COMM 223 - Class notes (from FB).pdf - COMM 223 FALL...

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  • COMM 223
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COMM 223FALL SEMESTER 2020INSTRUCTOR: ANDRE CHAMOUN[email protected]Table of Contents08 September 20208Chapter 18Marketing and Marketing Process8Understanding the marketplace9Market offering9Designing a Customer-Driven Marketing Strategy12Customer Driven Marketing Strategy: Marketing Management Orientations12Preparing an Integrated Marketing Plan and Program14Customer Relationship Management14Customer Relationship Groups16September 15 202017Marketing Strategy and the Marketing Mix174 Ps:20Seller View vs Buyer View21Managing Marketing21Marketing Management: Analysis22Marketing Management: Planning22Marketing Management: Implementation23Marketing Department Organization23Marketing Management: Control24Environmental Forces24Microenvironment (affect your company)25Macroenvironment (affects the entire industry)27The Demographic Environment27The Economic Environment29Natural Environment29Technological Environment301
Political Environment30Cause-Related Marketing31The Cultural Environment31Responding to the Marketing Environment3222 September 202032Marketing Information and Customer Insights32Customer Insights:32Market Information Systems33Assessing Marketing Information Needs33Developing Marketing Information34Market Research Process34Defining the problem and research objectives34Research Plan Outlines35Primary Data Collection36Ethnographic Research37Contact Methods37Sampling Plan38Types of Samples39Research Instruments39Implementing the Research PLan (Box 3)40Interpreting and Reporting the Findings (Box 4)40Customer Relationship Management (CRM)40Big Data and Marketing Analytics41Group Exercise In Market Research4129th September 202041Chapter 5 - Understanding Consumer and Business Buyer Behaviour41Consumer Market and Buyer Behaviour41Cultural42Social43Personal43Psychological44Psychological Factors Maslow’s Hierarchy of Needs44Buyer Decision Process45The process:45The Buyers Decision Process for New Products46The Adoption Process46Characteristics Influencing Rate of Adoption47Business Markets and Business Buyer Behaviour472
Business Markets47Major Types of Buying Situations48Participants in the Buying Process48Major Influences on Business Buyer Behaviour49Stages of the Business Buying Process49E-Procurement/Online Purchasing49Homework506th October 202051Segmentation & Targeting51Designing a Customer-Driven Marketing Strategy51Market Segmentation51Geographic Segmentation52Demographic Segmentation52Psychographic Segmentation52Behavioural Segmentation53Multiple Segmentation53Segmenting Business Markets53Segmenting International Markets53Requirements for Effective Segmentation54Evaluating Market Segments54Evaluating Market Segments - Segment Structural Attractiveness55Selecting Target Market Segments55Local and Individual Marketing55Choosing a Targeting Strategy56Socially Responsible Marketing56Differentiation and Positioning56Perceptual Positioning Map57A differentiation and positioning strategy58Positioning statement:59

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Term
Spring
Professor
ulrika
Tags
Marketing, Customer relationship management, new products, Marketing Management Orientations, Marketing Information and Customer Insights

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