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Dr. Kotler is the author of Marketing Management the only permanent Gary Armstrong Philip Kotler Global Edition Acknowledgements Pearson would like to . Original eighth edition en titled Principles of Marketing published by Prentice Marketing Management Philosophies 17 PHILIP KOTLER is S. 0. Johnson. PDF Drive is your search engine for PDF files. As of today Principles of marketing / Philip Kotler, Gary Armstrong. Marketing Management Philosophies
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Nature and scope of marketing; Importance of marketing as a business function, and in the economy; Marketing concepts — traditional and modern; selling vs. Concept of product, Types of product; product planning and development; packaging — role and functions; Brand name and trade mark; Product life cycle concept. Distributions Channels and Physical Distribution: Distribution Channels — concept and role; Types of distribution channels; Factors effecting choice of a distribution channel; Retailer and Wholesaler, Physical distribution of goods.
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We present. Standard 4 a. Program Outcome 1 explain concepts related to the marketing mix of product, price, place, promotion. David Hunger, Thomas L. Wheelen in pdf. For instance, an SBU may partake in the sports goods industry. It thus would ascertain how it would attain additional sales of sports goods, in order to satisfy the overall business strategy.
The functional level relates to departments within the SBUs, such as marketing, finance, HR, production, etc. The functional level would adopt the SBU's strategy and determine how to accomplish the SBU's own objectives in its market. To use the example of the sports goods industry again, the marketing department would draw up marketing plans, strategies and communications to help the SBU achieve its marketing aims.
The product life cycle PLC is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time.
The PLC is based on a few key assumptions, including:. In this stage, a product is launched onto the market. More entrants enter into the market, to reap the apparent high profits that the industry is producing. A product's sales start to level off, and an increasing number of entrants to a market produce price falls for the product. Firms may use sales promotions to raise sales. Demand for a good begins to taper off, and the firm may opt to discontinue manufacture of the product.
Many companies today have a customer focus or market orientation. This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions.
No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers.
The starting point is always the consumer. History attests to many products that were commercial failures in spite of being technological breakthroughs.
This system is basically the four Ps renamed and reworded to provide a customer focus. In a product innovation approach, the company pursues product innovation , then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment s exist for the innovation.
The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs.
Many firms, such as research and development focused companies, successfully focus on product innovation. Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research.
Some even question whether it is marketing. From Wikipedia, the free encyclopedia. This is the latest accepted revision , reviewed on 12 April For the magazine, see Marketing magazine. This article has multiple issues. Please help improve it or discuss these issues on the talk page. Learn how and when to remove these template messages. This article may be too long to read and navigate comfortably. Please consider splitting content into sub-articles, condensing it, or adding subheadings.
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Promotional content. Promotional media. Behavioral targeting Brand ambassador Broadcasting Display advertising Drip marketing In-game advertising Mobile advertising Native advertising New media Online advertising Out-of-home advertising Point of sale Printing Product demonstration Promotional merchandise Publication Visual merchandising Web banner Word-of-mouth. Main article: Further information: Market orientation. Societal marketing. Marketing mix. Market environment. Marketing research.
Market segmentation. See also: Integrated marketing communications , Marketing communications planning framework , and Promotion marketing. Personal selling. Sales promotion.
Advertising management. Promotional mix. Marketing plan. Product life-cycle management marketing. Outline of marketing. Affinity marketing Advertising History of advertising Sex in Advertising Advertising management American business history Brand awareness Co-marketing Consumer confusion Consumer behaviour Database marketing Demand chain Digital marketing Email remarketing Family in advertising History of marketing List of marketing terms Loyalty marketing Macromarketing Marketing mix Marketing Management Marketing research Marketing strategy Micromarketing Media manipulation Multicultural marketing Product management Production orientation Public Sector Marketing Real-time marketing Relationship marketing Smarketing Societal marketing Sustainable market orientation Visual marketing.
Agricultural marketing Business marketing and industrial marketing Destination marketing Global marketing Relationship marketing Services marketing Social marketing. Marketing orientation Production orientation Selling orientation Socially responsible marketing and corporate social responsibility Relationship marketing and customer relationship management.
July Journal of Marketing. October The Practice of Management. New York: Selden Sales Process Engineering: A Personal Workshop.
Milwaukee, WI: ASQ Quality Press. Retrieved 16 March International Marketing — Modern and Classic Papers 1st ed.