Marketing Management Session 1 & 2
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Transcript of Marketing Management Session 1 & 2
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Defining Marketing for the Twenty-Defining Marketing for the Twenty-First CenturyFirst Century
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Good Marketing is No Accident
The roaring success of four-wheeler Tata
Ace, in a market earlier dominated by three-wheeler load
carriers, was due to a deep understanding of the market needs
and customer requirements.
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IMPORTANCE OF MARKETING
Backbone of any organization
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The New Economy
Consumer benefits from the digital revolution include:– Increased buying power.– Greater variety of goods and services.– Increased information.– Enhanced shopping convenience.– Greater opportunities to compare product
information with others.
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The New Economy
Firm benefits from the digital revolution include:– New promotional medium.– Access to richer research data.– Enhanced employee and customer
communication.– Ability to customize promotions.
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What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
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Successful New Product Launches Require Careful
Planning
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Marketing Can Promote Ideas
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Marketing Defined
Kotler’s social definition: “Marketing is a societal process by
which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.”
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Marketing Defined
The AMA managerial definition: “Marketing is the process of
planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
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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.
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What is Marketing Management?
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
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Selling is only the tip of the iceberg
“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be
needed is to make the product or service available.”
Peter Drucker
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Core Marketing Concepts
Target markets and market segmentation
Marketplace, market-space, metamarkets
Marketers & prospects Needs, wants, demands Product offering and
brand Value and satisfaction
Exchange and transactions
Relationship and networks
Marketing channels Supply chain Competition Marketing environment Marketing program
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Core Marketing Concepts
Target markets & segmentation– Differences in needs, behavior,
demographics or psychographics are used to identify segments.
– The segment served by the firm is called the target market.
– The market offering is customized to the needs of the target market.
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Core Marketing Concepts
A Simple Marketing System
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Core Marketing Concepts
Shopping can take place in a:– Marketplace (physical entity)– Marketspace (virtual entity)
Metamarkets refer to complementary goods and services that are related in the minds of consumers.
Marketers seek responses from prospects.
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Core Marketing Concepts
Needs describe basic human requirements such as food, air, water, clothing, shelter, recreation, education, and entertainment.
Needs become wants when they are directed to specific objects that might satisfy the need. (Fast food)
Demands are wants for specific products backed by an ability to pay.
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Demand States
Nonexistent Latent
Declining Irregular
Full UnwholesomeOverfull
Negative
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Core Marketing Concepts
A product is any offering that can satisfy a need or want, while a brand is a specific offering from a known source.
When offerings deliver value and satisfaction to the buyer, they are successful.
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Core Marketing Concepts
Marketers can enhance the value of an offering to the customer by:– Raising benefits.– Reducing costs.– Raising benefits while lowering costs.– Raising benefits by more than the
increase in costs.– Lowering benefits by less than the
reduction in costs.
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Core Marketing Concepts
Exchange involves obtaining a desired product from someone by offering something in return. Five conditions must be satisfied for exchange to occur.
Transactions involve at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.
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Core Marketing Concepts
Relationship marketing aims to build long-term mutually satisfying relations with key parties, which ultimately results in marketing network between the company and its supporting stakeholders.
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Core Marketing Concepts
Marketing Channels
Communication channels
Distribution channels
Service channels
Deliver messages to and receive messages from target buyers.
Includes traditional media, non-verbal communication, and store atmospherics.
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Core Marketing Concepts
Marketing Channels
Communication channels
Distribution channels
Service channels
Display or deliver the physical products or services to the buyer / user.
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Core Marketing Concepts
Marketing Channels
Communication channels
Distribution channels
Service channels
Carry out transactions with potential buyers by facilitating the transaction.
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Core Marketing Concepts
A supply chain stretches from raw materials to components to final products that are carried to final buyers.
Each company captures only a certain percentage of the total value generated by the supply chain.
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Core Marketing Tools
Forces Impacting the Task Environment
Socio-cultural EnvironmentSocio-cultural EnvironmentTechnological EnvironmentTechnological EnvironmentLegal-Political EnvironmentLegal-Political Environment
Natural EnvironmentNatural EnvironmentDemographicsDemographics
EconomicsEconomics
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Core Marketing Concepts
The Four P Components
of the Marketing Mix
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Company Orientations
Societal Marketing Concept
The orientation of the firm typically guides marketing efforts
Marketing Concept Customer Concept
Product Concept Selling Concept
Production Concept
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The Marketing Concept
Achieving organizational goals requires that company be more effective than competitors in creating, delivering, and communicating customer value.
Four pillars of the marketing concept:– Target market– Customer needs– Integrated marketing– Profitability
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HOLISTIC MARKETING CONCEPT
Relationship Marketing Integrated Marketing Internal Marketing Socially Responsible Marketing
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Changes in the Marketplace
Globalization, technological advances, and deregulation have created many challenges:– Customers– Brand manufacturers– Store-based retailers
Both companies and marketers have been forced to respond and adjust.
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Discussion
Does Marketing Create or Satisfy Needs?
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CASELET : COCA-COLA
Each day, people in 200 countries around the world drink some 1.2 billion 8-ounce servings of the cola.
Coca-Cola which got its start in 1883, has successfully kept its brand relevant for over 100 years.
Revenues in 2003 topped $21 billion.
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CASELET: COCA- COLA
COCA- COLA also expanded overseas.
During World- War II, when the armies shipped the Cokes to soldiers in Europe and Asia, Coke cemented its image as the “All-American Beverage”
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CASELET:COCA-COLA
But over a period of time, Coke realized it needs to give a local flavour to the brand in each country.
Coca- Cola gets two third of its revenues from outside the United States.
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CASELET- COCA COLA
Coke is not present in only Myanmar, Cuba and Syria.
Coca- Cola remains the topmost in brand value.
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CASELET: COCA-COLA
What have been the key success factors for Coca- Cola?
Where is Coca- Cola vulnerable? What should they watch out for?
What recommendations would you make to their senior marketing executives going forward? What should they be sure to do with their marketing?