Transcript Marketing Management

© 2013
© 2013
Cengage
Cengage
Learning.
Learning.
All Rights
All Rights
Reserved.
Reserved.
MayMay
not not
be scanned,
be scanned,
copied
copied
or duplicated,
or duplicated,
or posted
or posted
to atopublicly
a publicly
accessible
accessible
website,
website,
in whole
in whole
or inorpart.
in part.
1. 1
1
Why Is Marketing
Important?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1.
2
Marketing Defined
• Marketing is defined as an exchange
between a firm and its customers.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 3
What We Can Market
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 4
Orientations
• Product/Production Orientation
• Sales Orientation
• Customer Orientation
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 5
Who is Responsible for Marketing?
• Marketing and Customer Satisfaction is
Everyone’s Responsibility
• Marketing should permeate the firm
• Accounting/Finance
• Sales
• Research and Development
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 6
Measuring Marketing Success
• Chief Marketing Officers (CMO) should
quantify results when possible
• Sometimes the effectiveness of marketing
programs is easy to quantify
• However, sometimes the effectiveness is
not easy to quantify
• Ex. advertising effectiveness is difficult to
measure because great advertising is geared
toward long-term brand building not shortterm results
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 7
Marketing Management Framework
• The 5Cs, STP and the 4Ps constitute the
marketing management framework
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1. 8
The 5 Cs of Situational Analysis
•
•
•
•
•
Company
Customer
Competitor
Collaborators
Context
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1. 9
STP
• Segmenting
• Target
• Position
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1. 10
4 Ps
•
•
•
•
Product
Price
Place
Promotion
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 11
Considerations
• The situation facing the company
changes over time
• Firm must consistently monitor the 5 Cs
• 5 Cs, STP and 4 Ps are interdependent
• Marketers must understand the
interdependencies
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 12
Book Layout
• Each chapter covers the “What,” “Why,”
and “How.”
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 13
Managerial Recap
• Marketing can make customers happier,
and companies more profitable.
• Marketing is about trying to find out what
customers would like, providing it to
them, and doing so profitably.
• Marketing facilitates a relationship
between customers and a company.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 14
Managerial Recap
• Just about anything can be marketed.
• The marketing management
framework—5Cs, STP, 4Ps—will
structure the book.
• If you can remain customer-centric, you’ll
be five steps ahead of the competition.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1. 15