● Marketing: Creating and capturing Customer Value
● What is marketing?
● Understanding the market place and consumer needs Marketing Definition, Marketing
management orientation
● Designing a customer driven market strategy, Company and marketing strategy: Partnering
to build customer relationships
● Building customer Relationship, capturing value from customer.
● Companywide strategic planning, Planning Marketing, Partnering to build customer
relationships, Company and Marketing Strategy: strategic planning, marketing strategy and
marketing mix, Consumer Markets and Consumer Buyer Behavior Model of consumer
behavior, characteristics affecting consumer behavior, Types of buying decision behavior,
the buyer decision process, The buyer decision process for new products.
● Presentation
● Customer-driven Marketing Strategy: Creating Value for Target Customers Market
segmentation, Target market positioning, Positioning for competitive advantage.
● Product, Services, and Brand: Building Customer Value
● What Is a Product?
● Product and Service Decisions
● Services Marketing
● Branding Strategy: Building Strong Brands Brand Equity
● New-Product Development and Product Life-Cycle Strategies
● New-Product Development Strategy
● The New-Product Development Process
● Managing New-Product Development
● Product Life-Cycle Strategies
● Pricing: Understanding and Capturing Customer Value
● What Is a Price?
● Major Pricing Strategies
● Other Internal and External Considerations Affecting Price Decisions
● Pricing Strategies: Additional Consideration
● New-Product Pricing Strategies
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● Product Mix Pricing Strategies
● Price Adjustment Strategies
● Price Changes
● Marketing Channels: Delivering Customer Value
● Supply Chains and the Value Delivery Network
● The Nature and Importance of Marketing Channels
● Channel Behavior and Organization
● Channel Design Decisions
● Channel Management Decisions
● Public Policy and Distribution Decisions
● Marketing Logistics and Supply Chain Management
● Retailing and Wholesaling
● Retailing
● Wholesaling
● Communicating Customer Value: Integrated Marketing Communication
● Strategy
● The Promotion Mix
● Integrated Marketing Communications
● A View of the Communication Process
● Steps in Developing Effective Marketing Communication
● Setting the Total Promotion Budget and Mix
● Socially Responsible Marketing Communication
● Presentation on Marketing Plan