Chapter 1: Defining Marketing For The 21th Century

Organizations use tools such as marketing to introduce new product lines to existing customers and to
future customers of any original product. According to Kotler and Ketler (2012). Marketing is about
identifying and meeting human and social needs. Organization use marketing to ensure that their
products( goods, services, events, experiences, persons, places, properties, organization, information and
ideas) are circulated throughout the business world in order to reach its desired customers for the
generation of organizational profits.
When deciding to market organization often delegate the marketing responsibility to their appointed
marketers. A marketers stated by Kotler and Kertler is someone who seeks a response- attention, a
purchase, a vote, a donation form another party, called the prospect. The marketers must study and know
which marketers to market to food, clothing, technology , cosmetic market so that he or she could satisfy
the needs, wants and demands of each select target market. Once the market is targeted the marketer must
position the product so that it would appeal to consumers. Offering bands and value are aspect of marketing
that are used by marketers to help increase customer satisfaction through the deliverance of product. These
products are delivers and introduced through marketing channel: The supply chain, competition and the
marketing environment must and will be considered by a good marketers.
Societal forces ( technology communication and globalization) consumers capabilities ( access to online
information) and new company capabilities the use of social networks are shaping cutting edge marketing
techniques that are forcing marketers to work harder to keep up with rapidly changing marketplaces with
these new marketing realities , marketers could use the production concept , the pproduct
Chapter2:Capturing Marketing insights
Marketing insights: market opportunity analysis to evaluate opportunities can use market opportunity
analysis.
Chapter3:Collecting Information and Forecasting Demand
There are certain characteristics in a product that market manager study to give marketers the
necessary insights that will help them in the process of attempting to satisfy their consumers needs. By
using marketing information system and marketing intelligence marketers can identify significant market
place changing a marketing information system according to Kotler and Keller (2012) consists of people
equipment and procedure to gather sort analyze evaluate and distribute needed timely and accurate
information to marketing decision makers. Interval records and database data warehousing and data mining
allow marketers to keep track of opportunities or problems that could be beneficial are cause adverse effect
to the business. Marketing research system will allow for market to conduct market survey product
performance test and forecast. The marketer research process consists of six tips: (1) Determine the
problem and decision alternatives and research objectives.(2)Develop research plan.(3)Collecting
information(4) Analyze the information(5)Present the finding and(6) Make the decision.
Forecasting and demand measurement refers to conducting market research and collecting market
intelligence marketers must then forecast and measure demand.
Chapter4: Conducting Marketing Research: part 3 connecting with customers
Companies can conduct their own marketing research or hire other companies to do it for them. Good
marketing research is charactized by scientific method creativity multiple research method accurate rate
mode building cost benefit analysis healthy skepticism and an ethical focus. The marketing research
process consists of defining the problem decision alternative and research objectives developing the
research plan, collecting the information , analyzing the information. In conducting research firm must
decide when there collect their own data. Two complementary approaches to measure market production
area(1) marketing metrics to assess marketing effects and (2) marketing mix modeling to estimate causal
relationship and measure how marketing activity effect outcomes.
Chapter5: Creating Long term Loyalty Relationship
Costomers are much informed about products and their costs today than before they make choose by
maximizing the value of the product off course within the bounds of research cost limited knowledge
mobility and incomes. They estimate which offer they believe will deliver the most perceived value and act
on it. A buyers satisfaction is a function of the product perceived performance and the buyer expectation.
Chapter6: Analyzing Consumer Market
Consumers analysis can be applied at several levels. It can be used tp analyze not only a single
consumers but also group of consumer that make up a target market a longer group of consumer made up of
all.
Chapter7: Analyzing Business Markets
 Business organization do not they sell to create and capture value seller must understand organization
needs resources policies and buying procedure. Organization buying in the decision making process by
which formal organization establish the need for purchased products and service and identify evaluate and
choose among alternative brands and supplier.The business market consists of all the organization that
acquire goods and service used in the production of other products and service that are sold rented or
supplied to other any form that supplies component for product is in the business market place to business
market face many of the same challenge as consumer market. In particular understanding their customers
and what they value is of paramount importance to both. A survey of top business firm identified the
following challenges:
Understanding customer needs in new way.
Identifying new opportunities for growth.
Improving value management techniques.
Calculating better marketing performance and aaccountability metris.
Competing and growing in global markets.
Counting the threat of production and service commoditozation.
Convincing executive to embrance the marketing concept.
