The document provides an overview of key topics from Chapters 1 and 2 of Kottler's marketing management textbook, including the 4 P's of marketing, target markets, marketing concepts, and developing marketing strategies and plans. Specifically, it discusses developing strategic marketing plans, performing SWOT analyses to evaluate strengths, weaknesses, opportunities and threats, and how to measure the performance of marketing plans using various metrics like sales analysis, market share analysis, and financial analysis.

1. BMGT Week 2: September 3 2013
Kottler
Chapter2 1: Marketing Management
Chapter 2: Connecting with Customers
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2. BGMT 411: Chapter 1
• What is Marketing:
• Identifying human and social
needs
• Identifying needs profitably
• 4 P’s Of Marketing
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3. BGMT 411: Chapter 1
• 4 P’s of Marketing:
• Price
• Product
• Place
• Promotion
• People
• Partnerships
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4. BGMT411: Chapter 1
• Marketing Management: The art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value
• What is value?
• Price?
• Convenience
• Luxury
• Status
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5. Goods P&G Pamper’s Diapers
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6. Services Kindercare Daycare Centers
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7. Events 2013 Chesney
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8. Experiences Skydiving Experiences
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9. Apple Product Experience
http://www.youtube.com/watch?
v=Zr1s_B0zqX0
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10. • Other things that are marketed
widely:
• People
• Places
• Properties
• Organizations
• Information
• Ideas
BGMT 411: Chapter 1
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11. • Can you think of companies that:
• Market more than one thing on the list?
• Used to market something, then added additional things to market?
• Became well known for a new marketing entity in addition to the one that got
them started?
BGMT 411: Chapter 1
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12. Disney Experiences, Events, People,
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13. IBM Became Known for PC’s, Does
not Make them Anymore
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14. Apple Genius Bar and Experiences
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15. Needs, Wants,
Demands
Stated Needs: The customer wants an SUV
Real Needs: The customer does not want to pay over
25K
Unstated Needs: The customer would like to get good
gas mileage
Delight Needs: Innovative system like SYNC for
navigating and linking up iPhone
Secret Needs: The customer wants to be viewed as a
trend setter
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16. Needs, Wants,
Demands
Stated Needs: The customer wants an SUV
Real Needs: Looking for a luxury SUV that reflect’s
executive status
Unstated Needs: The customer would like hassle free
service at regular intervals
Delight Needs: Free oil changes for 5 years, Hassle
Free ownership
Secret Needs: The customer wants to be viewed as
successful among friends and family
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17. BGMT411: Chapter 1
• Target Market: The market that presents the greatest opportunity to a marketer
• Demographics
• Psychographics
• Behaviors
• Segmentation: Distinct groups of buyers who might prefer product and service mixes.
Segmentation and target markets are very similar
• Often time marketers will try to segment their best customers, and identify key trends
to find more like them
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18. BGMT411: Chapter 1
• Value Proposition: A set of benefits that satisfy needs of potential customers, often
made real by an offering
• Brand Image: The association in people’s minds hen they think of your product and
service
• Companies spend millions of dollars building brands over time, trying to build long
term relationships with customers and prospects
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19. http://brandirectory.com/
league_tables/table/
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20. • Marketing Channels:
• Communication Channels: Mass Media, Targeted Media, Interactive, and
Social Media
• Distribution Channels: How to get the finished products or goods to the end
consumer, retailers, web sites, etc
• Service Channels: How to get the service into the customers hands vs a
product (Ex. Bank)
BGMT 411: Chapter 1
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21. Channel Disruption: Dollar
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22. • Marketing Concepts:
• Production Concept: Products are widely available and inexpensive
(Produce as much as you can at the lowest cost)
• Product Concept: Customers prefer products that offer the most quality or
innovation
• Selling Concept: Aggressive marketing using communication channels and
distribution channels to influence buys
BGMT 411: Chapter 1
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23. • Marketing Vs. Selling:
• Selling: Preoccupied with the sellers need to convert their product to cash
• Marketing: Focuses on the needs of the buyer, satisfying a customers needs
not only by the product, but the entire experience around it
BGMT 411: Chapter 1
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24. Holistic Marketing Concept: development, design, and implementation of marketing
programs, processes, activities (Everything matters). Added 4 Additional P’s: People,
Processes, Programs, and Performance.
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25. • Performance Marketing:
• Financial Accountability: All spends are justified, with a clear ROI metric to
measure the campaign
• Social Accountability: Ethical, environmental, legal, and social aspects that
help build a brand - often associated with the needs and wants of the target
market
BGMT 411: Chapter 1
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26. • The Role of a Marketing Manager:
1.Develop Marketing Strategies and Plans
2.Capture Marketing Insights
3.Connect with Customers
4.Build Strong Brands
5.Shape the Product Offerings
6.Deliver Value
7.Communicate Value
BGMT 411: Chapter 1
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27. BMGT 411: Kottler Chapter 2
Developing Marketing Strategies and Plans
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28. BMGT 411: Chapter 2
✤ Characteristics of a Great Marketing Company:
✤ Selects superior target markets in which it enjoys advantages
✤ All employees are customer focused
✤ Good working relationship across departments
✤ Incentives designed to lead to the right behaviors (Long Term Loyalty)
✤ Continuously build and tracks customer loyalty
✤ Skilled at building brand name and image
✤ Flexible in meeting customer demands
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29. Examples of Great
Marketing Companies
✤ Starbucks
✤ Customer focused
✤ Strong loyalty
✤ Brand name and image
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30. 30

