www.bookfiesta4u.com
1-1
PowerPoint byPowerPoint by
Milton M. PressleyMilton M. Pressley
Creative Assistance byCreative As...
Chapter 1Chapter 1
Defining Marketing for theDefining Marketing for the
2121stst CenturyCentury
byby
www.bookfiesta4u.com
...
The future is not aheadThe future is not ahead
of us. It has alreadyof us. It has already
happened.happened.
Kotler on
Mar...
Chapter Objectives
In this chapter we will address the followingIn this chapter we will address the following
questions:qu...
The New Economy
Substantial increase in buying powerSubstantial increase in buying power
A greater variety of goods and se...
The New Economy
Websites can provide companies withWebsites can provide companies with
powerful new information and salesp...
The New Economy
Companies can send ads, coupons,Companies can send ads, coupons,
samples, information to targetedsamples, ...
The three major challenges faced byThe three major challenges faced by
businesses today are globalization,businesses today...
Marketing Task
Ten rules of radical marketingTen rules of radical marketing
The CEO must own the marketing function.The CE...
Marketing Task
Love and respect your customers.Love and respect your customers.
Create a community of consumers.Create a c...
The Scope of Marketing
Marketing: typically seen as theMarketing: typically seen as the
task of creating, promoting, andta...
Table 1.1
Demand
States and
Marketing
Tasks
1. Negative1. Negative
demanddemand
A major part of the market dislikes theA m...
Can you name a category ofCan you name a category of
products for which your negativeproducts for which your negative
feel...
The Scope of Marketing
PlacesPlaces
PropertiesProperties
OrganizationsOrganizations
GoodsGoods
ServicesServices
Experience...
The Decisions
Marketers Make
Consumer MarketsConsumer Markets
Business MarketsBusiness Markets
Global MarketsGlobal Market...
Marketing Concepts
and Tools
Defining MarketingDefining Marketing
MarketingMarketing
Marketing managementMarketing managem...
Figure 1-1: A Simple Marketing System
www.bookfiesta4u.com
1-17
Marketing Concepts
and Tools
Marketplace,Marketplace,
Marketspace,Marketspace,
andand
www.bookfiesta4u.com
1-18
andand
Met...
Marketing Concepts
and Tools
Marketers and ProspectsMarketers and Prospects
Needs, Wants, and DemandsNeeds, Wants, and Dem...
Marketing Concepts
and Tools
Exchange and TransactionsExchange and Transactions
ExchangeExchange
TransactionTransaction
ww...
Marketing Concepts
and Tools
Relationships and NetworksRelationships and Networks
Relationship marketingRelationship marke...
Marketing Concepts
and Tools
Brand competitionBrand competition
Industry competitionIndustry competition
Form competitionF...
Company Orientations
Toward the Marketplace
Production ConceptProduction Concept
Product conceptProduct concept
www.bookfi...
Company Orientations
Toward the Marketplace
Target MarketTarget Market
Customer NeedsCustomer Needs
www.bookfiesta4u.com
1...
Company Orientations
Toward the Marketplace
Integrated MarketingIntegrated Marketing
External marketingExternal marketing
...
Company Orientations
Toward the Marketplace
ProfitabilityProfitability
Sales declineSales decline
Slow growthSlow growth
w...
Company Orientations
Toward the Marketplace
Societal Marketing ConceptSocietal Marketing Concept
CauseCause--related marke...
Can you identify the trends that haveCan you identify the trends that have
made the marketing concept, themade the marketi...
How Business and
Marketing are Changing
CustomersCustomers
Brand manufacturersBrand manufacturers
www.bookfiesta4u.com
1-2...
How Business and
Marketing are Changing
Company responses and adjustmentsCompany responses and adjustments
ReengineeringRe...
How Business and
Marketing are Changing
Marketer ResponsesMarketer Responses
and Adjustmentsand Adjustments
Customer relat...
