS 100 I 1.2 1.3 1.4 1.5 1.6 2.1 II 2.2 2.3 2.4 2.5 2.6 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4.1 4.2 4.3 4.4 4.5 4.6 4.7 5.1 5.2 5.3 5.4 5.5 5.6 III IV V LANGUAGE: KANNADA/SANSKRIT/URDU/TAMIL/ TELUGU/ADDITIONAL ENGLISH/ MARATHI/HINDI ENGLISH BUSINESS ECONOMICS FUNDAMENTALS OF ACCOUNTING BUSINESS MANAGEMENT BUSINESS MATHEMATICS TOTAL LANGUAGE: KANNADA/SANSKRIT/URDU/TAMIL/ TELUGU/ADDITIONAL ENGLISH/ MARATHI/HINDI ENGLISH BUSINESS STATISTICS FINANCIAL ACCOUNTING ORGANISATIONAL BEHAVIOUR BUSINESS ENVIRONMENT TOTAL BUSINESS COMMUNICATION HUMAN RESOURCE MANAGEMENT MARKETING MANAGEMENT CORPORATE ACCOUNTING SERVICES MANAGEMENT INTERNATIONAL BUSINESS INDIAN CONSTITUTION TOTAL BUSINESS RESEARCH METHODS BUSINESS LAW COST ACCOUNTING FINANCIAL MANAGEMENT PRODUCTION & OPERATIONS MANAGEMENT LAW AND PRACTICE OF BANKING COMPUTER FUNDAMENTALS TOTAL INCOME TAX STRATEGIC MANAGEMENT MANAGEMENT ACCOUNTING COMPUTER APPLICATION IN BUSINESS PROJECT MANAGEMENT ENTREPRENEURIAL DEVELOPMENT TOTAL 04 04 04 04 04 24 04 90 90 90 90 90 540 90 10 10 10 10 10 60 10 100 100 100 100 100 600 100 04 04 04 04 04 24 04 04 04 04 04 04 04 28 04 04 04 04 04 04 04 28 04 04 04 04 04 04 24 90 90 90 90 90 540 90 90 90 90 90 90 90 630 90 90 90 90 90 90 90 630 90 90 90 90 90 90 540 10...
Words: 19726 - Pages: 79
...MARKETING MANAGEMENT Contributors: Prof. Dr. Ashok Kurtkoti Prof. Avinash Deshpande Prof. Dr. Rajendra Bartakke Prof. Dr. N.J. Chavan Prof. Pradeep Sadarpatil Prof. Sandip Kodgire Prof. Swapnil Patil Prof. Gaurav Petkar Prof. Shripad Joshi Prof. Sheetal Kunjir 1 Marketing Management Session Plan (31st batch PGDM) MARKETING MANAGEMENT : Session Plan Session 1 Topic Introduction: Developing rapport between faculty and students, syllabus overview, about lectures and cases, etc. Defining marketing for the 21st century The Scope of Marketing Core Marketing Concept Company Orientation Toward The Marketplace Marketing Management tasks Scanning the marketing environment , Forecast demand and conducting marketing research Components of a modern Marketing Information System Internal records Marketing intelligence Identifying the major forces The demographic environment The economic environment The socio-cultural environment The natural environment The technological environment The political –legal environment Scanning the marketing environment , Forecast demand, and conduction marketing research The Marketing Research System The Marketing Research Process Chapter No. 2/3 Chapter 1 4 11 18 24 Chapter 3 4 60 61 62 65 66 68 70 71 73 74 Chapter 3 5 82 84 2 6 Creating Customer Value and Customer Relationship Building Customer Value, Satisfaction and Loyalty Customer Perceived Value Total Customer Satisfaction Customer Relationship Management...
Words: 737 - Pages: 3
...(simulated business) Table of contents Chapter 1 – Business plan (excerpt) ...................................................................................2 Chapter 2 – Organisational chart and management profiles ............................................3 Chapter 3 – Management responsibilities .........................................................................4 Chapter 4 – Budget summary..............................................................................................5 Chapter 5 – Operational plan ..............................................................................................6 Chapter 6 – Description of operations ................................................................................9 Chapter 7 – Organisational risk register .......................................................................... 10 Chapter 8– Marketing plan ............................................................................................... 12 Chapter 9 – Sales and marketing policy .......................................................................... 24 Chapter 10 – BBQfun Privacy Policy ................................................................................ 26 Chapter 11 – Anti-discrimination policy ........................................................................... 30 Chapter 12 – Procurement policy and procedures ......................................................... 31 Chapter 13 – List of preapproved suppliers...
