Эпизоды
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The article, “Blue Ocean Strategy,” by W. Chan Kim and Renée Mauborgne, argues that successful businesses should focus on creating blue oceans, uncontested market spaces where the competition is irrelevant, rather than red oceans, overcrowded markets where companies compete for existing demand. The authors explain that blue oceans are often created by incumbents within their core businesses, and they are not solely driven by technological innovation. The authors use Cirque du Soleil and Ford’s Model T as examples of companies that created blue oceans by offering new value propositions to customers, while simultaneously lowering costs. The authors contend that blue oceans are more profitable than red oceans and that companies should shift their strategic focus to creating new market spaces, rather than just trying to win in existing ones.
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Problem-based learning (PBL) is an instructional approach where students learn by working collaboratively in teams to solve real-world, open-ended problems. Instead of passively receiving information, students are actively engaged in the learning process, identifying what they need to know, researching solutions, and presenting their findings. The instructor acts as a facilitator and mentor, guiding students as they develop new skills and knowledge. PBL encourages critical thinking, problem-solving, and lifelong learning skills, better preparing students for careers and future challenges.
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Пропущенные эпизоды?
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This Chapter examines the importance of measuring marketing metrics and provides detailed explanations of different metrics that can be used to assess marketing performance, customer value and company value. The Chapter also outlines the challenges that organizations face when using marketing metrics and suggests ways to overcome these challenges, including using customer relationship value (CLV) and customer referral value (CRV). It also delves into various accounting-based metrics, such as return on investment (ROI) and net profit, and discusses how to measure the impact of marketing activities on shareholder value.
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Marketing channels are the means by which producers distribute their products and services to consumers. The Chapter discusses different types of marketing channels, including zero-level, one-level, and two-level channels. It also explores how the use of intermediaries can affect the efficiency and effectiveness of a marketing channel. The Chapter further explores channel conflict and how to manage it, as well as the various channel systems that companies use to manage their distribution and sales. The chapter concludes with a discussion of online and digital channels, which are becoming increasingly important in today’s market.
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The Chapter discusses advertising strategies and tactics, and analyzes how businesses can effectively manage mass and personal communication. The Chapter explores elements of advertising and promotional campaigns, including message development, media selection, legal and social issues, and effective direct marketing techniques. It emphasizes the importance of understanding the target audience, choosing the right media, and measuring campaign effectiveness. The source also includes practical tips and insights on how to make a successful advertising campaign.
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Marketing communications are the means by which firms attempt to inform, persuade, and influence customers about their products. The Chapter explains the various elements of a marketing communications mix, including advertising, sales promotions, public relations, events and experiences, direct and interactive marketing, word-of-mouth marketing, and personal selling. The Chapter then explores different marketing strategies, including the importance of brand equity, micro-models of consumer responses, and the use of social media, along with the integration of marketing communications to build brand equity. Finally, the Chapter touches upon the growing importance of social media in marketing communications and the importance of building and maintaining positive brand relationships with customers.
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The Chapter explains how to determine customer value, how to set pricing objectives, how to estimate demand curves, how to determine costs, and how to select a pricing method. The Chapter emphasizes that companies should tailor their pricing strategies to the specific needs of their customers, their industry, and the competitive environment. Pricing is more than just setting a number on a price tag; it is a process of creating a strategy that takes into account all aspects of a company's operations and the market in which it competes.
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Introducing new market offerings is a critical component of any successful business. These sources explore the different aspects of creating and launching new products and services, covering topics like the challenges of developing a new product/market offering, the impact of innovation on business success, new product/market offering strategies, managing the development process, and understanding the consumer adoption process. The Chapter emphasizes the importance of customer-driven innovation, effective organizational arrangements, and meticulous budgeting to ensure successful product/market launches.
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Market offerings are the products, services, and experiences companies create to satisfy customer needs. The Chapter discusses how to design, develop, and manage these offerings, including factors such as product classifications, product levels, metanormes, performance quality, conformity quality, reliability, durability, marketing strategies, product line length, line modernization, and pricing. The Chapter also covers packaging, labeling, and warranties as essential components of market offerings.
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Chapter 13 explores various aspects of brand management in the digital age, with a focus on understanding the evolving consumer decision journey and the role of digital touchpoints in shaping brand perception. The source analyzes traditional brand management strategies and contrasts them with new digital strategies, highlighting the importance of adapting to the new consumer landscape. It also dives into global brand management, emphasizing the need to balance global brand consistency with local market nuances, while exploring the dynamics of brand communities, social networking, and the use of celebrity endorsements. The source underscores the importance of a holistic approach that considers the cultural, social, and technological complexities of operating in a globalized and interconnected marketplace.
