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Chapter Contents 2
Chapter Contents 3
Introduction 4
Marketing Function 5
Selling Versus Marketing 6
Marketing Orientation 7
Marketing Process 8
Levels of Marketing Strategy 9
Customer Attractiveness Marketing Effectiveness Diagram Customer Retention 10
Marketing Effectiveness 11
Key Elements in Marketing 12
Market Forecast 13
Market Forecast 14
Market Forecast 15
Market Forecast 16
Environment 17
Customer Orientation 18
Customers 19
Customers 20
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Market Segmentation 22
Purpose 23
Additional Segmentation Benefits to Company 24
Pitfalls 25
Problem 9. 1 26
Answer 9. 1 27
Marketing Mix 28
Marketing Mix 29
Marketing Mix 30
Product Strategy 31
Product Positioning 32
Product Life Cycle 33
Product Life Cycle 34
Product Supply Curve 35
Impact of Product Innovation 36
Product Portfolio 37
Products/Brands 38
Promise of Value Brand Examples 39
Brand Pyramid 40
Problem 9. 3 41
Answer 9. 3 42
Answer 9. 3 43
Problem 9. 4 44
Answer 9. 4 45
Problem 9. 5 46
Answer 9. 5 47
Answer 9. 5 48
Pricing Strategy 49
Pricing Options 50
Pricing Methods 51
Target Pricing 52
Internet-Enabled Communications Options 53
Internet-Enabled Communications Options 54
B-to-B E-Hubs 55
Contextual Marketing 56
Distribution Strategy 57
Other Factors Affecting Marketing Success 58
Customer Loyalty 59
Best Practice Examples 60
Summary 61
Summary - Engineering Inputs 62
Summary 63
References 64
References 65
References 66