Chapter 1: Creating customer value and engagement

 What is marketing = 1
 Marketing defined = 1
 Marketing process = 1
 Understanding market place and customer needs = 2
 Customer needs, wants, demands = 2
 Marketing offerings-products, services, experience = 3
 Marketing myopia = 3
 Customer value and satisfaction = 4
 Exchanges and relationship = 4
 Designing a customer value = 4
 Customer value driven marketing strategy = 4
 Selecting customers to serve = 5
 Choosing value proposition = 5
 Marketing management orientation = 5
 Production concept = 6
 Product concept = 6
 Selling concept = 6
 Marketing concept = 6
 Customer driven companies = 7
 Societal marketing concept = 7
 Preparing integrated marketing plan and program (4 Ps) = 8
 Managing customer relation and capturing customer value = 8
 Engaging customers and managing customer relation = 8
 Customer relation management = 8
 Relation building blocks = 9
 Customer value and satisfaction = 9
 Customer perceived value = 9
 Customer satisfaction = 9
 Customer relation levels and tools = 9
 Customer engagement and today’s digital social media = 10
 Customer engagement marketing = 10
 Consumer generated marketing = 10
 Partner relationship management = 11
 Capturing value from customers = 11
 Creating customer loyalty and retention = 11
 Customer lifetime value = 12
 Growing share of customers = 12
 Building customer equity = 12
 Building right relation with right customers = 12
 Potential profitability and projected loyalty = 12
 Butterflies, strangers, true friends and barnacles = 13
 Changing marketing landscape = 14
 Digital age =14
 Digital and social media marketing = 14
 Social media marketing = 14
 Mobile marketing = 14
 Changing economic environment = 14
 Rapid globalization = 15
 Sustainable marketing – call for more environment and social responsibility
= 15

Chapter 2: Company and marketing strategy partnering to

build customer relation
 Company wide strategic planning = 15
 Defining marketing’s role = 15
 Strategic planning = 15
 Defining market-oriented mission = 16
 Mission statement = 16
 Market oriented vs product oriented = 17
 Setting company objectives and goals = 17
 Designing business portfolio = 18
 Analyzing current business portfolio = 18
 Portfolio analysis = 18
 Strategic business units SBUs = 18
 Boston consulting group approach BCG Matrix = 19
 Star, cash cow, question mark, dogs = 20
 Video of BCG Matrix = 21
 Downsizing = 23
 Problems with BCG Matrix = 23
 Developing strategies for growth and downsizing = 23
 Product / market expansion grid (Ansoff Matrix) = 23
 Market penetration, market development, product development,
diversification = 24
 Planning marketing: Partnering to build customer relation = 26
 Partnering with other company department = 26
 Value chain – 26
 Partnering with others in marketing system = 26
 Value delivery network = 27
 Marketing strategy and marketing mix = 27
 Customer value driven marketing strategy = 27
 Marketing segmentation = 28
 Geographic, demographic = 28
 Psychographic, behavioral = 29
 Market segment, market targeting = 29
 Market differentiation and positioning = 29
 Market differentiation and positioning = 29
 Positioning and differentiation = 30
 Greater customer value = 30
 Developing integrated marketing mix = 30
 Marketing mix = 30
 Product, price, place, promotion = 31
 Managing marketing effort and marketing return on investment = 32
 5 marketing management function = 32
 Marketing analysis = 32
 SWOT analysis = 32
 Marketing department organization = 33
 Marketing control = 33
 Measuring and managing marketing return on investment = 33
 Marketing return on investment ROT = 33

Chapter 3: Analyzing marketing environment

 Marketing environment = 34
 Microenvironment and macroenvironment = 34
 The microenvironment = 34
 The company = 35
 Suppliers = 35
 Marketing intermediaries = 35
 Resellers = 35
 Physical distribution firm = 36
 Marketing services agencies = 36
 Financial intermediaries = 36
 Competitors = 36
 Publics = 36
 Customers = 37
 Types of market = 37
 Macroenvironment = 38
 Demographic and economic environment = 38
 Natural and technological environment = 39
 Environmental sustainability = 39
 Technological environment = 39
 Political social and cultural environment = 40
 legislation regulating business = 40
 Public policy = 40
 Business legislation reasons = 40
 Increased emphasis on ethics and socially responsible action = 40
 Socially responsible behavior = 40
 Cultural environment = 41
 Cultural characteristics affecting marketing decision = 41
 Persistence of cultural values = 41
 Shifts in secondary cultural values = 41
 Responding to marketing environment = 41

Chapter 5: Consumer markets and buyer behavior

 Consumer buyer behavior = 42
 Consumer market = 42
 Model of consumer behavior = 42
 Consumer’s black box = 43
 Character tics affecting consumer behavior = 43
 Cultural factors = 43
 Total marketing strategy = 44
 Social class = 44
 Social factors = 45
 Groups and social networks = 45
 Membership groups = 45
 Reference group = 45
 Word of mouth influence = 45
 Opinion leader = 45
 Online social networks = 46
 Roles and status = 46
 Personal factors = 46
 Occupation = 46
 Age and life stage = 46
 Economic situation = 47
 Lifestyles = 47
 Personality and self-concept = 47
 Psychological factors = 47
 Motivation = 47
 Theory of Sigmund freud and Abraham maslow = 48

 Abraham maslow = 48 (Maslow’s Hierarchy of Needs)

 Interpretive consumer research = 48
 Perception (awareness) = 48
 3 perceptual processes = 48
 Selective attention, selective distortion, selective retention = 49
 Learning, drive, stimulus object = 49
 Beliefs and attitudes = 49
 Buying decision behavior and buyer decision process = 50
 Types of buying decision behavior = 50
 Difference among brand and buyer involvement = 50
 Complex buying behavior = 50
 Dissonance reducing buying behavior = 50
 Habitual buying behavior = 51
 Variety seeking buying behavior = 51
 Buyer decision process = 52
 Need recognition, information search, evaluation of
alternatives =52
 purchase decision, post purchase behavior = 53
 buyer decision process for new product = 53
 new product, adoption process = 53
 stages in adoption process = 54
 Chapter 7: customer value driven marketing
strategy: Creating value for target customers
 target marketing = 54
 market segmentation = 55
 4 imp segmentation topics = 55
 Segmenting consumer market = 55
 Geographic segmentation = 55
 Demographic segmentation = 55
 Age and life cycle segmentation = 55
 Psychographic segmentation = 56
 Behavioral segmentation = 56
 Occasion segmentation = 56
 Benefit of segmentation = 56
 Segmenting business markets = 56
 Segmenting international markets = 56
 Intermarket (cross-market) segmentation = 57
 Requirement for effective segmentation = 57
 Market targeting = 58
 Evaluating market segments = 58
 Selecting target market segments = 58
 Target market = 58
 Undifferentiated (mass) marketing = 58
 Differentiated (segmented) marketing = 58
 Concentrated (niche) marketing = 58
 Micromarketing = 59
 Local marketing = 59
 Individual marketing = 59
 Choosing targeting strategy = 59
 Undifferentiated and differentiated marketing = 59
 Market variability = 60
 Competitors marketing strategies = 60
 Socially responsible target marketing = 60
 Differentiation and positioning =60
 Value proposition = 60
 Product position = 60
 Positioning maps = 60
 Choosing differentiation and positioning strategy = 60
 Identifying possible value differences and competitive advantage = 60
 Competitive advantage = 61
 Choosing right competitive advantage = 61
 Which differences to promote = 61
 Selecting overall positioning strategy = 62
 Value proposition = 62
 Developing position statement = 62
 Positioning statement = 62