defining markets and marketing environment adapting to the new market economy
TRANSCRIPT
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Defining markets and marketing environmentAdapting to the new market economy
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What is Marketing???
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Target Market & SegmentationMarketMeta market Marketers and prospects
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Needs, Wants DemandsProduct, ServiceBrandValueSatisfactionBrand Value Proposition
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Transaction
Buyer Seller
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Marketing ChannelsCommunication channelsDistribution ChannelsService Channels
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CompetitionBrand competitionIndustry competitionForm competitionGeneric competition
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Marketing MixProduct
VarietyQualityDesign FeaturesBrand namePackagingSizesServicesWarrantiesReturns
PRICEDiscountsAllowancesCredit termsRebates
PromotionSales promotionAdvertisingSales forcePublic relationsDirect MarketingInternet marketing
PLACEChannelsAssortmentsLocationsInventoryTransport
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Marketing mix strategySales promotion
Advertising
Sales Force
PR
Direct mail, tele marketing, internet
company
Product services prices
Distribution channels
Target customers
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The selling concept
Producer Products selling profits
Target market customer needs integrated marketing profits
Marketing concept
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Adapting marketing to the new environment
New technological advances & new market forces creating New economy
How to sustain ?
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New forcesDigitalization & ConnectivityDisintermediationCustomizationInudtry convergance
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The new EraCustomer segment focused vs product focusCustomer lifetime value Vs transactionsStakeholders Vs shareholders360 degree marketingBrand building through Behavior VS
AdvertisingCustomer retention Vs customer acquisition
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Measuring Customer SatisfactionUnder delivering & Overpromising
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