THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM
 Why is marketing important? What is the scope of marketing? What are some fundamental marketing  concepts? How has ma...
Marketing is an organizational function  and a set of processes for creating, communicating, and delivering value    to cu...
Marketing management is the             art and science       of choosing target markets   and getting, keeping, and growi...
 Goods          Places and properties Services       Organizations Events and     Information  experiences    Ideas...
 Negative       Irregular Nonexistent    Unwholesome Latent         Full Declining      Overfull
 Consumer   markets Business markets Global markets Nonprofit/Government markets
 Production Product Selling Marketing
Four Ps       Four Cs Product      Customer solution Price        Customer cost Place        Convenience Promotion ...
 Needs, wants, and    Marketing  demands               channels Target markets,      Supply chain  positioning,       ...
 Developing            Shaping market  marketing              offerings  strategies            Delivering value Captur...
 Strengthening  the brands Measuring marketing effectiveness Driving new product development based  on customer needs ...
 Make the mission and responsibilities clear Fit the role to the marketing culture and  structure Ensure the CMO is com...
 A substantial increase in buying power A greater variety of available goods and  services A great amount of informatio...
Internal marketing is the task ofhiring, training, and motivating able   employees who want to serve           customers w...
   Financial Accountability      Social Initiatives   Social Responsibility         Corporate social    Marketing     ...
 Develop   market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape ma...
01. introduction to mm
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Introduction to Marketing by Tharaka Dias

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01. introduction to mm

  1. 1. THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM
  2. 2.  Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management?
  3. 3. Marketing is 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.
  4. 4. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers throughcreating, delivering, and communicating superior customer value.
  5. 5.  Goods  Places and properties Services  Organizations Events and  Information experiences  Ideas Persons
  6. 6.  Negative  Irregular Nonexistent  Unwholesome Latent  Full Declining  Overfull
  7. 7.  Consumer markets Business markets Global markets Nonprofit/Government markets
  8. 8.  Production Product Selling Marketing
  9. 9. Four Ps Four Cs Product  Customer solution Price  Customer cost Place  Convenience Promotion  Communication
  10. 10.  Needs, wants, and  Marketing demands channels Target markets,  Supply chain positioning,  Competition segmentation  Marketing Offerings and environment brands  Marketing Value and planning satisfaction
  11. 11.  Developing  Shaping market marketing offerings strategies  Delivering value Capturing  Communicating marketing insights value Connecting with  Creating long- customers term growth Building strong brands
  12. 12.  Strengthening the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology
  13. 13.  Make the mission and responsibilities clear Fit the role to the marketing culture and structure Ensure the CMO is compatible with the CEO Remember that show people don’t succeed Match the personality with the CMO type Make line managers marketing heroes Infiltrate the line organization Require right-brain and left-brain skills
  14. 14.  A substantial increase in buying power A greater variety of available goods and services A great amount of information about practically anything Greater ease in interacting and placing and receiving orders An ability to compare notes on products and services An amplified voice to influence public opinion
  15. 15. Internal marketing is the task ofhiring, training, and motivating able employees who want to serve customers well.
  16. 16.  Financial Accountability  Social Initiatives Social Responsibility  Corporate social Marketing marketing  Cause marketing  Corporate philanthropy  Corporate community involvement  Socially responsible business practices
  17. 17.  Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growth

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