MARKETING MANAGEMENT
CONTENTS
DESCRIPTION PAGE
Part 1 INTRODUCTION
Part 2 ENVIRONMENT SCANNING
2.1 Political Environment
2.2 Economic Environment
2.3 Social Environment
2.4 Technological Environment
2.5 Opportunities and Threats
2.5.1 Opportunities
2.5.2 Threats
Part 3 COMPETITIORS ANALYSIS
3.1 Identification of competitors
3.2 The competitors
3.3 Competitors analysis
3.31 Threats of new entrants
3.32 Weaknesses of 5 forces example
Part 4 SEGMENTATION
4.1 Market Segmentation
4.1.1 Behavioural segment
4.2 Market Targeting
4.2.1 Segment evaluation
4.22 Segment selection
Part 5 CUSTOMER VALUES AND COSTS
5.1 Customer Value
5.1.1 Product value
5.1.2 Service value
5.1.3 Personnel value
5.1.4 Image value
5.2 Customer Cost
5.2.1 Monetary price
5.2.2 Time cost
5.2.3 Energy and Psychic costs
5.3 Total Delivered Value
PART 6 LONG TERM RELATIONSHIP STRATEGIES
PART 7 SYPNOSIS
PART 8 REFERENCES
1. Introduction
1.1...