bmgt_411_marketing_management fall 2014 chris lovett

1. BMGT 411: Chapter 1
Chapter 1: Marketing Management
!

2. BGMT 411: Chapter 1
• What is Marketing:
• Identifying human and social
needs
• Identifying needs profitably
• 4 P’s Of Marketing
• Who remembers the 4 P’s from
Intro to Marketing?

3. Slow Tech
https://www.youtube.com/
watch?v=EzpX0TLKS9Q

4. BGMT 411: Chapter 1
• 4 P’s of Marketing:
• Price
• Product
• Place
• Promotion
• People
• Partnerships

5. BGMT411: Chapter 1
• Marketing Management: The art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value
• What is value?
• Price?
• Convenience
• Luxury
• Status

6. Goods P&G Pamper’s Diapers

7. Services Kindercare Daycare Centers

8. Events J Hay

9. Experiences Skydiving Experiences

10. Apple Product Experience
http://www.youtube.com/watch?
v=Zr1s_B0zqX0

11. • Other things that are marketed
widely:
• People
• Places
• Properties
!
!
!
!
• Organizations
• Information
• Ideas
BGMT 411: Chapter 1

12. • Can you think of companies that:
• Market more than one thing on the list?
• Used to market something, then added additional things to market?
• Became well known for a new marketing entity in addition to the one that got
them started?
BGMT 411: Chapter 1

13. Disney Experiences, Events, People,

14. IBM Became Known for PC’s, Does
not Make them Anymore

15. Apple Genius Bar and Experiences

16. Needs, Wants,
Demands
Stated Needs: The customer wants an SUV
!
Real Needs: The customer does not want to pay over
25K
!
Unstated Needs: The customer would like to get good
gas mileage
!
Delight Needs: Innovative system like SYNC for
navigating and linking up iPhone
!
Secret Needs: The customer wants to be viewed as a
trend setter

17. Needs, Wants,
Demands
Stated Needs: The customer wants an SUV
!
Real Needs: Looking for a luxury SUV that reflect’s
executive status
!
Unstated Needs: The customer would like hassle free
service at regular intervals
!
Delight Needs: Free oil changes for 5 years, Hassle
Free ownership
!
Secret Needs: The customer wants to be viewed as
successful among friends and family

18. BGMT411: Chapter 1
• Target Market: The market that presents the greatest opportunity to a marketer
• Demographics
• Psychographics
• Behaviors
• Segmentation: Distinct groups of buyers who might prefer product and service mixes.
Segmentation and target markets are very similar
• Often time marketers will try to segment their best customers, and identify key trends
to find more like them

19. BGMT411: Chapter 1
• Value Proposition: A set of benefits that satisfy needs of potential customers, often
made real by an offering
• Brand Image: The association in people’s minds hen they think of your product and
service
• Companies spend millions of dollars building brands over time, trying to build long
term relationships with customers and prospects

20. http://www.forbes.com/powerful-
brands/list/

21. • Marketing Channels:
• Communication Channels: Mass Media, Targeted Media, Interactive, and
Social Media
• Distribution Channels: How to get the finished products or goods to the end
consumer, retailers, web sites, etc
• Service Channels: How to get the service into the customers hands vs a
product (Ex. Bank)
BGMT 411: Chapter 1

22. Channel Disruption: Dollar

23. • Marketing Concepts:
• Production Concept: Products are widely available and inexpensive
(Produce as much as you can at the lowest cost)
• Product Concept: Customers prefer products that offer the most quality or
innovation
• Selling Concept: Aggressive marketing using communication channels and
distribution channels to influence buys
BGMT 411: Chapter 1

24. • Marketing Vs. Selling:
• Selling: Preoccupied with the sellers need to convert their product to cash
• Marketing: Focuses on the needs of the buyer, satisfying a customers needs
not only by the product, but the entire experience around it
BGMT 411: Chapter 1

25. Holistic Marketing Concept: development, design, and implementation of marketing
programs, processes, activities (Everything matters). Added 4 Additional P’s: People,
Processes, Programs, and Performance.

26. • Performance Marketing:
• Financial Accountability: All spends are justified, with a clear ROI metric to
measure the campaign
• Social Accountability: Ethical, environmental, legal, and social aspects that
help build a brand - often associated with the needs and wants of the target
market
BGMT 411: Chapter 1

27. • The Role of a Marketing Manager:
1. Develop Marketing Strategies and Plans
2. Capture Marketing Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape the Product Offerings
6. Deliver Value
7. Communicate Value
BGMT 411: Chapter 1

28. Marketing Manager for AltheteTrax
1. Develop Marketing Strategies and Plans
2. Capture Marketing Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape the Product Offerings
6. Deliver Value
7. Communicate Value