4. Royal Bank of Canada
wealth preservers
wealth accumulators
5. To improve its guests’ experiences, Snowshoe Mountain ski resort engages in a series of
internal marketing activities to build its brand promise with employees
6. Ben &Jerry’s “ triple bottom line” business philosophy is based on monitoring the
environmental and social effects of its actions in addition to the profits from the
sale of its products.
9. Marketing Management Tasks
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Connecting with Customers
Building Strong Brands
10. Marketing Management Tasks
Shaping the Market Offerings
Delivering Value
Communicating Value
Creating Successful Long-Term Growth
11. Summary
Today’s marketplace is fundamentally different as a result of major societal
forces.
There are five competing concepts under which organizations can choose.
The holistic marketing concept is based on the development, design, and
implementation of marketing programs
Successful marketing management includes developing marketing strategies
Developing marketing strategies