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5/21/2018 Kotler Summary-slidepdf.
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 1
Understanding Marketing
Management
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Kotler
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Who Markets?
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Summary-slidepdf.com
Company orientation towards Marketplaces:
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 2
Developing Marketing
Strategies And Plans
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-slidepdf.com
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Summary-slidepdf.com
Mission Statement
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 3
Capturing Marketing insights
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-slidepdf.com
Internal Company Records
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 4
Conducting Marketing Research
and Forecasting Demand
Why Marketing Research?
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 5
Creating Customer Value,
Satisfaction and Loyalty
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Building Customer Loyalty
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 6
Analyzing Consumer Markets
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Summary-slidepdf.com
Level of customer involvement
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 7
Analyzing Business Markets
and Buyer Behavior
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-slidepdf.com
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Kotler Summary
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Marke ing Managem nt
By Philip, Kevin Lan Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 8
Identifying Market egments
and Targets
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Summary
-slidepdf.com
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 9
Dealing with Competition
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Summary
-slidepdf.com
Analyzing Competitors
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Kotler Summary-
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Expanding Market Share
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 10
Creating Brand Equity
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Kotler
Summary-slidepdf.com
Brand Equity Models
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There are the five key components of the model –
1. Differentiation – degree to which a brand is seen as different from others
2. Energy – brand’s sense of momentum
, 3. Relevance – breadth of brand’s appeal
4. Esteem – how well the brand is regarded and respected
5. Knowledge – how familiar and intimate customers are with the brand
(
) Brand Resonance Model
Creation of significant brand equity requires reaching the top or pinnacle of the brand
pyramid, which occurs only if the right building blocks are put into place.
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10 Summary
-slidepdf.com
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 11
Crafting the Brand Positioning
.
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Developing and Communicating a Positioning
Strategy
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Relevance Feasibility
Distinctiveness Communicability
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Believability Sustainability
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11 Kotler
Summary
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Establishing category membership
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Competitive Advantages
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Product Lifestyle Marketing Strategies
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A company’s positioning and differentiation strategy must change as the product, market and
competitors change over the product life cycle (PLC).
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11Kotler Summary
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Summary of Product Lifecycle Characteristics,
Introduction Growth Maturity Decline
Characteristics
Sales
Costs
Profits
Customers
Marketing
Objectives
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Strategies
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Market Evolution
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 12
Setting Product Strategy
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5/21/2018 CKotler
12
Summary-slidepdf.com
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C 12
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C Kotler Summary-slidepdf.com
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Marke ing Managem nt
By Philip, Kevin Lan Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 1
Designing and Man ging
Services
,
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.
How do e define and classify ser ices and how do
they diff er from goods
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Holistic Marketing for Services
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Best Practices of Service Quality Management
&
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Marketing Management
By Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha
logo copy.tif
Chapter 14
Developing Pricing Strategies
and Programs
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