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Marketing Management Chapter 1

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by

Mario V. Gonzalez-Fuentes

on 7 October 2015

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Transcript of Marketing Management Chapter 1

Maketing Management
Defining Marketing
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?
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.
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.
What is marketed?
Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
Demand States
Negative
Nonexisting
Latent
Declining
Irregular
Unwholesome
Full
Overfull
Modern Exchange
Economy
Simple Marketing System
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Core Concepts
Needs, wants, and demands
Target markets, positioning, segmentation
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain
Competition
Marketing environment
Marketing planning
Target Markets, Positioning & Segmentation
Oferings and Brands
Value and Satisfaction
Marketing
Channels
Communication
Distribution
Service
Marketing
Environment
Demographic
Economic
Politcal-Legal
Socio-Cultural
Technological
Natural
Major Societal Forces
Network information technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
Company
Orientations
Production
Product
Selling
Marketing
Holistic
Marketing
Relationship
Marketing
Customers
Employees
Marketing Partners
Financial Community
Integrated
Marketing
Internal
Marketing
Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
Performance
Marketing
Financial
Accountability
Social Responsability Marketing
Types of Corporate Social Initiatives
Corporate social marketing
Cause marketing
Cause-related marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business practices
The Marketing Mix
Product
Product variety
Quality
Design
Feature
Brand name
Packaging
Sizes
Services
Warranties
Returns
Price
List price
Discounts
Allowances
Payment period
Credit terms
Promotion
Sales promotion
Advertising
Sales force
Public relations
DIrect marketing
Place
Channels
Coverage
Assortments
Location
Inventory
Trasnsport
The new four Ps
People
Processes
Programs
Performance
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
Full transcript