kotler chapters summary

5/19/2018 Kotler Chapters Summary

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Scope of Marketing

Understanding MarketingManagement

Chapter 1

What is Marketing?

Marketing ManagementBy Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha

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What is Marketed?


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Who Markets?

Core Marketing Concepts:


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Company orientation towards Marketplaces:

Marketing Management Tasks:


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Developing MarketingStrategies And Plans

Chapter 2

The Value Delivery Process


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Strategic Planning

Value Chain

Corporate Headquarters

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Mission Statement

Business Unit Strategic Planning

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Capturing Marketing insightsand Spotting Market Trends

Chapter 3

MIS (Marketing Information System)


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Demographic16.7% ; F 933:1000

: 23.8 , 34% / 12 25, 24% / 25

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65.38% , 75.8% 54.16% , 76%

1524 , 64.5% 2534 .

Economic , , , . GD

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Major Macro Environmental Forces

Internal Company Records


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Why Marketing Research? ,

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Conducting Marketing Research

and Forecasting Demand

Chapter 4

What are the major steps of Marketing Research


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Creating Customer Value,Satisfaction and Loyalty

Chapter 5


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Total Customer Benefit , ,

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Total Customer Cost , ,

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Customer profitability

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150-20 Rule 20% 10%

20% 100% .

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Customer Relationship Management (CRM)

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Building Customer Loyalty

1.

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Database marketing ,

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Customer Database , ,

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Datamining , , , . . ,

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Disadvantages of Datamining and CRM1.

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Analyzing Consumer Markets

Chapter 6


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Factors affecting Consumer Buying

Behaviour

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The Buying Decision Process

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ComplexBuying

Behaviour

Variety Seeking

Dissonance

Reducing

Habitual

Level of customer involvement

6

Involvement

High Low

DifferencesinBrands

Insignificant

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Analyzing Business Marketsand Buyer Behavior

Chapter 7


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The Business Market versus the Consumer

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8 stages of PURCHASING PROCESS 1:

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Identifying Marketand Targets

Chapter 8

MarkeBy Philip, Kevin Lan

Step

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Levels

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in market segmentatio

ositionin

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of Market Segmentation

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ntileshwar Jha

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Micromarketing

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Dealing with Competition

Chapter 9


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Vertical Integration ..

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Benchmarking .

Competitive Forces (Michael Porters 5 forces)1. , ,

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Identifying Competitors

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Competitive Strategies for Market Leaders

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Defending Market Share . , , .

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Expanding Market Share

Competitive Strategies for Market Challengers

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Creating Brand Equity

Chapter 10


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Brand Equity . , .

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Brand Promise .

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Brand Equity Models

Brand Asset Valuator

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Ener

gized

Brand

Strength

(Differen

tiation,

Relevance,

Energy)

Brand Structure

(Esteem & Knowledge)

There are the five key components of the model

1.

Differentiation degree to which a brand is seen as different from others

2. Energy brands sense of momentum

3.

Relevance breadth of brands appeal

4. Esteem how well the brand is regarded and respected

5.

Knowledge how familiar and intimate customers are with the brand

Brand Resonance ModelCreation of significant brand equity requires reaching the top or pinnacle of the brand

pyramid, which occurs only if the right building blocks are put into place.


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Brand Audit

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Brand Valuation .

Devising a Brand Strategy 3

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Brand Portfolios .

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Customer Equity .

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Crafting the Brand Positioning

Chapter 11


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Developing and Communicating a PositioningStrategy

Category Membership: .

Points of Difference (POD): ,

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Points of Parity (POP):

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Choosing POPs and PODs ( )

( )

Desirability Criteria Deliverability Criteria

Relevance Feasibility

Distinctiveness Communicability

Believability Sustainability


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Establishing category membership

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Competitive Advantages 1 .

Dimensions to differentiate Market Offerings ..

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Product Lifestyle Marketing Strategies .

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A companys positioning and differentiation strategy must change as the product, market and

competitors change over the product life cycle (PLC).


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Introduction Growth Maturity Decline

Characteristics

Sales

Costs

Profits

Customers

Marketing

Objectives

Strategies

Product

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Price

Distribution

Advertising

Sales Promotion

Summary of Product Lifecycle Characteristics,

11

Market Evolution .

1. 1

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Setting Product Strategy

Chapter 12


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C 12

Line stretching . C

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Line modernization, Featuring and Pruning . C

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C 12

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Designing and ManServices

Chapter 1

MarkeBy Philip, Kevin Lan

How do

they diff

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ing Managem Keller, Abraham Koshy, Mith

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Cate ories of servic

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Holistic Marketing for

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stinctive Characteristic

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Services

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es for services

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Best Practices of Service Quality Management

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Developing Pricing Strategiesand Programs

Chapter 14


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Setting the price ,

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Adapting the Price Geographical Pricing

Price Discounts and Allowances

Promotional Pricing

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kotler chapters summary

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