Transcript LECTURE 32.ppt

LECTURE-32
Course Revision
LECTURE-1
Defining Marketing
for the 21st Century
Chapter Questions
• Why is marketing important?
• What is the scope of marketing?
• What are some fundamental marketing
concepts?
• How has marketing management changed?
• What are the tasks necessary for successful
marketing management?
LECTURE-2
Developing Marketing
Strategies and Plans
Chapter Questions
• How does marketing affect customer value?
• How is strategic planning carried out at different
levels of the organization?
• What does a marketing plan include?
LECTURE-3
Gathering Information and
Scanning the Environment
Chapter Questions
• What are the components of a modern
marketing information system?
• What are useful internal records?
• What is involved in a marketing intelligence
system?
• What are the key methods for tracking and
identifying opportunities in the macro
environment?
• What are some important macro environment
developments?
LECTURE-4
Conducting
Marketing Research
Chapter Questions
• What is marketing research?
• What constitutes good marketing research?
• The marketing research process.
LECTURE-5
Creating Customer Value,
Satisfaction, and Loyalty
Chapter Questions
• What are good metrics for measuring marketing
productivity?
• How can marketers assess their return on
investment of marketing expenditures?
• How can companies more accurately measure
and forecast demand?
• What are customer value, satisfaction, and
loyalty, and how can companies deliver them?
LECTURE-6
Analyzing
Consumer Markets
Chapter Questions
• How do consumer characteristics influence
buying behavior?
• What major psychological processes influence
consumer responses to the marketing program?
• How do consumers make purchasing decisions?
• How do marketers analyze consumer decision
making?
LECTURE-7
Identifying Market
Segments and Targets
Chapter Questions
• What are the different levels of market
segmentation?
• How can a company divide a market into
segments?
• How should a company choose the most
attractive target markets?
• What are the requirements for effective
segmentation?
LECTURE-8
Creating
Brand Equity
Chapter Questions
• What is a brand and how does branding work?
• What is brand equity?
• How is brand equity built, measured, and
managed?
• What are the important decisions in developing
a branding strategy?
LECTURE-9
Crafting
the Brand Positioning
Chapter Questions
• How can a firm choose and communicate an
effective positioning in the market?
• How are brands differentiated?
• What marketing strategies are appropriate at
each stage of the product life cycle?
• What are the implications of market evolution for
marketing strategies?
LECTURE-10
Setting Product Strategy
Chapter Questions
• What are the characteristics of products and
how do marketers classify products?
• How can companies differentiate products?
• How can a company build and manage its
product mix and product lines?
• How can companies combine products to
create strong co-brands or ingredient brands?
• How can companies use packaging, labeling,
warranties, and guarantees as marketing
tools?
LECTURE-11
Developing Pricing
Strategies and Programs
Chapter Questions
• How do consumers process and evaluate
prices?
• How should a company set prices initially for
products or services?
• How should a company adapt prices to meet
varying circumstances and opportunities?
• When should a company initiate a price
change?
• How should a company respond to a
competitor’s price challenge?
LECTURE-12
Using Advertising &
Promotion To Build
Brands
Chapter Questions
• What is advertising? Advantages &
disadvantages of advertising.
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The marketing and promotional mixes.
Marketing communication vs media.
What is Integrated marketing communications.
What are the reasons for growing importance
of Integrated marketing communications?
LECTURE-13
The Functional Areas Of
Marketing
Communications
Chapter Questions
• What are the components of the functional
areas of marketing communications?
• Public relations, publicity & public relations
tools.
• Sales promotion, Its types & uses of sales
promotion tools.
• Personal selling advantages & disadvantages.
• Interactive and Internet marketing.
LECTURE-14
IMC Partners & Industry
Organization
Chapter Questions
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Who are the IMC partners?
How is the agency world organized?
How do media partners fit in?
Behind the message is the company (client)
How does the agency/client relationship work?
LECTURE-15
How Brand
Communication Works
Chapter Questions
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How Does Brand Communication Work?
What Are Brand-Customer Touch Points?
LECTURE-16
Integrated Marketing
Communication Planning
Chapter Questions
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How does IMC planning work?
