Module 2 - Marketing Function
Marketing Function
Why identify the primary marketing activities of an organization? It’s springtime. You’ve just...
Importance of Customer
Explain why the customer is the cornerstone of marketing As we dive into the mechanics of market...
Why Customers Matter?
Who Are Customers, and Why Do They Matter? Marketing exists to help organizations understand, re...
Segmentation and Targeting Introduction
Briefly explain the concepts of segmentation and targeting We have established that the customer...
Defining Your Target Market
Whom Are You Trying to Reach? Suppose you are selling automotive detailing products. Is your t...
Communicating the Value Proposition
Define and communicate an organization’s value proposition in a competitive marketplace Once you...
Value for the Customer
What Is Value? Earlier in this module we discussed that marketing exists to help organizations u...
Communicating the Value Proposition
What Is a Value Proposition? We have discussed the complexity of understanding customer percepti...
Evaluating Value Proposition Examples
What you’ll learn to do: evaluate examples of value propositions If you were asked to evaluate t...
Value Proposition Examples
The Value Proposition in Action Let’s take a look at some real examples and evaluate them. Are t...
Coffee Shop Marketing
Starbucks is a powerful global brand that brings with it a sense of being cool and new. A stodgy ...
Marketing Mix
Describe the marketing mix The value proposition explains why a consumer should buy a product or...
Defining the Marketing Mix
Reaching Customers through the Marketing Mix The value proposition is a simple, powerful stateme...
Components of the Marketing Mix
Product In the marketing mix, the term “product” means the solution that the customer wants and ...
Using the Marketing Mix
Explain how organizations use the marketing mix to market to their target customers Now that we ...
Finding the Right Marketing Mix
How does an organization determine the right marketing mix? The answer depends on the organizatio...
Chobani Case
In 2005, Turkish immigrant Hamdi Ulukaya bought a yogurt plant from Kraft Foods in Johnston, New ...
Role of Marketing Plan
Explain the role of a marketing plan as a guiding document for marketing activities How do organ...
The Role of the Marketing Plan
The Marketing Plan Effective marketing requires a plan—specifically, a marketing plan. Although ...
Marketing Function
The Four Ps of Marketing Yourself Now that you have a deeper understanding of the marketing fu...
Analyzing Marketing Efforts
Step 1: Choose an Organization Choose an organization that does marketing. Use the guidelines be...
Module 2 Assignment: Submit Marketing Plan Template
During this course, you will learn to develop all the essential elements of a Marketing Plan. The...
Questions
1. Surf Diva, a surf instruction company, finds an unmet need in teaching teenage girls how to su...
Glossary
Marketing: The process of identifying, anticipating, and satisfying customer needs and wants ...