Muhammad Ramazn

Page | i
Acknowledgement
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

Page | ii
Preface
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

Page | iii
Table of Content

Acknowledgement______________________________________________________________ii
Preface_______________________________________________________________________iii
Table of Content_______________________________________________________________iv
Marketing: Creating and Capturing Customer Value___________________________________1
1.1 Marketing____________________________________________________________________1
1.1.1 Definition__________________________________________________________________________1
1.1.2 Explanation________________________________________________________________________1

1.2 Understanding the Marketplace and customer Needs________________________________1

1.2.1 Needs, Wants, Demands______________________________________________________________2
1.2.2 Product and services_________________________________________________________________2

1.3 Designing a customer-driven Marketing Strategy____________________________________2

1.3.1 Selecting customers__________________________________________________________________3
1.3.2 Value proposition____________________________________________________________________3

1.4 Integrated Marketing Plan_______________________________________________________3

1.4.1 Advertising_________________________________________________________________________3
1.4.2 Direct Selling_______________________________________________________________________4

1.5 Capturing value from customers__________________________________________________4

1.5.1 Customer loyalty____________________________________________________________________4
1.5.2 Customer equity_____________________________________________________________________4

1.6 Customer Marketplace_________________________________________________________5

1.6.1 Marketing strategy___________________________________________________________________5
1.6.2 Segmentation_______________________________________________________________________5

New Product Development_______________________________________________________6

1.7 New Product Development Process_______________________________________________6
1.7.1 Idea Generation_____________________________________________________________________6
1.7.2 Testing____________________________________________________________________________6

1.8 Managing New Product Development_____________________________________________6

1.8.1 Customer centered__________________________________________________________________7
1.8.2 Team based Development_____________________________________________________________7

1.9 Product life Cycle______________________________________________________________7

1.9.1 Introduction Stage___________________________________________________________________8
1.9.2 Growth stage_______________________________________________________________________8

1.10 Additional Product and Services Consideration______________________________________8

1.10.1 Product Decision__________________________________________________________________8
1.10.2 Social Responsibility_______________________________________________________________9

1.11 International Product and Services________________________________________________9

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1.11.1 Development_____________________________________________________________________9
1.11.2 Decline Stage_____________________________________________________________________9

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the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan

Marketing: Creating and Capturing Customer Value

1.1 Marketing
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.1.1 Definition
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.1.2 Explanation
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.2 Understanding the Marketplace and customer Needs

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by

Page | 1
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.2.1 Needs, Wants, Demands

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.2.2 Product and services

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.3 Designing a customer-driven Marketing Strategy

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

Page | 2
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
1.3.1 Selecting customers
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.3.2 Value proposition

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.4 Integrated Marketing Plan

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.4.1 Advertising
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the

Page | 3
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.4.2 Direct Selling

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.5 Capturing value from customers

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.5.1 Customer loyalty

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.5.2 Customer equity

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by

Page | 4
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.6 Customer Marketplace

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.6.1 Marketing strategy

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.6.2 Segmentation
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

Page | 5
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan

New Product Development

1.7 New Product Development Process
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.7.1 Idea Generation

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.7.2 Testing
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.8 Managing New Product Development

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by

Page | 6
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.8.1 Customer centered

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.8.2 Team based Development

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.9 Product life Cycle

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

Page | 7
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
1.9.1 Introduction Stage
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.9.2 Growth stage

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.10 Additional Product and Services Consideration

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.10.1 Product Decision

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the

Page | 8
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.10.2 Social Responsibility

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.11 International Product and Services

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.11.1 Development
Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

1.11.2 Decline Stage

Like many students, maybe you’ve worked in the restaurant industry at some time or another. It’s not
an easy job. It can be hot, dirty, and exhausting. Customers can be rude and demanding. And your work
experiences, whether in a restaurant or in some other workplace, are likely to have been influenced by

Page | 9
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the importan
the skills and abilities of your manager. Lisa is a good example of what today’s successful managers are
like and the skills they must have in dealing with the problems and challenges of managing in the
twenty-first century. This book is about the important managerial work that Lisa and the millions of
other managers like her do.

Page | 10