Please enable JavaScript.
Coggle requires JavaScript to display documents.
Lec 1, Marketing process(5), Lec 2, Lec 4, Lec 3 - Coggle Diagram
-
Marketing process(5)
- Design an integrated marketing program , using 4Ps:
product: build strong brands
Pricing: set real value
Distribution: manage demand and supply chains
Promotion: communicate value of proposition
- Research the marketplace and customer needs and wants, get market information and customer data
- Design a customer - driven market strategy, base on market segmentation, targeting, differentiation, and positioning
Capture the value from customer to create profits and customer equity
- create satisfied al, loyal customer
-capture customer lifetime value
-increase share of market and share of customer
- Build profitable relationships and create customer delight ( build strong customer relationship and marketing partners)
Lec 2
Strategic planning( 4)
-
Designing the business portfolio: analyze and adjust the current business portfolio and develop growth and downsizing foe adjusting the future portfolio
BCG: base on growth market and market share
Stars: high growth, high share
Cash cows: low growth, high share
Question marks: high growth, low share
Dogs: low growth, low share
- Define market- oriented mission: the org purpose, what it wants to accomplish in larger environment
- Plan stategies- developing functional plans
Marketing role in strategic planning: providing marketing concept philosophy and inputs regarding attractive market opportunities
Managing marketing effort:
- situation analysis
- develop the marketing plans and strategies
- implement the plans
- measure and evaluate the results
-
Lec 4
MIS
MIS includes people, equipment, procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision maker
4 steps:
- Assess information
- Develop needed information from internal database, marketing intelligence activities, marketing research
- Analyze and use the information to develop customer insight, make marketing decision and manage customer relationship
Research process
- Defining the problem and setting research objectives, which maybe exploratory, descriptive
- Develop research plan for collecting data from primary and secondary sources
- Implementing the research plan by gathering, processing, analyzing data.
- Interpreting and reporting the results
Lec 3
Environment forces
- Micro: consists of factor close to the company that affect its ability to serve its customers
Includes: internal environment ( department and management levels), competitors, publics, suppliers, matket intemediaries, 5 customer markets: consumer, business, reseller, government and international markets
- Macro: consists of societal factors that affect micro environment
6 forces making up the macro environment include:
- demographic( the study of population-size, density, location, age, gender, race, occupation...)
- Economic( puchasing power and buying pattern)
- Natural
- Technological
- Political/social( laws, government agencies, pressure groups that influence or limit various orga and individuals
- culture environment: consists of institutionsband other forces that affect a society's basic values, perceptions and behaviours
=> Shape opportunities and pose threats to company
-