31. BGMT 411: Chapter 2
✤ Creating Customer Value
✤ Value Exploration: How a company identifies new value opportunities
✤ Ex. Netflix Streaming Video
✤ Value Creation: How a company efficiently creates more promising new value
offering
✤ Ford Sync System
✤ Value Delivery: How a company uses it’s capabilities and infrastructure to
deliver new offerings more efficiently
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32. 32

33. BGMT 411: Chapter 2
✤ Marketing Plan: The central instrument for directing and coordinating the
marketing effort, operating at both strategic and tactical levels
✤ Strategic Marketing Plan: Often developed during annual plan, includes
research, position, and strategies for growth - PowerPoint
✤ Tactical Marketing Plan: Outlines specific marketing tactics and timing
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34. Tactical Marketing Plan
Example
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35. BMGT 411: Chapter 2
✤ Contents of a Strategic Marketing Plan (Note for Project)
✤ Executive Summary
✤ Situational Analysis - Including SWOT, Sales Trends, Internal Data, what is
going on today
✤ Marketing Strategy - Mission, Marketing Objective, Financial Objectives
✤ Financial Projections
✤ Tactical Plan Overview
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36. Strategic Business
Units
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37. BMGT 411: Chapter 2
✤ Marketing Plan Development: Large Organizations
✤ Begins at the Company Level - Profit drivers identified and Focus Strategic
Business Units Identified
✤ Marketing Plans Allocated by SBU
✤ SBU Distributes Funds by Brand
✤ Each Brand Develops Marketing Plans to Meet Brand, SBU, and Company
Goals
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38. Assessing Growth
Opportunitie$
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39. BMGT 411: Chapter 2
✤ SWOT Analysis: The overall evaluation of a companies strength’s, weaknesses,
opportunities, and threats
✤ Internal
✤ Strengths: What is your key strength’s? What should you focus on?
✤ Weaknesses: What are some area’s that could improve? Could you make
customers believe these are strengths?
✤ External
✤ Opportunities: Changes in the economy, population growth, competitor
closing
✤ Threats: Changes in the environment that may risk your products growth
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40. BMGT 411: Chapter 2
✤ Michael Korrs
✤ Whole Foods
✤ Apple
✤ Ford
✤ Target
✤ Chipotle
✤ Coors Light
✤ Point Park University
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41. BMGT 411: Chapter 2
✤ How to measure marketing plan performance:
1. Sales Analysis: STS Sales, YOY Sales, YTD Sales
2. Market Share Analysis: Increases in share vs key competition based on
Nielsen data or other 3rd party data
3. Marketing Expense to Sales Analysis: Often used in declining brands to
maintain sales with a lower marketing expense
4. Financial Analysis: Profit Margin, ROMI or Return on Marketing
Investment
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42. BMGT 411: Chapter
2
What do you think will be the key
metrics for the Wigle Whiskey
Marketing Plan?
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43. BMGT 411: Week 3 Prep
• Written Assignment #2: Develop a SWOT Analysis for Wigle Wiskey and
Present it to the class. Leverage Wood Chapter 2
• Post Answers to Blog
• Kottler: Read
• Chapters 3 - Collecting Information and Forecasting Demand
• Chapter 4 - Creating Long Term Loyal Relationships
• Wood: Read Chapter 2 - Analyzing the Current Situation
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