Click here for a definition of marketing; ways to analyze market
opportunities, plan a marketing program, launch new products or
services, and put your marketing program into action; and the
nature of direct marketing and relationship marketing.
Click here to discover the steps for conducting market research.
Click here for tips on building a marketing orientation in your
group or firm, selecting the right marketing-communications
mix, creating effective advertising, designing powerful sales
promotions, launching a potent online marketing effort, and
evaluating your group's or firm's sales representatives.
Click here for forms and worksheets that help you calculate the
lifetime value of a customer, perform a SWOT or breakeven
analysis, fill out a product profile, and create a marketing plan.
Click here to see how far you've come in learning about
marketing and ways to improve it in your work group or firm.
If you'd like to dig more deeply into this topic, click here for an
annotated list of helpful resources.
Summary
This topic helps you
Page 1 Harvard ManageMentor | Marketing Essentials | Printable Version of 70

l grasp the basic elements of a marketing strategy and plan
l create a marketing orientation in your group or firm
l understand and navigate the steps in the marketing process
l plan effective marketing programs, advertising campaigns,
and sales promotions
Topic Outline
What Is Marketing?
Defining a Marketing Orientation
Developing a Marketing Orientation
Analyze Market Opportunities—Consumers
Analyze Market Opportunities—Organizations
Understand the Competition
Develop a Marketing Strategy
Marketing Communications
Develop New Products
From Marketing Plan to Market
A Closer Look at Direct Marketing
A Closer Look at Relationship Marketing
Frequently Asked Questions
Steps for Market Research
Tips for Building a Marketing Orientation
Tips for Creating an Effective Print Ad
Tips for Designing a Powerful Sales Promotion
Tips for Evaluating Sales Representatives
Tips for Online Marketing
Tips for Selecting the Right Marketing Communications Mix
Customer Value Equation Worksheet
Breakeven Analysis
The Lifetime Value of a Customer
Marketing Plan Template
Product Profile
SWOT Analysis
Harvard Online Article
Notes and Articles
Books
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