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Introduction to Marketing Analysis

Introduction to Marketing Analysis. David C Arnott Marketing & Strategic Management Group Warwick Business School. Marketing Analysis: Course Overview. Format: 1x1hr lecture + 1x1hr seminar per week Assessment: 1x3hr exam (70%) + 1x3000 word essay (30%) Syllabus covers:

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Introduction to Marketing Analysis

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  1. Introduction to Marketing Analysis David C Arnott Marketing & Strategic Management Group Warwick Business School

  2. Marketing Analysis: Course Overview Format: 1x1hr lecture + 1x1hr seminar per week Assessment: 1x3hr exam (70%) + 1x3000 word essay (30%) Syllabus covers: • Marketing Fundamentals: Understanding the customer • Strategic Analysis: Understanding the environment • The Marketing Mix: The controllable elements • Variations on a Theme: Marketing in different contexts Course Texts: Dibb, Simkin, Pride & Ferrell, Marketing: Concepts and Strategies, 4th European Edition, Houghton Mifflin, 2000 Kotler, Armstrong, Saunders & Wong, Principles of Marketing, European Edition, Prentice Hall

  3. Defn: Marketing Chartered Institute of Marketing “... a management process responsible for identifying, anticipating and satisfying customer requirements profitably ...” Dibb, Simkin, Pride & Ferrell, 1997 “... individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas ...”

  4. Customer needs to be sold One-way process Low adaptation to environment Narrow view of customers needs Individual customer Produce then sell Short termism Volume oriented Informal feedback Customer is “king” Two-way process Appropriate adaptation to environment Broad view of customer needs Groups of customers Research then produce Long termism Market share oriented Integrated feedback Sales vs Marketing Philosophy

  5. The Marketing Environment, inter alia Demographic Market Segmentation Socio- cultural Economic Product Place Price Target market selection Product/ brand positioning Customer People Promotion Politico- legal Physical Differential advantage/ Competitive edge Technological

  6. The Marketing Mix PLACE PRICE PROMOTION PRODUCT PR Sales promotion Advertising Personal selling etc., etc.. Features Quality Packaging Branding etc., etc.. Channel Location Transport Storage etc., etc.. Level Terms Discounts Allowances etc., etc. PEOPLE PROCESS PHYSICAL EVIDENCE Employees Customers Intermediaries Culture & values etc., etc.. Activity flow Complexity Number of steps Customer involvement etc., etc.. Facility design Ambience Equipment Dress etc., etc..

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