MM 1.00 understanding marketing, customer/client/business
Download
Report
Transcript MM 1.00 understanding marketing, customer/client/business
MM 1.00
Understanding Marketing,
Customer/Client/Business Behavior,
and Marketing Planning
1.01 Performance Element (MBA Research pg. 5-3):
Understand marketing’s role and
functions in business to facilitate
economic exchanges with customers.
Marketing Main Topics
Review
See “6622 Marketing Mgt Guide – MBA
Research (Student)” pp. 5-5 to 5-6
What is Marketing?
What are the 7 Functions?
We will address 6 Functions for this
course
What are the 4 P’s?
What makes up a Promotion Mix?
What are the steps of a sale?
Marketing – The
Definition
The activity, set of institutions, and
processes for creating,
communicating, delivering, and
exchanging offerings that have value
for customers, clients, partners, and
society at large.
So, what is a Target Mkt?
WHAT ARE THE FUNCTIONS
OF MARKETING?
1. Channel Management
involves identifying, selecting, monitoring, and
evaluating sales channels; it involves logistics.
Controls the movement of products from the
manufacturer to the customer.
Determines who will offer products and where
they will be offered
Develops relationships with channel, members.
Assesses quality of vendor performance
2. Marketing-information
management (MIM)
Involves gathering, accessing, synthesizing,
evaluating, and disseminating information.
Focuses on getting important information about
the customer so better business decisions can be
made. It often involves talking to the customer.
(Think surveys.)
Provides data that can be used for business
decision-making
Provides data about effectiveness of marketing
efforts
Provides data about customer satisfaction,
customer loyalty, needs and wants.
3. Pricing
involves determining and adjusting prices to
maximize return and meet customers’
perceptions of value.
Aims to attract the customer to your product
rather than a competitor’s. you must consider
what it costs to make and deliver the product,
what competitors are charging and what
customers are willing to pay.
Establishes products’ prices
Determines whether prices need to be adjusted
Sets policies and objectives for prices
4. Product/Service management
involves obtaining, developing, maintaining, and
improving a product or service mix in response to
market opportunities.
Makes the product better (more desirable). The
most effective improvements are made after
doing MIM
Helps to determine which products a business
will offer and in what quantities
Aids in determining and developing a
company’s/product’s image
Provides direction for other marketing activities
based on changes in a product’s life cycle
5. Promotion
involves communicating information about
goods, services, images, and/or ideas to achieve a
desired outcome.
Informs and reminds the customer about the
product being sold and persuades the customer to
buy from your company
6. Selling
involves determining client needs and wants and
responding through planned, personalized
communication that influences purchase
decisions and enhances future business
opportunities.
Is personalized communications between the
company and customer aimed at increasing the
customer’s willingness to buy.
Creates a following of loyal customers
Completes the exchange transaction
Provides services for customers.
Interrelationships among the Marketing
Functions
The 6 Functions don’t exist or operate
independently of each other. For good, effective
marketing to take place the six must work
together.
Pricing combined with good Promotion
attracts and encourages the customer to make a
buying decision (Selling)
Solid MIM ensures you are Promoting the
kinds of products the target market wants to buy
Great Product Service Management (PSM)
only occurs when you have done good MIM
research
Channel Mgt is completely dependent upon
PSM, MIM, and Selling
Etc…
The Marketing Mix (4 P’s)
Product
Price
Place
Promotion
Promotion Mix
2 Types of promotion
4 Forms of promotion
Product
Institutional
Advertising
Personal Selling
Sales Promotion
Public Relations
3 Key Words for Promotion
Inform, Remind and Persuade
WHAT ARE THE STEPS OF A SALE?
Pre-approach
Approach
Demonstrate
the product(s)
Overcome objections
Close the sale
CRM