RETURN OF INVESTMENT (ROI)

CUSTOMER EQUITY

MARKETING PROCESS

MARKETING STRATEGY

DEMANDS

PRODUCT DEVELOPMENT

4 P's OF
MARKETING MIX

Strategy Considerations in Societal Marketing

VALUE PROPOSITION

MARKET PENETRATION

MISSION STATEMENT

SELLING CONCEPT

2 KEY QUESTIONS OF
CUSTOMER DRIVEN STRATEGY

SHARE MATRIX

CUSTOMER-PERCEIVED VALUE

BUSINESS OBJECTIVES
(examples)

SELLING CONCEPT

CONSUMER-GENERATED MARKETING

STRATEGIC PLANNING

PRODUCT CONCEPT

CUSTOMER-DRIVEN STRATEGY

MARKETING IMPLEMENTATION

PORTFOLIO ANALYSIS

CUSTOMER-MANAGED RELATIONSHIP

MARKETING MANAGMENT ORIENTATIONS

MARKETING OBJECTIVES
(example)