Principles Of Marketing - Swastapriambada

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Principles of MarketingPrinciples of MarketingKotler & Armstrong: Principles of Marketing, 9th edition1 / 126

Principles of MarketingTable of Contents1 Marketing in a Changing World.51.1 Marketing Model – Core concepts.51.2 Marketing management.61.3 Marketing concepts.81.4 Challenges in the new connected millennium.92 Strategic Planning and the Marketing Process.102.1 Strategic planning process.102.2 Marketing process.123 The Marketing Environment.153.1 Overview.153.2 Microenvironment.153.3 Macroenvironment.173.4 Responding to marketing environment.194 Marketing Research and Information Systems.204.1 General.204.2 Marketing information system (MIS).204.3 Marketing research process.214.4 Other marketing research considerations.245 Consumer Markets and Consumer Buyer Behavior.255.1 Model of consumer behavior .255.2 Characteristics affecting consumer behavior. 255.3 Types of buying decision behavior.295.4 The buyer decision process.305.5 The buyer decision process for new products.305.6 Consumer behavior across international borders.316 Business Markets and Business Buyer Behavior.326.1 Overview.326.2 Business buyer behavior.336.3 Institutional and government markets.357 Market Segmentation, Targeting, and Positioning for Competitive Advantage.367.1 Overview.367.2 Market Segmentation.377.3 Market targeting.397.4 Positioning for competitive advantage.408 Product and Services Strategy.438.1 What is a product?.438.2 Product classifications.448.3 Individual product decisions.468.4 Product line decisions.498.5 Product mix decisions.508.6 Services marketing.518.7 International product and services marketing.529 New-Product Development and Product Life-Cycle Strategies.539.1 New product development strategy.539.2 Product life-cycle strategies.5610 Pricing Products: Pricing Considerations and Approaches.5910.1 Introduction.5910.2 Factors to consider when setting prices. . 5910.3 General pricing approaches.6211 Pricing Products: Pricing Strategies.642 / 126

Principles of Marketing11.1 New-product pricing strategies.6411.2 Product mix pricing strategies.6411.3 Price adjustment strategies.6511.4 Price changes.6811.5 Public policy and pricing.6912 Distribution Channels and Logistics Management.7112.1 The nature of distribution channels.7112.2 Channel behavior and organization.7212.3 Channel design decisions.7412.4 Channel management decisions.7612.5 Public policy and distribution decisions.7612.6 Physical distribution and logistics management.7713 Retailing and wholesaling.8013.1 Retailing.8013.2 Retailer marketing decisions.8313.3 The future of retailing.8413.4 Wholesaling.8513.5 Wholesaler marketing decisions. .8613.6 Trends in wholesaling.8714 Integrated marketing communications strategy.8814.1 The marketing communications mix.8814.2 Integrated marketing communications.8814.3 A view of the communication process.8914.4 Steps in developing effective communication.9014.5 Setting the total promotion budget and mix.9314.6 Socially responsible marketing communication.9515 Advertising, sales promotions, and public relations.9615.1 Advertising.9615.2 Sales promotion.10015.3 Public relations.10116 Personal selling and sales management.10316.1 Role of personal selling.10316.2 Managing the sales force.10316.3 Principles of personal selling.10517 Direct and online marketing: the new marketing model.10817.1 What is direct marketing?.10817.2 Benefits and growth of direct marketing.10817.3 Customer databases and direct marketing.10917.4 Forms of direct marketing.10917.5 Online marketing and electronic commerce.11017.6 Integrated direct marketing.11217.7 Public policy and ethical issues in direct marketing. 11218 Competitive strategies.11318.1 Customer relationship marketing.11318.2 Competitive marketing strategies.11518.3 Balancing customer and competitor orientations.11819 The global marketplace.11919.1 Global marketing in the twenty-first century. .11919.2 Looking at the global marketing environment. 11919.3 Deciding whether to go international.12119.4 Deciding which markets to enter.12119.5 Deciding how to enter the market.12119.6 Deciding on the global marketing program.1223 / 126

Principles of Marketing19.7 Deciding on the global marketing organization.12320 Marketing and society: social responsibilities and marketing ethics.12420.1 Social criticisms of marketing.12420.2 Citizen and public actions to regulate marketing.12420.3 Business actions toward socially responsible marketing.1264 / 126

Principles of Marketing1 Marketing in a Changing World1.1 Marketing Model – Core conceptsMarketingFive core concepts– Needs, wants, demands–Products and services–Value, satisfaction, quality–Exchanges, transactions, relationships–MarketsDefinition of marketing– A social and managerial process whereby individuals and groups obtain whatthey need and want through creating and exchanging products and valuewith others– Simple definition–Deliver customer satisfaction at a profit–By: (1) attracting new customers by promising superior value, and (2) keepcurrent customers by delivering satisfactionScope of marketing– Book has a broad scoping: R&D, communcation, distribution, pricing, service–Also buyers carry on marketing activities – e.g. by searching for goodsMain elements of a modern marketing system – value added in steps– SuppliersNeeds, wants, demands–Company (marketer) competitors–Marketing intermediaries–End user marketNeeds– States of felt deprivation, part of human makeup–Physical and social needsWants– The form needs take (e.g. food hamburger)–Shaped by culture and personalityDemands– When wants are backed by buying powerProducts and servicesProducts– Anything that can be offered to satisfy a need or a want–––Physical products, services, experiences, persons, places, organizations,information, ideasExample: “smoking is bad” idea can be a product, a person can be a product in anelectionAka: satisfier, resource, marketing offerServices– Just one kind of a product5 / 126

Principles of MarketingValue, satisfaction, quality (Customer) Value––Difference between “value gained by owning and using a product” and “cost ofobtaining the product”Value gained not necessarily monetary–Similarly cost of obtaining not necessarily monetary–Customers act on perceived value [and perceived cost](Customer) Satisfaction– Perceived performance relative to expectationsQuality– Closely related to satisfactionExchange, transactions,relationships–Narrow definition: no defects–Broad definition: ability to satisfy customer needs [circular definition!]Exchange– Obtaining a desired object from someone by offering something in return–Offerings could be money, product, service, .Transaction– A trade of values between two parties; marketing's unit of measurement!–Monetary transactions and barter transactionsRelationship (Marketing)– Going beyong short term transactionsMarkets–Long-term relationships with valued customers, partners, etc–Marketing network – company and all its supporting stakeholdersMarket – Economist's definition– Place (virtual or physical) where buyers and sell

Principles of Marketing 1 Marketing in a Changing World 1.1 Marketing Model – Core concepts Marketing Five core concepts – Needs, wants, demands – Products and services – Value, satisfaction, quality – Exchanges, transactions, relationships – Markets Definition of marketing

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