Tasks Necessary for Successful Marketing Management

Competing Concepts

The production concept

The product concept

The selling concept

The marketing concept

The holistic marketing concept

The Holistic Marketing Concept

Royal Bank of Canada

wealth preservers

wealth accumulators

To improve its guests’ experiences, Snowshoe Mountain ski resort engages in a series of internal marketing activities to build its brand promise with employees

Ben &Jerry’s “ triple bottom line” business philosophy is based on monitoring the environmental and social effects of its actions in addition to the profits from the sale of its products.

Updating The Four Ps

The Four PComponents of theMarketing Mix

The Evolution of Marketing Management

Marketing Management Tasks

Developing Marketing Strategies and Plans

Capturing Marketing Insights

Connecting with Customers

Building Strong Brands

Marketing Management Tasks

Shaping the Market Offerings

Delivering Value

Communicating Value

Creating Successful Long-Term Growth

Summary

Today’s marketplace is fundamentally different as a result of major societal forces.

There are five competing concepts under which organizations can choose.

The holistic marketing concept is based on the development, design, and implementation of marketing programs

Successful marketing management includes developing marketing strategies Developing marketing strategies