What is Marketing
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Marketing involves understanding customer needs and wants, developing products and services to meet those needs, and ensuring the right products reach customers through effective distribution channels. It is a business-wide function aimed at facilitating exchanges to help companies achieve their goals of meeting or exceeding customer expectations better than competitors. While definitions of marketing emphasize different aspects, they commonly define it as a process of identifying, anticipating, and delivering customer value efficiently and profitably.
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The candidate is applying for a sales manager position and believes their 13 years of experience in real estate management, including buying, selling, and resale, provides relevant skills. They highlight abilities like relationship building, marketing, and team leadership. The candidate is seeking an opportunity to discuss how they can further the company's goals.
Skilles required for sales manager
A successful seller requires strong communication, listening, conflict management, negotiation, and problem solving skills. They must be able to intelligently express themselves to customers, listen actively to understand customer needs, manage conflicts between sales goals and customer interests, negotiate mutually agreeable solutions through defined objectives and options, and solve customer problems in a consultative role. These skills are important for effective selling, especially in business-to-business contexts involving complex sales.
Solution Selling
Solution Selling is a client-focused sales process that helps salespeople identify a buyer's business problem and lead the buyer to conclude that the salesperson's solution will solve that problem. It involves direct contact with prospective buyers and uses tools and techniques to align selling activities with the buyer's purchasing process. Using Solution Selling can increase win rates and revenues by improving opportunity qualification and targeting, having more consultative dialogues, and demonstrating value. It can also reduce costs by shortening sales cycles and improving forecasting accuracy. The process benefits salespeople, marketing professionals, sales support specialists, and sales managers.
VVV Marketing&Development Consulting Services
VVV Marketing & Development provides strategic planning and marketing consulting services to help companies meet challenges through understanding market factors. They offer research through formal processes like surveys, focus groups, and data analysis to understand customer needs and identify opportunities. VVV then helps develop specific action plans focused on advantages like relationships, pricing, and staffing to deploy products and services. Their goal is to build consensus on sound strategic plans and tactics through proven processes.
Marketing and start ups
1) Marketing is important for startups, but the approach needs to be calibrated to the business maturity. It should focus on building a brand and generating qualified sales leads.
2) When starting marketing, a startup needs to have clarity on the problem they solve and be able to supply their product/service in sufficient volume. They also need to understand their unique value proposition and competitive advantages.
3) Marketing should be treated as a process that is integrated with the overall business plan, with defined strategies, campaigns, customer data collection, and selection of appropriate marketing interventions.
Business development explained
Business development is often mistakenly viewed as interchangeable with sales, but it is actually a marketing function. While business development professionals use some sales skills, the goals of business development - like brand placement, market expansion, and new user acquisition - are shared with marketing. The key difference is that business development aims to achieve these goals through partners in a scalable way, rather than direct sales to end customers. This allows companies to leverage existing partner sales teams and communities to reach new audiences, keeping their own business development teams small.
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The document discusses concepts related to customer relationship management (CRM) and retention marketing. It outlines the shift from transactional marketing focused on new customer acquisition to relationship management focused on retaining customers through high quality service, frequent contact, and understanding customer data. CRM involves collecting customer information throughout interactions and using it to enhance the customer experience and foster long-term relationships. The goal is to build relationships, retain customers, earn referrals, and facilitate recovery when problems occur.
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The candidate is applying for a sales manager position and believes their 13 years of experience in real estate management, including buying, selling, and resale, provides relevant skills. They highlight abilities like relationship building, marketing, and team leadership. The candidate is seeking an opportunity to discuss how they can further the company's goals.
Skilles required for sales manager
A successful seller requires strong communication, listening, conflict management, negotiation, and problem solving skills. They must be able to intelligently express themselves to customers, listen actively to understand customer needs, manage conflicts between sales goals and customer interests, negotiate mutually agreeable solutions through defined objectives and options, and solve customer problems in a consultative role. These skills are important for effective selling, especially in business-to-business contexts involving complex sales.