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What are the 6 steps in the process?
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Why is internal marketing important?
LECTURE-17
Advertising and IMC
Creative Strategies
Chapter Questions
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What marketing decisions need to be
considered in planning IMC messages?
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What are the key elements in an IMC
message strategy brief?
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How does the creative process work to
develop big ideas?
LECTURE-18
The Internet and
Interactivity
Chapter Questions
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How can a company can integrate the internet?
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In what ways has the internet affected MC?
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What are the key aspects of interactivity in IMC?
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What are the concerns about online marketing?
LECTURE-19
Advertising and IMC
Media Planning
Chapter Questions
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What are the steps in the media planning process?
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What is the difference between reach and frequency?
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How do you determine a media mix?
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What role does cost play in selecting media?
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What factors are involved in scheduling media?
LECTURE-20
Consumer Promotion And
Packaging
Chapter Questions
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How do sales promotions add value to a
brand?
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What are consumer sales promotions
designed to accomplish and what are their
strengths and limitations?
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What role does packaging play
consumers make brand decisions?
when
LECTURE-21
Public Relations And
Brand Publicity
Chapter Questions
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What is public relations, and how does it relate
to IMC?
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What are the strengths and limitations of brand
publicity?
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What are the brand publicity tools?
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Why is corporate communication important to
IMC programs?
LECTURE-22
Direct Marketing: The
Dialogue Builder
Chapter Questions
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What are the strengths of direct marketing?
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What is the biggest strength of direct mail? The
biggest limitation?
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What are the strengths and weaknesses of
telemarketing?
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How can direct marketing efforts be evaluated?
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What are the major issues and concerns
related to direct marketing?
LECTURE-23
Personal Selling
(Preliminary Steps In The Selling Process)
Chapter Questions
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How does personal selling work and what are
its objectives?
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What is the personal selling process?
(Preliminary Steps In The Selling Process)
LECTURE-24
Personal Selling
(Advance Steps In The Selling Process)
Chapter Questions
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What is the personal selling process? (Advance
steps in the selling process)
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How is personal selling managed and how does
it relate to an IMC program?
LECTURE-25
Advertising’s Role in
Marketing
Chapter Questions
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The Key Players and Markets
The Marketing Process
How Agencies Work
The Dynamics of Modern Marketing
LECTURE-26
Marketing Strategy
Partnering to Build
Customer Relationships
Chapter Questions
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What is strategic planning?
The Key business portfolio and Matrix
Partnering to build customer relationship
Various strategic Marketing options
Developing an Integrated Marketing Mix
LECTURE-27
Evaluation of
Effectiveness
Chapter Questions
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What are the common methods of measurements
The control and evaluation process
Evaluating Effectiveness
Stages of Copy Testing
Media Evaluation
Campaign and IMC Evaluation
LECTURE-28
Tapping Into
Global Markets
Chapter Questions
 What factors should a company review
before deciding to go abroad?
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How can companies evaluate and select
specific foreign markets to enter?
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What are the major ways of entering a
foreign market?
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To what extent must the company adapt its
products and marketing program to each
foreign country?
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How should the company manage and
organize its international activities?
LECTURE-29
Introducing
New Market Offerings
Chapter Questions
 What challenges does a company face in
developing new products and services?
 What organizational structures and processes do
managers use to manage new-product
development?
 What are the main stages in developing new
products and services?
 What is the best way to manage the new-product
development process?
 What factors affect the rate of diffusion and
consumer adoption of newly launched products
and services?
LECTURE-30
New-Product Development
Strategic Launch Planning
Chapter Questions
 New product development strategy
 New product development process
 Marketing strategy development
 Strategic launch planning
 How brand equity provides value
 The evaluation tasks In the new product process
LECTURE-31
Managing a Holistic
Marketing Organization
for the Long Run
Chapter Questions
 What are important trends in marketing
practices?
 What are the keys to effective internal
marketing?
 How can companies be responsible social
marketers?
 How can a company improve its marketing
skills?
 What tools are available to help companies
monitor and improve their marketing activities?
The End…