After studying this chapter you will be able to understand: Marketing: creating and capturing customer value, company and marketing strategy partnering to build customer relationships, developing marketing strategies and plans, analyzing the marketing environment, managing marketing information to gain customer insights, . | LECTURE 32 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall LECTURE 1 Marketing Creating and Capturing Customer Value Copyright 2012 Pearson Education Inc. 1- 1- 22 Publishing as Prentice Hall Topic Outline What Is Marketing Marketing process Understanding the Marketplace and Customer Needs Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Marketing Process Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall LECTURE 2 Marketing Creating and Capturing Customer Value Copyright 2012 Pearson Education Inc. 1- 1- 55 Publishing as Prentice Hall Topic Management What Is Marketing Outline Designing a Customer-Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Building Customer Relationships Capturing Value from Customers The Changing Marketing Landscape Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Designing a Customer- Driven Marketing Strategy Marketing Management Orientations Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall LECTURE 3 Company and Marketing Strategy Partnering to Build Copyright 2012 Pearson Education Inc. 1- 1- 88 Publishing as Prentice Hall Topic Outline Companywide Strategic Planning Defining Marketing s Role Planning Marketing Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Copyright 2012 Pearson Education Inc. 1- 9 Publishing as Prentice Hall Companywide Strategic Planning Steps in Strategic Planning Copyright 2012 Pearson Education Inc. 1- 10 Publishing as Prentice Hall LECTURE 4 Developing Marketing Strategies and Plans Copyright 2012 Pearson Education Inc. 1- 1- 11 11 Publishing as Prentice Hall Topic Outline How is strategic planning carried out at different levels of the organization What does a marketing plan include Managing the Marketing Effort Measuring and Managing Return on Marketing Investment Copyright 2012 Pearson Education Inc. 1- 12 Publishing as Prentice Hall .
