Intrenion

Framework: A Framework for Marketing Management

Table of Contents

Introduction to Marketing Management

Scope of Marketing for New Realities

The Value of Marketing

The Scope of Marketing

  1. What Is Marketing?
  2. What Is Marketed?
  3. Who Markets?
  4. What Is a Market?

Core Marketing Concepts

  1. Needs, Wants, and Demands
  2. Target Markets, Positioning, and Segmentation
  3. Offerings and Brands
  4. Marketing Channels
  5. Paid, Owned, and Earned Media
  6. Impressions and Engagement
  7. Value and Satisfaction
  8. Supply Chain
  9. Competition
  10. Marketing Environment

The New Marketing Realities

  1. Technology
  2. Globalization
  3. Social Responsibility
  4. A Dramatically Changed Marketplace

Company Orientation Toward the Marketplace

  1. The Production Concept
  2. The Product Concept
  3. The Selling Concept
  4. The Marketing Concept
  5. The Holistic Marketing Concept
  6. Updating The Four Ps
  7. Marketing Management Tasks

Marketing Strategies and Plans

Marketing and Customer Value

  1. The Value Delivery Process
  2. The Value Chain
  3. Core Competencies
  4. The Central Role of Strategic Planning

Corporate and Division Strategic Planning

  1. Defining the Corporate Mission
  2. Establishing Strategic Business Units
  3. Assigning Resources to Each SBU
  4. Assessing Growth Opportunities
  5. Organization and Organizational Culture

Business Unit Strategic Planning

  1. The Business Mission
  2. SWOT Analysis
  3. Goal Formulation
  4. Strategy Formulation
  5. Strategy and Implementation

The Marketing Plan

  1. Contents of a Marketing Plan
  2. From Marketing Plan to Marketing Action

Marketing Implementation, Control, and Performance

  1. Marketing Metrics
  2. Marketing-Mix Modeling
  3. Marketing Dashboards
  4. Marketing Control

Marketing Research and Analysis

The Marketing Information System and Marketing Intelligence

  1. Internal Records and Database Systems
  2. Marketing Intelligence

The Marketing Research System

  1. Defining Marketing Research
  2. The Marketing Research Process
  3. Step 1: Define the Problem, Decision Alternatives, and Research Objectives
  4. Step 2: Develop the Research Plan
  5. Step 3: Collect the Data
  6. Step 4: Analyze the Information
  7. Step 5: Present the Findings
  8. Step 6: Make the Decision

Forecasting and Demand Measurement

  1. The Measures of Market Demand
  2. The Market Demand Function
  3. Estimating Current Demand
  4. Estimating Future Demand

Analyzing the Macro-environment

  1. Identifying the Major Forces
  2. The Demographic Environment
  3. The Economic Environment
  4. The Sociocultural Environment
  5. The Natural Environment
  6. The Technological Environment
  7. The Political-Legal Environment

Connecting with Customers

Building Long-Term Customer Relationships

Building Customer Value, Satisfaction, and Loyalty

  1. Customer-Perceived Value
  2. Total Customer Satisfaction
  3. Monitoring Satisfaction
  4. Product and Service Quality

Maximizing Customer Lifetime Value

  1. Customer Profitability
  2. Measuring Customer Lifetime Value

Cultivating Customer Relationships

  1. Attracting and Retaining Customers
  2. Building Loyalty
  3. Win-Backs

5 Buying Dynamics of Consumers and Businesses

What Influences Consumer Behavior?

  1. Cultural Factors
  2. Social Factors
  3. Personal Factors

Key Psychological Processes

  1. Motivation
  2. Perception
  3. Learning
  4. Emotions
  5. Memory

The Consumer Buying Decision Process

  1. Problem Recognition
  2. Information Search
  3. Evaluation of Alternatives
  4. Purchase Decision
  5. Postpurchase Behavior
  6. Behavioral Decision Theory and Behavioral Economics

What is Organizational Buying?

