Marketing Dynamics: Effective Customer & Client-Driven Value, Orientation & Strategy-2 - (Diploma-Postgraduate)

Course Contents, Concepts and Issues

Marketing Dynamics: Effective Customer and Client-Driven Value,

Orientation and Strategy (2)

· Consumer Markets and Consumer Buyer Behavior

· Model of Consumer Behavior

· Characteristics Affecting Consumer Behavior

· The Buyer Decision Process

· The Buyer Decision Process for New Products

· Business Markets and Business Buyer Behavior

· Business Markets

· Business Buyer Behavior

· The Business Buying Process

· E-Procurement

Module 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

· Customer-Driven Marketing Strategy

· Market Segmentation

· Market Targeting

· Differentiation and Positioning

Module 7: Products, Services, and Brands: Building Customer Value

· What is a Product?

· Product and Service Decisions

· Services Marketing

· Branding Strategy: Building Strong Brands

Module 8: Developing New Products and Managing the Product Life Cycle

· New-Product Development Strategy

· The New-Product Development Process

· Managing New-Product Development

· Product Life-Cycle Strategies

· Product Decisions and Social Responsibility

· International Product and Services Marketing