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Marketing Management
(CNU ISS 2017)
Agnieszka Wilczak, PhD
Faculty of ManagementUniversity of [email protected]
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Course objectives
Showing the major decisions that marketing
managers face in their efforts to balance the organization’s objectives and resources against needs and opportunities in the global marketplace.
This course tries to show a new approach to marketing management based on strategies for growing customer value and profitability.
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Course outline 1/2
1. Introduction� The marketing concept
� Company’s orientations
� Strategic marketing management and marketing management
2. Strategic marketing management� Company’s mission
� Portfolio analysis
� Strategic planning gap
� Growth strategies
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Course outline 2/2
3. Marketing management
� Analyzing Marketing Opportunities � Customer Analysis� Market Demands� Competitors and SWOT Analysis
� Designing Marketing Strategies - STP
� Designing Marketing Strategies � Product� Promotion� Distribution & Price
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Lesson 1 & 2
Understanding Marketing Management
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Outline
1. Defining marketing
2. The marketing concept
3. Company’s orientation toward the marketplace
4. Marketing management
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1. DEFINING MARKETING
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Company’s functions
Financing
Human Resource Management
Research & Development
Financing
Human Resource Management
Research & Development
MarketingMarketing
Understanding the customer
value
Understanding the customer
value
Creating thecustomer vaule
Creating thecustomer vaule
Delivering the customer valueDelivering the
customer value
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Defining marketing
� Marketing is societal process by which individuals and groups (target market) obtain what they need and want through understanding, creating and delivering and freely exchanging products and services of value with others
Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper
Saddle River, p. 9.
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2. THE MARKETING CONCEPT
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Four main rules
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Customer’s needs and wants
Marketing research
Integrated marketing toolsand actions
Long term customer’ssatisfaction
Elements of the marketing concept
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Target market
Customer needs and value
Understanding of customer value
Creating and delivering of customer value
SatisfactionCustomer, Employee, Supplier, Shareholder
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Target market
Target marketMarket
segmentation
Product market
Market segment 1
Target market
Market segment 2
Market segment 3
Market segment 4
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Target market Market
� Market – a collection of buyers
� Marketplace – is physical
� Marketspace – is digital
� Metamarket – a cluster of complementary products and services that are closely related in the minds of customer
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Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper
Saddle River, p. 9-10.
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Target marketProduct market
Three dimensional concept of definition product markets (business domain):� Products (functions, technologies, or brands)
� Customer groups
� Geographical markets
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Source: D. Abell, Defining the Business. The Starting Point of Planning, Prentice Hall, Englewood Cliffs 1980; J-J. Lambin, Strategiczne zarządzanie marketingowe, PWN, Warszawa 2001, s. 190.
Customer needs and value
� Needs – are the basic human / organizational requirements
� Wants – needs become wants when they are directed to specific objects that might satisfy the need
� Customer value – ratio between what the customer gets and what he gives
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Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper
Saddle River, p. 9-10.
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Customer needs and valueHuman needs
Self-actualization
needs
Self-actualization
needs
Esteem needsEsteem needs
Social needsSocial needs
Safety needsSafety needs
Physiological needsPhysiological needs
17Source: A.H. Maslow (1970). Motivation and Personality, 2nd ed., Prentice Hall,
Upper Saddle River.,
Customer needs and valueCustomer value
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Customer value
Customer benefits
Product benefits
Service benefits
Personnel benefits
Image benefits
Customer cost
Price
Purchasing cost
Using cost
Source:own preparation based
on: P. Kotler (2003). Marketing
Management, 11th, Prentice
Hall, Upper Saddle River, p. 60.
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Understanding of customer value
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Market information
Marketing Research
Marketing intelligence
system
Managers experience
Managers Intuition
Source: own preparation .
Creating and delivering customer
value – marketing mix
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Marketing mixCreating value Delivering value
Marketing mixCreating value Delivering value
Product
Price
Personnel
Physical evidence
Target market Target market
Promotion Distribution Procedures
Source: own preparation .
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Creating and delivering customer
value
Source: own preparation based on: R. Lauterborn (1990). „New Marketing Litany: Four P’s Passe: C-Words Take Over”, Advertising Age, 1 October p. 26
„+3P”
Personnel
Physical Evidence
Procedures
We go after the attractive…
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Abercrombie & Fitch
� 4.06. 1892 Manhattan
� David Abercrombie
� In 1900 Abercrombie & Ezra Fitch
� in 1904 new name "Abercrombie & Fitch Co."
� Popular sport apparel (early XX)
� The Limited in 1988
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Na koszulce… a w reklamie…?
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3. ORIENTATIONS TOWARD
THE MARKETPLACE
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Company’s orientation toward the
marketplace – 1/2
� Production concept
� Product concept
� Selling concept
� Marketing concept
� Customer concept
� Societal marketing concept
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Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper
Saddle River, p. 17.
