module 1 mm 1 sem
TRANSCRIPT
-
8/7/2019 Module 1 MM 1 Sem
1/20
Module 1
Introduction to
Marketing management
-
8/7/2019 Module 1 MM 1 Sem
2/20
When you finish this chapter, you should
Module 1 Objectives
1. Nature and Scope of
Marketing
2. Evolution and
Marketingorientations
3. Marketing versusselling
4. Consumer- Needs ,wants and demands
-
8/7/2019 Module 1 MM 1 Sem
3/20
Marketing Defined
The process by which companies create
value for customers & build strong
customer relationships in order to capture
value from customers in return
Meeting needs profitably
-
8/7/2019 Module 1 MM 1 Sem
4/20
Implications of the Definition
Capture value from customers to createprofits & customer quality.
NOT just persuading customers to buy.
Begins with customer needs and focuses oncustomer satisfaction.
Marketing activities --but it is a philosophy
that guides the whole business. Seeks to builds a relationship with the
customer.
-
8/7/2019 Module 1 MM 1 Sem
5/20
Marketing Is Important!
Marketing impacts all of us in our lives as
consumers
Gives us choices
Stimulates innovation and economic growth
There are many good job opportunities in
marketing
Regardless of what career path you take, nofirm (or non-profit organization) survives
for long if it cant satisfy some group of
customers.
-
8/7/2019 Module 1 MM 1 Sem
6/20
Core marketing Concepts
-
8/7/2019 Module 1 MM 1 Sem
7/20
Maslows Hierarchy of needs
-
8/7/2019 Module 1 MM 1 Sem
8/20
-
8/7/2019 Module 1 MM 1 Sem
9/20
-
8/7/2019 Module 1 MM 1 Sem
10/20
Self-supportingagriculture
Pre industrial orcommercial
Primary manufacturing
Nondurable
consumerproducts
Capital equipment anddurable consumerproducts
Exporting
manufactured products
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6
Marketing in Economic Development
-
8/7/2019 Module 1 MM 1 Sem
11/20
Elements ofmarketing system
Suppliers
Suppliers
Company(Marketer
Competitors
End usersMarketingintermediaries
-
8/7/2019 Module 1 MM 1 Sem
12/20
Marketing Management Orientations
The Production Concept- The idea that
consumers will favor products that are
available & highly affordable
The Product Concept- The idea thatconsumers will favor the most in quality,
performance & features & organizations
should focus on continuous productimprovements
-
8/7/2019 Module 1 MM 1 Sem
13/20
Marketing Management Orientations
The Selling Concept- the idea that
consumers will not buy enough of the firms
products unless it undertakes a large-scale
selling & promotion effort The Marketing Concept- Achieving
organizational goals depends on knowing
the needs & wants of target markets &delivering the desired satisfactions better
than competitors do
-
8/7/2019 Module 1 MM 1 Sem
14/20
selling Vs marketing
Starting point Focus
Means Ends
The selling concept
The marketing concept
Factory Existingproducts
Selling &promoting
Profits through salesvolume
Market Customerneeds
IntegratedMarketing
Profits through customersatisfaction
-
8/7/2019 Module 1 MM 1 Sem
15/20
Societal Marketing Concept
Societal marketingconcept
Society(Human welfare
Company(Profits)
Consumers(Want satisfaction)
-
8/7/2019 Module 1 MM 1 Sem
16/20
Holistic Marketing Management
Sociallyresponsible
marketing
Integrated
marketing
Internalmarketing
Relationship
marketing
Marketingdepartment
Senior
management
Other depts
CommunicationsProducts
& services
Channels
EthicsEnvironment
Legal
Community
Customers ChannelPartners
Holisticmarketing
-
8/7/2019 Module 1 MM 1 Sem
17/20
Customer Value Reflects Benefits and
Costs
Customer value concerns the difference between the benefits a customer
sees from a firms market
offering and the costs of obtaining those benefits
Costs Benefits
-
8/7/2019 Module 1 MM 1 Sem
18/20
The Four Ps of the Marketing Mix
Product Place
Price Promotion
C
-
8/7/2019 Module 1 MM 1 Sem
19/20
trategy Decision Areas
Organized by the Four Ps
Product
Physical GoodsServiceFeaturesQuality LevelAccessoriesInstallationInstructionsWarrantyProduct LinesPackagingBranding
Place
ObjectivesChannel TypeMarket ExposureKinds of
MiddlemanKinds and
Locations ofStores
How to HandleTransportingand Storing
Service LevelsRecruiting
MiddlemenManaging
Channels
Promotion
ObjectivesBlendSalespeople
KindNumberSelectionTrainingMotivation
AdvertisingTargetsKinds of AdsMedia TypeCopy ThrustWho Prepares?
Sales PromotionPublicity
Price
ObjectivesFlexibilityLevel over PLCGeographic
TermsDiscountsAllowances
-
8/7/2019 Module 1 MM 1 Sem
20/20
The Marketing Process
Understandmarket &
Consumer needs
Design consumerDriven
marketingstrategy
Constructmarketingprogram
Build profitableRelationships &
Create customer delight
Capture valuefromCustomersto createprofits
&Customer
equity
HarnessMarketingtechnology
ManageGlobal
markets
Ensure ethical& social
responsibility