Sumários
Analyzing the Marketing Environment, part II
6 Outubro 2014, 17:00 • Joanna Krywalski Santiago
1. Demographic Environment
- baby boomers,
- generation X,
- Millenials,
- generation Z.
2. Economic Environment
- industrial economies, developing economies, subsistence economies;
- changes in consumer spending.
3. Natural environment (trends).
4. Technological environment.
5. Political and social environment ( socially responsible behavior, cause-related marketing).
6. Cultural environment.
7. Responding to the marketing environment.
8. Questions.
Analyzing the Marketing Environment: micro- and macroenvironment.
3 Outubro 2014, 15:30 • Joanna Krywalski Santiago
1. Youtube case
2. Marketing environment.
3. Micro-environment:
- the company,
- suppliers,
- marketing intermediaries,
- customer markets,
- competitors,
- publics.
4. Macro-environment
5. SONY case study
Analyzing the Marketing Environment: micro- and macroenvironment.
3 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Youtube case
2. Marketing environment.
3. Micro-environment:
- the company,
- suppliers,
- marketing intermediaries,
- customer markets,
- competitors,
- publics.
4. Macro-environment
5. SONY case study
Building customer relationships. Revision of chapter one.
2 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. The importance of customer satisfaction and customer relationships.
2. Steps in marketing process - step 4: building and managing profitable customer relationships.
3. Customer-perceived value and satisfaction.
4. Basic relationships and full partnerships.
5. The changing role of customer relationships.
6. Customer-managed relationships.
7. Partner relationship management (links inside and outside the organization).
8. Customer lifetime value (customer loyalty and retention, share of market and share of customer, and customer equity).
9. Customer relationship groups (strangers, butterflies, barnacles, true friends).
10. The changing marketing landscape (customers' frugality, digital age, globalization, not-for-profit marketing, sustainable marketing).
11. Apple case (first big case to analyze basing on product and marketing concepts).
12. Discussion.
13. Resume of the chapter one. Questions. Doubts.
Building customer relationships. Revision of chapter one.
29 Setembro 2014, 17:00 • Joanna Krywalski Santiago
1. The importance of customer satisfaction and customer relationships.
2. Steps in marketing process - step 4: building and managing profitable customer relationships.
3. Customer-perceived value and satisfaction.
4. Basic relationships and full partnerships.
5. The changing role of customer relationships.
6. Customer-managed relationships.
7. Partner relationship management (links inside and outside the organization).
8. Customer lifetime value (customer loyalty and retention, share of market and share of customer, and customer equity).
9. Customer relationship groups (strangers, butterflies, barnacles, true friends).
10. The changing marketing landscape (customers' frugality, digital age, globalization, not-for-profit marketing, sustainable marketing).
11. Apple case (first big case to analyze basing on product and marketing concepts).
12. Discussion.
13. Resume of the chapter one. Questions. Doubts.