Marketing management

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Marketing management

  1. 1. MARKETING LECTURE NOTES Dimitris Drosos Lecturer Technological Education Institute of Piraeus Business School Management Information System & New Technology Lab LOGO
  2. 2. CONTENTS About Marketing Marketing - Product Marketing - Promotion Marketing Strategy E - Marketing GeoInformation and ICT in Market Research – Marketing Notes
  3. 3. ABOUT MARKETING GeoInformation and ICT in Market Research – Marketing Notes
  4. 4. WHAT IS MARKETING GeoInformation and ICT in Market Research – Marketing Notes
  5. 5. WHAT IS MARKETING Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing Association GeoInformation and ICT in Market Research – Marketing Notes
  6. 6. WHAT IS MARKETING ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ profitably’ The Chartered Institute of Marketing GeoInformation and ICT in Market Research – Marketing Notes
  7. 7. WHAT IS MARKETING ‘The right product, in the right place, price’ at the right time, and at the right price’ Adcock et al ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ process’ Kotler 1980 GeoInformation and ICT in Market Research – Marketing Notes
  8. 8. WHAT IS MARKETING ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ others’ Kotler 1991 GeoInformation and ICT in Market Research – Marketing Notes
  9. 9. WHAT IS MARKETING 5 Ps of Marketing Product Promotion Pricing Place (or distribution system) People GeoInformation and ICT in Market Research – Marketing Notes
  10. 10. 5 Ps OF MARKETING Price B Product A C Promotion 5 Ps OF MARKETING People E GeoInformation and ICT in Market Research – Marketing Notes D Place
  11. 11. MARKETING – MANAGEMENT PROCESS Analysis/Audit - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we get there? Implementation - Getting there! Control - Ensuring arrival GeoInformation and ICT in Market Research – Marketing Notes
  12. 12. WHAT DO WE MARKET Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and Concepts GeoInformation and ICT in Market Research – Marketing Notes
  13. 13. SACCESSFUL MARKET STORY Bill Gate GeoInformation and ICT in Market Research – Marketing Notes
  14. 14. SACCESSFUL MARKET STORY Richard Branson GeoInformation and ICT in Market Research – Marketing Notes
  15. 15. SACCESSFUL MARKET STORY HajiStelios Haji-Ioanou GeoInformation and ICT in Market Research – Marketing Notes
  16. 16. MARKETING – PRODUCT GeoInformation and ICT in Market Research – Marketing Notes
  17. 17. PRODUCT Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need GeoInformation and ICT in Market Research – Marketing Notes
  18. 18. PRODUCT LIFE CYCLE 1. Product development - sales are zero, investment costs are high 2. Introduction - profits do not exist, heavy expense of product introduction 3. Growth - rapid market acceptance and increasing profits 4. Maturity - slowdown in sales growth. Profits levellevel-off. Increase outlay to compete fall5. Decline - sales fall-off and profits drop GeoInformation and ICT in Market Research – Marketing Notes
  19. 19. PRODUCT LIFE CYCLE GeoInformation and ICT in Market Research – Marketing Notes
  20. 20. MARKETING – PROMOTION GeoInformation and ICT in Market Research – Marketing Notes
  21. 21. PROMOTION Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need. GeoInformation and ICT in Market Research – Marketing Notes
  22. 22. PROMOTION MIX Personal Selling Telemarketing Direct Mail Trade Fairs and Exhibitions Commercial Television Newspapers and Magazines Radio Cinema Point of Sale Displays Packaging GeoInformation and ICT in Market Research – Marketing Notes
  23. 23. PROMOTION DECISIONS Elements in the Communication Process Promotions Mix The promotions Message Executions Style Media Choice? Promotional Objectives GeoInformation and ICT in Market Research – Marketing Notes
