Kotler
...Value and Retention
Chapter 3 Winning Markets : Market Oriented Strategic Planning
Chapter 4 Gathering Information and measuring market demand
Chapter 5 Scanning the Marketing Environment
Chapter 6 Analyzing Consumer markets & Buying Behavior
Chapter 7 Analyzing Business markets and Business Buying Behavior
Chapter 8 Dealing with the Competition
Chapter 9 Identifying Market Segments and Selecting Target Markets
Chapter 10 Positioning the Market Offering Through the Product Life Cycle
Courtesy: Marketing Management by Philip Kotler 10th Edition
Chapter 1 Marketing in the 21st century
Scope of Marketing
Marketing people are involved in 10 types of entities:
• Goods like eggs, steel, cars (Maruti!!!! Wow)
• Services like airlines, hotels, barbers
• Experiences like Walt Disney world’s magic kingdom, at planet Hollywood
• Events like Olympics, trade shows, sports events
• Persons like celebrity marketing by making major film star as brand ambassador etc.
• Places like cities, states, nations to attract tourists, factories, company headquarters, and new residents, like we use TAJ or say Nainital
• Properties like real state owners market properties or agent markets securities
• Organizations thru’ Corporate identity ads like by using tag line ‘Lets make things better’, or like Richard Branson (virgin) or Phil knight of Nike are some identity
• Information like thru encyclopedias, CDs and visit the internet for information. This is information marketing
• Ideas like the buyer of a drill are really buying a hole. Church should market itself as a place of worship or a community center.
Eight different states of demand:
• Negative demand: if a major part of market dislikes the product and may even pay a price to avoid it – vaccinations, gall bladder operations etc. Marketing task is to analyse...
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