International marketing exam notes marketing and marketing. Complete notes, lecture notes, short notes, study notes and introduction to marketing notes. E marketing is referred to those strategies and techniques which utilized online ways to reach target customers. It is the process of measuring the results of marketing strategies and taking corrective action to ensure that m objectives are attained. Lecture 9 marketing strategy pdf linkedin slideshare.
Philip kotler 1976 marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Several longer and more discussed subsections in the text have already been given short. Global marketing is marketing on a worldwide scale. What is marketing marketing is the management marketing is the management process that identifies, anticipates and satisfies customer requirements profitablyprofitably. Strategies can be classified into corporate, businessunit and functional strategies. Integrated marketing communication strategy 2 marketing communication mix or promotion mix products design products price products package stores that sell the product 3 the changing communications environment.
There are millions of internet users that daily access different websites using a variety of tools like computers, laptops, tablet and smart or android phone devices, and the number of internet users are increasing very rapidly. In their place are a confusing mix of new, digital methods of building online presence of your brand, reaching out to customers and adding value to their relationships. Word market has been widely and variedly used to mean a a place or a. Production, sales, marketing, purchase, human resources, administration, inventory stock, it systems, accounts etc. Mba global marketing management pdf notes download mba 4th. This is a 46 page pdf notesebook which will give you a quick overview of the subject marketing strategies and help you to study quickly for your semester exams.
It requires management who is constantly aware of changes that are occurring in the marketplace and is able to adapt the people and resources. The basic mantra of marketing is to get the customer interested in the products or services that you are offering. Integrated marketing communication strategy 2 marketing communication mix or promotion mix products design products price products package stores that sell the product 3 the changing communications environment two factors are changing the face of todays marketing communications. Freely browse and use ocw materials at your own pace. It is important not to suppose that b2b marketing is synonymous with the marketing of goods and services to the manufacturing industries. Inside any company, a large number of activities are carried out by big groups of individuals, spread across multiple departments e. Lecture notes marketing plan marketing bmkt studocu. Emarketing advantages and disadvantages of emarketing.
Marketing is the delivery of customer satisfaction at a profit. Traditional approaches that have worked for decades, or even centuries, are being swept away. The global mindset is characterized by a different view of the opportunities and the facts of the world market. Borden in his article the concept of marketing mix. This course is designed to provide knowledge of marketing management in the international scenario, and to enable the student to appreciate the nuances of the international marketing environment and develop marketing strategies for the dynamic international markets. Marketing research is one of the marketing functions preceding production in the case of a manufacturing enterprise or procurement on the case.
Business strategy lecture notes colbourne college on. Fundamentals of businesstobusiness marketing 2011, book. The output from the ansoff productmarket matrix is a series of suggested growth strategies which set the direction for the business strategy. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. A marketing plan deals primarily with implementing the market strategy as it relates to target markets and the marketing mix. In this study of manufacturers marketing costs he described the business executive as a decider, an artist a mixer of ingredients, who sometimes. Learning objectives ii cognitive and intellectual skills think critically gather, analyse and utilize research and marketing information practicalprofessional skills research, interpret and evaluate current marketing theories and apply in an organisational setting be aware of the importance of marketing in creating customer and shareholder value.
He learned about it in a research bulletin on the management of marketing costs, written by his associate, prof. Hello friends, i am sharing an awesome summarized ebook on marketing management for all the students pursuing mba. Recap twitter campaigns how media organisations utilise data how media organisations utilise realtime opportunities social media analytics targeted digital advertising the rise of sentiment analysis introducing big data introducing content marketing introducing seo chunking content a social media object 2. Related to the above, marketing is also a strategy and entails an understanding of the environment.
Marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. As the old saying goes, every business is a good business if you have a customer. Mba global marketing management pdf notes download mba. Pricing is an important part of a companys marketing mix strategies. This gradually superseded the older term industrial marketing in the 80s and 90s. The word market comes from the latin word marcatus which means merchandise or trade or a place where business is conducted. That way a search on chapterkeysectionkey will also bring up notes related to yourkey. This document is fe709, one of a series of the food and resource economics department, ufifas extension. This is a 46 page pdf notes ebook which will give you a quick overview of the subject marketing strategies and help you to study quickly for your semester exams. Marketing mix 23 3 marketing concepts, customer value and satisfaction 45 4 marketing environment and its impact on strategic planning process 69 5 understanding consumer behaviour 97 6 understanding industrial organisational buying behaviour 5 7 developing marketing. In modern terms we can say that the customer is the king. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. Complete study and lecture notes on marketing especially compiled for bba, bcom, mcom and mba students.
Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. Market penetration market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes why marketing strategy is necessary. Global marketing strategies, global marketing product. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Mba service marketing notes pdf download mba 4th sem study.
This pdf lecture notessummarized ebook will help you quickly revise the syllabus for exams. July 2012 these lecture notes cover a number of topics related to strategic pricing. The expression b2b marketing is synonymous with business marketing. Developing a marketing plan is your group project assignment.
Find materials for this course in the pages linked along the left. Principles of marketing marketing is human activity directed at satisffying needs and wants through exchange processes. Continue to do this a marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time. Pricing strategy helps to increase a companys product or service sales in selected market. Should include a mission statement, objectives, and focused strategy aimed at our intended audience.
Word market has been widely and variedly used to mean a a place or a building where commodities are bought and sold. Introduction to marketing and marketbased management. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. Online advertising while more companies began shifting ad spend online in 2010, direct marketing campaigns for telecom and other networking services continue to dominate ad. The process of strategic market planning yeilds a marketing strategys that is the framework and the development of the marketing plan. Global marketing strategies brings managers to develop a global mindset as the first step. Building a foundation for your future 4 customer characteristics and purchasing hot buttons provide the information needed to decide whether the firm can and should attempt to gain or maintain a sustainable competitive advantage for marketing to a particular market segment lehmann and winer 1994. Logo marketing lecture notes dimitris drosos lecturer technological education institute of piraeus business school.
Emarketing is referred to those strategies and techniques which utilized online ways to reach target customers. Mba service marketing notes pdf download mba 4th sem. Notes on basics of marketing 2 p a g e notes understanding customers module introduction. Bba services management lecture notes, ebook free pdf. The key topics covered in this mba summary ebook notes of marketing management are as. Business strategy lecture notes colbourne college online. Mba marketing management pdf summary ebook, lecture notes. This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr.
This article aims to give you an indepth overview on some of the most important topics relating to marketing and. Hi bba students, here are my college notes for bba marketing management subject services management. Geoinformationgeoinformationand ict in market research and ict in market researchand ict in market research marketing notesmarketing notes. Planning is about the results, and our plan must be measured by the results it produces. Lecture note on hospitality and tourism marketing free download as powerpoint presentation. The basic elements of a marketing strategy consist of 1 the target market, and 2 the marketing mix variables of product, price, place and promotion that combine to satisfy the needs of the target market. Marketing information system and marketing research8. The marketing plan co a marketing plan is a road map for the marketing activities of an e. Strategic management is the process by which top management determines the longterm direction of the organization by ensuring that careful formulation, implementation and continuous evaluation of strategy take place.
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