Solution Selling
Solution Selling is a client-focused sales process that helps salespeople identify a buyer's business problem and lead the buyer to conclude that the salesperson's solution will solve that problem. It involves direct contact with prospective buyers and uses tools and techniques to align selling activities with the buyer's purchasing process. Using Solution Selling can increase win rates and revenues by improving opportunity qualification and targeting, having more consultative dialogues, and demonstrating value. It can also reduce costs by shortening sales cycles and improving forecasting accuracy. The process benefits salespeople, marketing professionals, sales support specialists, and sales managers.
VVV Marketing&Development Consulting Services
VVV Marketing & Development provides strategic planning and marketing consulting services to help companies meet challenges through understanding market factors. They offer research through formal processes like surveys, focus groups, and data analysis to understand customer needs and identify opportunities. VVV then helps develop specific action plans focused on advantages like relationships, pricing, and staffing to deploy products and services. Their goal is to build consensus on sound strategic plans and tactics through proven processes.
Marketing and start ups
1) Marketing is important for startups, but the approach needs to be calibrated to the business maturity. It should focus on building a brand and generating qualified sales leads.
2) When starting marketing, a startup needs to have clarity on the problem they solve and be able to supply their product/service in sufficient volume. They also need to understand their unique value proposition and competitive advantages.
3) Marketing should be treated as a process that is integrated with the overall business plan, with defined strategies, campaigns, customer data collection, and selection of appropriate marketing interventions.
Business development explained
Business development is often mistakenly viewed as interchangeable with sales, but it is actually a marketing function. While business development professionals use some sales skills, the goals of business development - like brand placement, market expansion, and new user acquisition - are shared with marketing. The key difference is that business development aims to achieve these goals through partners in a scalable way, rather than direct sales to end customers. This allows companies to leverage existing partner sales teams and communities to reach new audiences, keeping their own business development teams small.
Smu mba sem 4 retail summer 2015 assignments
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The document discusses concepts related to customer relationship management (CRM) and retention marketing. It outlines the shift from transactional marketing focused on new customer acquisition to relationship management focused on retaining customers through high quality service, frequent contact, and understanding customer data. CRM involves collecting customer information throughout interactions and using it to enhance the customer experience and foster long-term relationships. The goal is to build relationships, retain customers, earn referrals, and facilitate recovery when problems occur.
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Marketing involves identifying customer needs and satisfying them profitably. It is the process of anticipating customer requirements and delivering benefits that enhance customer value. The goal is to match organizational capabilities with customer needs better than competitors. Marketing is a management process and philosophy that places customer needs at the center of all business activities.
Marketing definitions
This document provides a review and analysis of different marketing definitions from 1925 to the 1970s. It examines key marketing concepts like needs, products/services, value, exchange, and markets. The document categorizes marketing definitions as social vs managerial and traces the evolution of definitions from a production focus to a customer focus. It analyzes definitions from scholars like Clark, Levitt, AMA, Rodger, and Bartles based on concepts like the 4Ps, segmentation/targeting/positioning (STP), and satisfying customer needs. The document aims to provide insights on how marketing definitions have developed over time.
Award Winning Go Booklet
This document provides New York Life insurance agents with guidance on developing an effective marketing plan. It discusses the importance of marketing and having a marketing plan. It then outlines the key elements of an effective marketing plan, including vision, goals, objectives, strategies, and tactics. Finally, it introduces several tools and resources available to agents to help implement their marketing plans, such as warm sources, relationship marketing, referrals, centers of influence, and personal observation. The overall message is that a well-executed marketing plan is critical for agent success and the company provides various programs to help agents develop and implement such a plan.
ABM-001-PPT1.pptx
The document discusses several key points about marketing principles and strategies:
1) Marketing involves creating and communicating value to customers to satisfy their needs through exchange and building long-term relationships.
2) Marketing is defined as a process for creating, communicating, and delivering value to customers and managing customer relationships to benefit the organization.
