Essay Marketing Management

70519 Words May 30th, 2014 283 Pages
INDEX
Chapter 1 Marketing in the 21st century................................................... 3
Chapter 2 Building Customer Satisfaction Value and Retention.............. 19
Chapter 3 Winning Markets : Market Oriented Strategic Planning......... 25
Chapter4 Gathering Information and measuring market demand ........... 31
Chapter 5 Scanning the Marketing Environment...................................... 42
CHAPTER –6 Analyzing Consumer markets & Buying Behavior ........... 55
CHAPTER 7 ANALYZING BUSINESS MARKETS AND BUSINESS
BUYING BEHAVIOR................................................................................. 63
Chapter 8 Dealing With the Competition ................................................... 69
CHAPTER 9
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209
CHAPTER 22 Managing the Total Marketing Effort ............................. 221
Chapter 1 Marketing in the 21st century
Marketing tasks
Three stages through which marketing practice might pass
1) Entrepreneurial marketing: Most companies are started by individual who live by their wits. They visualize an opportunity and knock on every door to get attention Ex. A person sold beer door to door and such direct selling. Slowly he became market leader in selling his products.
2) Formulated marketing: when small companies achieve success, they move to formulated marketing i.e. already laid down advertising methods, like thru TV etc. 3) Intrepreneurial Marketing: some companies rely on formulated marketing, without much success. They need to develop some creative out of the box ideas to market their products.
Scope of Marketing
Marketing people are involved in 10 types of entities:
1) Goods like eggs, steel, cars (Maruti!!!! Wow)
2) Services like airlines, hotels, barbers
3) Experiences like Walt Disney world’s magic kingdom, at planet Hollywood
4) Events like Olympics, trade shows, sports events (T20 World Cup).
5) Persons like celebrity marketing by making major film star as brand ambassador
(Amitabh Bachan, Cadbury’s) etc.
6) Places like cities, states, nations to attract tourists, factories, company headquarters, and new residents, like we use TAJ or say Nainital
7) Properties like real state owners market properties or

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