LECTURE 1: What is Marketing? Evolution of Marketing: Product OrientationSalesConsumerCompetitorCRMValue (brand equity) 5 C’s (Strategic) * Company * Customers * Competitors * Collaborators * Context 4 P’s (Tactical- “marketing mix”) * Product * Promotion * Price * Place LECTURE 2: Customer Behavior Consumer Decision Making Process: Adoption Process (of new concepts that do not rely on previous purchases) (textbook): AwarenessInterestEvaluationTrialDecision
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fCh.15 36. Material requirements planning (MRP) is a useful for all of the following except independent demand items. 37. All of the following are inputs into the MRP process except the planned order report. 38. The product structure file lists all of the following except a. the product’s demand. 39. A phantom bill of material is used for subassemblies that are immediately consumed in the next stage of production. 40. A _______________ of material
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Summary Definition of Marketing Marketing is not manipulating consumers to get them to buy products they do not want and it is not just selling and advertising. Marketing is a group of activities designed to expedite transactions by creating‚ distributing‚ pricing‚ and promoting goods‚ services‚ and ideas. Marketing facilitates the exchange‚ the act of giving up one thing in return for something else. The central focus of marketing is to satisfy needs. (Example) People is willing to exchange
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Case Study: Implied Warranty Of Merchantability In the case of Keller v. Inland Metals All Weather Conditioning‚ Inc.‚ the question has come about asking if there was an express warranty given by the CEO of Inland Metals to the Kellers when they signed a contract. If in fact there was an express warranty then there may be breach of contract by Inland Metals. The Keller’s were in need of an air humidifier for the pool area in their new athletic club because of the foul smelling odor. They
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| List of Figures iii List of Tables iii 1 QUESTION 1 1.0 Introduction 1 1.1 Marketing Mix Decision at FitFlop 1 1.1.1 Product & Customer’s Solution 2 1.1.2 Price & Cost 4 1.1.3 Place & Convenience 4 1.1.4 Promotion &Communication 4 1.2 Conclusion 5 6 QUESTION 2 2.0 Introduction 6 2.1 Geographic Segmentation 6 2.2 Demographic Segmentation 7 2.3 Psychographic
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correlated attributes and benefits • Price and quality • Taste and low calories • Power and safety • Comprehensiveness (variety) and simplicity • Strength and refinement Strategies to Overcome Attribute and Benefit Trade-offs • Establish separate marketing programs • Leverage secondary association (e.g.‚ co-brand‚ use celebrities) • Re-define the relationship from negative to positive (develop a credible story) And another tool: Positioning statement Brand X has in the market for …………
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Text: Marketing Managment Chapter 4: Conducting Marketing Research Topic: Market Research; Measuring Market Productivity; Return on Investment Learning Objectives: 1. What constitutes good marketing research? 2. What are the best metrics for measuring marketing productivity? 3. How can marketers assess their return on investment of marketing expenditures? Video Title: Dunkin’ Donuts Link: http://windowsmedia.pearsoncmg.com/ph/bp/bp_video_library/dunkin.wvx Synopsis This
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7 Key Benefits of E-Marketing 1. GLOBAL REACH- a website can reach anyone in the world who has internet access. This allows you to find new markets and compete globally for only a small investment. 2. LOWER COST - a properly planned and effectively targeted e-marketing campaign can reach the right customers at a much lower cost than the traditional marketing methods 3. TRACKABLE‚ MEASURABLE RESULTS – marketing by email or banner ad-ing makes it easier to establish... 4. PERSONALISATION - 5
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MB0046_MBA_Sem2_Fall/August 2012 Master of Business Administration - MBA Semester 2 MB0046 – Marketing Management - 4 Credits Assignment Set- 1 (60 Marks) Note: Each question carries 10 Marks. Answer all the questions. Q.1 Marketing involves satisfaction of consumer needs’. Elucidate the statement. Q.2 Conduct a SWOT analysis for any one automobile brand of your choice. How will this analysis help in planning marketing strategies for the brand? Q.3 Explain in brief the process involved in personal
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Questions You are required to choose a (B2B‚ B2C‚ C2B or C2C) business and based on the history of the business in the last ten years answer the following four questions Q.No.1 Applying at least five analytical tools in strategic management formulate a suitable E-business strategy for the company. Your proposed strategy should be based on your analysis‚ and supported by evaluation of your proposed approach‚ indicating its suitability for the organisation‚ and also its relation to the
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