Basic of Marketing Management (MKT 101)

Chapter 1: Marketing: Creating and Capturing Customer Value

Prof. Dr. Tarek Taha

Dean of the Faculty of Financial and Administrative Sciences Professor of Business Administration

Prof. Dr. Tarek Taha

Our

Text Book

Principles of Marketing, 13/E, Philip Kotler & Gary Armstrong, ISBN-10: 0136079415, ISBN-13: 9780136079415, Publisher: Prentice Hall, Copyright: 2010

Prof. Dr. Tarek Taha

Intended Learning Outcomes (ILOs)

Follow these ILOs as you study this chapter, after discussing it you will be able to:

Propose

a simple model that can represent the marketing process Examine the core customer and marketplace concepts Assess the customer relationship management and its corresponding formula Differentiate between marketing , marketing process and marketing mix.
Prof. Dr. Tarek Taha

Fur ther reading

Marketing: An Introduction, 10/E, Gary Armstrong & Philip Kotler, ISBN-10: 0136102433, ISBN-13: 9780136102434, Publisher: Prentice Hall, Copyright: 2011 Marketing, Michael Levens, ISBN-10: 013607569X, ISBN-13: 9780136075691, Publisher: Prentice Hall, Copyright: 2010 Essentials of Marketing, 4/E, Jim Blythe, ISBN10: 0273717367, ISBN-13: 9780273717362, Publisher: Prentice Hall, Copyright: 2009

Prof. Dr. Tarek Taha

Web Links
The following leading Portals and blogs covering Basic of marketing literature

www.wilsonweb.com/articles/checklist.htm Provides a comprehensive checklist of 27 promotional techniques to build traffic to a business website, with links to sources with further information http://www.marketingscoop.com/articles.htm provides Marketing and Internet Marketing Articles For Free Reprint http://www.elated.com/articles/cat/websitemarketing/ provides Website marketing tutorials, articles and tips. Learn how to increase your website traffic and make more money from your site

Prof. Dr. Tarek Taha

Teaching and learning methods used

Lectures PowerPoint presentation slides Practical training/lab Discussion sessions Class activities Case studies Summary and Key terms Illustrations and Photographs Weekly assignments Continuous assessment questions Group assignment and projects Access annotated Web links Web-based exercises

Prof. Dr. Tarek Taha

Student Assessment & Office hours 20 % for continuous assessment 20 % for Midterm Exam 60 % for Final Exam Sunday, 12.30 PM -1.30 PM Monday, 1.30 PM -4.30 PM Wednesday, 12.30 PM -1.30 PM

Prof. Dr. Tarek Taha

Discussion Questions & MCQ

1)Propose a simple model that can represent the marketing process 2)Examine the core customer and marketplace concepts 3)Assess the customer relationship management and its corresponding formula 4)Differentiate between marketing , marketing process and marketing mix. 5)When backed by buying power, wants become ________. (a) Needs, (b) Demands, (c) Exchanges, (d) Offers, (e) Non of the previous, (f) All of the previous 6)-------------- are the set of actual and potential buyers of a product. (a) Marketing offering (b) value proposition, (c) demand satisfaction (d) Non of the previous, (d) All of the previous 7)Read the company case page 58 in our text book, then answer question number 1 and 5. 8)Visit our faculty library to explore another overview of Customer relationship management, then prepare a short summary of your work to submit to your instructor?

Prof. Dr. Tarek Taha

 or X
Mark () or (X) in front of the following sentences, by giving reasons, as shown in the table below No. Mark or reason Reasons must be briefly mentioned, otherwise no marks are given

1)To design an effective customerdriven strategy, marketer must answer two questions 2)The marketing system model consists of five main elements
Prof. Dr. Tarek Taha

InternetInternet - based exercise

Access Marketing tools website (www.mindtools.com/pages/article/newST R_94.htm), to explore the latest concepts of marketing mix, then write a brief report, being as specific as possible, summarizing your findings in comparison with those identified in literature.

Prof. Dr. Tarek Taha

10