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Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
Marketing Management
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Marketing Management

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  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. The Scope of Marketing PlacesPlaces PropertiesProperties OrganizationsOrganizations GoodsGoods ServicesServices ExperiencesExperiences www.bookfiesta4u.com 1-14 OrganizationsOrganizations InformationInformation IdeasIdeas ExperiencesExperiences EventsEvents PersonsPersons
  • 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. 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. Figure 1-1: A Simple Marketing System www.bookfiesta4u.com 1-17
  • 18. Marketing Concepts and Tools Marketplace,Marketplace, Marketspace,Marketspace, andand www.bookfiesta4u.com 1-18 andand MetamarketMetamarket
  • 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. Marketing Concepts and Tools Exchange and TransactionsExchange and Transactions ExchangeExchange TransactionTransaction www.bookfiesta4u.com 1-20 TransactionTransaction BarterBarter TransferTransfer Behavioral responseBehavioral response
  • 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. 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. Company Orientations Toward the Marketplace Production ConceptProduction Concept Product conceptProduct concept www.bookfiesta4u.com 1-23 Selling ConceptSelling Concept Marketing ConceptMarketing Concept
  • 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. Company Orientations Toward the Marketplace Integrated MarketingIntegrated Marketing External marketingExternal marketing www.bookfiesta4u.com 1-25 Internal marketingInternal marketing
  • 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. Company Orientations Toward the Marketplace Societal Marketing ConceptSocietal Marketing Concept CauseCause--related marketingrelated marketing www.bookfiesta4u.com 1-27
  • 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. How Business and Marketing are Changing CustomersCustomers Brand manufacturersBrand manufacturers www.bookfiesta4u.com 1-29 StoreStore--based retailersbased retailers
  • 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. 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

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