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Market segmentation is a strategy used by businesses to target specific groups of customers with unique needs and desires. The Chapter describes how to identify and segment customer markets using various characteristics like demographics, geographics, and behavioral patterns, as well as business market characteristics such as company size, industry, and purchasing habits. It also explains different approaches to market segmentation, including mass marketing, concentrated marketing, product specialization, market specialization, and full market coverage, and discusses the importance of positioning a brand to stand out from competitors. The Chapter concludes with a discussion of how to create a strong brand positioning strategy using points-of-parity and points-of-difference.
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Competitive forces, according to Michael E. Porter, are five key factors that determine the attractiveness of a market: threat of new entrants, threat of substitutes, bargaining power of buyers, bargaining power of suppliers, and rivalry among existing competitors. The Chapter then explains how to identify the competitors and analyze their strategies, objectives, strengths, and weaknesses. In order to gain an advantage, companies should consider the market's competitive landscape and position themselves accordingly. Four key strategies are offered: market leader, market challenger, market follower, and niche specialist. The Chapter then provides specific examples of how companies can apply these strategies.
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The chapter focuses on the impact of cultural, social, and individual factors on the buying decisions of consumers. It emphasizes the importance of recognizing social class and group influence in consumer behavior. The chapter also provides a framework for understanding the decision making process by examining different perspectives on consumer behavior, including the behavioral, information-processing, and emotional perspectives. The Chapter also explores the impact of marketing strategies on consumer behavior, highlighting the significance of understanding consumer values, lifestyles, and the five-stage decision model.
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Marketing research is a crucial process for businesses to understand their customers, make informed decisions, and achieve success. The Chapter explores the different methods and techniques involved in market research, from gathering data to analyzing findings. It covers a wide range of topics, including market forecasting, demand measurement, and the different types of marketing research. The Chapter also highlights the importance of measuring the effectiveness of marketing activities and strategies. Ultimately, the goal is to guide companies in developing and executing successful marketing campaigns that drive profitsand growth.
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This Chapter discusses the changing marketing environment and the importance of information management for companies. The authors emphasize how companies must adapt to macroenvironmental forces, including political, economic, social, technological, environmental, and legal forces, which influence customer needs and behaviors. They describe the different aspects of the marketing environment, such as population demographics, cultural values, and the ecological and sociocultural environment, and the ways they impact companies. The authors provide practical advice for managing internal records, implementing sales information systems, and utilizing marketing intelligence systems to gather customer information and improve business outcomes. They also introduce the CRISP-DM process, a data mining methodology that can be used to analyze and interpret customer data and generate actionable insights forbusiness decision-making.
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Managing digital technologies in marketing is about understanding how companies are using digital technologies to support their marketing efforts. The Chapter discusses different technologies, including information technologies, interaction technologies, and self-service technologies. It also examines the role of the digital customer in the marketing process and how to engage with them online. The Chapter stresses the importance of a holistic approach to digital marketing that takes into consideration both business and customer needs.
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Chapter 3 explains the value of customer-perceived value in a rapidly evolving marketplace. The Chapter argues that businesses are increasingly focused on understanding and meeting the needs of their customers rather than merely producing goods or services. The author defines customer perceived value as the difference between the benefits a customer receives from a product or service and the costs they incur to obtain it. The Chapter also discusses various marketing strategies and tools that companies can use to create and deliver value to their customers, such as identifying core competencies, implementing a holistic marketing orientation, and engaging in strategic alliances. Lastly, The Chapter highlights the importance of SWOT analysis as a tool for assessing a company's internal strengths and weaknesses and the external opportunities and threats it faces.
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Chapter 2 provides an overview of the challenges, complexities, and strategies involved in managing marketing within a global context. The source explores how marketing managers must navigate a multitude of internal and external factors, including organizational context, individual personalities, and the impact of technology. It also examines the importance of building relationships with key partners and developing innovative marketing techniques. The Chapter then dives into the complexities of managing marketing in an increasingly globalized world, highlighting the challenges of adapting strategies to different cultural and economic environments. Finally, the source focuses on the specific considerations for developing markets, offering insights into the unique challenges and opportunities that arise in these contexts.
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Marketing is the process of identifying and meeting humanand social needs at a profit. The process involves creating value, communicating that value to customers, and exchanging value for a price. Marketing has evolved throughout history from production-based, to sales-based,to marketing-based, and is now at a customer-centric, sense-and-respond stage. In the digital age, businesses must adapt to the changing marketplace andunderstand how technology, globalization, and social responsibility are transforming the marketing landscape. Marketers must focus on creating a holistic marketing approach that considers all aspects of the business,including internal marketing, relationship marketing, integrated marketing, and social marketing.
