TAILIEUCHUNG - Lectures Marketing management: Chapter 7 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 7: Analyzing business markets" provides students with the knowledge: What is organisational buying, participants in the business buying process, the purchasing procurement process, stages in the buying process, managing business to business customer relationships, institutional and Government markets. Invite you to refer to the disclosures. | CHAPTER 7 ANALYZING BUSINESS MARKETS Nguyen Tien Dung MBA Email Chapter Questions 1. What is the business market and how does it differ from the consumer market 2. What buying situations do organizational buyers face 3. Who participates in the business-to-business buying process 4. How do business buyers make their decisions 5. How can companies build strong relationships with business customers 6. How do institutional buyers and government agencies do their buying Nguyễn Tiến Dũng Marketing Management 2 Chapter Main Contents 1. What is organisational buying 2. Participants in the Business Buying Process 3. The Purchasing Procurement Process 4. Stages in the Buying Process 5. Managing Business-to-Business Customer Relationships 6. Institutional and Government Markets Nguyễn Tiến Dũng Marketing Management

• Marketing - Bán hàng
• Lectures Marketing management
• Marketing management
• Analyzing business markets
• What is organisational buying
• Institutional and government markets
• The purchasing procurement process
• Defining marketing for the 21st century
• The importance of marketing
• The scope of marketing
• The new marketing realities
• Conducting marketing research
• What constitutes good marketing research
• Review investment Completed investment
• Marketing expenses
• Marketing performance measurement
• Managing a holistic marketing organization
• Holistic marketing organization
• Trends in marketing practices
• Organizing the marketing department
• Developing marketing strategies and plans
• Marketing and customer value
• Corporate and division strategic planning
• Business unit strategic planning
• A marketing plan
• Designing managing integrated marketing
• Managing integrated marketing channels
• Marketing channels
• Value networks
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Basic marketing
• Marketing research
• Course objectives
• Course materials
• Course assessment
• Course plan
• Collecting information and forecasting demand
• Components of a modern marketing
• Information system
• Internal records
• Marketing intelligence
• Analyzing the macroenvironment
• Creating long term loyalty relationships
• Managing personal communications
• Direct marketing
• Interactive marketing
• Personal selling
• Designing and managing services
• The nature of services
• The new services realities
• Achieving excellence in services marketing
• Analyzing consumer markets
• Influencing factors to consumer behavior
• Consumer buying process
• Consumer behavior
• Identifying market segments
• Selecting target markets
• Market segmentation
• choosing target markets
• Creating brand equity
• What is brand equity
• Building brand equity
• Measuring brand equity
• Managing brand equity
• Crafting brand equity
• Developing and establishing a brand positioning
• Differentiation strategies
• Branding a small business
• Dealing with competition
• Competitive strategies by market position
• Product life cycle strategies
• Industry analysis
• Product strategy
• Service differentiation
• Brand relationship
• Product characteristics
• Developing pricing strategies and programs
• Understanding pricing
• Setting the price
• Price adaptation strategies
• Managing mass communications
• Sales promotion
• Events and experiences
• Public relations
• Introducing new market offerings
• New product options
• Challenges in new product development
• The consumer Adoption process