MARKETING MANAGEMENT Chapter 1 Defining Marketing for the 21st Century Five basic markets & their connecting flows Figure 1.1 Marketing Management - An Asian © Kotler‚ Keller‚ Ang‚ of Perspective Structure Leong & Flows in a Modern Exchange Economy Tan 4th Edition International Executive MBA PGSM Page I.01 MARKETING MANAGEMENT Figure 1.2 A Simple Marketing System © Kotler‚ Keller‚ Ang‚ Leong & Tan Marketing Management - An Asian Perspective 4th Edition
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I. INTRODUCTION THE HISTORY OF MARKETING MIX The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However‚ this was actually a reformulation of an earlier idea by his associate‚ James Culliton‚ who in 1948 described the role of the marketing manager as a "mixer of ingredients"‚ who sometimes follows recipes prepared by others‚ sometimes prepares his own recipe as he goes along‚ sometimes
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Introduction of customer relationship management 2 Importance of customer relationship management 2 Customer needs Definition 3 Types of customer needs 3 Process of identifying the customer needs…………………………………………………………………………................3 Customer expectations and satisfaction………………………………………………………. Customer expectations……………………………………………………………………………………………………………………………….4 Customer satisfaction……………………………………………………………………………………………………………………………4 Customer satisfaction
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researching existing and prospective customers. Even tools thought of as "new" a decade ago‚ such as internet advertising‚ e-mails‚ and text messaging‚ are now seen as the norm or even antiquated. Newer technologies‚ including GPS‚ DVR’s‚ social media and smart phone applications‚ are becoming increasingly important. Two major tools being used today are customer relationship management systems (CRMs) and social media marketing. CRM Customer relationship management systems use technology to organize
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developed and implemented its own concepts in order for it to run smoothly and accomplish the vision‚ goals and objectives it has set forth. As such according to Henri Fayol functions of management‚ is broken into five areas allow for it to handle the strategic‚ tactical and operational decision for the organisation. Management is a set of activities designed to achieve organisational objectives by using its resources efficiently and effectively in a changing environment. Resources are used to accomplish
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Apple’s unique sales strategy www.sino-manager.com of: SteveTobak Source: Business network of excellence 2010-6-13 Recommended hot: 36 words to communicate the secret of the team management team determines the future of the company building Tags: Apple online store sales strategy From the Direct and channel pricing strategy to retail and online stores‚ Apple in the consumer electronics company in a unique way different from other sales oftheir products . If you know the "channel" the meaning
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they need strategic leaders. What are the main roles of strategic leadership? 1- making implementation-lever and resource-allocation decisions 2- develop support for the strategy from the stakeholders. STRATEGIC MANAGMENT: STRATEGIC MANAGMENT IS THE PROCESS BY WHICH A FIRM MANAGES FORMULATION AND IMPLEMENTATION OF ITS STRATEGY. Even knowing this concept‚ we still don’t know what does having a strategy means‚ and what the goal of the strategy should be. What is the “strategic leader’s prespective”? The
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Peter Drucker had four requirements for entrepreneurial management in the article “the New Venture”. They are: a focus on the market‚ financial foresight‚ building a top management team long before the new venture actually needs one and decision of the founding entrepreneur role in his team. Firstly‚ companies might not be able to foresee that the products they originally designed or planned to sell have been switched to another products or services they did not expect. The company will be successful
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Introduction Customer Relationship Management (CRM) is an important part of any companies ’ sales mix. As part of a sales mix‚ companies must have a strong sales team; a well planned and executed marketing strategy‚ and a method to record pertinent information to manage customer relations. A CRM system is an important part in any company. They have a variety of uses from holding basic information such as names and address‚ to holding other information including relationship history‚ contract information
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experience that consumer have never experienced before via marketing strategies. This essay will outline the marketing environment analysis of Masters Home Improvement in terms of macro and micro factors. Then‚ it will discuss the marketing approach. In the end‚ some recommends will be given to Masters Home Improvement. 1. Marketing Environment Analysis—Micro Trends 1.1 Customers According to Kotler and Armstrong (2012‚ p. 93)‚ Customers are the most important factors in company’s microenvironment
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