  1. The Business Market versus the Consumer Market
  2. Institutional and Government Markets
  3. Business Buying Situations

Participants in the Business Buying Process

  1. The Buying Center
  2. Buying Center Influences
  3. Targeting Firms and Buying Centers

Stages in the Business Buying Process

  1. Problem Recognition
  2. General Need Description and Product Specification
  3. Supplier Search
  4. Proposal Solicitation
  5. Supplier Selection
  6. Order-Routine Specification
  7. Performance Review

Managing Business-to-Business Customer Relationships

  1. The Benefits of Vertical Coordination
  2. Risks and Opportunism in Business Relationships

Strategic Brand Management

Target Marketing

Bases for Segmenting Consumer Markets

  1. Geographic Segmentation
  2. Demographic Segmentation
  3. Psychographic Segmentation
  4. Behavioral Segmentation

Bases for Segmenting Business Markets

Market Targeting

  1. Effective Segmentation Criteria
  2. Evaluating and Selecting Market Segments

Competitive and Effective Brand Positioning

Developing and Establishing a Brand Positioning

  1. Understanding Positioning and Value Propositions
  2. Choosing a Competitive Frame of Reference
  3. Identifying Potential Points of Difference
  4. and Points-of-Parity
  5. Choosing Specific POPs and PODs
  6. Emotional Branding
  7. Brand Mantras
  8. Establishing a Brand Positioning
  9. Alternative Approaches to Positioning

Competitive Strategies for Market Leaders

  1. Expanding Total Market Demand
  2. Protecting Market Share
  3. Increasing Market Share

Other Competitive Strategies

  1. Market-Challenger Strategies
  2. Market-Follower Strategies
  3. Market-Nicher Strategies

Branding and Core Business Growth

How Does Branding Work?

  1. The Role of Brands
  2. The Scope of Branding

Defining Brand Equity

  1. Customer-Based Brand Equity
  2. Brand Equity Models

Building Brand Equity

  1. Choosing Brand Elements
  2. Designing Holistic Marketing Activities
  3. Leveraging Secondary Associations
  4. Internal Branding

Measuring and Managing Brand Equity

  1. Brand Audits and Brand Tracking
  2. Brand Valuation
  3. Managing Brand Equity

Devising a Branding Strategy

  1. Branding Decisions
  2. Brand Portfolios
  3. Brand Extensions

Customer Equity

Driving Growth

  1. Growth Strategies
  2. Growing the Core

Value Creation

Product Mix and New Offerings

Product Characteristics and Classifications

  1. Product Levels: The Customer-Value Hierarchy
  2. Product Classifications

Differentiation

  1. Product Differentiation
  2. Services Differentiation
  3. Design Differentiation

Product and Brand Relationships

  1. The Product Hierarchy
  2. Product Line Analysis
  3. Product Line Length
  4. Line Modernization, Featuring, and Pruning
  5. Product Mix Pricing
  6. Co-Branding and Ingredient Branding

Packaging, Labeling, Warranties, and Guarantees

  1. Packaging
  2. Labeling
  3. Warranties and Guarantees

Managing New Products

  1. The Innovation Imperative and New Product Success
  2. New Product Development

The Consumer-Adoption Process

  1. Stages in the Adoption Process
  2. Factors Influencing the Adoption Process

Product Life-Cycle Marketing Strategies

  1. Product Life Cycles
  2. Marketing Strategies: Introduction Stage and the Pioneer Advantage
  3. Marketing Strategies: Growth Stage
  4. Marketing Strategies: Maturity Stage
  5. Marketing Strategies: Decline Stage
  6. Critique of the Product Life-Cycle Concept

Analyzing and Marketing Services

The Nature of Services

  1. Categories of Service Mix
  2. Distinctive Characteristics of Services

The New Services Realities

  1. A Shifting Customer Relationship
  2. Achieving Excellence in Services Marketing
  3. Differentiating Services

Managing Service Quality

  1. Managing Customer Expectations
  2. Incorporating Self-Service Technologies

Managing Product-Support Services

  1. Identifying and Satisfying Customer Needs
  2. Post-sale Service Strategy

Concepts and Tools for Strategic Pricing

Understanding Pricing

  1. Pricing in a Digital World
  2. A Changing Pricing Environment
  3. How Companies Price
  4. Consumer Psychology and Pricing

Setting the Price

  1. Step 1: Selecting the Pricing Objective
  2. Step 2: Determining Demand
  3. Step 3: Estimating Costs
  4. Step 4: Analyzing Competitors’ Costs, Prices, and Offers
  5. Step 5: Selecting a Pricing Method
  6. Step 6: Selecting the Final Pric

Adapting the Price

  1. Geographical Pricing (Cash, Countertrade, Barter)
  2. Price Discounts and Allowances
  3. Promotional Pricing
  4. Differentiated Pricing

Initiating and Responding to Price Changes

  1. Initiating Price Cuts
  2. Initiating Price Increases
  3. Anticipating Competitive Responses
  4. Responding to Competitors’ Price Changes

