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Marketing management mba ppt

Marketing management mba ppt

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Marketing management mba ppt

  1. 1. Marketing Management
  2. 2. Changing Role of Marketing within Firm Focus on lower cost & physical efficiency Marketing shift from physical efficiency to selli Adoption of marketing approach
  3. 3. Marketing and Four Functions of Management  Planning Function  Organizing Function  Controlling Function  Directing Function
  4. 4. 4 Ps of Marketing  4 Ps of marketing  Product  Price  Place  Promotion
  5. 5. Marketing Mix  Marketing Mix:  Combination of 4 controllable variables  Product  Price  Place  Promotion
  6. 6. The Business Plan Consumer Needs Firm’s Purpose Marketing Plan Values
  7. 7. Firm’s Purpose  What firm is going to do
  8. 8. Firm’s Objective  How to accomplish its purpose
  9. 9. Marketing Plan  Analyzing  current market situation  opportunities and issues  implementation  finance  control
  10. 10. Marketing Plan I. Current Market Situation ~Market Situation ~Competitive Situation ~Macroeconomic Environment
  11. 11. II. Opportunities and Issues Analysis ~Opportunities & Threats outside firm ~Strengths & Weaknesses within firm ~Issues Analysis ~Financial & Marketing Objectives Marketing Plan
  12. 12. Marketing Plan III. Marketing Strategy ~ID Target Market ~Sales Promotion ~Product Positioning ~Res. & Develop ~Product Line ~Market Research ~Price ~Distribution ~Sales Force ~Level of Service ~Advertising—when and where
  13. 13. Benefits of A Good Marketing Plan Firms achieve higher rates of return on invested capital when they have --A clear business purpose --A clear business objective
  14. 14. that is reflected in a well-thought-out marketing plan with an effective marketing mix Benefits of A Good Marketing Plan
  15. 15. Analyzing Market Potential Transition mass to target marketing  Estimating market potential  Macroeconomic approach  Population approach  Consumption approach

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