Marketing : Managing profitable customer relationships

Chap 1 :                 Marketing : Managing profitable customer relationships

1. Define marketing and discuss how it is more than just “telling and selling”
2. Marketing has been criticized because it “makes people buy things they don’t really need”

Refute or discuss this accusation.

1. What is customer perceived value?
2. Is it difficult to know  the needs and wants of customers?
3. Identify the key elements of customer-driven marketing strategy?
4. Describe the major trends and forces that are changing the marketing landscape in this age of relationships?

Chap 3                        The marketing environment

1. Case study  “Air Asia”  page 118 (Principles of marketing)  global edition

Macro environment: Demography, Economy, politic, natural, technological environment.

Microenvironment: Company, customers’ suppliers, marketing intermediaries, competitors public.

2 Definitions of some concepts

1. What is are “needs, wants  and  demands” ?
2. What is market offerings?
3. Explain value and satisfaction?
4. Exchange and relationships?
5. What is market?

Chap 5                                 Managing marketing information

1. Discuss the sources of internal data: the advantages and disadvantages associated with this data?
2. Explain the role of secondary data in gaining customer insights. Where do marketers obtain secondary data?
3. What are the advantages of web-based survey research over traditional survey research?
4. What are the similarities and differences when conducting research in another country versus the domestic market?

Chap6                  Consumer markets and consumer buyer behavior

Chap 7                Business markets and Business Buyer Behaviour

1. Explain how the business market differs from the consumer market for a product such as automobiles.
2. List the major influences on business buyer behavior. Why is important for the B to B marketer to understand these major influences?
3. Explain Maslow’s hierarchy of needs?
4. Name and briefly describe the stages of the business buying process.
5. Explain the model of consumer behavior? fig 5.1
6. Explain the factors affecting the consumer behavior? Fig 5.2
7. Explain Maslow’s hierarchy of needs?
8. Explain the buyer decision process? 5.6

Chap 8                 Segmentation, targeting and positioning        

Explain segmentation, targeting and positioning.

Segmenting international markets.

Different examples ?

Chap 9                         Product, services and brands

Part 1, Mobinil case P 279

1. What is Mobinil selling?  What are consumers really buying?

Discuss the questions in terms of the core benefits, actual product and augmented product levels.

1. Will the many reasons for Mobinil’s success continue to work with the increasing presence of Vodafone and Etisalat? Why or why not?
2. What futuristic strategic recommendations would you make to the Mobinil brand managers?

Part 2,

1. Define product and the three levels of product?
2. Compare the industrial products and consumer products?

Chap        11                                Price

1. What is “price”?
2. What are the three major pricing strategies?
3. What are the external factors affecting  pricing decisions?
4. Market skimming and market penetration pricing strategies?
5. Explain the geographical pricing and international pricing?

Summary

Part 1

1. What is marketing?
2. Compare the selling and marketing strategies?
3. Describe the microenvironment and the macro environment?
4. Compare market skimming and market penetration pricing strategies?
5. Describe the geographical pricing strategy?

Part 2

1. Define the consumer market?*
2. What is a business market?
3. Name the 4 major factors that influence buyer behavior?
4. Describe the buyer decision process?
5. Define the market segmentation? Target marketing? And market position?
6. The bases of segmentation are : 1…. 2……3…… 4…..
7. Definition of “product”?
8. Definition of “service”?

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