Marketing I: Managing the Marketing Function

Managing Resources for the Market — Block 2

The Open University

Publisher: The Open University, 1998, 107 pages

ISBN: 0-7492-4998-6

Keywords: Marketing, MBA

Last modified: Sept. 11, 2022, 3:25 a.m.

Open University Business School Diploma B752 Managing Resources for the Market

  • Session 1 The Requirements of the Marketer’s Job
    • 1.1 Marketing Management
      • The production-oriented organization
      • The customer-oriented organization
      • The marketing manager's role
        • The marketing manager as analyst
        • The marketing manager as co-ordinator
    • 1.2 Resources for the Job
      • Marketing as an attitude of mind
      • Marketing as a range of activities
    • 1.3 Marketing Inputs and Outputs
      • Inputs
        • Internal inputs
        • External inputs
      • Outputs
        • Outputs for use within the organization
        • External outputs
      • The marketing system
  • Session 2 Understanding Your Market-place
    • 2.1 Analysing the Market-place
      • The need for information
        • Customer market management
        • Consumer attitudes
        • Resource management
        • Investor relations
    • 2.2 Positioning Your Product
      • Reviewing your current position
      • Macro issues
      • Sales analysis
      • Competitive advantage analysis
      • Prospects rating
  • Session 3 Understanding Your Customer
    • 3.1 Customers Seek Solutions Not Products
        • Features
        • Benefits
      • Competing for customers
    • 3.2 Analysing Your Customers
      • Customer types analysis
      • Customer behaviour analysis
      • Market segmentation
    • 3.3 Customer Motivation
      • Motivation and marketing
      • Market type, behaviour and motivation
      • Motivation analyses
  • Session 4 Understanding the Competition
    • 4.1 Segmenting Your Market to Advantage
    • 4.2 Identifying Your Competitive Advantage
      • Know your customer segments
        • Personal contact
        • Salesforce information
        • Market research
        • Intuition
      • Love your customer segments
        • Whom should you keep as customers?
        • Suppliers as customers
    • 4.3 Responding to Your Competitors
      • Protecting your customer segments
        • Responding to changing needs
        • New market entries
        • Concentrate on your competitive advantage
      • Respect your customer segments
      • Prices and costs
  • Session 5 Managing Your Product/Service Package
    • 5.1 Identifying the Competitive Product
      • Product management
      • Maintaining balance
      • Assessing success
    • 5.2 Setting Priorities
      • Setting objectives
      • Internal influences
      • External influences
      • Customer behaviour
      • Organizational strategic influences
    • 5.3 Focusing on Product/Service Benefits
      • Customer-focused descriptions
      • The right ingredient mix
    • 5.4 Components of the Product/Service Package
      • Product management skills
  • Session 6 Managing Brands and Services
    • 6.1 Brand Management
      • Managing the business unit
      • The role of the brand manager
      • Positioning the brand or service
        • Strategic positioning
        • Competitive positioning
        • Results positioning
    • 6.2 Marketing Non-Branded Services
      • Differentiating similar services
    • 6.3 Weaknesses of Branding
  • Session 7 Managing New Developments
    • 7.1 SWOT Revisited
      • Your customers perspective
      • The competitive perspective
    • 7.2 Strategies for Development
      • Marketing direction
      • Organizational development
        • Existing products/existing markets
        • Existing products/new markets
        • New products/existing markets
        • New products/new markets
      • Balanced development
    • 7.3 Planning Marketing Development
      • Organizational structure and distribution
      • Longer-term planning
      • Forecasting impact
      • Responding to feedback
      • Involving the whole organization

Reviews

Marketing I: Managing the Marketing Function

Reviewed by Roland Buresund

Decent ****** (6 out of 10)

Last modified: May 21, 2007, 3:12 a.m.

MBA material, what do you expect?

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