Chapter 4: CONDUCTIG MARKETING RESEARCH
To make the best tactical and strategic decisions, marketers need accurate information
about consumers, competitors, and their brand. Marketing insights can often lead to a
successful product launch or improve the g
WHAT IS MARKETING, WHY IS IT IMPORTANT and WHATS IS SCOPE?
Marketing comprehends all the activities in which people and organization engage formally and informally.
Marketing is important for financial success and it also extends to society as a whole. It
Connecting with Customers
Lecturer: Ryan Tang
Customer Value, Satisfaction, & Loyalty
Workshop 3a: Marketing Research - T
24734 Marketing Management
Autumn 2017; standard mode; City
Credit points 6cp
21878c Organisational Dialogue: Theory and Practice
These requisites may not apply to students in certain courses
Class Workshop 3
Text Support Reading; Chapter 3
The purpose of this workshop is to develop an understanding of the applied aspects of marketing
research using a real life example
Applied Marketing Research Workshop
Class Workshop 2
Strategic Marketing Framework
Text Support Reading; Chapter 2
The purpose of this workshop is to develop an understanding of the framework on which an
organisations marketing strategy is created and managed
Class Workshop 4
Text Support Reading; Chapter 4 and 5
The purpose of this workshop is to develop a practical understanding of how consumer and
business customers make buying decisions and the implications this has on mark
Class Workshop 1
Marketing and the Organisation
Text Support Reading; Chapter 1
The purpose of this workshop is to develop an understanding of the role and importance of
marketing in an organization
Choose an Organisation
Working as a team,
CHAP 5 CREATING LONG-TERM LOYALTY RELATIONSHIPS
1. What are customer value, satisfaction, and loyalty, and how can companies deliver them?
2. What is the lifetime value of customers, and how can marketers maximize it?
3. How can companies attra
MARKETING MANAGEMENT CHAPTER 3
COLLECTING INFORMATION AND FORECASTING DEMAND
1) What are the components of a modern marketing information system?
2) What are useful internal records for a marketing information system?
3) What makes up
Chapter 6: ANALYZING CONSUMER MARKETS
Marketers must have a deep understanding of how consumers think, feel, and act and
must offer a clear value to each consumer.
WHAT INFLUENCES CONSUMER BEHAVIOR?
A consumers buying behavior (how individuals, groups, an
Chapter 7: ANALYZING BUSINESS MARKETS
Business organizations do not only sell. To create and capture values, sellers must
understand organizations needs, resources, policies, and buying procedures.
WHAT IS ORGANIZATIONAL BUYING?
Organizational buying is t