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Marketing And Service Models For Logistics

Marketing and Service Models for Transport and Logistics Operations

Module Overview - Evaluate Marketing and Service Models for Transport and Logistics Operations

This module serves as both an introduction to marketing and an overview of the specialist area of services marketing, including relationship management, and e-commerce.
The early chapters will begin by addressing the meaning of marketing and discuss various concepts that will provide the foundation for the remainder of the module. As we progress though the Chapters the emphasis will shift from tangible product marketing to services marketing, and thence to managing service relationships in both physical and electronic modes..
This module is therefore divided into 12 chapters as follows.
Chapter 1: What is marketing?
Chapter 2: Strategic marketing management
Chapter 3: Marketing research and information systems
Chapter 4: Consumer and B2B buying behavior
Chapter 5: Segmenting markets, targeting and positioning
Chapter 6: Product planning and decisions
Chapter 7: Pricing considerations
Chapter 8: Marketing logistics networks
Chapter 9: Integrated marketing communications
Chapter 10: E-commerce and direct marketing
Chapter 11: Managing the service encounter
Chapter 12: Customer relationship management

Chapter 1: What is marketing?
What is marketing?
Overview
This chapter serves as both an introduction to marketing and an overview of the specialist area of services marketing, including relationship management, and e-commerce.
To begin the unit we shall first address the meaning of marketing and discuss various concepts that will provide the foundation for the remainder of the unit. As we progress though the Chapters the emphasis will shift from tangible product marketing to services marketing, but first we need to have an understanding of what marketing involves.
Topics
The following is the outline of the topics covered in this Chapter.
• 1.1 What is marketing?
o...