Marketing As A Value Creation Process• A framework for analyzing market opportunities and risks, and understanding customer needs using state-of-the-art techniques
• The role of value creation in acquiring and retaining customers
Analyzing Buyer Behavior
• Understanding the buying decision process
• Determining the needs and wants of existing and prospective customers
• Research techniques for understanding customers and prospects
Selecting the Target Market and Positioning the Product
• The advantages of market segmentation
• Product positioning as the foundation for developing the marketing mix
• Standardization versus customization: the world of one-to-one marketing
Developing the Integrated Marketing Program
to Generate Maximum Customer Value
• Designing products and services that deliver meaningful customer value
• The "augmented" product as an antidote to commoditization
• Marketing communications planning: budget and the media mix
• Going to market: designing and managing the distribution channel
• Positioning the Internet as an effective online sales tool
Capturing Created Value for the Firm
• Pricing: shifting from cost- to value-based pricing
• Characteristics of profitable pricing practices
Marketing Management
• Creating the marketing plan
• Anticipating and adapting to change
• Ethical and legal issues
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