TOPIC 3: MARKETING

Mer som dette

Mergers and Acquisitions (M&A)

Ved Даша Ковтун

ESP

Ved sarai lucia Rios santiz

CXM Coca-Cola vs Pepsi

Ved ANDREA SOLANA

The directors of a property company are looking at whether they shouldconstruct a new office building. The economy is doing well, and the amount ofvacant office space is reducing sharply. As part of their decision they decide to use the 6 Thinking Hats te

Ved Serik Ayazhan

TOPIC 3: MARKETING

Developing Marketing Strategies (Ch 12)

Marketing Mix

Place

Promotion

Price

Product

Intangible

Warranties

Positioning

Branding

Tangible

Packaging

Quality and style

Size, Colour, Shape

Identify the TM

Product Differentiation

Mass V. Niche

Market Segmentation

Product-related

Geographic

Demographic

Psychographic

Market Research and Customer and Buyer Behaviour (Ch 11)

Factors influencing consumer choice

Marketing Plan (Ch 10)

Monitoring and Controlling

Implementation

Develop Marketing Strategies

Identify the TM

Establish Marketing Objectives

Maximise customer service

Expand existing markets (geographic expansion)

Expand product range

Increase market share

Situational Analysis

SWOT Analysis

PLC

External influences

Nature of market

Nature of Marketing (Ch 9)

Marketing is the process of planning and executing the conception, pricing, promotion and distribition of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.

Orientation

Market

Relationship Marketing

Customer Orientation

Selling

Production

Types of Markets

Consumer

Niche

Mass

Intermediate

Industrial

Resource

Role of Marketing

Satisfy customer needs and wants

Help business generate revenues and profits

Ethical and Legal Aspects (Ch 13)