Presentation on new marketing realities, consumer and company capabilities, company orientations (production, product, selling, marketing, holistic concepts), holistic marketing dimensions (relationship, integrated, internal, social responsibility), and value delivery process.
Fundamental slides on market concepts, marketing definitions by AMA, marketing management, core concepts (needs/wants/demands, STP), marketing channels, offerings and brands, value and satisfaction, marketing mix (4Ps and 4Cs), and marketing environment.
Slides on market segmentation bases (geographic, demographic, psychographic, behavioral), segmentation criteria (measurable, substantial, accessible, differentiable, actionable), positioning concepts, value propositions, points of difference and points of parity.
Presentation covering organizational buying characteristics, buying situations (straight rebuy, modified rebuy, new task), buying center roles, stages in business buying process, e-procurement, supplier relationships, and buyer-seller relationship categories.
Slides on consumer behavior fundamentals, cultural and social factors, personal factors (age, lifecycle, occupation, personality), psychological processes (motivation, perception, learning, memory), and complete buying decision process from problem recognition to post-purchase behavior.