Upcoming SlideShare
Loading in...5
×

Marketing Management

3,919

Published on

Published in: Business, Technology

Transcript of "Marketing Management"

  1. 1. www.bookfiesta4u.com 1-1 PowerPoint byPowerPoint by Milton M. PressleyMilton M. Pressley Creative Assistance byCreative Assistance by D. Carter and S. KogerD. Carter and S. Koger
  2. 2. Chapter 1Chapter 1 Defining Marketing for theDefining Marketing for the 2121stst CenturyCentury byby www.bookfiesta4u.com 1-2 PowerPoint byPowerPoint by Milton M. PressleyMilton M. Pressley University of New OrleansUniversity of New Orleans
  3. 3. The future is not aheadThe future is not ahead of us. It has alreadyof us. It has already happened.happened. Kotler on Marketing www.bookfiesta4u.com 1-3 happened.happened. Unfortunately, it isUnfortunately, it is unequally distributedunequally distributed among companies,among companies, industries and nations.industries and nations.
  4. 4. Chapter Objectives In this chapter we will address the followingIn this chapter we will address the following questions:questions: What is the new economy like?What is the new economy like? What are the tasks of marketing?What are the tasks of marketing? www.bookfiesta4u.com 1-4 What are the tasks of marketing?What are the tasks of marketing? What are the major concepts and tools ofWhat are the major concepts and tools of marketing?marketing? What orientations do companies exhibit in theWhat orientations do companies exhibit in the marketplace?marketplace? How are companies and marketers responding toHow are companies and marketers responding to the new challenges?the new challenges?
  5. 5. The New Economy Substantial increase in buying powerSubstantial increase in buying power A greater variety of goods and servicesA greater variety of goods and services A greater amount of information aboutA greater amount of information about practically anythingpractically anything www.bookfiesta4u.com 1-5 practically anythingpractically anything A greater ease in interacting and placingA greater ease in interacting and placing and receiving ordersand receiving orders An ability to compare notes on productsAn ability to compare notes on products and servicesand services
  6. 6. The New Economy Websites can provide companies withWebsites can provide companies with powerful new information and salespowerful new information and sales channels.channels. Companies can collect fuller and richerCompanies can collect fuller and richer information about markets, customers,information about markets, customers, www.bookfiesta4u.com 1-6 information about markets, customers,information about markets, customers, prospects and competitors.prospects and competitors. Companies can facilitate and speed upCompanies can facilitate and speed up communications among employees.communications among employees. Companies can have 2Companies can have 2--wayway communication with customers andcommunication with customers and prospectsprospects
  7. 7. The New Economy Companies can send ads, coupons,Companies can send ads, coupons, samples, information to targetedsamples, information to targeted customers.customers. Companies can customize offerings andCompanies can customize offerings and services to individual customers.services to individual customers. www.bookfiesta4u.com 1-7 services to individual customers.services to individual customers. The Internet can be used as aThe Internet can be used as a communication channel for purchasing,communication channel for purchasing, training, and recruiting.training, and recruiting. Companies can improve logistics andCompanies can improve logistics and operations for cost savings whileoperations for cost savings while improving accuracy and service quality.improving accuracy and service quality.
  8. 8. The three major challenges faced byThe three major challenges faced by businesses today are globalization,businesses today are globalization, advances in technology, and deregulation.advances in technology, and deregulation. www.bookfiesta4u.com 1-8 advances in technology, and deregulation.advances in technology, and deregulation. Which of these affords the greatestWhich of these affords the greatest opportunity foropportunity for establishedestablished businesses?businesses? Which affords the greatestWhich affords the greatest opportunities foropportunities for newnew businesses? Why?businesses? Why?
  9. 9. Marketing Task Ten rules of radical marketingTen rules of radical marketing The CEO must own the marketing function.The CEO must own the marketing function. Make sure the marketing department startsMake sure the marketing department starts small and flat and stays small and flat.small and flat and stays small and flat. www.bookfiesta4u.com 1-9 Get face to face with the people who matterGet face to face with the people who matter mostmost –– the customers.the customers. Use market research cautiously.Use market research cautiously. Hire only passionate missionaries.Hire only passionate missionaries.