Chapter8: Identifying Makert Segment And research targets
In oder to develop an effective marketing strategy a firm needs to identify the targets customer make
conclusions effort to understand them, then tailor the implementation plan towards them. In market
segmentation market selection and market targeting according to Kotler and Keller (2016) market
segmentation divides market into well defined slice consists of a group of cutomer need and wants the
major segmentation variables are: geography, demographics, behavior and psychography ) a marketing
concept portraying the connection of psychology and demographics.
Chapter9: Creating Brand Equity
Brand is name, term ,sign symbol or design or a combination of them intended to identify the goods
or services of seller and to differentaite them from those of competitors. Purpose of branding a demand is to
create a demand for the product that a particular firm is offenng or marketing or selling. A satisfied buyers
can repurchase the same product only when it is identified uniquely and branding provides the means
through firm provide unique identification to their products largeted at various segment in the product or
need market.
Chapter10: Creating The Brand Positioning
Brand positioning has been defined by Kotler and Keller as the act of designing the companies
offering and image to occupy a distinctive place on the mind of the target market. Brand positioning
describes how a brand is different from its competitor and where or how it sits in customers minds.
7 step brand positioning
1. Determine how your brand is currently positioning itself.
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand.
4. Compare your positioning to your competitor to identify your uniqueness.
5. Develop a distinct and value based positioning idea.
6. Craft a brand positioning statement
7. Test the efficacy of your brand positioning statement.
A positioning statement is one or two sentence declaration that communication your bands unique value to
your customers in relation to your main competitors.
Chapter11:Competitive Dynamics
Competitive dynamics overcome micro dynamic refers to unfolding of competition among small firm
evolution of well market structure. Firms gains an advantages by making strategic decision hard to reverse
that alter strategic decision of rivals. Firm commitment can lead to other fi influence decision beneficial for
the firm commiting. Impact of commitments depends on nature of product market competition. Flexibility
given option value. Oligopolistic competitors can increase profit through competitive dicipline. Findings
the right price. Market strict affect sustainability of coop pricing. Coop p facilitation. Learning strategies.
Chapter12: Setting Product Strategy
First of all it is necessary to situate the subject that will be dealt with thought thus chapter.In chapter 5
we seen that in order to build sustainable competitive advantages it is necessary to differentiate brands can
be differentiate on the basic of many variables such as:
•Personnel companies can have better trained employee.
•Channel companies can more effectively and efficiently design their distribution channel coverage expose
and pperformance.
•Image companies can craft powerful compelling images.
•Service case to order delivering maintenance etc.
•Product design performance durability, quality and feature.
This chapter is about strengthening the economical functional and psychological benefits of the variable
products.
Chapter13: Designing and Managing Services
During this chapter we systematically analyze services and how to market them most effectively
considering that it is antical to understand the special nature of services and what that means to marketer.
√ The nature of services
√ Services industry are everywhere.
A service is any act or performance one party can offer to other that is essentially intangible and does not
result in the ownership of anything.
The services components:
1. Pure tangible good
2. Tangible good with accompanying services.
3. Hybrid
Chapter14: Developing Pricing Strategies and Programs
Price is one element of the marketing mix that produre revenue the other produce cost. Price are
perhaps the asiestelement of marketing programs to adjust. Price communicate to the market the companies
intended value positioning of its product or brand. Throughout most of history price are set by negotiation
between buyers and seller. Traditionally price has operateds the derternant of buyer choice still case in
poorer nation among poorer groups with commodity type products.
Chapter15: Designing and Managing Integrated Marketing Channel
Many producers do not sell their products directly to their customers but instead use one or more
marketing channels intermedianes performing a variety of function. The most important function
performed by intermediaries one information promotion negotiation ordering financing risk taking physical
possession payment and title manufactures can sell direct or use multilevel channel depending on customer
needs channel object and the type and number of intermediaries involved. When using marketing channel
there is the potential for conflict and competition and there are also legal and ethical consideration
companies can now also choose whether to add ecommerce and m- commerce through channel integration.
Chapter16: Managing Retailing Whole Sailing and Logistics
Retailing includes all the activities in selling goods or services directly to final consumer for personal
nonbusiness use a retailer or retail store is any business enterprise whose sales value comes primary form
retailing any organization selling to final consumers we that it is a manufacture wholesale or retailer is in
retailing.
Types of retailer
√ self service
√ self selection
√ limited service
√ full service
Wholesaling includes all the activities in selling goods or services to those who buy for resales or business
use. It excludes manufacture and farmers because they are engaged primarily in production.
Chapter17: Designing and Managing Integrated Marketing Communication
Marketing communication are the means by which firms attempt to inform persuade remind consumer
directly or indirectly about the producer & brand they sell.
Functions for consumers
• tell or show consumers how & why a product is used by what kind of person and where & which
•They can learn about who makes the product & what the company and stands for reward for seller.