MKT 650: Marketing Management

MARKETING MANAGEMENT

CHAPTER 1
Marketing: Managing Profitable Customer Relationships

Be able to define marketing and discuss its core concepts.
Be able to define marketing management and compare the five marketing management orientations.
Understand customer relationship management and strategies.
Realize the major challenges facing marketers in the new “connected” millennium.

CHAPTER 2
Company and Marketing Strategy: Partnering to Build Customer Relationships

Understand company-wide strategic planning and its four steps.
Learn how to design business portfolios and develop strategies for growth and downsizing.
Understand marketing’s role in strategic planning and how marketers partner with others.
Be able to describe the marketing process and the forces that influence it.
Learn the marketing management functions, including the elements of the marketing plan.

CHAPTER 3
Marketing in the Digital Age: Making New Customer Connections

Be able to identify the major forces shaping the new digital age.
Understand how companies have responded to the Internet with e-business strategies.
Be able to describe the four major e-commerce domains.
Understand how companies use e-commerce to profitably deliver greater value to customers.
Realize the promise and challenges that e-commerce presents for the future.

CHAPTER 4
The Marketing Environment

Know the environmental forces that affect the company’s ability
to serve its customers.
Realize how changes in the demographic and economic environments affect marketing decisions.
Identify the major trends in the firm’s natural and technological environments.
Know the key changes in the political and cultural environments.
Understand how companies can react to the marketing environment.

CHAPTER 5
Managing Marketing Information

Understand the importance of information to the company.
Know the definition of a marketing information system and be able to discuss its subparts.
Learn the steps in the marketing research process.
Learn how companies analyze and distribute marketing information.
Realize the special issues some marketing researchers face, including public policy and ethical issues.

CHAPTER 6
Consumer Markets and Consumer Buyer Behavior

Be able to define the consumer market and construct a simple model of consumer buyer behavior.
Know the four major factors that influence consumer buyer behavior.
Understand the major types of buying decision behavior and the stages in the buyer decision process.
Be able to describe the adoption and diffusion process for new products.

CHAPTER 7
Business Markets and Business Buyer Behavior

Be able to define the business market and explain how business markets differ from consumer markets.
Know the major factors that influence business buyer behavior.
Understand the steps in the business buying decision process.
Understand institutional and government markets and how buyers in these markets make their buying decisions.

CHAPTER 8
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers

Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning.
Understand the major bases for segmenting consumer and business markets.
Know how companies identify attractive market segments and how they choose a target marketing strategy.
Comprehend how companies position their products for maximum competitive advantage.

CHAPTER 9
Product, Services, and Branding Strategies

Be able to define product and know the major classifications of products and services.
Understand the decisions companies make regarding their individual products and services, product lines, and product mixes.
Understand how firms build and manage their brands.
Know the four characteristics of services and the additional marketing considerations that services require.
Review additional product issues related to social responsibility and international marketing.

CHAPTER 10
New-Product Development and Product Life-Cycle Strategies

Understand how companies find and develop new-product ideas.
Learn the steps in the new-product development process.
Know the stages of the product life cycle.
Understand how marketing strategies change during the product’s life cycle.

CHAPTER 11
Pricing Considerations and Approaches

Understand the internal factors affecting a firm’s pricing decisions.
Understand the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value.
Be able to contrast the three general approaches to setting prices.

CHAPTER 12
Integrated Marketing Communication Strategy

Know the tools of the marketing communications mix.
Understand the process and advantages of integrated marketing communications.
Learn the steps in developing effective marketing communications.
Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix.