Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 59 views

    Chapter 1

    Uploaded by

    Shaiful Hussain
    Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. Marketing management is the art and science of choosing Target Markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Chapter 1

    Uploaded by

    Shaiful Hussain
    59 views30 pages
    Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. Marketing management is the art and science of choosing Target Markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. Marketing management is the art and science of choosing Target Markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    59 views30 pages

    Chapter 1

    Uploaded by

    Shaiful Hussain
    Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. Marketing management is the art and science of choosing Target Markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 30

    Marketing Management (MKT 511) Delivered by: Dr.

    Shilpa Iyanna

    1
    1 Defining Marketing for the 21st Century

    Chapter Questions

    Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management?

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-3

    What is Marketing?

    Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-4

    What is Marketing Management?

    Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-5

    What is Marketed?
    Goods Services Events Experiences Persons

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-6

    What is Marketed?
    Places Properties Organizations Information Ideas

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-7

    Demand States

    Negative Nonexistent Latent Declining

    Irregular Unwholesome Full Overfull

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-8

    Figure 1.1 Structure of Flows in Modern Exchange Economy

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-9

    Figure 1.2 A Simple Marketing System

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-10

    Key Customer Markets

    Consumer markets Business markets Global markets Nonprofit/Government markets

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-11

    Core Concepts

    Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction

    Marketing channels Supply chain Competition Marketing environment Marketing planning

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-12

    Types of Needs
    Stated Real Unstated Delight

    Secret

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-13

    Target Markets, Positioning & Segmentation

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-14

    Offerings and Brands

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-15

    Value and Satisfaction

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-16

    Marketing Channels
    Communication
    Distribution Service

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-17

    Marketing Environment
    Demographic Economic

    Political-legal

    Socio-cultural

    Technological

    Natural

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-18

    Major Societal Forces

    Network information technology Globalization Deregulation Privatization Heightened competition

    Industry convergence Retail transformation Disintermediation Consumer buying power Consumer participation Consumer resistance

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-19

    Company Orientations
    Production
    Product Selling Marketing

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-20

    Holistic Marketing

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-21

    Relationship Marketing
    Customers

    Employees

    Marketing Partners

    Financial Community

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-22

    Integrated Marketing

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-23

    Internal Marketing
    Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-24

    Performance Marketing

    Financial Accountability

    Social Responsibility Marketing

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-25

    Types of Corporate Social Initiatives


    Corporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-26

    The Marketing Mix

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-27

    The New Four Ps


    People
    Processes Programs Performance

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-28

    Marketing Management Tasks

    Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth
    1-29

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    For Review

    Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management?

    Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall

    1-30

    You might also like