I. Characteristics of Business I. Characteristics of Business Markets Markets II. Model of Business Buying II. Model of Business Buying Behavior Behavior III. Business Buying Situations III. Business Buying Situations and Process and Process IV. Value Building and Relationship IV. Value Building and Relationship Marketing Marketing V. Internal Marketing V. Internal Marketing

I. Levels of Product I. Levels of Product II. Classification of Products II. Classification of Products III. Services Marketing III. Services Marketing IV. New Product Development IV. New Product Development V. Test Marketing V. Test Marketing

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

Objectives Identify, evaluate, and develop marketing strategies Evaluate a firm's opportunities Anticipate competitive dynamics Evaluate the sustainability of competitive advantages 15.834 Marketing Strategy

Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and Recommendations

Hotel Marketing 1. Internal selling &external selling 2. Hotel Marketing strategies

In this part, you’ll Learn about the “4Ps” and “4Cs” of marketing. Look at some familiar products and how they are marketed Promote a product with what you learned about marketing

In this part, you'll Learn about the“4Ps”and“4Cs”of marketing. Look at some familiar products and how they are marketed Promote a product with what you learned about marketing

Syllabus Definition of Marketing Marketing Management Philosophies Principles of Value Driven Marketing

Marketing Management Review of Last Session/Housekeeping New Developments Brand Management Pillars Positioning'via the pillars NPD 8 stage process v Landrover practice Case Exercise Questions/Reading for next week