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Management and
Marketing
Session Date:
Session Number:
2011-2012
Topic:
First Semester Scope of Marketing and its management How marketing and business are changing Company orientations toward the marketplace
Week 7 of 18
Objectives:
.
INSTRUCTIONS:
At the end of the session, the students are expected to: define and describe marketing and its management.. outline the steps in the marketing process. explain the importance of understanding customers and the marketplace. enumerate the types of market orientations.
Read Marketing Management by Philip Kotler eleventh edition Answer the questions given in the evaluation
Topic 1. Marketing, marketing management and definition Marketing is the process by which companies create value for customers and build srong customer relationship in order to capture value from customers in return. Topic 2. Marketing Management and its definition
Evaluation. Answer the following questions to earn points. Define the following basic terms in marketing. 1. Customer needs 2. Wants 3. Demands 4. Marketing offer 5. Exchange
6. Target market 7. Marketing 8. Markets 9. Marketing management 10. Transaction 2, Discuss the basic marketing management orientations and identify the key elements of a customer driven marketing strategy. 3. Outline the steps in the marketing process and briefly explain each. 4. Describe the major trends and forces that are changing the marketing landscape in this new age of relationship.
READING ASSIGNMENT: Read Building Customer Relationship and market research. Be ready to prepare a marketing research for your proposed product. Follow the format of submission of your responses.
Management and
Marketing
Session Date
Session Number:
2011-2012
Topic:
First Semester Building Customer Relationship Customer Relationship Management Capturing value from customers Building customer equity
Week 8 of 18
Objectives:
At the end of the session, the students are expected to: define and describe the fourth most important step in building customer relationship define customer relationship management. Illustrate how to capture value from customers explain customer loyalty and retention. Explain customer equity
INSTRUCTIONS:
Read Marketing Management by Philip Kotler eleventh edition Answer the questions given in the evaluation
.. Topic 1. Building customer relationship is the fourth most important step in the marketing process. Topic 2. Customer Relationship Management Topic 3. Customer equity Topic 4. Customer loyalty and retention
STUDY GUIDE PROPER:.
Evaluation Answer the following questions to earn points. 1. Define the following terms. a. Customer relationship management (crm) b. Customer perceived value c. Customer satisfaction
d. e. f. g.
Customer loyalty and retention Customer lifetime value Share of customer Customer equity
2.Discuss the concept of customer value and satisfaction 3. What is the basic premise on which customer lifetime value rests? 4. State your own opinion on customer lifetime value. 5. Compute for the customer lifetime value for the following case. A cell phone company spends $148.50 in total costs to acquire a new user. On average, this new user spends $60 a month for calling and related services and the cell-phone company generates an 18 percent profit margin in each of the 25th months that the user is expected to stay with the service. What is the customer lifetime value?
READING ASSIGNMENT: Read Building Customer Relationship and market research. Be ready to prepare a marketing research for your proposed product. Follow the format of submission of your responses.
Submission Date: August 14 2011 (Sunday); Maximum Extension Date: August 21, 2011 Filename Format: BA 133 WEEKS 7 & 8 Assignment.doc Re: (Subject of E-mail) BA 133 WEEKS 7 & 8 Assignment Answers e-mail your assignment to: ous.baunits@gmail.com