After studying this chapter you will be able to: Know the variables that shape the environment of marketing strategy planning, understand why company objectives are important in guiding marketing strategy planning, understand target marketing, be familiar with the four Ps in a marketing mix,...
Chapter 5 - Market opportunities: Current and potential customers. This chapter includes contents: Develop markets among current customers, find opportunities with existing customers, acquire new customers, developa research program, developing opportunities through marketing research, criteria for successful segmentation,...
Click here for a definition of marketing; ways to analyze market opportunities, plan a marketing program, launch new products or services, and put your marketing program into action; and the nature of direct marketing and relationship marketing.
Click here to discover the steps for conducting market research.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies.
As the head of accounting, Dan took pride in the efficiency of his
department. Just recently, he and his team had significantly reduced the
time between billing and receiving. The resulting improvement in cash
flow resulted in a team award from management. So he was a bit
annoyed when Janet, his old friend in marketing, told him about her
latest market research. "Customers find their statements confusing," she
said. "They seem to be paying the bills," Dan countered, "and we
manage to keep track of the money, what more do we have to do?" She
The traditional direct marketing paradigm implicitly assumes that there is no possibility
of a customer purchasing the product unless he receives the direct promotion. In real
business environments, however, there are “voluntary buyers” who will make the
purchase even without marketing contact. While no direct promotion is needed for
voluntary buyers, the traditional response-driven paradigm tends to target such customers.
In this thesis, the traditional paradigm is examined in detail. We argue that it cannot
maximize the net profit.
Over the past few decades, research in nancial economics has taken a high e¤ort to increase the
understanding of the volatility patterns of stock market returns. Indeed, good knowledge of return
volatility is crucial for portfolio choice, risk management and derivatives asset pricing. Perhaps
the most robust empirical regularity of stock return volatility is volatility clustering. As rst noted
by Mandelbrot (1963) when referring to stock market returns, "large changes tend to be followed
by large changes, of either sign, and small changes tend to be followed by small changes".
Ian and Jane Campbell of Barambah Organics near Murgon in Queensland produce,
process and market certified organic milk. Their movement into organic production
was born from a long family interest in sustainable agriculture and the need to create
a point of difference for their products.
“Customers are often surprised by the unique taste of our milk. It comes from
a balanced and healthy diet for the cows on our chemical-free broadacre pastures,”
Soil health and weed control are important considerations and are carefully managed
with compost manures and lime.
When you finish this chapter, you should: Understand how population growth is shifting in different areas and for different age groups, obtain a feel for the size and importance of Canada's ethnic and French Canadian markets. Know about the distribution of income in Canada, know how consumer spending is related to family life cycle and other demographic dimensions, appreciate the relationship between family lifestage and consumer spending, understand the important new terms (shown in the margins).
On balance, it is desirable to have a diversified and balanced financial system
where both financial intermediaries and financial markets play important
roles in imparting greater competitiveness and efficiency to the financial
system. In the present context of financial liberalisation, stock markets and
banks emerge as sources of corporate finance and stock market development
actually tends to increase the quantity of bank loans through improved debt-
When you finish this chapter, you should: Know why company objectives are important in guiding strategic market planning, see how the resources of a firm affect the search for opportunities, know the variables that shape the environment of strategic market planning, know how the different kinds of competitive situations affect strategic planning.
In this chapter you will learn: Know about marketing information systems, understand the scientific approach to marketing research, know how to define and solve marketing problems, know about getting secondary and primary data, understand the role of observing, questioning and using experimental methods in marketing research, understand the important new terms (shown in the margins).
When you finish chapter 7, you should: Know who the business and organizational customers are, see why multiple influence is common in business and organizational purchase decisions and understand how it affects the practice of marketing, understand the problem-solving behaviour of organizational buyers, know the basic methods used in organizational buying,...
In this chapter you will learn: Understand what "product" really means, know the key differences between goods and services, know the differences among the various consumer and business product classes, understand how the product classes can help a marketing manager plan marketing strategies,...
In this chapter you will understand how and why marketing specialists develop to make channel systems more effective. Understand the universal functions of marketing. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems. Understand how to develop co-operative relationships - and avoid conflict - in channel systems,...
In this chapter you will learn: Understand why physical distribution (logistics) is such an important part of place and strategic market planning, understand why the physical distribution customer service level is a marketing strategy variable. understand the physical distribution concept and why it requires coordination of storing,...
When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...
After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
In this chapter you will: Understand how pricing objectives should guide strategic planning for pricing decisions; understand choices the marketing manager must make about price flexibility and price levels over the product life cycle; understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs;...
In this chapter you will learn: Know the content of and differences among strategies, marketing plans, and a marketing program; know how to use S.W.O.T. analysis and other planning approaches to zero in on a marketing strategy that fits the firm's objectives and resources and meets customers' needs; understand why the product classes and typical mixes are a good starting point for planning;...