Harvard Business School Press - Marketing Essentials.pdf

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1、HarvardManageMentor

2、MarketingEssentials

3、PrintableVersionPage1of70Clickhereforadefinitionofmarketing;waystoanalyzemarketopportunities,planamarketingprogram,launchnewproductsorservices,andputyourmarketingprogramintoaction;andthenatureofdirectmarketingandrelationshipmarketing.Clickheretodiscoverthes

4、tepsforconductingmarketresearch.Clickherefortipsonbuildingamarketingorientationinyourgrouporfirm,selectingtherightmarketing-communicationsmix,creatingeffectiveadvertising,designingpowerfulsalespromotions,launchingapotentonlinemarketingeffort,andevaluatingyourgroup'sorfirm'ssalesrepresentatives.Cl

5、ickhereforformsandworksheetsthathelpyoucalculatethelifetimevalueofacustomer,performaSWOTorbreakevenanalysis,filloutaproductprofile,andcreateamarketingplan.Clickheretoseehowfaryou'vecomeinlearningaboutmarketingandwaystoimproveitinyourworkgrouporfirm.Ifyou'dliketodigmoredeeplyintothistopic,clickher

6、eforanannotatedlistofhelpfulresources.SummaryThistopichelpsyouhttp://www.harvardmanagementor.com/demo/demo/market/print.htm05/25/2003HarvardManageMentor

7、MarketingEssentials

8、PrintableVersionPage2of70lgraspthebasicelementsofamarketingstrategyandplanlcreateamarketingorientationinyourgrouporfirmlunde

9、rstandandnavigatethestepsinthemarketingprocesslplaneffectivemarketingprograms,advertisingcampaigns,andsalespromotionsTopicOutlineWhatIsMarketing?DefiningaMarketingOrientationDevelopingaMarketingOrientationAnalyzeMarketOpportunities—ConsumersAnalyzeMarketOpportunities—OrganizationsUnderstandtheCom

10、petitionDevelopaMarketingStrategyMarketingCommunicationsDevelopNewProductsFromMarketingPlantoMarketACloserLookatDirectMarketingACloserLookatRelationshipMarketingFrequentlyAskedQuestionsStepsforMarketResearchTipsforBuildingaMarketingOrientationTipsforCreatinganEffectivePrintAdTipsforDesigningaPowe

11、rfulSalesPromotionTipsforEvaluatingSalesRepresentativesTipsforOnlineMarketingTipsforSelectingtheRightMarketingCommunicationsMixCustomerValueEquationWorksheetBreakevenAnalysisTheLifetimeValueofaCustomerMarketingPlanTemp