Presentation on customer perceived value (CPV) determinants, total customer benefit vs cost, loyalty definition, value proposition, customer satisfaction measurement, TQM, customer lifetime value, customer equity drivers (value, brand, retention), CRM framework and database marketing.
Presentation slides covering macro environment (demographic, economic, environmental, technological, political, cultural) and task environment (markets, customers, competitors, suppliers, dealers, public) with focus on environmental forces analysis.
Complete guide to new product development process including idea generation, concept testing, business analysis, product development, market testing, commercialization strategies, adoption process, licensing, joint ventures, global market entry modes, and international marketing program adaptation.
Extensive material on marketing channels design and management, push vs pull strategies, channel intermediaries, vertical marketing systems, retailing types and strategies, wholesaling, market logistics, supply chain management, order processing, warehousing, inventory management, and integrated marketing communications.
In-depth coverage of Porter’s Five Forces, competitive analysis, identifying and selecting competitors, market leader strategies, brand equity concepts, brand building through equity drivers (awareness, performance, imagery, judgments, feelings, resonance), brand elements, positioning strategies, and brand portfolio management.