organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketers are skilled at managing demand: they seek to influence its level, timing, and composition for goods, services
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strategy: Southwest airlines have a different approach in managing and training its employees. Also Southwest culture focuses on employees and customers having a good time while flying. AirTran believes in lower- fare to attract customers and sells its tickets on various distribution agencies. 2.What are the similarities and dissimilarities between the cultures, values and beliefs of the Southwest and AirTran airlines? Southwest cultural values are “ A warrior Spirit, A Servant’s Heart, A Fun- Luving
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executive to address the issues of: ➢ Formulating segmentation and focus strategies ➢ Understanding, attracting and keeping valuable customers ➢ Positioning the business to achieve an advantage over competitors ➢ Identifying and exploiting growth opportunities ➢ Allocating resources across businesses and segments ➢ Managing the channels for gaining access to the served markets, and ➢ Aligning the organization to changing market requirements. The course will
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Winning Customers and Competing Effectively 1. The five internal performance objectives analysed further by Neely (2008) are cost, quality, flexibility, dependability and speed. 2. Value added is an activity carried out by an organization that increases the worth of a product or service and for which a customer is willing to pay an additional price. An example would be the provision of 'Fairtrade' or organic foods where there is a perceived ethical and social benefit which customers are prepared
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creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. “Even in the world of theatre, what actors say is less important than what they do. That’s why any director will tell you, ‘Action is character’. But in our world action is branding.” What is Marketing Management and its roles? The application
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“R’s” in supply chain management is Responsiveness, Reliability, Resilience and Relationships. Responsiveness: This is the need for your company to be flexible and nimble. To be able to change as necessary to met customer needs. This implies the company is listening to the customers. Reliability: This is the ability to focus on the reliability of the logistics process. The company has to be sure they are able to reduce inefficiencies wherever possible to increase reliability. Companies are able
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DELIVERING VALUE expanded the brand to whole “we and accessories, but weinclude alearned line of apparel quickly that it was not good to have one channel of distribution… Kathy Ireland Chief Designer of RFA, Founder of KIWW, Author, Model Classified - Highly Confidential 1 “ CONTENT • DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS – Marketing Channels and Value Networks – The Role of Marketing Channel – Channel Design Decision – Channel Management Decision – Channel Integration & Systems
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Marketing: Managing Profitable Customer Relationships Multiple Choice 1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion (b; Easy; p. 5) 2. The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is _____. a. customer relationship
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performance characteristics Creating value integrative manner functional area 2. Intellectual and and by which customers are 4. Reputation assets Human willing to pay Created by 3. Organizational 5. Technological CA not permanently sustainable 6. Financial Therefore must exploit current adv. while Value creating strategy Low cost and/or high Tangible vs Intangible simultaneously form new advantages Superior differentiation Warning: Core Duplication - more difficult for - Value of tangible assets rigidities
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|Managing change | |Managing Change - McDonalds | |McDonalds | |
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