mktg. mgt lesson 1

8/9/2019 Mktg. Mgt Lesson 1

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MARKETING

MANAGEMENTLesson 1


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MARKETING

----- 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.

----- is a societal process by which

individuals and groups obtain what theyneed and want through creating, offering

and freely exchanging products and

services of value with others.


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MARKETING MANAGEMENT

---- as the art and science of

choosing target markets andgetting, keeping and growing

customers through creating,

delivering and communicatingsuperior customer value.


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WHAT IS MARKETED

GOODS

SERVICES

EVENTS

EXPERIENCES

PERSONS

PLACES

PROPERTIES

ORGANIZATIONS INFORMATION

IDEAS


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WHO MARKETS?

MARKETERS AND PROSPECTS

MARKETS

KEY CUSTOMER MARKETS

MARKETPLACES, MARKETSPACES &

METAMARKETS


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KEY CUSTOMER MARKET

CONSUMER MARKETS

BUSINESS MARKETS

GLOBAL MARKETS

NONPROFIT AND GOVERNMENTAL

MARKETS


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GLOBAL MARKETING


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NEEDS,WANTS & DEMANDS

NEEDS ---- basic human requirements

WANTS ---- when directed to specific objects that

might satisfy the need.

DEMAND --- are wants for specific products

backed by an ability to pay.


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FIVE TYPES OF NEEDS

1) STATED NEEDS

2) REAL NEEDS

3) UNSTATED NEEDS

4) DELIGHT NEEDS

5) SECRET NEEDS


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MARKETING CHANNELS

COMMUNICATION CHANNELS

DISTRIBUTION CHANNELS

SERVICE CHANNELS


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NEWMARKETING REALITIES

Networking information technology

Globalization

Deregulation

Privatization

Heightened competition

Industry convergence

Consumer resistance

Retail transformation

Disintermediation


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COMPANY ORIENTATION IN THE

MARKETPLACE

PRODUCT ION CONCEPT

PRODUCT CONCEPT

SELLING CONCEPT

MARKETING CONCEPT

HOLISTIC MARKETING CONCEPT


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HOLISTIC MARKETING


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HOLISTICE MARKETING

COMPONENTS

RELATIONSHIP MARKETING

INTEGRATED MARKETING

INTERNAL MARKETING

PERFORMANCE MARKETING


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COMPONENTS OF THE

MARKETING MIX


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MARKETING MIX STRATEGY


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PERFORMANCE MARKETING

FINANCIAL ACCOUNTABILITY

SOCIAL RESPONSIBILITY MARKETING


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TARGET MARKETS, POSITIONING

AND SEGMENTATION


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FACTORS AFFECTING MARKETING

STRATEGY


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MARKETING MANAGEMENT TASKS

DEVELOPING MARKETING STRATEGIES ANDPLANS

CAPTURING MARKETING INSIGHTS

CONNECTINGWITH CUSTOMERS

BUILDING STRONG BRANDS

SHAPING THE MARKET OFFERINGS

DELIVERING VALUE

COMMUNICATING VALUE

CREATING LONG-TERM GROWTH


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ACTIVITY

Identify a company who usesHolistic MarketingConcept and identfy the activities and programs

that they are using the said approach.

Choose a company who are doing CSR and from

the type of activities cite a concrete corporatesocial initiative that they are doing.

a) corporate social marketing

b) cause marketing

c) cause-related marketingd) corporate philantrophy

e) Corporate community involvement

f) socially responsible business practices


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ASSIGNMENT

Identify 5 products of your choice and getinformation in terms of its demographics.

Next topic; Getting information and

Environmental scanning

Conducting marketing Research and Forecastingdemands


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THANK YOU.

mktg. mgt lesson 1

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