  10. 10. Marketing Task Love and respect your customers.Love and respect your customers. Create a community of consumers.Create a community of consumers. Rethink the marketing mix.Rethink the marketing mix. Celebrate common sense.Celebrate common sense. www.bookfiesta4u.com 1-10 Be true to the brand.Be true to the brand. Three stages of marketing practiceThree stages of marketing practice Entrepreneurial MarketingEntrepreneurial Marketing Formulated MarketingFormulated Marketing Intrepreneurial MarketingIntrepreneurial Marketing
  11. 11. The Scope of Marketing Marketing: typically seen as theMarketing: typically seen as the task of creating, promoting, andtask of creating, promoting, and delivering goods and services todelivering goods and services to consumers and businesses.consumers and businesses. www.bookfiesta4u.com 1-11 consumers and businesses.consumers and businesses.
  12. 12. Table 1.1 Demand States and Marketing Tasks 1. Negative1. Negative demanddemand A major part of the market dislikes theA major part of the market dislikes the product and may even pay a price toproduct and may even pay a price to avoid itavoid it——vaccinations, dental work,vaccinations, dental work, vasectomies, and gallbladdervasectomies, and gallbladder operations, for instance. Employers haveoperations, for instance. Employers have a negative demand for exa negative demand for ex--convicts andconvicts and alcoholics as employees. The marketingalcoholics as employees. The marketing task is to analyze why the markettask is to analyze why the market dislikes the product and whether adislikes the product and whether a marketing program consisting ofmarketing program consisting of product redesign, lower prices, andproduct redesign, lower prices, and more positive promotion can changemore positive promotion can change www.bookfiesta4u.com 1-12 more positive promotion can changemore positive promotion can change beliefs and attitudes.beliefs and attitudes. 2. No demand2. No demand Target consumers may be unaware of orTarget consumers may be unaware of or uninterested in the product. Farmersuninterested in the product. Farmers may not be interested in a new farmingmay not be interested in a new farming method, and college students may notmethod, and college students may not be interested in foreignbe interested in foreign--languagelanguage courses. The marketing task is to findcourses. The marketing task is to find ways to connect the benefits of theways to connect the benefits of the product with people’s natural needs andproduct with people’s natural needs and interests.interests. See text for complete table
  13. 13. Can you name a category ofCan you name a category of products for which your negativeproducts for which your negative feelings have softened?feelings have softened? www.bookfiesta4u.com 1-13 feelings have softened?feelings have softened? What precipitatedWhat precipitated this change?this change?
  14. 14. The Scope of Marketing PlacesPlaces PropertiesProperties OrganizationsOrganizations GoodsGoods ServicesServices ExperiencesExperiences www.bookfiesta4u.com 1-14 OrganizationsOrganizations InformationInformation IdeasIdeas ExperiencesExperiences EventsEvents PersonsPersons
  15. 15. The Decisions Marketers Make Consumer MarketsConsumer Markets Business MarketsBusiness Markets Global MarketsGlobal Markets www.bookfiesta4u.com 1-15 Global MarketsGlobal Markets Nonprofit andNonprofit and Governmental MarketsGovernmental Markets
  16. 16. Marketing Concepts and Tools Defining MarketingDefining Marketing MarketingMarketing Marketing managementMarketing management www.bookfiesta4u.com 1-16 Marketing managementMarketing management Core Marketing ConceptsCore Marketing Concepts Target Markets andTarget Markets and SegmentationSegmentation
  17. 17. Figure 1-1: A Simple Marketing System www.bookfiesta4u.com 1-17
  18. 18. Marketing Concepts and Tools Marketplace,Marketplace, Marketspace,Marketspace, andand www.bookfiesta4u.com 1-18 andand MetamarketMetamarket
