Marketing 5 minutes...maybe more


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What to say about marketing in 5 minutes? I tried

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Marketing 5 minutes...maybe more

  1. 1. Cesar Malacon 2011 MARKETING • THE 5 MINUTES LECTURE... At MDIS Tashkent 1
  2. 2. Cesar Malacon 2011 The Agenda: 2 Minute ‘1: What Is Marketing – Discussion (supposed) The traditional approach Minute ‘3: Where on the organisation does Marketing live? What Is Marketing’s objective? Minute ‘4: How to get there? The empathy map Perceptual Map Minute ‘5: Do Like Hublot watches
  3. 3. Cesar Malacon 2011 3 What is Marketing? Your thoughts:
  4. 4. Cesar Malacon 2011 What is Marketing? 4 The traditional approach: According to Philippe Kottler “Satisfying needs and wants through an exchange process” “The management process responsible for identifying , anticipating and satisfying customer requirements profitably” According The Chartered Institute of Marketing “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. According to the American Marketing Association, 2007
  5. 5. Cesar Malacon 2011 5 What is Marketing? The traditional approach: Common elements: Customer –needs and wants- Common parties: Market – Customers – Product / service - Companies
  6. 6. Cesar Malacon 2011 6 What is Marketing? So it is about: Consumers What they want - need Company What you say you Have for them How you will deliver All in the middle to fill the gap
  7. 7. Cesar Malacon 2011 7 Where on the organisation does Marketing live? Strategy Marketing Operations
  8. 8. Cesar Malacon 2011 8 What is Marketing objective Marketing objective is Selling Awareness Prestige Volume Penetration Maximize returns to shareholders by developing relationships with valued costumers and creating competitive advantage in the long term. –Peter Doyle, 2002- Strong companies (brands) operate by building layers of value that make them less vulnerable to competition
  9. 9. Cesar Malacon 2011 9 How to get there Lets have a wider view of it:
  10. 10. Cesar Malacon 2011 10 How to get there This includes the Marketing Mix The famous 4 P’s Product Promotion Place Price Plus People Physical evidence Process The famous Seven P’s
  11. 11. Cesar Malacon 2011 Considering 11 Brand Personality Brand Experience Satisfaction Loyalty Sensory Affective Intellectual Behavioural Brakus et al 2009 How to get there
  12. 12. Cesar Malacon 2011 12 In a simple view: How to get there
  13. 13. Cesar Malacon 2011 13 Do Like Hublot watches Hublot Big bang series; USD $30,000
  14. 14. Cesar Malacon 2011 14 Jean’Claude Biver: In english you say Big bang, in french you say Big bang, in chinesse you say Big bang, there are few magic words that make communication easier! FIND YOUR IDENTITY brand identity of explosion, energy and power Do Like Hublot watches Diego Maradona Hublot – Ferrari Partnership
  15. 15. Cesar Malacon 2011 15 Conclusion Marketing: Offers the right product, To the right “targeted” customers At a right price for them Considering the Value the get from it At a cost that makes your company profitable Social Emotional Functional
  16. 16. Cesar Malacon 2011 16 Customer Value The Central Principles of Market Analysis & Marketing Management To be continued Conclusion