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Company orientations toward the
marketplace – 2/2
Concepts Starting point Focus Means Ends
Production Factory Widely available and
inexpensive products
High production efficiency
Low cost
Mass distribution
Profits through
volume and low cost
Product Factory Superior products Making superior products
and improving them over
time
Profits through high
quality product
Selling Factory Products Aggressive selling and
promotions
Profits through sales
volume
Marketing Target market Customer needs Integrated marketing Profits through
customer
satisfaction
Customer Individual customer Customer needs and
value
One-to-one marketing
Integration and value chain
Profits through
capturing customer
share, loyalty, and
lifetime value
Societal marketing Best long-run
interests customer
and society
Customer needs,
customer interests, and
long-run societal welfare
Integrated marketing and
education customer
Profits through
customer
satisfaction and
society’s well-being
39Source: own preparation based on: P. Kotler (2003). Marketing Management,
11th, Prentice Hall, Upper Saddle River, p. 17-27.
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4. MARKETING STRATEGY &
MANAGEMENT
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Marketing Strategy
� defining the corporate mission (vision)
� establishing SBU
� assigning resources to each SBU
� planning new business, downsizing & terminating older businesses
Marketing Management -1
� Marketing management is art and science of choosing target markets and getting, keeping, and growing customers through understanding, creating and delivering superior customer value
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Source: own preparation based on: P. Kotler (2003). Marketing Management,
11th, Prentice Hall, Upper Saddle River, p. 17-27.
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Marketing Management - 2
analyzing market situation
designing marketing strategies
implementing and organizing the marketing effort
controlling marketing performance
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Marketing strategy versus
Marketing management
Marketing strategy
Concerned with overall, long term organisational direction
Provides the long-term framework for the organisation
Overall orientation needed to match the organisation to its environment
Goals and strategies are evaluated from an overall perspective.
Relevance of goals and strategies is only evident in the long-term
Marketing Management
Concerned with day-to-day performance and results
Represents only one stage in the organisation’s development
Functional and professional orientation tends to predominate.
Goals are subdivided into specific targets
Relevance of goals and strategies is immediately evident
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Analysis
Analysis
External
Microenvironment
Macroenvironment
Internal
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S
W
O
T
The Organisation’s Marketing
Environment
Theorganisation
The economy
Socialfactors
Culturalforces
Technology
Political structures
Legalstructures
Demography
Suppliers
Distributors& dealersMarket
demands
CompetitorsCustomers
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Lesson 3, 4 & 5.
Marketing Strategy
Lesson 3, 4 & 5.
Marketing Strategy
Outline
� corporate mission (establishing the corporate mission,
influences on objectives and strategy, guidelines for establishing objectives and setting goals)
� portfolio evaluation (models of portfolio analysis, market
attractiveness and business position assessment, criticism of portfolio analysis)
� growth & consolidation strategies (types of
the strategic gap, growth strategies, including: intensive growth, integrative growth and diversification; consolidation strategies)
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Mission
� describes the organisation’s basicfunction in society
� explains why the company exists
� provides the commercial logic for thecompany
� needs to be converted into everydayperformance
� is a cultural glue that enables theorganisation to function as a unity
Corporate Mission - Fundamental
Questions
� What is our business?
� Who is the customer?
� What is of value to our customer?
� What will our business be?
� What should our business be?
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Infuences on the mission statement
� company’s history
� preferences, values and expectations ofmanagers & owners
� environmental factors
� available resources
� distinctive competences
Workable mission
� brief – easy to understand and remember
� flexible – to accomodate change
� distinctive – to make the firm stand out
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Mission or/and vision
� vision gives general sense of direction to the company, is the orientation point thatguides the company
� vision ignores real. practical problems, vision can degenerate to wishful thinking
� mission is about here and now, visionrefers to the future,
� mission is designed to motivate, vision –not!
Harley-Davidson, Inc
� Slogan / MottoDefine your world in a whole new way.
� Mission We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and
to the general public an expanding line of motorcycles and branded products and services in selected market segments.
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Coca-Cola
� To refresh the world...
� To inspire moments of optimism and happiness...
� To create value and make a difference.
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Pepsico
� Our mission is to be the world's premierconsumer products company focusedon convenient foods and beverages. Weseek to produce financial rewards toinvestors as we provide opportunitiesfor growth and enrichment to ouremployees, our business partners andthe communities in which we operate.And in everything we do, we strive forhonesty, fairness and integrity.
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Nike Corporation
� ”To bring inspiration andinnovation to every athlete* in theworld.
�
*”If you have a body, you are an athlete.”
Bill Bowerman
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HBS
� We educate leaders who make a difference in the world
� To organize the world's information and make it universally accessible and useful.
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Skype
� To be destructive but in the cause of making the world a better place.
Facebook, Twitter & Youtube
� Facebook’s mission is to give people thepower to share and make the worldmore open and connected.
� To instantly connect people everywhereto what’s most important to them.
� Our mission is to provide fast and easyvideo access and the ability to sharevideos frequently.