Introduction To Marketing Management

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  • 1. Introduction to Marketing Management Professor Charles D. Schewe
  • 2. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
    • Satisfaction
    • is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.
  • 3. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
      • Functional Satisfaction
  • 4. The Nature of Marketing
      • What is the Purpose of Marketing?
        • Satisfaction
      • Functional Satisfaction
      • Psychological Satisfaction
  • 5. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
      • Functional Satisfaction
      • Psychological Satisfaction
    • The Four Utilities
  • 6. Adding Degrees of Satisfaction Total Satisfaction Total Satisfaction Possession utility Place utility Time utility Form utility Oriental rug Store has it in stock Delivered to your home Pay with your VISA card
  • 7. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
      • Functional Satisfaction
      • Psychological Satisfaction
      • The Four Utilities
    • Consumer Problems
    • Providing Benefit Bundles
    • Offering a Total Consumption System
  • 8. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
    • Facilitating Exchanges
    • Increments of Satisfaction
  • 9. Simple Marketing System Goods/services Money Information Communication Industry (a collection of sellers) Market (a collection of Buyers)
  • 10. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
      • Increments of Satisfaction
      • Facilitating Exchanges
          • Conditions for Exchange
  • 11. Conditions of Exchange
    • There are at least two parties
    • Each party has something of value to the other party
    • Each party is capable of communication and delivery
    • Each party is free to accept or reject the exchange offer
    • Each party believes it is appropriate or desirable to deal with the other party
  • 12. The Nature of Marketing
    • What is the Purpose of Marketing?
      • Satisfaction
      • Increments of Satisfaction
      • Facilitating Exchanges
          • Conditions for Exchange
    • Systems of Exchanges
  • 13. A Three-Way Exchange College or University Parent Student Appreciation, grades, feeling of accomplishment Money, encouragement Parental recognition, Sense of pride Tuition, donations Tuition, labor (work study), class attendance Education, personal growth, sense of independence and spirit
  • 14. Levi Strauss’ Value-Delivery Network Competition is between networks , not companies. The winner is the company with the better network. Sears (Retail) Levi’s (Apparel) Order Delivery Order Customer Delivery Du Pont (Fibers) Order Delivery Order Milliken (Fabric) Delivery
  • 15. The History of Marketing
    • The Three Eras
      • The Production Era
      • The Sales Era
      • The Marketing Era
    • The New Eras
      • Non-Business Marketing
      • Strategic Marketing
      • Social Responsibility
      • International
      • e-Commerce
  • 16. A Chronological Evolution of Marketing Definitions
    • 1947: The delivery of a standard of living to society
    • 1960: The performance of business activities that direct the flow of goods and services from producer to consumer or user
  • 17. A Chronological Evolution of Marketing Definitions
    • 1971: A total system of interacting business activities designed to plan, price, promote, and distribute want-satisfying goods and services to present and potential customers
    • 1977: Exchange activities conducted by individuals and organizations for the purpose of satisfying human wants
  • 18. A Chronological Evolution of Marketing Definitions
    • 1985: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
  • 19. A Chronological Evolution of Marketing Definitions
    • 1987: Strategically managing human and organizational exchange relationships to provide socially responsible want and need satisfaction throughout the world
  • 20. The Marketing Management Exchange Equation $ ≤
    • Product
    • Place
    • Promotion
  • 21. The Marketing Mix
  • 22. The Four Ps The Four Cs Product Price Promotion Place Customer Solution Customer Cost Communication Conven- ience Marketing Mix
  • 23. Marketing Management in the Organization
    • Accounting
      • Finance
      • Human Resources
      • Marketing
      • Research & Development/Production
    • Marketing and the Organizational System
      • What Are the Functions in the Organizational Profit Pipeline?
  • 24. Marketing Management in the Organization
    • Which Organizational Function is the Most Important?
      • None is More Important
      • Which Organizational Function Comes First?
      • Marketing…and It Comes Last as Well
  • 25. The Processing Pipeline Outputs Inputs Marketing Marketing Finance Personal Production Accounting Capital, Machines, Raw Materials, Labor, Technology, Information, Time, Effort Goods/ Services, Sales (revenue), Market share, Profits, Information
  • 26. The Marketing Concept
    • Customers are the Lifeblood of the Organization
    • “Customer is King”
  • 27. Evolving Views of Marketing’s Role The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance
  • 28. Traditional Organization Chart Customers Front-line people Middle Management Top Management
  • 29. Customer-Oriented Organization Chart Top manage- ment Customers Customers Front-line people Middle management Customers
  • 30. Customer Development Inactive or ex-customers Suspects Partners Advocates Clients Repeat customers First-time customers Prospects Disqualified prospects
  • 31. The Marketing Concept
    • Marketing Has Veto Power
  • 32. The Profit Triangle Value creation Competitive advantage Internal operations Profit
  • 33. Quality
    • Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.
    #1
  • 34. Marketing Management and the Economy
  • 35. Structure of Flows Manufacturer markets Services, money Taxes Taxes, goods Taxes, goods Taxes, goods Money Money Consumer markets Intermediary markets Goods, services Goods, services Resources Resources Resource markets Money Money Government markets Services, money Services Services, money
  • 36. Core Concepts of Marketing Product or Offering Value and Satisfaction Needs, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing Environment