Marketing II: Managing the Market, 2^nd Ed.

Managing Resources for the Market -- Block 7

The Open University

Publisher: The Open University, 1997

ISBN: 0-7492-7994-X

Synopsis:

Toggle Synopsis

Table of Contents:

Toggle Table of Contents

• Part A Researching the Market
• Session 1 Marketing Research Techniques
• 1.1 Researching Your Markets
• 1.2 Primary versus Secondary Research
• 1.3 Qualitative versus Quantitative Research
• Qualitative research methods
• Individual interviews
• Observation techniques
• Accompanied shopping
• Group discussions
• Projective techniques
• Quantitative research methods
• Probability sampling
• Non-probability sampling
• Surveys
• Experiments
• Panels
• Session 2 Conducting Research
• 2.1 Specifying a Research Brief
• Preparing the research proposal
• Selecting the research method
• Selecting the sample
• Data gathering
• Data analysis
• Reporting the findings
• 2.2 Using Agency Services
• Working relationships
• Funding
• Access to decision makers
• Client's overall strategy
• A sense of 'belonginess'
• Understanding the client's culture
• Trust
• Screening
• Setting objectives and monitoring performance
• Session 3 Using Marketing Information
• 3.1 Evaluating Effective Communication
• Quantitative measurement
• Qualitative measurement
• Financial measurement
• 3.2 Supporting Competitive Strategy
• Mapping and gap analysis
• Part B Managing Customer Satisfaction
• Session 4 Marketing in a Complex Environment
• 4.1 Determining the Market Structure
• Differential treatment of customers
• Choice of channel strategy
• 4.2 ‘Push’ Strategies
• Consumer satisfaction as a benefit
• Segmenting intermediaries
• Avoiding customer conflict
• Managing the distribution chain
• Managing financial risks
• 4.3 ‘Pull’ Strategies
• 4.4 Precision Targeting
• Value of customer needs information
• Customer and consumer conflict
• Session 5 Marketing to Organizations
• 5.1 Characteristics of Organizational Marketing
• Number of customers
• Size of customers
• Derived demand
• Inventory position
• 5.2 Purchasing and Selling Behaviour
• Purchasing decisions
• The purchasing process
• Selling
• Advertising
• Sales promotion
• Publicity
• 5.3 Marketing in the Public Sector
• Growth of public sector marketing
• Managing internal markets
• Session 6 Communication with Customers
• 6.1 Managing the Communication Programme
• Communication objectives
• Recognition
• Impact
• Persuasion
• 6.2 Managing the Communication Mix
• Components and skills
• Communication in the product/service package
• 6.3 Creative Media Selection
• A strategic approach
• A consistent approach
• 6.4 The Competitive Value of a Strong Identity
• Competitive leverage
• Balance branding
• Cost benefits of branding