  24. 24. PROMOTIONAL OBJECTIVES To Support Sales Increases To Encourage Trial To Create Awareness To Inform about a Feature or Benefit To Remind To Reassure To Create an Image To Modify Attitudes GeoInformation and ICT in Market Research – Marketing Notes
  25. 25. MARKETING STRATEGY GeoInformation and ICT in Market Research – Marketing Notes
  26. 26. WHAT IS MARKETING STRATEGY 1. Systematic futuristic thinking by management co2. Better co-ordination of company efforts 3. Development of better performance standards for control 4. Sharpening of objectives and policies 5. Better prepare for sudden new developments 6. Managers have a vivid sense of participation GeoInformation and ICT in Market Research – Marketing Notes
  27. 27. WHY MARKETING STRATEGY IS NECESSARY 1. Systematic futuristic thinking by management co2. Better co-ordination of company efforts 3. Development of better performance standards for control 4. Sharpening of objectives and policies 5. Better prepare for sudden new developments 6. Managers have a vivid sense of participation GeoInformation and ICT in Market Research – Marketing Notes
  28. 28. MARKETING STRATEGY GeoInformation and ICT in Market Research – Marketing Notes
  29. 29. MARKETING STRATEGY GeoInformation and ICT in Market Research – Marketing Notes
  30. 30. STRATEGIC MARKETING PLANNING GeoInformation and ICT in Market Research – Marketing Notes
  31. 31. CONTENTS OF MARKETING PLAN Business Mission Statement Objectives Situation Analysis (SWOT) Marketing Strategy 1.Target Market Strategy 2.Marketing Mix 3.Positioning 4.Product 5.Promotion 6.Price 7.Place – Distribution 8.People 9.Process GeoInformation and ICT in Market Research – Marketing Notes
  32. 32. E- MARKETING GeoInformation and ICT in Market Research – Marketing Notes
  33. 33. E - MARKETING eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. GeoInformation and ICT in Market Research – Marketing Notes
  34. 34. E - MARKETING Public Relation Sales promotion. Brochureware. Direct selling. Customer relationship marketing. Market research. Managing supplier relationships. GeoInformation and ICT in Market Research – Marketing Notes
  35. 35. E - MARKETING GeoInformation and ICT in Market Research – Marketing Notes
  36. 36. E - MARKETING GeoInformation and ICT in Market Research – Marketing Notes
  37. 37. ADVANTAGES OF E - MARKETING Selling goods and services online. Additional customer service. Saving overhead costs. Exciting and sizzling means of visual impact. Every hit could gain a potential customer. Print and mailing costs are lower. Reduction in order processing and handling costs. GeoInformation and ICT in Market Research – Marketing Notes
  38. 38. ADVANTAGES OF E - MARKETING Enhanced after sales service. Distribution of digital products via the web. Get closer to the customer. GeoInformation and ICT in Market Research – Marketing Notes
  39. 39. SACCESSFUL E - MARKET STORY Mark Zuckerberg GeoInformation and ICT in Market Research – Marketing Notes
  40. 40. For Millions of Years, In Millions of Homes I am Breathin In A Man Loved A Woman, A Child it was Born I am Breathin Out It Learned How to Hurt and It Learned How to Cry So Slip Inside this Funky House Dishes in the Sink Like Humans Do The TV s in Repair I am Breathin In Don’ Don’t Look at The Floor I am Breathin Out Don’ Don’t Go Up the Stairs So Slip Inside this Funky House I am Achin Dishes in the Sink I am Shakin The TV s in Repair I am Breakin Like Humans Do Don’ Don’t Look at The Floor I am Breathin In Don’ Don’t Go Up the Stairs I am Achin I am Shakin I am Breathin Out So Slip Inside this Funky House Wiggle While You Work I am Breakin Anybody Can Like Humans Do The Rain is Pourin in on a Woman & Man I Work & I Sleep I Dance & I am Dead I am Eating, I am Laughin & I am Lovin my Self We are Eating off Plates & We Kiss with our Tongue Like Humans Do GeoInformation and ICT in Market Research – Marketing Notes I am Achin I am Shakin I am Breakin Like Humans Do I am Breathin In I am Breathin Out

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