CONSUMER BEHAVIOR AND MARKETING
I. WHAT IS MARKETING?
A. Marketing As a Set of Techniques
B. Marketing As Conceptual System
C. Marketing as A Philosophy of Doing Business
The Marketing Concept
The Marketing Concept (cont.)
II. MARKETING MANAGEMENT
Marketing Management
What are the jobs of marketing management?
1. Identify Market Opportunities
2. Develop marketing plans (Positioning strategies)
Positioning the Brand
A marketing strategy positions a brand.
The Marketing Strategy
Product Development
Pricing
Promotion
Distribution
Physical Assets
Personnel
Procedures
Personalization
3. New Product Development
The Marketing Framework
PPT Slide
III. MARKETING RESEARCH
IV. CONSUMER BEHAVIOR
FRAMEWORK OF THE COURSE
Email: lflynn@cob.fsu.edu
Home Page: http://garnet.acns.fsu.edu/~lflynn/3503.htm
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