3) The goal of marketing is to determine customer needs and wants and deliver satisfaction more effectively than competitors.
Sales & marketing planning resource
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Pmt l1 - what is marketing - nature and scope
Marketing involves identifying and satisfying customer needs through the exchange of products and value. It is a social process that helps individuals and groups obtain what they need. Effective marketing is customer-oriented and focuses on current and future customer requirements profitably. The marketing concept makes customer satisfaction the focus of all business activities and requires the organization to have a customer-oriented philosophy.
Marketing management part i
The document provides an overview of marketing management and key concepts. It discusses marketing as both a philosophy and set of techniques. The marketing concept and orientation are explained, focusing on understanding customer needs. Key marketing concepts of customers, needs, value, and exchange are defined. The marketing mix and its elements of product, price, place, and promotion are introduced. The marketing management process and factors in the marketing environment are also mentioned.
Development
The document provides 5 tips for business development during an economic recovery, advising recruiters to differentiate themselves from competitors, identify their target market and create an outreach plan, and expand existing relationships by directly asking clients how their needs can be better met as hiring picks up. Recruiters are told this is a time to implement bold marketing initiatives to build business and gain market share against other recruiting firms also looking to take advantage of improved economic conditions.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
Marketing and start ups
1) Marketing is important for startups, but the approach needs to be calibrated to the business maturity. It should focus on building a brand and generating qualified sales leads.
2) When starting marketing, a startup needs to have clarity on the problem they solve and be able to supply their product/service in sufficient volume. They also need to understand their unique value proposition and competitive advantages.
3) Marketing should be treated as a process that is integrated with the overall business plan, with defined strategies, campaigns, customer data collection, and selection of appropriate marketing interventions.
Marketing
This document provides an overview of key marketing concepts including definitions of marketing, the three levels of marketing (philosophy, strategy, operations), the marketing mix, segmentation, targeting, positioning, branding, and marketing communications. It defines marketing as a process of identifying customer needs and wants and fulfilling them profitably. Segmentation involves dividing the market into distinct groups with common traits. Targeting selects the most attractive segments and positioning determines how the product will be perceived relative to competitors in the target segment's mind. The marketing mix or 4Ps (product, price, place, promotion) are the tactical elements used to satisfy the target market.
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Poor organisation design accounts for 50% of strategy failures. There are seven key questions to evaluate an organisation's design: 1) Do market segments reflect customer needs? 2) Do value propositions deliver outcomes for each segment? 3) Is there clear ownership of each customer segment? 4) Is there accountability for each value proposition? 5) Have you defined how the organisation is structured around customers or value propositions? 6) Should you try to create one culture or allow different cultures for different segments? 7) Is the organisation design changing as quickly as the market? Regularly reviewing these questions can help ensure the organisation is optimally configured to implement its strategy.
Mba ch-1
Marketing involves understanding customer needs and satisfying them profitably. Companies that invest in truly understanding customers through market research and prioritize customer satisfaction over profits implement the marketing concept. They view all employees as marketers and strive to communicate internally and externally in a way that builds relationships. In contrast, production-oriented companies focus on manufacturing then aggressively selling what they produce. The 4Ps of marketing - product, price, place, promotion - must be designed together as a marketing mix that positions a company to best meet customer needs within a target market.
Retail marketing mix and planning
This document discusses retail marketing mix and planning. It covers:
1. The key aspects of retail marketing include understanding customer needs and making decisions driven by what customers want and value.
2. The retail marketing mix involves coordinating elements like product, place, price, and promotion. Effective planning is needed to balance these elements.
3. Retail marketing planning involves setting objectives, identifying options, and implementing plans through a logical sequence of activities to achieve goals. Both short and long-term planning are important.
Concepts of sales management
Sales management involves managing a company's sales operations and applying sales techniques to maximize revenue and profit. It coordinates marketing and sales functions to jointly create customer and company value. The sales process involves prospecting, pre-approach research, approaching prospects, presenting/demonstrating products, handling objections, closing the sale, and following up. Sales management also designs sales force structures, recruits and trains salespeople, establishes compensation plans, supervises and motivates the sales team, and evaluates salesforce performance. Coordinating marketing and sales effectively is important for business success.
