Marketing Management, 13th edition Defining Marketing for the 21st Century Marketing Quality Circle

1. 1
Marketing Management, 13th edition
MQC
MarketingQuality Circle

2.  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?

3. 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.

4. •Production management
•Brand management
•Customer management

5. 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.

6. •Importance of Marketing
•Scope of Marketing

7.  Goods
 Services
 Events and
experiences
 Persons
 Places and properties
 Organizations
 Information
 Ideas

8.  Negative
 Nonexistent
 Latent
 Declining
 Irregular
 Unwholesome
 Full
 Overfull

9.  Consumer markets
 Business markets
 Global markets
 Nonprofit/Government markets

10.  Production
 Product
 Selling
 Marketing

11. Four Ps
 Product
 Price
 Place
 Promotion
Four Cs
 Customer
solution
 Customer cost
 Convenience
 Communication

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

13.  Strengthening the brands
 Measuring marketing effectiveness
 Driving new product development based on
customer needs
 Gathering meaningful customer insights
 Utilizing new marketing technology

14.  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

15.  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

16. Dual Goal of
marketing
Adam SmithCore concepts of
marketing
Scientific
Management
Importance of
marketing
General
Administrative TheoryScope of marketing
Customer
Dissatisfactio
n
Customer
Delight
Production
Unwholeso
me
Declining
Hawthorne
Studies
Full
Organizational
BehaviorOverfull
Holistic Selling Marketing
What is marketing?
Why marketing?
What is Marketed
Customer satisfaction
Quality
Management
Customer
Satisfaction
Demand States
Company
Orientations
MARKETING IN 21st
Century
Goods Services Persons
Organization
Information IdeasPlaces, Pr
operties
LatentNegative
Organizational
BehaviorIrregular
Organizational
BehaviorNonexistent
Product
Marketing Mix
Marketing
ManagementTasks
Product
Promotion
Price Place
•Develop marketing
strategies and plans
•Capture marketing
insights
•Connect with customers
•Build strong brands
•Shape market offerings
•Deliver value
•Communicate value
•Create long-term growth
Market changes
I
Information
technology
Convergence
CompetitionPrivatizationDeregulationGlobalizatio
n
Consumer
resistance