Words: 1118 - Pages: 5
...BBQfun (simulated business) Table of contents Chapter 1 – Business plan (excerpt) 2 Chapter 2 – Organisational chart and management profiles 3 Chapter 3 – Management responsibilities 4 Chapter 4 – Budget summary 5 Chapter 5 – Operational plan 6 Chapter 6 – Description of operations 9 Chapter 7 – Organisational risk register 10 Chapter 8– Marketing plan 12 Chapter 9 – Sales and marketing policy 24 Chapter 10 – BBQfun Privacy Policy 26 Chapter 11 – Anti-discrimination policy 30 Chapter 12 – Procurement policy and procedures 31 Chapter 13 – List of preapproved suppliers 36 Chapter 1 – Business plan (excerpt) Chapter 2 – Organisational chart and management profiles BBQfun organisational chart Chapter 3 – Management responsibilities Pat Mifsud, CEO Pat is responsible for working with the Board of Directors to oversee the business, set overall strategic directions, manage risk, and authorise large financial transactions. Riz Mehra, Chief Financial Officer Riz is responsible for preparing quarterly financial statements and overall budgeting. Riz is also responsible for overseeing budgets for cost centres and individual projects. At completion of financial quarters and at the end of projects, Riz is responsible for viewing budget variation reports and incorporating information into financial statements and financial projections. Kim Chen, Operations General Manager Kim is responsible for the day-to-day running of the company. Kim oversees the...
Words: 693 - Pages: 3
...Instructor’s Visual Index Kotler/Armstrong Chapter 1: Marketing in a Changing World PRINCIPLES OF MARKETING Philip Kotler and Gary Armstrong Chapter 1 Chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction What is Marketing? What is Marketing? • Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. • More simply: Marketing is the delivery of customer satisfaction at a profit. © Copyright 1999 Prentice Hall Instructor’s Visual Index Kotler/Armstrong Chapter 1: Marketing in a Changing World Core Marketing Concepts Core Marketing Concepts Needs, wants, and demands Products and Services Core Core Marketing Marketing Concepts Concepts Markets Value, satisfaction, and quality Exchange, transactions, and relationships What Motivates a Consumer What Motivates a Consumer to Take Action? to Take Action? • Needs - state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am thirsty • Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. • Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola. © Copyright 1999 Prentice Hall Instructor’s Visual Index Kotler/Armstrong Chapter 1: Marketing in a Changing World What Will Satisfy Consumer’s What Will Satisfy Consumer’s Needs and Wants? Needs and...
Words: 763 - Pages: 4
...FORM B: COURSE PLAN |Course Code & Course Title: ABDT3243 Services Marketing |Programme(s): 2DMK, 2drm | | | | |Semester: [ ( ] May [ ] September [ ] January |Academic Year: 2015/2016 | |(please tick “(”) | | |Hours/Week: Lecture __2__ , Tutorial __1.5__ , Laboratory/Practical ___-____ | |Week | |Topics |Reference Material |Remarks* | | | | ...
Words: 763 - Pages: 4
...of major business functions (management, production, marketing, finance and accounting, human resource management, and various support functions). Offers an overview of business organizations and the business environment, strategic planning, international business, and quality assurance. INSTRUCTIONAL MATERIALS Required Resources Kelly, M., McGowen, J., & Williams, C. (2014). BUSN (6th ed.). Mason, OH: South-Western Cengage Learning. (Note: This is a textbook uniquely created for Strayer and can only be purchased via Strayer’s Virtual Bookstore, available through iCampus. The chapters within this custom textbook are the same as those from the national title, only rearranged in a different order.) Supplemental Resources Asare, S. K., & Wright, A. M. (2012). Investors’, auditors’, and lenders’ understanding of the message conveyed by the standard audit report on financial statements. Accounting Horizon, 26(2), 193-217. Aytaç, G., & Turan, O. Z. (2012). Issues of business ethics in domestic and international businesses: A critical study. International Journal of Business Administration, 3(5), 82-88. Bulu, I., Radojicic, M., & Nesic, Z. (2012). Some considerations on modern aspects of marketing promotion. Technics Technologies Education Management, 7(4), 1741-1750. Franks, R. A., & Spalding, A. D. (2013). Business ethics as an accreditation requirement: A knowledge mapping approach. Business Education & Accreditation, 5(1), 17-30. Pathak, A. (2012)...
Words: 913 - Pages: 4
...International Marketing Course type Compulsory[√ ] Specialized [ ] Optional[ ] Textbook(s) Marketing / International Marketing Major or sub-major IET Students classification Non-mainland[ √ ] Mainland[√ ] Department International Economy & Trade Instructor(s) Xia Jing Wen ( 夏京文) Academic position Professor [ ] Associate Professor [√ ] Lecturer[ ] Others[ ] Printed and issued by the Academic Affairs Department Date__4/8/2009__ (dd/mm/yy) Instructions 1. Print in Times New Roman, font size 12. If necessary, the space for each item may be enlarged or reduced in exactly the same format. 2. One form is required for each lesson（excluding the cover）. 3. “Course type” refers to Compulsory, Specialized or Optional; “Student Classification” refers to Mainland student or Non-Mainland student. Note: Common Optional courses are applicable to all majors. 4. “Department” refers to the College, Department or the Teaching and Research Section that offers the course. 5. “Form of Lesson” refers to lecture, discussion, experiment, social practice, internship etc. 6. “Contents of Lesson” should be a brief but concrete description of the contents, together with details of Chapter, Section, Topic titles etc. International Marketing Lesson...