Marketing mgmt
This document provides an overview of key marketing concepts. It defines marketing as a social process involving the exchange of goods and services to satisfy needs and wants. The core concepts discussed include needs, wants and demand, products and services, customer value, exchange and relationships. It also distinguishes between selling and marketing, and describes the marketing concept orientation which focuses on customer needs rather than production. Key elements of the marketing environment, including internal factors like staff and resources, and micro factors like customers and suppliers, are also summarized.
What's your key account marketing plan
B2B marketing is no longer a matter of delivering support tools and services to the sales organisation. The challenge for marketing is to take more of an independent role in B2B as a positioning driver. The loss of an extremely close, direct connection between sales and marketing also causes a loss in the alignment of sales and marketing investments for driving business. There isn’t necessarily sufficient marketing focus on generating revenue streams, as sales often ignores what will drive future revenue. B2B sales and marketing needs to re-align its objectives and priorities.
Steven geffen digital marketing strategy quirk textbook 5
The document provides an introduction to key concepts for understanding digital marketing strategy. It discusses defining business, marketing, and digital strategies and outlines some important building blocks for developing a strategy, including Porter's Five Forces analysis and the Four Ps framework. The key questions to ask when developing a digital strategy are also examined.
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Marketing involves identifying customer needs and satisfying them profitably. It is the process of anticipating customer requirements and delivering benefits that enhance customer value. The goal is to match organizational capabilities with customer needs better than competitors. Marketing is a management process and philosophy that places customer needs at the center of all business activities.
Marketing definitions
This document provides a review and analysis of different marketing definitions from 1925 to the 1970s. It examines key marketing concepts like needs, products/services, value, exchange, and markets. The document categorizes marketing definitions as social vs managerial and traces the evolution of definitions from a production focus to a customer focus. It analyzes definitions from scholars like Clark, Levitt, AMA, Rodger, and Bartles based on concepts like the 4Ps, segmentation/targeting/positioning (STP), and satisfying customer needs. The document aims to provide insights on how marketing definitions have developed over time.
Award Winning Go Booklet
This document provides New York Life insurance agents with guidance on developing an effective marketing plan. It discusses the importance of marketing and having a marketing plan. It then outlines the key elements of an effective marketing plan, including vision, goals, objectives, strategies, and tactics. Finally, it introduces several tools and resources available to agents to help implement their marketing plans, such as warm sources, relationship marketing, referrals, centers of influence, and personal observation. The overall message is that a well-executed marketing plan is critical for agent success and the company provides various programs to help agents develop and implement such a plan.
ABM-001-PPT1.pptx
The document discusses several key points about marketing principles and strategies:
1) Marketing involves creating and communicating value to customers to satisfy their needs through exchange and building long-term relationships.
2) Marketing is defined as a process for creating, communicating, and delivering value to customers and managing customer relationships to benefit the organization.
3) The goal of marketing is to determine customer needs and wants and deliver satisfaction more effectively than competitors.
Sales & marketing planning resource
The ultimate collection of sales & marketing planning slides & content amassed over a lifetime in business.
Pmt l1 - what is marketing - nature and scope
Marketing involves identifying and satisfying customer needs through the exchange of products and value. It is a social process that helps individuals and groups obtain what they need. Effective marketing is customer-oriented and focuses on current and future customer requirements profitably. The marketing concept makes customer satisfaction the focus of all business activities and requires the organization to have a customer-oriented philosophy.
Marketing management part i
The document provides an overview of marketing management and key concepts. It discusses marketing as both a philosophy and set of techniques. The marketing concept and orientation are explained, focusing on understanding customer needs. Key marketing concepts of customers, needs, value, and exchange are defined. The marketing mix and its elements of product, price, place, and promotion are introduced. The marketing management process and factors in the marketing environment are also mentioned.
