Marketing II: Managing the Market 2nd Ed.

Managing Resources for the Market — Block 7

The Open University

Publisher: The Open University, 1997, 80 pages

ISBN: 0-7492-7994-X

Keywords: Marketing, MBA

Last modified: Jan. 25, 2014, 4:11 p.m.

Open University Business School Diploma B752 Managing Resources for the Market

  • Part A Researching the Market
    • Session 1 Marketing Research Techniques
      • 1.1 Researching Your Markets
      • 1.2 Primary versus Secondary Research
      • 1.3 Qualitative versus Quantitative Research
        • Qualitative research methods
          • Individual interviews
          • Observation techniques
          • Accompanied shopping
          • Group discussions
          • Projective techniques
        • Quantitative research methods
          • Probability sampling
          • Non-probability sampling
          • Surveys
          • Experiments
          • Panels
    • Session 2 Conducting Research
      • 2.1 Specifying a Research Brief
        • Preparing the research proposal
        • Selecting the research method
        • Selecting the sample
        • Data gathering
        • Data analysis
        • Reporting the findings
      • 2.2 Using Agency Services
        • Working relationships
        • Funding
        • Access to decision makers
        • Client's overall strategy
        • A sense of 'belonginess'
        • Understanding the client's culture
        • Trust
        • Screening
        • Setting objectives and monitoring performance
    • Session 3 Using Marketing Information
      • 3.1 Evaluating Effective Communication
        • Quantitative measurement
        • Qualitative measurement
        • Financial measurement
      • 3.2 Supporting Competitive Strategy
        • Mapping and gap analysis
  • Part B Managing Customer Satisfaction
    • Session 4 Marketing in a Complex Environment
      • 4.1 Determining the Market Structure
        • Differential treatment of customers
        • Choice of channel strategy
      • 4.2 ‘Push’ Strategies
        • Consumer satisfaction as a benefit
        • Segmenting intermediaries
        • Avoiding customer conflict
        • Managing the distribution chain
        • Managing financial risks
      • 4.3 ‘Pull’ Strategies
      • 4.4 Precision Targeting
        • Value of customer needs information
        • Customer and consumer conflict
    • Session 5 Marketing to Organizations
      • 5.1 Characteristics of Organizational Marketing
        • Number of customers
        • Size of customers
        • Derived demand
        • Inventory position
      • 5.2 Purchasing and Selling Behaviour
        • Purchasing decisions
        • The purchasing process
        • Selling
        • Advertising
        • Sales promotion
        • Publicity
      • 5.3 Marketing in the Public Sector
        • Growth of public sector marketing
        • Managing internal markets
    • Session 6 Communication with Customers
      • 6.1 Managing the Communication Programme
        • Communication objectives
        • Recognition
        • Impact
        • Persuasion
      • 6.2 Managing the Communication Mix
        • Components and skills
        • Communication in the product/service package
      • 6.3 Creative Media Selection
        • A strategic approach
        • A consistent approach
      • 6.4 The Competitive Value of a Strong Identity
        • Competitive leverage
        • Balance branding
        • Cost benefits of branding

Reviews

Marketing II: Managing the Market

Reviewed by Roland Buresund

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

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

MBA material, what do you expect?

Comments

There are currently no comments

New Comment

required

required (not published)

optional

required

captcha

required