Words: 5319 - Pages: 22
...Indian Institute of Management Bangalore Customer Relationship Management Faculty: Prof. G. Shainesh Term VI PGP (2008-09) 3 Credit Course Background – The primary purpose of any business is to win and keep customers. Its competitors also seek to do the same. Most successful firms have developed capabilities for attracting customers through their marketing programs. But they have shown mixed results when it comes to retaining these customers. Customer Relationship Management helps businesses in successfully implementing strategies aimed at winning and retaining customers profitably. It is also helping businesses shift from a short-term transaction based mode of operation in their interactions with customers to a long-term relationship mode. Objectives – The objective of this course is to help students understand the concept and practice of CRM derived from research and applications across businesses. These concepts and applications from real life case studies will help identify opportunities, which can be successfully implemented for long term profitability. Pedagogy – The teaching methodology will include a mix of lectures, discussions of pre-readings, presentations by practitioners, exercises and case analysis. The cases are integrative in nature but will also help develop an appreciation of specific elements of CRM. Group Project – Option 1 - Identify any organisation which is practicing some form of CRM. Start working with them to understand...
Words: 1490 - Pages: 6
...01 Chapter - Overview of Marketing Chapter 01 Overview of Marketing True / False Questions 1. Google, Facebook and YouTube are all innovative, and each company has succeeded because it provided value to its customers. True False 2. Marketing is an activity that only large firms with specialized departments can use. True False 3. Good marketing is not a random activity. True False 4. Understanding a market's needs and wants is fundamental to marketing success. True False 5. Marketers would prefer to sell their products and services to everyone but it is not practical to do so. True False 6. The four Ps include persistence, promotion, presence, and performance. True False 7. Thoughts, opinions, philosophies and intellectual concepts fit the concepts of neither goods nor services, and they cannot really be marketed. True False 1-1 Chapter 01 - Overview of Marketing 8. The goals of marketing promotion are youth, style, and sex appeal. True False 9. The group of firms that makes and delivers a given set of goods and services is known as a supply chain. True False 10. Value is what you get for what you give. True False 11. In co-creation, the customer is involved as a collaborator in the creation of a product or service, which provides additional value to the customer. True False 12. Value-based marketing supports developing long-term customer loyalty. True False 13. During the past decade or so, marketers have begun to realize that they need to think about their customer orientation...
Words: 17701 - Pages: 71
...Tuck School of Business Dartmouth College Fall Quarter B 2010 Professor Kevin Lane Keller STRATEGIC BRAND MANAGEMENT Course Times/Places Class Meetings: Office Hours: Mondays and Tuesdays 8:30 – 10:00 & 10:15 – 11:45 Borelli classroom By appointment: Tuesdays, 12:30 – 2:00 Room: Woodbury 315 (Phone: 646-0393) E-mail: kevin.keller@dartmouth.edu Alison Pearson Room: Tuck 205I (Phone: 646-2515) E-mail: alison.pearson@dartmouth.edu Academic Coordinator: Required Text Kevin Lane Keller, Strategic Brand Management, 3rd edition, Prentice-Hall, 2008. Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This mini-elective provides students with insights into how profitable brand strategies can be created. It addresses three important questions. How do you build brand equity? How can brand equity be measured? How do you capitalize on brand equity to expand your business? Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, exercises, and case discussions. The course content has relevance to students pursuing a variety of different career goals in virtually any...
Words: 3237 - Pages: 13
...Indian Institute of Management Bangalore Customer Relationship Management Faculty: Prof. G. Shainesh Room C-103, Tel : 3334 Term IV PGP (2014-15) 3 Credit Course Background – Businesses aim to win and keep customers. Its competitors also seek to do the same. Most successful firms have developed capabilities for attracting customers through their marketing programs. But they have shown mixed results when it comes to retaining these customers. Customer Relationship Management helps businesses in successfully implementing strategies aimed at winning and retaining customers profitably. It is also helping businesses shift from a short-term transaction based mode of operation in their interactions with customers to a long-term relationship mode. Objectives – The objective of this course is to help students understand the concept and practice of CRM derived from research and applications across businesses. These concepts and applications from real life case studies will help identify opportunities, which can be successfully implemented for long term profitability. Pedagogy – The teaching methodology will include a mix of lectures, discussions, presentations by practitioners, videos, exercises and case analysis. The cases are integrative in nature but will also help develop an appreciation of specific elements of CRM. Each session will require preparation of assigned reading / case and active participation by students. A significant portion of the performance...
Words: 2004 - Pages: 9
...CHAPTER OBJECTIVES 1. Define what marketing is and discuss its core concepts. 2. Explain the relationships between customer value, satisfaction, and quality. 3. Define marketing management and understand how marketers manage demand and build profitable customer relationships. 4. Compare the five marketing management philosophies. 5. Analyze the major challenges facing marketers headings into the next century. CHAPTER OVERVIEW Marketing is part of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, but customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. Marketing is defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is a key factor in business success. The marketing function not only deals with the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions found in the domestic and global environment. Marketing and its core concepts, the exchange relationship, a brief description of marketing management, the five major philosophies of marketing thought and practice, marketing challenges in the new millennium, marketing’s relationship to the information technology boom...
Words: 2152 - Pages: 9
