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    MM PPT Chapter 1

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    sakky_thecool
    marketing management

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    MM PPT Chapter 1

    Uploaded by

    sakky_thecool
    72 views29 pages
    marketing management

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    marketing management

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    72 views29 pages

    MM PPT Chapter 1

    Uploaded by

    sakky_thecool
    marketing management

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 29

    1

    Defining Marketing for the 21st Century

    Marketing Management Prof. (Dr.) Sudhiranjan Dey

    Chapter Questions
    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?
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-2

    Good Marketing is No Accident


    The roaring success of four-wheeler Tata Ace, in a market earlier dominated by three-wheeler load carriers, was due to a deep understanding of the market needs and customer requirements.
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-3

    What is Marketing?
    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.

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-4

    What is Marketing Management?

    Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-5

    Selling is only the tip of the iceberg

    There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available. Peter Drucker
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-6

    What is Marketed?
    Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-7

    Successful New Product Launches Require Careful Planning

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-8

    Marketing Can Promote Ideas

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-9

    Figure 1.1 Structure of Flows in a Modern Exchange Economy

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-10

    Figure 1.2 A Simple Marketing System

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-11

    Demand States
    Negative Nonexistent
    Latent
    (hidden)

    Declining

    Irregular

    Full

    Overfull

    Unwholesome
    (nasty)

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-12

    Key Customer Markets


    Consumer Markets Global Markets

    Business Markets

    Nonprofit/ Government Markets

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-13

    www.marutitruevalue.com

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-14

    Functions of CMOs
    Strengthening the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-15

    Figure 1.3 Improving CMO Success


    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 dont succeed Match the personality with the CMO type Make line managers marketing heroes Infiltrate the line organization Require right-brain and left-brain skills
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-16

    Core Marketing Concepts


    Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-17

    Positioning
    Press ads of the Scorpio focused on the functional features of the vehicle and the television ads focused on emotional benefits.

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-18

    The marketplace isnt what it used to be


    Information technology Globalization Deregulation Privatization Competition Convergence Consumer resistance Retail transformation
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-19

    New Consumer Capabilities


    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
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-20

    Company Orientations

    Production

    Product

    Selling

    Marketing

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-21

    Figure 1.4 Holistic Marketing Dimensions

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-22

    RBC emphasizes a relationship marketing approach

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-23

    Figure 1.5 The Four Ps

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-24

    Internal Marketing
    Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-25

    Performance Marketing
    Financial Accountability Social Responsibility Marketing
    Social Initiatives Corporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices
    1-26

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    Marketing Management Tasks


    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
    1-27

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    Marketing Debate: Take a Position!


    Does marketing shape consumer needs? or Does marketing merely reflect the needs and wants of consumers?

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    1-28

    Marketing Discussion
    Consider the societal forces noted in the chapter (e.g., information technology, globalization, deregulation, consumer resistance, retail transformation). How have marketing practices shifted to accommodate and even leverage these forces?
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 1-29

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