Development
The document provides 5 tips for business development during an economic recovery, advising recruiters to differentiate themselves from competitors, identify their target market and create an outreach plan, and expand existing relationships by directly asking clients how their needs can be better met as hiring picks up. Recruiters are told this is a time to implement bold marketing initiatives to build business and gain market share against other recruiting firms also looking to take advantage of improved economic conditions.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing Activities
Thomas Northcut/Digital Vision/Thinkstock
Marketing is too important to be left to the marketing department.
—David Packard
Learning Objectives
After reading this chapter, you should be able to do the following:
• Define marketing and explain how the marketing concept is patient centered in HCOs.
• Discuss the relationship between organizational planning and marketing planning with regard to objectives
and strategies throughout the planning levels.
• Name the three basic marketing strategies that can be used under the product/market approach to market-
ing strategy development, identify two other approaches to marketing strategy development, and list four
factors influencing the strategy selection.
• Discuss how the four strategic elements of the marketing mix become marketing tactics for implementing
the selected marketing strategy.
• Identify two basic types of organizational structures for managing marketing activities.
• Explain how ethical issues in marketing relate to marketing decisions, and provide examples of ethical
issues facing healthcare providers.
Section 7.1What Is Marketing?
Introduction
This chapter provides an overview of marketing, the relationship between marketing plan-
ning and overall organizational planning, basic marketing strategies, and approaches to orga-
nizing marketing activities in an HCO. This chapter also includes a discussion of the ethical
decision-making process in marketing and lays the groundwork for later chapters on the mar-
keting process and its role in HCOs.
7.1 What Is Marketing?
The marketing of HCOs is a relatively recent phenomenon. It was as late as 1977 that the
American Hospital Association held its first convocation on marketing. Much of the early mar-
keting efforts by hospitals were aimed toward the recruitment and retention of physicians.
Many physicians remained skeptical of marketing to patients and believed it was unprofes-
sional. However, as healthcare has become more complex and expensive, HCOs and individual
healthcare providers have seen the need to better communicate to patients the value of their
services (MacStravic, 1994).
Over the last two decades, the discussion of marketing in HCOs has evolved from whether
it was even appropriate for HCOs to use marketing to give the organization a competitive
advantage and “tell its story.” But what is meant by the term marketing?
Various definitions of marketing have evolved over the years, but one that appears to be fairly
complete is as follows: Marketing directs those activities that involve the creation and distribu-
tion of products and services to identified market segments. Several key words in this defini-
tion need further explanation. First, what is meant by the words marketing directs. This is a
managerial perspective rather than a residual perspective, which is concerned only with
what has to be done to get goods and services to customers. A managerial pers.
Marketing and start ups
1) Marketing is important for startups, but the approach needs to be calibrated to the business maturity. It should focus on building a brand and generating qualified sales leads.
2) When starting marketing, a startup needs to have clarity on the problem they solve and be able to supply their product/service in sufficient volume. They also need to understand their unique value proposition and competitive advantages.
3) Marketing should be treated as a process that is integrated with the overall business plan, with defined strategies, campaigns, customer data collection, and selection of appropriate marketing interventions.
Marketing
This document provides an overview of key marketing concepts including definitions of marketing, the three levels of marketing (philosophy, strategy, operations), the marketing mix, segmentation, targeting, positioning, branding, and marketing communications. It defines marketing as a process of identifying customer needs and wants and fulfilling them profitably. Segmentation involves dividing the market into distinct groups with common traits. Targeting selects the most attractive segments and positioning determines how the product will be perceived relative to competitors in the target segment's mind. The marketing mix or 4Ps (product, price, place, promotion) are the tactical elements used to satisfy the target market.
