Supplemental Slides 9_1_11

Supplemental Slides 9_1_11 - Company capabilities SW OT...

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MODULE 1 : XXX MANAGER TRAINING General Marketing Model Marketing Research Customer Needs The Offering - Product - Price - Place - Promotion Retain Existing Customers Attract New Customers Financial Outcomes Sales Market Share Profit Stock Price Cash Flow Lindsey et al. (ClassPak Publishing, 2006)
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MODULE 1 : XXX MANAGER TRAINING
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MODULE 1 : XXX MANAGER TRAINING The Selling Concept and the Marketing Concept (ABC’s of Profitability) The Selling Concept Start Focus Means Desired Outcomes B. Production B. Product Quality C. Marketing E. Profit via sales & Availability The Marketing Concept Start Focus Means Desired Outcomes A. Marketplace A. Customer Needs C. Marketing D. Long-term Relationships: Customer Retention & Customer Attraction Lindsey et al. (ClassPak Publishing, 2006)
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MODULE 1 : XXX MANAGER TRAINING 3 C’s Customer needs New trends – manufacturer vs. store/private-label brands
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Unformatted text preview: Company capabilities SW OT Climate: Economic, cultural, competitive SW OT MODULE 1 : XXX MANAGER TRAINING Marketing Value 1 Form Value - utility provided by changing raw materials into a finished product. Form value is created by production. 2 Time Value- making the product available when the customer needs it. From Walters and Lindsey (2006) MODULE 1 : XXX MANAGER TRAINING 4 Possession Value- enhancing the ability of the customer to acquire and use the product over time. 3 Place Value -making the product available where customer needs it. From Walters and Lindsey (2006) MODULE 1 : XXX MANAGER TRAINING 5 Information Value- providing relevant information about the product. 6 Service Value - providing excellent service on an ongoing basis. From Walters and Lindsey (2006)...
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