This document summarizes the key aspects of marketing management presented in an internship lecture. It discusses the following main points in 3 sentences or less:
The document defines marketing management as choosing target markets and attracting/retaining customers through superior value. It outlines 7 stages of marketing management: developing strategies and plans, assessing opportunities, choosing and designing value, delivering value, communicating value, sustaining growth, and building an effective marketing organization. Examples are provided of how companies like Samsung innovate to build strong brands through clear promises and continuous improvements.
2. SAMEER MATHURMarketing Professor,IIM Lucknow
Ph.D.(Carnegie Mellon University)
MS (University of Illionois at Urbana Champaign)
B Tech (IIT Roorkee)
13. It is the art and science of choosing target
markets and getting, keeping, and growing
customers through creating, delivering and
communicating superior customer value.
14. In today’s world,
Competition has grown rapidly.
Hence making it difficult for the
marketers to a build a strong brand.
18. Historically, market research
was product – rather than
customer centric.
Marketers asked about
attitudes and behaviors
relevant to their brands.
19. More recently, we have seen
the rise of ethnographic
research to help them
understand how both a brand
and its wider product category
fit into people’s lives
20. What take this a step
further by providing
powerful new ways to
explore consumer’s lives
and opinions is..
23. It helps them to gain
valuable customer opinions
and needs and wants
through social media
networks such as facebook,
twitter, blogs and
discussion forums.
25. 1. They offer and communicate a clear,
relevant customer promise.
2. They build trust by delivering on that
promise.
3.They drive the market by continually
improving the promise.
4. They seek further advantage by
Innovating beyond the familiar.
44. Marketers should build a
scanning mechanism to spot
profitable market opportunities
by closely monitoring its
marketing environment so it
can continually assess market
potential and forecast demand.
45. Marketers should research their competitors
through Internet
1.Independent customer goods and
service review forums
2.Customer Complaint site
3.Public blogs
4.Combo sites offering customer review
and expert opinions
46. Create best value for its chosen target
market and develop strong, profitable
and long-term relationship with
customers.
52. At the heart of the marketing program is
the
the firm’s tangible offering to the
market, which includes the product
quality, design, features and packaging.