Transcript introduction to marketing management: the role of

An Introduction
Marketing’s Role within the Organization and the
Global Economy
What is marketing?
Marketing
functions
The 4P’s
The marketing concept
Marketing strategy
planning
Target vs. mass
marketing
Marketing Defined
Alternative Views of
Marketing Activities
MicroMarketing
Marketing Defined
Alternative Views of
Marketing Activities
MicroMarketing
MacroMarketing
Marketing Perspectives
Production Orientation
Focus: Sell what it’s easy
to produce
Marketing Perspectives
Production Orientation
Sales Orientation
Focus: Sell what it’s easy
to produce
Focus: Push products to
beat competition
Marketing Perspectives
Production Orientation
Sales Orientation
Marketing Department
Orientation
Focus: Sell what it’s easy
to produce
Focus:
Focus :
Push products to
beat competition
Coordinate all
customer contacts
Marketing Perspectives
Production-orientation
Sales-orientation
Focus: Sell what it’s easy
to produce
Focus:
Push products to
beat competition
Marketing Department
Orientation
Focus :
Coordinate all
customer contacts
Marketing Company
Orientation
Focus :
Long-run customer
satisfaction
The Marketing Concept
Customer
Satisfaction
Total Company
Effort
The
Marketing
Concept
Profit
A Need and a Benefit
Long-Term Satisfaction
Nonprofit Marketing
Market Information
Marketing Strategy Planning Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
Marketing Strategy Planning Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
S.
W.
O.
T.
Competitors
Current &
Prospective
External Market Environment
Technology Political & Legal Social & Cultural
Economic
Marketing Strategy Planning Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Targeting &
Segmentation
S.
W.
O.
T.
Positioning &
Differentiation
Competitors
Current &
Prospective
External Market Environment
Technology Political & Legal Social & Cultural
Economic
Marketing Strategy Planning Process
Narrowing down to focused strategy with quantitative and qualitative screening criteria
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Targeting &
Segmentation
S.
W.
O.
T.
Positioning &
Differentiation
Competitors
Current &
Prospective
External Market Environment
Technology Political & Legal Social & Cultural
Economic
Marketing Planning and Management in the Organization
Whole-Company
Strategic
Management
Planning
Adjust Plans
As Needed
Control Marketing
Plan(s) and Program
Marketing
Planning
Implement Marketing
Plan(s) and Program
Product Issues
Product Strategy Decision Areas
• Total Product Concept
• Branding
• Packaging
• Warranties
• Product-line assortment
• New product development
Place Issues
Place Strategy Decision Areas
Three Thrusts
• Distribution Channels
• Logistics
• Roles of Middlemen
Promotion Issues
Promotion: Integrated Marketing Communications
Strategy decisions
to blend:
• Personal Selling
• Advertising
• Publicity
• Sales Promotion
Price Issues
Strategy Planning for Price
• Pricing objectives
• Pricing Policies
• Price Flexibility
• Levels over PLC
• Discounts and allowances
• Geographic terms
• Legal factors
• Markup chain in channels
• Costs
• Demand (price sensitivity)
• Competition/Substitutes
• Price of other products in line
Marketing Functions
Information
Buying
Risk Taking
Selling
Universal
Marketing
Marketing
Functions
Functions
Financing
Transporting
Standardizing
and Grading
Storing
Marketing Strategy Planning Process
Narrowing down to focused strategy with quantitative and qualitative screening criteria
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Targeting &
Segmentation
S.
W.
O.
T.
Positioning &
Differentiation
Competitors
Current &
Prospective
External Market Environment
Technology Political & Legal Social & Cultural
Economic