Michael Cloke

Peter F. Drucker The Five MOST IMPORTANT Questions

Peter F. Drucker is known as the “father of modern management,” and is a best-selling author of thirty-two books including the best-seller The Effective Executive. He is world-renowned thinker on leadership and management and his work has been featured in every major business periodical. A consultant to senior executives for more than fifty years Drucker [...]

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Introduction to Consumer Behavior

Consumer Behavior: People in the Marketplace

The average consumer can be classified and characterized on the basis of demographics and psychographics.
The average consumer’s purchase decisions are heavily influenced by the opinions and behaviors of their family, peers, and acquaintances.

We are heavily influenced by community.

The growth of the Web has created thousands of online consumption communities where [...]

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Marketing for Hospitality and Tourism

Customer Orientation: The purpose of a business is to create and maintain profitable customers.
A. Customer satisfaction leading to profit is the central goal of hospitality and tourism marketing.
B. The long-term value of the customer must be assessed in order to take appropriate actions and ensure a customer’s long-term support. Statistical evidence supports the idea that [...]

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Defining Marketing For The 21st Century

Marketing is too often confused and identified with advertising or selling techniques, and our practices and theories are all too often invisible to the average consumer. The instructor should spend some class time differentiating between advertising/promotion techniques and marketing.
Your Marketing Partner,

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Business Planning Templates

Hi, its Michael, it is essential to have a realistic working business plan when you’re starting up a business.
A business plan is a written document that describes a business,its objectives, its strategies, the market it is in… and its financial forecasts.
It has many functions, including clearly defining the business that you are in and measuring your [...]

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Customer Driven Marketing Strategy: Creating Value for Target Customers

Overview

This chapter looks further into key customer-driven marketing strategy decisions—how to divide up markets into meaningful customer groups (segmentation), choose which customer groups to serve (targeting), create market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning).
Then, the chapters that follow explore the tactical marketing tools—the Four [...]

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Live Nation, Marketing

Video Summary
Live Nation was once the biggest concert promoter in the country. But Live Nation today plays a much bigger role in the music industry as a whole. This company now resembles a fully integrated one-stop shop, providing services to musicians that include production and distribution of new albums, concert promotion, ticket vending, and merchandising.

Questions [...]

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Harley Davidson, Marketing

Video Summary

Harley-Davidson boasts the largest, and arguably the most loyal, company-sponsored owner’s group in the world. It recognizes that its most important marketing tool is the network of individuals that ride Harleys. For this reason, Harley-Davidson engages its customer base through company-sponsored travel adventures, events, and other things such as clothes and accessories both for [...]

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Managing Marketing Information to Gain Customer Insight

Principles of Marketing, 13/E
Philip Kotler, Northwestern University
Gary Armstrong, University of North Carolina
To purchase this text book, you can use the online Pearson Bookstore and receive a 20 % discount. Alternatively, you can purchase through Amazon.
Chapter Overview
This chapter looks at how companies develop and manage information about important marketplace elements. This chapter is an examination of marketing [...]

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Analyzing the Marketing Environment

Principles of Marketing, 13/E
Philip Kotler, Northwestern University
Gary Armstrong, University of North Carolina
To purchase this text book, you can use the online Pearson Bookstore and receive a 20 % discount. Alternatively, you can purchase through Amazon.
This chapter shows that marketing does not operate in a vacuum but rather in a complex and changing environment. Other actors in [...]

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Company and Marketing Strategy: Partnering to Build Customer Relationships

In the first chapter, we explored the marketing process by which companies create value for consumer in order to capture [...]

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Creating and Capturing Customer Value

Principles of Marketing, 13/E
Philip Kotler, Northwestern University
Gary Armstrong, University of North Carolina
To purchase this text book, you can use the online Pearson Bookstore and receive a 20 % discount. Alternatively, you can purchase through Amazon.
Chapter Overview
In this chapter, we introduce the basic concepts of marketing. It starts with the question, “What is marketing?” Simply put, marketing [...]

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