Product, Services, and
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong
What Is a Produ
Pricing: Understanding and
Capturing Customer Value
What Is a Price?
Customer Perceptions of Value
Company and Product Costs
Other Internal and External Considerations
Throughout the Arab spring, Arab citizen demanded to have their voices heard
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operating in Beirut andByblos, Lebanon,
under a charter from the State of New York.
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Chap 7: customer-driven marketing strategy: segmentation, targeting
Today, companies recognize they cannot appeal to all buyers in the marketplace or at least not to all
.Most companies have moved away from mass marketing.
Designing a cus
Chap12: Marketing Channels
Supply Chains and the Value Delivery Network
Upstream partners: include raw material supplier, components, parts, information, finances and
expertise to create a product or service.
Downstream partners include the marketing c
Chapter 11: pricing strategies
What Is a Price?
Price is the amount of money charged for a product or service. It is the sum of all the
values that consumers give up in order to gain the benefits of having or using a product
Price is the only
Chap 4: Marketing research
Customer insights: fresh marketing information-based understandings of customers and the
marketplace that become the basis for creating customer value, engagement and relationship.
Companies are forming customer insights teams h
Chapter 14: Communicating customer Value: Integrated marketing
IMarketing Communication Mix
The promotion mix or marketing communication mix is the specific blend of advertising,
public relations, personal selling, and direct-marke
Chap 3: company and marketing strategy
Strategic planning: is the process of developing and maintaining a strategic fit between the
organizations goals and capabilities and its changing marketing opportunities. So it will have a
long run survival.
Understand the importance of
information to the company.
Know the definition of a marketing
information system and be able to
discuss its subparts.
Learn the steps in the marketing
Marketing in the
Digital Age: Making
Be able to identify the major
forces shaping the new digital
Understand how companies have
responded to the Internet with
Be able to describe
Be able to define the three steps
of target marketing: market
segmentation, target marketing,
and market positioning.
Understand the major bases for
segmenting consumer and