Your SlideShare is downloading. ×
Marketing for the 21st Century
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Marketing for the 21st Century

945
views

Published on

Marketing Management, 13th edition …

Marketing Management, 13th edition
Defining Marketing for the 21st Century
Marketing Quality Circle

Published in: Business, News & Politics

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
945
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
33
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1 Marketing Management, 13th edition MQC MarketingQuality Circle
  • 2.  Why is marketing important?  What is the scope of marketing?  What are some fundamental marketing concepts?  How has marketing management changed?  What are the tasks necessary for successful marketing management?
  • 3. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
  • 4. •Production management •Brand management •Customer management
  • 5. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
  • 6. •Importance of Marketing •Scope of Marketing
  • 7.  Goods  Services  Events and experiences  Persons  Places and properties  Organizations  Information  Ideas
  • 8.  Negative  Nonexistent  Latent  Declining  Irregular  Unwholesome  Full  Overfull
  • 9.  Consumer markets  Business markets  Global markets  Nonprofit/Government markets
  • 10.  Production  Product  Selling  Marketing
  • 11. Four Ps  Product  Price  Place  Promotion Four Cs  Customer solution  Customer cost  Convenience  Communication
  • 12.  Needs, wants, and demands  Target markets, positioning, segmentation  Offerings and brands  Value and satisfaction  Marketing channels  Supply chain  Competition  Marketing environment  Marketing planning
  • 13.  Strengthening the brands  Measuring marketing effectiveness  Driving new product development based on customer needs  Gathering meaningful customer insights  Utilizing new marketing technology
  • 14.  Make the mission and responsibilities clear  Fit the role to the marketing culture and structure  Ensure the CMO is compatible with the CEO  Remember that show people don’t succeed  Match the personality with the CMO type  Make line managers marketing heroes  Infiltrate the line organization  Require right-brain and left-brain skills
  • 15.  A substantial increase in buying power  A greater variety of available goods and services  A great amount of information about practically anything  Greater ease in interacting and placing and receiving orders  An ability to compare notes on products and services  An amplified voice to influence public opinion
  • 16. Dual Goal of marketing Adam SmithCore concepts of marketing Scientific Management Importance of marketing General Administrative TheoryScope of marketing Customer Dissatisfactio n Customer Delight Production Unwholeso me Declining Hawthorne Studies Full Organizational BehaviorOverfull Holistic Selling Marketing What is marketing? Why marketing? What is Marketed Customer satisfaction Quality Management Customer Satisfaction Demand States Company Orientations MARKETING IN 21st Century Goods Services Persons Organization Information IdeasPlaces, Pr operties LatentNegative Organizational BehaviorIrregular Organizational BehaviorNonexistent Product Marketing Mix Marketing ManagementTasks Product Promotion Price Place •Develop marketing strategies and plans •Capture marketing insights •Connect with customers •Build strong brands •Shape market offerings •Deliver value •Communicate value •Create long-term growth Market changes I Information technology Convergence CompetitionPrivatizationDeregulationGlobalizatio n Consumer resistance