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Marketing_Part_4_long.pdf - Marketing 1 BA Finance and...

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Marketing 1- Part 4BA Finance and AccountingApril 2021Prof. Dr. Andreas Stoffers
AgendaPart I: Basics of Marketing1.Introduction to Marketing2.Company and marketing strategy: partnering to build customerrelationshipsPart II: Understanding Marketplace and Consumers3.Market and Environment4.Managing Marketing Information5.Consumer Markets and Buyer Behaviour6.Business Markets and Business Buyer Behaviour| page 2
AgendaPart III. Designing a Customer-Driven Strategy and Mix7.Consumer-Driven Marketing Strategy8.Products, Services, and Brands: Building Customer Value9.New Product Development and Product Life-Cycle Strategies10.Pricing: Understanding and Capturing Customer Value11.Marketing Channels: Delivering Customer Value12.Retailing and Wholesaling13.Engaging Customers and Communicating Customer Value14.Advertising, PR and Sales Promotion15.Modern Marketing ChannelsPart VI: Success Factor in Marketing: Cross-Cultural Management16.Outlook: Four Trends in International Business and its Implicationson Marketing17.The Role of Culture in Business18.Recommendation for Marketing Students| page 3
UnderstandingMarketplaceandConsumerPart II
UnderstandingMarketplaceandConsumerPart II4. Managing Marketing Information
oMarketing information and customer insightsoAssessing marketing information needsoDeveloping marketing informationoMarketing researchoAnalysing and using marketing informationoOther marketing information considerations4.Managing Marketing InformationIn this chapter you learn:| page 6
| page 7
Marketing information and customer insights4.Managing Marketing InformationCustomer information are:Fresh and deep insights into customers’ needs and wants.They areodifficult to obtainonot obviousCustomers are unsure of their behaviourTarget: Better information and more effective use ofexisting information.| page 8
4.Managing Marketing InformationUse of customer insights:Companies are forming customer insights teams:oIncluding all company functional areasoCollecting information from a wide variety of sourcesTarget: Use insights to create more value for theircustomers.| page 9Marketing information and customer insights
4.Managing Marketing InformationMarketing information systems (MIS):A MIS consist of people and procedures for:oassessing the information needsodeveloping needed informationohelping decision makers use the information for customer| page 10Marketing information and customer insights
4.Managing Marketing InformationThe Marketing Information System (MIS)Source: Kotler: Principles (2016), p 132| page 11Marketing information and customer insights
Assessing marketing information needs4.Managing Marketing InformationMISprovidesinformation to the company’s marketing and othermanagers and external partners such as suppliers, resellers andmarketing service agencies.

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