  19. 19. Marketing Concepts and Tools Marketers and ProspectsMarketers and Prospects Needs, Wants, and DemandsNeeds, Wants, and Demands Product, Offering, and BrandProduct, Offering, and Brand Value and SatisfactionValue and Satisfaction www.bookfiesta4u.com 1-19 Value and SatisfactionValue and Satisfaction Customer value triadCustomer value triad ValueValue Value = Benefits / Costs =Value = Benefits / Costs = (Functional benefits + Emotional benefits) /(Functional benefits + Emotional benefits) / (Monetary costs + Time costs + Energy costs +(Monetary costs + Time costs + Energy costs + Psychic costs)Psychic costs)
  20. 20. Marketing Concepts and Tools Exchange and TransactionsExchange and Transactions ExchangeExchange TransactionTransaction www.bookfiesta4u.com 1-20 TransactionTransaction BarterBarter TransferTransfer Behavioral responseBehavioral response
  21. 21. Marketing Concepts and Tools Relationships and NetworksRelationships and Networks Relationship marketingRelationship marketing Marketing networkMarketing network www.bookfiesta4u.com 1-21 Marketing networkMarketing network Marketing ChannelsMarketing Channels Supply ChainSupply Chain CompetitionCompetition
  22. 22. Marketing Concepts and Tools Brand competitionBrand competition Industry competitionIndustry competition Form competitionForm competition Generic competitionGeneric competition www.bookfiesta4u.com 1-22 Generic competitionGeneric competition Marketing environmentMarketing environment Task environmentTask environment Broad environmentBroad environment Marketing ProgramMarketing Program Marketing programMarketing program Marketing mixMarketing mix
  23. 23. Company Orientations Toward the Marketplace Production ConceptProduction Concept Product conceptProduct concept www.bookfiesta4u.com 1-23 Selling ConceptSelling Concept Marketing ConceptMarketing Concept
  24. 24. Company Orientations Toward the Marketplace Target MarketTarget Market Customer NeedsCustomer Needs www.bookfiesta4u.com 1-24 Stated needsStated needs Real needsReal needs Unstated needsUnstated needs Delight needsDelight needs Secret needsSecret needs
  25. 25. Company Orientations Toward the Marketplace Integrated MarketingIntegrated Marketing External marketingExternal marketing www.bookfiesta4u.com 1-25 Internal marketingInternal marketing
  26. 26. Company Orientations Toward the Marketplace ProfitabilityProfitability Sales declineSales decline Slow growthSlow growth www.bookfiesta4u.com 1-26 Slow growthSlow growth Changing buying patternsChanging buying patterns Increasing competitionIncreasing competition Increasing marketingIncreasing marketing expendituresexpenditures
  27. 27. Company Orientations Toward the Marketplace Societal Marketing ConceptSocietal Marketing Concept CauseCause--related marketingrelated marketing www.bookfiesta4u.com 1-27
  28. 28. Can you identify the trends that haveCan you identify the trends that have made the marketing concept, themade the marketing concept, the customer concept, and the societalcustomer concept, and the societal www.bookfiesta4u.com 1-28 customer concept, and the societalcustomer concept, and the societal marketing concept more attractivemarketing concept more attractive models for contemporarymodels for contemporary marketing managers?marketing managers?
  29. 29. How Business and Marketing are Changing CustomersCustomers Brand manufacturersBrand manufacturers www.bookfiesta4u.com 1-29 StoreStore--based retailersbased retailers
  30. 30. How Business and Marketing are Changing Company responses and adjustmentsCompany responses and adjustments ReengineeringReengineering OutsourcingOutsourcing PartnerPartner--supplierssuppliers MarketMarket--centeredcentered www.bookfiesta4u.com 1-30 OutsourcingOutsourcing EE--commercecommerce BenchmarkingBenchmarking AlliancesAlliances MarketMarket--centeredcentered Global and localGlobal and local DecentralizedDecentralized
  31. 31. How Business and Marketing are Changing Marketer ResponsesMarketer Responses and Adjustmentsand Adjustments Customer relationshipCustomer relationship marketingmarketing Integrated marketingIntegrated marketing communicationscommunications www.bookfiesta4u.com 1-31 marketingmarketing Customer lifetime valueCustomer lifetime value Customer shareCustomer share Target marketingTarget marketing CustomizationCustomization Customer databaseCustomer database communicationscommunications Channels as partnersChannels as partners Every employee aEvery employee a marketermarketer ModelModel--based decisionbased decision makingmaking
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×