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Principles of Marketing
Lecture 05: The Company’s Microenvironment ,The Company’s Microenvironment, Responding to the Marketing Environment
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Lecture 05: The Company’s Microenvironment ,The Company’s Microenvironment, Responding to the Marketing Environment
Principles of Marketing
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Course content
Chapter - 01: Fundamentals of Marketing
Lecture-01:Principles of Marketing Course Outline
Lecture 02: Marketing Definition, Marketing Core Concepts, Scope of Marketing.,
Lecture 03: Marketing Process, Marketing Management Concept, The value Proposition.
Lecture 04: Marketing mix elements, Marketing Management Orientations, Building customer relationships, The Changing Marketing Landscape.
Chapter 02: Analyzing Marketing Environment
Lecture 05: The Company’s Microenvironment ,The Company’s Microenvironment, Responding to the Marketing Environment
Lecture 06: The Company's Macro Environment, Responding to the Marketing Environment
Chapter 03: Consumer Markets and Consumer Buyer Behavior
Lecture 07: Model of Consumer Behavior, Characteristics Affecting Consumer Behavior.
Lecture 08: Types of Buying Decision Behavior, The Buyer Decision Process
Chapter 04: Market Segmentation, Targeting and Positioning
Lecture 09: Market Segmentation, Market Targeting, Differentiation and Positioning
Lecture 10: Requirements of Effective Segmentation, Market Targeting Strategies, Choosing a Target Market
Chapter 05: Products, Services and Brands: Building Customer Value
Lecture 11: What Is a Product?, Levels of Product and Services, Product and Service Classifications
Lecture 12: Product and Service Decisions, Product Line Decisions, Product Mix Decisions
Lecture 13: Branding Strategy: Building Strong Brands
Lecture 14: Services Marketing, Types of Service Industries, Marketing Strategies for Service Firms
Chapter 06: Pricing: Understanding and Capturing Customer Value
Lecture 15: What Is a Price? Customer Perceptions of Value, Company and Product Costs
Lecture 16: Company and Product Costs ,Other Internal and External Considerations Affecting Price Decisions
Lecture 18: Factors to Consider When Setting Prices
Lecture 19: Price-Adjustment Strategies
Chapter 07: Marketing Channels: Delivering Customer Value
Lecture 20: Supply Chains and the Value Delivery Network • The Nature and Importance of Marketing Channels, Channel Behavior and Organization, Channel Design Decisions
Lecture 21: Supply Chains and the Value Delivery Network • The Nature and Importance of Marketing Channels, Channel Behavior and Organization, Channel Design Decisions
Lecture 22:Channel Design Decisions
Chapter 09: Communicating Customer Value: Integrated Marketing Communication Strategy
Lecture 23:The Promotion Mix ,Integrated Marketing Communications ,A View of the Communications Process
Lecture 24: Advertising and Public Relations
Lecture 25: Selecting Advertising Media
Chapter 10 : Personal Selling and Sales Promotion
Lecture 26: Personal Selling,Role of the Sales Force, Managing the Sales Force, The Personal Selling Process
Lecture 27:Evaluating Salespeople and Sales Force Performance
Lecture 28: Steps in the Personal Selling Process
Chapter 11 : Direct and Online Marketing: Building Direct Customer Relationships
Lecture 29: Direct and Online Marketing: Building Direct Customer Relationships
Lecture 30: Forms of Direct Marketing ,Online Marketing ,Public Policy Issues in Direct Marketing
Lecture 31: Forms of Direct Marketing,Online Marketing,Public Policy Issues in Direct Marketing
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Marketing Introduction
Lecture 05: The Company’s Microenvironment ,The Company’s Microenvironment, Responding to the Marketing Environment
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