Value Delivery

Developing and Managing Strategic and Integrated Marketing Channels

Marketing Channels and Value Networks

  1. The Importance of Channels
  2. Multichannel Marketing
  3. Integrating Multichannel Marketing Systems
  4. Value Networks
  5. The Digital Channels Revolution

The Role of Marketing Channels

  1. Channel Functions and Flows
  2. Channel Levels
  3. Service Sector Channels

Channel-Design Decisions

  1. Analyzing Customer Needs and Wants
  2. Establishing Objectives and Constraints
  3. Identifying Major Channel Alternatives
  4. Evaluating Major Channel Alternatives

Channel-Management Decisions

  1. Selecting Channel Members
  2. Training and Motivating Channel Members
  3. Evaluating Channel Members
  4. Modifying Channel Design and Arrangements
  5. Global Channel Considerations

Channel Integration and Systems

  1. Vertical Marketing Systems
  2. Horizontal Marketing Systems

E-Commerce and M-Commerce Marketing Practices

  1. E-Commerce and Pure-Click Companies
  2. E-Commerce and Brick-and-Click Companies
  3. M-Commerce Marketing

Channel Conflict, Cooperation, and Competition

  1. Types of Conflict and Competition
  2. Causes of Channel Conflict
  3. Managing Channel Conflict
  4. Dilution and Cannibalization
  5. Legal and Ethical Issues in Channel Relations

Managing Retailing, Wholesaling, and Logistics

Retailing

  1. Types of Retailers
  2. The Modern Retail Marketing Environment
  3. Retailer Marketing Decisions

Private Labels

  1. Role of Private Labels
  2. Private-Label Success Factors

Wholesaling

  1. Wholesaling Functions
  2. Trends in Wholesaling

Market Logistics

  1. Integrated Logistics Systems
  2. Market-Logistics Objectives
  3. Market-Logistics Decisions

Value Communication

Designing and Managing Integrated Marketing Communications

The Role of Marketing Communications

  1. The Marketing Communications Mix
  2. Communications Process Models

Developing Effective Communications

  1. Identify the Target Audience
  2. Set the Communications Objectives
  3. Design the Communications
  4. Select the Communications Channels
  5. Establish the Total Marketing Communications Budget

Selecting the Marketing Communications Mix

  1. Characteristics of the Marketing Communications Mix
  2. Factors in Setting the Marketing Communications Mix
  3. Measuring Communication Results

Managing the Integrated Marketing Communications Process

  1. Coordinating Media
  2. Implementing IMC

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Developing and Managing an Advertising Program

  1. Setting the Advertising Objectives
  2. Deciding on the Advertising Budget
  3. Developing the Advertising Campaign
  4. Choosing Media
  5. Evaluating Advertising Effectiveness

Sales Promotion

  1. Advertising versus Promotion
  2. Major Decisions

Events and Experiences

  1. Events Objectives
  2. Major Sponsorship Decisions
  3. Creating Experiences

Public Relations

  1. Marketing Public Relations
  2. Major Decisions in Marketing PR

Managing Digital Communications: Online, Social Media, and Mobile

Online Marketing

  1. Advantages and Disadvantages of Online Marketing Communications
  2. Online Marketing Communication Options

Social Media

  1. Social Media Platforms
  2. Using Social Media

Word of Mouth

  1. Forms of Word of Mouth
  2. Creating Word-of-Mouth Buzz
  3. Measuring the Effects of Word of Mouth

Mobile Marketing

  1. The Scope of Mobile Marketing
  2. Developing Effective Mobile Marketing Programs
  3. Mobile Marketing across Markets

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Direct Marketing

  1. The Benefits of Direct Marketing
  2. Direct Mail
  3. Catalog Marketing
  4. Telemarketing
  5. Other Media for Direct-Response Marketing
  6. Customer Databases and Database Marketing
  7. Public and Ethical Issues in Direct Marketing

Personal Selling and the Sales Force

  1. Types of Sales Representatives
  2. Personal Selling and Relationship Marketing
  3. Designing the Sales Force

Managing the Sales Force

  1. Recruiting and Selecting Representatives
  2. Training and Supervising Sales Representatives
  3. Sales Rep Productivity
  4. Motivating Sales Representatives
  5. Evaluating Sales Representatives

Managing the Marketing Organization for Long-Term Success

Responsible Marketing in a Global Environment

Competing On a Global Basis

Internal Marketing

Socially Responsible Marketing

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