Marketing I: Managing the Marketing Function

Managing Resources for the Market -- Block 2

The Open University

Publisher: The Open University, 1998

ISBN: 0-7492-4998-6

Synopsis:

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Table of Contents:

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• Session 1 The Requirements of the Marketer’s Job
• 1.1 Marketing Management
• The production-oriented organization
• The customer-oriented organization
• The marketing manager's role
• The marketing manager as analyst
• The marketing manager as co-ordinator
• 1.2 Resources for the Job
• Marketing as an attitude of mind
• Marketing as a range of activities
• 1.3 Marketing Inputs and Outputs
• Inputs
• Internal inputs
• External inputs
• Outputs
• Outputs for use within the organization
• External outputs
• The marketing system
• Session 2 Understanding Your Market-place
• 2.1 Analysing the Market-place
• The need for information
• Customer market management
• Consumer attitudes
• Resource management
• Investor relations
• 2.2 Positioning Your Product
• Reviewing your current position
• Macro issues
• Sales analysis
• Competitive advantage analysis
• Prospects rating
• Session 3 Understanding Your Customer
• 3.1 Customers Seek Solutions Not Products
• Features
• Benefits
• Competing for customers
• 3.2 Analysing Your Customers
• Customer types analysis
• Customer behviour analysis
• Market segmentation
• 3.3 Customer Motivation
• Motivation andmarketing
• Market type, behaviour and motivation
• Motivation analyses
• Session 4 Understanding the Competition
• 4.1 Segmenting Your Market to Advantage
• 4.2 Identifying Your Competitive Advantage
• Know your customer segments
• Personal contact
• Salesforce information
• Market research
• Intuition
• Love your customer segments
• Whom should you keep as customers?
• Suppliers as customers
• 4.3 Responding to Your Competitors
• Protecting your customer segments
• Responding to changing needs
• New market entries
• Concentrate on your competitive advantage
• Respect your customer segments
• Prices and costs
• Session 5 Managing Your Product/Service Package
• 5.1 Identifying the Competitive Product
• Product management
• Maintaining balance
• Assessing success
• 5.2 Setting Priorities
• Setting objectives
• Internal influences
• External influences
• Customer behaviour
• Organizational strategic influences
• 5.3 Focusing on Product/Service Benefits
• Customer-focused descriptions
• The right ingredient mix
• 5.4 Components of the Product/Service Package
• Product management skills
• Session 6 Managing Brands and Services
• 6.1 Brand Management
• Managing the business unit
• The role of the brand manager
• Positioning the brand or service
• Strategic positioning
• Competitive positioning
• Results positioning
• 6.2 Marketing Non-Branded Services
• Differentiating similar services
• 6.3 Weaknesses of Branding
• Session 7 Managing New Developments
• 7.1 SWOT Revisited
• Your customers perspective
• The competitive perspective
• 7.2 Strategies for Development
• Marketing direction
• Organizational development
• Existing products/existing markets
• Existing products/new markets
• New products/existing markets
• New products/new markets
• Balanced development
• 7.3 Planning Marketing Development
• Organizational structure and distribution
• Longer-term planning
• Forecasting impact
• Responding to feedback
• Involving the whole organization