The document discusses key concepts in marketing management. It defines marketing as encompassing the entire business seen from the customer's point of view. Marketing is a management process that identifies and fulfills customer needs profitably by offering goods and services. The document also discusses different business and marketing orientations like production, product, and marketing. It outlines primary and secondary research methods used to understand customers as well as frameworks for analyzing a company's marketing environment and segmenting customers.

1. MARKETING MANAGEMENT
Revision Session

2. WHAT IS MARKETING?
Marketing is not only much broader than selling,
it is not a specialized activity at all It
encompasses the entire business. It is the whole
business seen from the point of view of the final
result, that is, from the customer's point of view.
Concern and responsibility for marketing must
therefore permeate all areas of the enterprise.
(Drucker)

3. MARKETING…
 …is a management process
 …is about giving customers what they want
 …identifies and anticipates customer requirements
 …fulfils customer requirements profitably (but not
always!)
 …offers and exchanges ideas, goods and services

4. BUSINESS ORIENTATIONS
 What are the different business orientations?
 Explain using examples...

5. MARKETING MANAGEMENT PHILOSOPHIES
•Consumers favour products that are
Production Orientation available and highly affordable.
•Improve production and distribution.
Product Orientation Consumers favour products that offer
the most quality, performance, and
innovative features.
Sales Orientation •Consumers will buy products only if
the company promotes/ sells these
products.
Marketing Orientation Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
Societal Marketing Concept
5
•Focuses on needs/ wants of target
markets & delivering superior value.

6. Cash
Slake thirst
Individual PepsiCo
Insurance premiums
Medical treatment
Patient Private
hospital
Fees
Education
Student University
Time
Sense of community service
Volunteer Non-profit youth group
Vote
Sense of economic/social progress
Voter Political party
Taxes
A good read
Reader Public library

7. IMPORTANCE OF RESEARCH
7

8. STAGE 4: RESEARCHING CUSTOMERS
METHODOLOGIES
Internal
Sources
Secondary
External
Research Sources
Process
Range of
Primary
Methods
8
8

9. PRIMARY RESEARCH METHODOLOGIES
Qualitative Quantitative Observation
Info on Attitudes Info on Numbers Categories:
In-depth Interviews Questionnaires Secretive (CCTV)
Focus Groups Participatory
Mystery Shoppers

10. STAGES OF BUYING DECISIONS
10

11. THE ORGANISATION’S MARKETING
ENVIRONMENT
MACRO
The economy
Cultural Demography
forces Suppliers MICRO
Distributors
The & dealers
public The
Social organisation
factors
INTERNAL Customers
Competitors
Legal
Political structures
structures
Technology
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What tools can you use to analuyse these environments?

12. STP
 Segmentation – dividing the market into distinctive
groups
 Targeting – selecting a segment to target
 Positioning – developing a marketing strategy
which positions the product in relation to rivals in
order to appeal to target segments

13. SEGMENTATION
 The segment must be:
 Relatively homogeneous group
 Distinctive and identifiable
 Accessible
 Actionable
 Measureable
 Sufficiently large to be profitable

14. Segmenting consumer Benefits sought
markets Purchase behaviour
Behavioural Purchase behaviour
Usage
Perceptions & beliefs
Consumer
segmentation Lifestyle
Psychographic
Personality
Demographic
Profile Socio-economic
Geographic

15. Consumer segmentation methods
Variable Examples
Behavioural
Benefits sought Convenience, status/image, performance
Purchase occasion Emergency purchase, gift purchase, regular purchase
Purchase behaviour Innovators, solus buyers (usually brand loyal), brand switchers
Usage Heavy / light / or non users of a product / service
Perceptions, beliefs Views of women towards beauty market
Psychographic
Lifestyle Trendsetters, conservatives, sophisticates
Personality Extrovert consumers vs. introverts
Profile
Age Under 12s, 12-18, 65+, teenagers, 30 somethings
Gender Female, male
Life cycle Young single, young couples, young parents, empty nesters, retired
Social class Upper / professional, middle, skilled working, unskilled, unemployed
Final education age 16, 18 or 21 years
Income Income breakdown according to segmentation objectives
Geographic North vs. south, urban vs. rural, region or country

16. EXAMPLE QUESTIONS
 “Customers are at the centre of everything the
company does, with marketing acting as the
mediating function between customers and other
functions.” Critically examine this statement and
support your answer with examples from your own
working environment and also more generally.

17. SOLUTION
 Introduction
 Definition of marketing
 Role of marketing management
 Demonstrate how all parts / functions of the
organisation are linked to and work together within
this marketing orientation to
understand, create, communicate and deliver
customer value and satisfaction.
 Application – use examples of companies to
answer the questions.

18. EXAMPLE QUESTION
 “Branding means more than just the labelling of
products to distinguish one from another.
Successful branding has other aspects that make it
one of the most powerful tools of modern
marketing.” Critically examine this statement, using
examples to support your answer.

19. TYPICAL ANSWER
 Requires you to consider the role and value of branding
in today’s competitive markets.
 Start by defining what a ‘brand’ is, considering the core
and augmented product, then to discuss the importance
of branding for organisations.
 What about the value of brand positioning and brand
equity, importance of brand names, and creation of
brand awareness – using relevant examples to illustrate
points.
 Better answers will also evaluate in the context of global
markets, again using relevant examples.

20. EXAMPLE QUESTION
 You work as Head of Marketing Research for a
manufacturer of laundry detergent who distributes
its brand internationally. Critically examine how
marketing research can help this company to make
effective business decisions.

21. TYPICAL ANSWER
 The question requires you to answer within the specific
context of the laundry detergent market.
 You would be expected to define what marketing
research is and discuss the role / value of such activity
for this organisation, in terms of helping the company
make effective marketing decisions in highly competitive
markets – considering issues such as:
language, culture, consumption behaviour / patterns,
 You should also refer to the need for
relevant, accurate, reliable, valid and current
information; the use of primary and secondary data;
issues / complexities of conducting consumer and
competitor research; etc.

22. USEFUL RESOURCES
 http://www.marketingweek.co.uk/
 http://www.cim.co.uk/home.aspx
 http://www.marketingmagazine.co.uk/
 http://www.economist.com/
 http://www.asa.org.uk/

23. EXAM TECHNIQUE
 Don’t be tired
 Natural to feel nervous
 Get there early
 Come equipped
 Bring water
 Read the question!
 Don’t forget to apply to example organisations
 Plan your answer
 Plan time in relation to mark allocation
 Write neatly
 Don’t get stuck...move on!

24. Good luck!