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  • 07/03/12
  • 07/03/12 Drucker, Yogi Berra, A Chinese Proverb, William Davidow, David Packard
  • 2

    1. 1. Marketing management is a business discipline which is focused on the practical application of marketingtechniques and the management of a firms marketing resources and activities
    2. 2. What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories? All of the above, plus much more! 3
    3. 3. Simple Marketing System Communication Goods/services Industry Market(a collection (a collection of sellers) of Buyers) Money Information 4
    4. 4. Marketing = ? Marketing is the sum of all activities that take you to a sales outlet. After that sales takes over. Marketing is all about creating a pull, sales is all about push. Marketing is all about managing the four P’s –  product  price  place  promotion 5
    5. 5. The 4 Ps & 4Cs Marketing Convenience Mix Place ProductCustomer Solution Price Promotion Customer Communication Cost 6
    6. 6. Difference Between - Sales & Marketing ?Sales trying to get the customer to want what the company producesMarketing trying to get the company produce what the customer wants 7
    7. 7. Scope – What do we market  Goods  Services  Events  Experiences  Personalities  Place  Organizations  Properties  Information  Ideas and concepts 8
    8. 8. Core Concepts of MarketingNeeds, wants Utility, Value & Products demands Satisfaction Marketing & Xchange, Transaction Markets Marketers Relationships 9
    9. 9. The Marketing Process Business Mission Statemen t Objective s Situation or SWOT Analysis Marketing Strategy Target Market Strategy Marketing Mix Product Place/Distribution Promotion Price Implementation Evaluation, Control 10
    10. 10. External Marketing EnvironmentExternal Environment Social Ever-Changing is not controllable Change Marketplace Demographics Economic Product Physical / Natural ConditionsDistributionPromotion Price Competition Target Market Political & Legal Factors Technology Environmental Scanning 11
    11. 11. The “8Ps” of Integrated ServiceManagement vs. the Traditional “4Ps” ► Product elements ► Place, cyberspace, and time ► Process ► Productivity and quality ► People ► Promotion and education ► Physical evidence ► Price and other user outlays 12
    12. 12. Great Words on Marketing• “The purpose of a company is ‘to create a customer…The only profit center is the customer.’”• “A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.”• “The aim of marketing is to make selling unnecessary.”• “While great devices are invented in the Laboratory, great products are invented in the Marketing department.”• “Marketing is too important to be left to the marketing department.” 13

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