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Marketing Management Essentials
1.
1
Defining Marketing for the 21st Century Marketing Management, 13th ed
2.
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 Pearson Education, Inc. Publishing as Prentice Hall
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 Pearson Education, Inc. Publishing as Prentice Hall
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 Pearson Education, Inc. Publishing as Prentice Hall
5.
What is Marketed?
• Goods • Places and • Services properties • Events and • Organizations experiences • Information • Persons • Ideas Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
6.
Demand States
• Negative • Irregular • Nonexistent • Unwholesome • Latent • Full • Declining • Overfull Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
7.
Key Customer Markets
• Consumer markets • Business markets • Global markets • Nonprofit/Government markets Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
8.
Company Orientations
• Production • Product • Selling • Marketing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
9.
Marketing Mix and
the Customer Four Ps Four Cs • Product • Customer • Price solution • Place • Customer cost • Promotion • Convenience • Communication Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
10.
Core Concepts
• Needs, wants, and • Marketing demands channels • Target markets, • Supply chain positioning, • Competition segmentation • Marketing • Offerings and environment brands • Marketing • Value and planning satisfaction Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
11.
Marketing Management Tasks
• Developing • Shaping market marketing offerings strategies • Delivering value • Capturing • Communicating marketing insights value • Connecting with • Creating long- customers term growth • Building strong brands Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
12.
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 Pearson Education, Inc. Publishing as Prentice Hall
13.
Figure 1.3 Improving
CMO Success (cont.) • 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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
14.
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 Pearson Education, Inc. Publishing as Prentice Hall
15.
Internal Marketing
Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
16.
Performance Marketing
• Financial Accountability • Social Initiatives • Social Responsibility • Corporate social Marketing marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
17.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
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