Not getting the results you want your design may be wrong
Poor organisation design accounts for 50% of strategy failures. There are seven key questions to evaluate an organisation's design: 1) Do market segments reflect customer needs? 2) Do value propositions deliver outcomes for each segment? 3) Is there clear ownership of each customer segment? 4) Is there accountability for each value proposition? 5) Have you defined how the organisation is structured around customers or value propositions? 6) Should you try to create one culture or allow different cultures for different segments? 7) Is the organisation design changing as quickly as the market? Regularly reviewing these questions can help ensure the organisation is optimally configured to implement its strategy.
Mba ch-1
Marketing involves understanding customer needs and satisfying them profitably. Companies that invest in truly understanding customers through market research and prioritize customer satisfaction over profits implement the marketing concept. They view all employees as marketers and strive to communicate internally and externally in a way that builds relationships. In contrast, production-oriented companies focus on manufacturing then aggressively selling what they produce. The 4Ps of marketing - product, price, place, promotion - must be designed together as a marketing mix that positions a company to best meet customer needs within a target market.
Retail marketing mix and planning
This document discusses retail marketing mix and planning. It covers:
1. The key aspects of retail marketing include understanding customer needs and making decisions driven by what customers want and value.
2. The retail marketing mix involves coordinating elements like product, place, price, and promotion. Effective planning is needed to balance these elements.
3. Retail marketing planning involves setting objectives, identifying options, and implementing plans through a logical sequence of activities to achieve goals. Both short and long-term planning are important.
Concepts of sales management
Sales management involves managing a company's sales operations and applying sales techniques to maximize revenue and profit. It coordinates marketing and sales functions to jointly create customer and company value. The sales process involves prospecting, pre-approach research, approaching prospects, presenting/demonstrating products, handling objections, closing the sale, and following up. Sales management also designs sales force structures, recruits and trains salespeople, establishes compensation plans, supervises and motivates the sales team, and evaluates salesforce performance. Coordinating marketing and sales effectively is important for business success.
Marketing mgmt
This document provides an overview of key marketing concepts. It defines marketing as a social process involving the exchange of goods and services to satisfy needs and wants. The core concepts discussed include needs, wants and demand, products and services, customer value, exchange and relationships. It also distinguishes between selling and marketing, and describes the marketing concept orientation which focuses on customer needs rather than production. Key elements of the marketing environment, including internal factors like staff and resources, and micro factors like customers and suppliers, are also summarized.
What's your key account marketing plan
B2B marketing is no longer a matter of delivering support tools and services to the sales organisation. The challenge for marketing is to take more of an independent role in B2B as a positioning driver. The loss of an extremely close, direct connection between sales and marketing also causes a loss in the alignment of sales and marketing investments for driving business. There isn’t necessarily sufficient marketing focus on generating revenue streams, as sales often ignores what will drive future revenue. B2B sales and marketing needs to re-align its objectives and priorities.
Steven geffen digital marketing strategy quirk textbook 5
The document provides an introduction to key concepts for understanding digital marketing strategy. It discusses defining business, marketing, and digital strategies and outlines some important building blocks for developing a strategy, including Porter's Five Forces analysis and the Four Ps framework. The key questions to ask when developing a digital strategy are also examined.
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7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
7 Managing Marketing ActivitiesThomas NorthcutDigital Vis.docx
Not getting the results you want your design may be wrong
Not getting the results you want your design may be wrong
Steven geffen digital marketing strategy quirk textbook 5
Steven geffen digital marketing strategy quirk textbook 5
What is Marketing
- 2. Marketing definitions “The all-embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time” “The achievement of corporate goals through meeting and exceeding customer needs better than the competition”
- 3. Marketing definitions • “The management process that identifies, anticipates and supplies customer requirements efficiently and profitably” • “Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges
- 4. But which definition is right?
- 5. In short, they all are. They all try to embody the essence of marketing: Marketing is about meeting the Marketing is a business-wide needs and wants of customers. function – it is not something that operates alone from other business activities;
- 6. Marketing is about understanding customers and finding ways to provide products or services which customers demand
- 7. To help put things into context, you may find it helpful to often refer to the following diagram which summarizes the key elements of marketing and their relationships: