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1、Marketing Management,Defining Marketing for the Twenty-First Century,The Chartered Institute of Marketing,Marketing is the management process that identifies,anticipates and satisfies customer requirements profitably,Adcock et al,The right product,in the right place,at the right time,and at the righ
2、t price,Kotler 1980,Marketing is the human activity directed at satisfying human needs and wants through an exchange process,Kotler 1991,Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating,offering and exchanging products of va
3、lue with others,Objectives,Understand the new economy.Learn the tasks of marketing.Become familiar with the major concepts and tools of marketing.Understand the orientations exhibited by companies.,Objectives,Learn how companies and marketers are responding to new challenges.,The New Economy,Consume
4、r 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.,The New Economy,Firm benefits from the digital revolution include:New prom
5、otional medium.Access to richer research data.Enhanced employee and customer communication.Ability to customize promotions.,Challenges of Todays Organization,What Can Be Marketed?,GoodsServicesExperiencesEventsPersons,PlacesPropertiesOrganizationsInformationIdeas,Product,Product,Experiences,Places,P
6、ersons,Services,Goods,Events,Ideas,Information,Properties,Organizations,Marketing Defined,Kotlers 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 othe
7、rs.”,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.”,Core Marketing Concepts,Target markets an
8、d market segmentationMarketplace,market-space,metamarketsMarketers&prospectsNeeds,wants,demandsProduct offering and brandValue and satisfaction,Exchange and transactionsRelationship and networksMarketing channelsSupply chainCompetitionMarketing environmentMarketing program,Core Marketing Concepts,Ta
9、rget markets&segmentationDifferences 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.,Core Marketing Concepts,Needs describe basic human requi
10、rements 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.,Core Marketing Concepts,A Product is any of
11、fering 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.,Enhancing Value,Marketers can enhance the value of an offering to the customer by:Raising benefits.Reducing costs.Raising be
12、nefits while lowering costs.Raising benefits by more than the increase in costs.Lowering benefits by less than the reduction in costs.,Core Marketing Concepts,Exchange involves obtaining a desired product from someone by offering something in return.Five conditions must be satisfied for exchange to
13、occur.Transaction involves at least two things of value,agreed-upon conditions,a time of agreement,and a place of agreement.,Core Marketing Concepts,Relationship marketing aims to build long-term mutually satisfying relations with key parties,which ultimately results in marketing network between the
14、 company and its supporting stakeholders.,Core Marketing Concepts,Marketing ChannelsCommunication channelsDistribution channelsService channels,Deliver messages to and receive messages from target buyers.Includes traditional media,non-verbal communication,and store atmospherics.,Core Marketing Conce
15、pts,Marketing ChannelsCommunication channelsDistribution channelsService channels,Display or deliver the physical products or services to the buyer/user.,Core Marketing Concepts,Marketing ChannelsCommunication channelsDistribution channelsService channels,Carry out transactions with potential buyers
16、 by facilitating the transaction.,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.,Marketing Mix,The marketing program
17、 is developed to achieve the companys objectives.Marketing mix decisions include:Product:provides customer solution.Price:represents the customers cost.Place:customer convenience is key.Promotion:communicates with customer.,Marketing Mix,Price,Mkt Mix,Placement,Promotion,Product,Marketing Mix,Produc
18、tProduct VarietyQualityDesignFeaturesBrand NamePackagingSizesServicesWarrantiesReturns,Price List Price Discounts Allowances Payment Period,Promotion Sales Promotion Advertising Sales Force Public Relations Publicity,Place Channels Coverage Assortments Locations Inventory Transport,Competing Marketi
19、ng Concepts,The orientation or philosophy of the firm typically guides marketing efforts.Several competing orientations exist:Production conceptProduct conceptSelling conceptMarketing conceptSocietal marketing concept,MarketingConcept,Product Concept,MarketingConcepts,Production Concept,SocietalMark
20、eting,Competing Marketing Concepts,Selling Concept,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 marketCustomer needsIntegrated marketi
21、ngProfitability,Changes in the Marketplace,Globalization,technological advances,and deregulation have created many challenges:CustomersBrand manufacturersStore-based retailersBoth companies and marketers have been forced to respond and adjust.,Levels of Competition,Four levels of competition can be
22、distinguished by the level of product substitutability:Brand competitionIndustry competitionForm competitionGeneric competition,Levels of Competition,Competition,Form,Industry,Brand,Generic,Marketing Environment,Task EnvironmentBroad Environment,Organizations Environment,Macro or Far Environment,Tec
23、hnological Factors,Social Factors,Political Factors,Economic Factors,Near or Operating Environment,Customers,Clients,Competitors,Partners,Suppliers,ORGANIZATION,Task Environment,CompanySuppliersDistributorsDealersTarget CustomersCompetitors,Broad Marketing Environment,The following forces in the Bro
24、ad Environment have a major impact on the Task Environment:DemographicsEconomicsNatural environmentTechnological environmentPolitical-legal environmentSocial-cultural environment,Demographic Environment,Population Age MixPopulation GrowthEthnic GroupEducation StatusHousehold Patterns,Economic Enviro
25、nment,Income DistributionSubsistence EconomiesRaw Material Exporting EconomiesIndustrializing EconomiesIndustrialized EconomiesSavings,Debt and Credit Availability,Natural Environment,Shortage of Raw MaterialsIncreased Energy CostsIncreased Pollution LevelsChanging Role of Government,Technological E
26、nvironment,Accelerating Technological ChangeInnovation OpportunitiesVarying R&D BudgetsRegulations of Technological Change,Political-Legal Environment,Legislation Regulating BusinessGrowth of Special Interest Groups,Social-Cultural Environment,BeliefsValuesNormsSubculture,SWOT Analysis,Strengths(Int
27、ernal)Weaknesses(Internal)Opportunities(External)Threats(External),SWOT Analysis,SWOT Analysis,Contents of the Marketing Plan,Executive SummaryCurrent Marketing SituationOpportunity and issue analysisObjectivesMarketing strategyAction programsFinancial projectionsImplementation controls,Segmentation
28、PositioningProduct ManagementPricingDistributionMarketing CommunicationsMarketing Research,Marketing Strategy,Market Segmentation,Market SegmentIt consist of a large identifiable group within a market with similar wants purchasing power,geographical location and buying attitudes or habits,Levels of
29、Segmentation,Niche MarketingLocal MarketingIndividual Marketing,Patterns of Market Segmentation,Homogeneous PreferencesDiffused PreferencesClustered Preferences,Market Segmentation Procedure,Survey StageAnalysis StageProfiling Stage,Bases for Segmenting Market,GeographicDemographicPsychographicsBeha
30、vioral,Characteristics of Effective Segmentation,MeasurableSubstantialAccessibleDifferentiableActionable,Product Positioning,It is the act of designing the companys offering and image to occupy a distinctive place in the target market,Major Positioning Errors,Under positioningOver positioningConfuse
31、d positioningDoubtful positioning,Differentiation,It is the act of designing a set of meaningful differences to distinguish the companys offering from competitors offerings,Dimensions/Basis of Differentiation,ProductServicesPersonnelChannelImage,Basis of Differentiation,Product,Image,Channel,Personn
32、el,Service,Product Differentiation,FormFeaturesPerformanceConformanceDurabilityReliabilityRepair abilityStyle&Design,4-103,Product Differentiation,Performance,Form,Reliability,Conformance,Features,Style&Design,Product,Service Differentiation,Ordering EaseDeliveryInstallationCustomer TrainingCustomer
33、 ConsultingMaintenance and RepairMiscellaneous,4-103,Service Differentiation,Customer Training,Ordering Ease,Warrantee/Guarantee,Customer Consultation,Delivery,Miscellaneous,Service,Personnel Differentiation,CompetenceCourtesyCredibilityReliabilityResponsivenessCommunication,4-103,Personnel Differen
34、tiation,Credibility,Competence,Responsiveness,Reliability,Courtesy,Communication,Personnel,Personnel Differentiation,Channel Differentiation,CoverageExpertisePerformance,Channel Differentiation,Coverage,Channel,Expertise,Performance,Image Differentiation,SymbolsMediaAtmosphereEvents,Image Differenti
35、ation,Media,Image,Atmosphere,Events,Symbols,Criteria for Worthful Differentiation,ImportantDistinctiveSuperiorCommunicablePre-emptiveAffordableProfitable,Product,A product is anything that can be offered to a market to satisfy a want or need.It include goods,services,experiences,events,persons,place
36、s,properties,organizations,information and Ideas.,Product Life Cycle,IntroductionGrowthMaturityDecline,Product Levels,Core BenefitBasic ProductExpected ProductAugmented ProductPotential Product,Product Hierarchy,Need FamilyProduct FamilyProduct ClassProduct LineProduct TypeBrand NameItem,Product Cla
37、ssifications,Durability and TangibilityConsumer GoodsIndustrial Goods,Durability and Tangibility,Non-durable goodsDurable goodsServices,Consumer Goods Classification,Convenience goodsShopping goodsSpecialty goodsUnsought goods,Industrial Goods Classification,Materials and PartsCapital ItemsSupplies
38、and Business Services,Product Mix,It is the set of all products and items that a particular seller offers for sale.A product mix has itsWidthLengthDepthConsistency,Product Line Decisions,Line StretchingDown-market StretchingUp-market StretchingTwo-Way StretchingLine FillingLine ModernizationLine Fea
39、turing&Line Pruning,Branding,BrandIt is a name,term,sign,symbol,design,or a combination of them,intended to identify the goods or services of one seller and to differentiate them from competitors,Meanings Conveyed by Brand,AttributesBenefitsValuesCulturePersonalityUser,Advantages of Branding,Easy Se
40、llingLegal ProtectionCustomer LoyaltyEasy Market SegmentationImage Building,Brand Sponsor Decision,Manufacturer BrandDistributor BrandLicensed Brand,Brand Name Decision,Individual NameBlanket Family NameSeparate Family Names for all productsCompany Trade Name combined with Individual Product Names,B
41、rand Strategy Decision,Line ExtensionBrand ExtensionMulti-brandsNew BrandCo-brands,Packaging,It includes the activities of designing and producing the container for a product,Levels of Packaging,PrimarySecondaryShipping,Advantages of Packaging,Self ServiceConsumer AffluenceCompany and brand imageInn
42、ovation Opportunity,Labeling,It may be a simple tag attached to the product or an elaborately designed graphic that is part of the package,Functions of Label,IdentificationGradingDescriptionPromotion,Service,It is any act or performance that one party can offer to another that is essentially intangi
43、ble and does not result in the ownership of anything.Its production may or may not be tied to a physical product.,Categories of Service Mix,Pure Tangible GoodTangible Good with Accompanying ServiceHybridMajor Service with Accompanying Minor GoodsPure Service,Characteristics of Services,Intangibility
44、InseparabilityVariabilityPerishability,Elements/Tools of Service Marketing Approach,ProductPricePromotionPlacementPeoplePhysical EvidenceProcess,Marketing Strategy for Service Firms,External MarketingInternal MarketingInteractive Marketing,Tasks of Service Companies,Managing DifferentiationOfferDeli
45、veryImageService QualityProductivity,Determinants of Quality,ReliabilityResponsivenessAssuranceEmpathyTangibles,Common Features of Excellent Service Companies,Strategic ConceptTop Management CommitmentHigh StandardsMonitoring SystemsSatisfying Customer ComplaintsEmployees Satisfaction,Designing The
46、Pricing Strategies,Pricing ObjectivesPricing MethodPromotional PricingDiscriminatory PricingProduct Mix Pricing,Setting Pricing Objective,SurvivalMaximum Current ProfitMaximum Market ShareMaximum Market SkimmingProduct Quality Leadership,Selecting a Pricing Method,Markup PricingTarget Return Pricing
47、Perceived Value PricingValue PricingGoing-rate PricingSealed Bid PricingPsychological Pricing,Price Discounts and Allowances,Cash DiscountsQuantity DiscountsFunctional/Trade DiscountsSeasonal DiscountsAllowances,Promotional Pricing,Loss-Leader PricingSpecial Event PricingCash RebatesLow Interest Fin
48、ancingLonger Payment TermsWarranties and Service ContractsPsychological Discounting,Discriminatory Pricing,Customer-Segment PricingProduct-form PricingImage PricingLocation PricingTime Pricing,Product Mix Pricing,Product Line PricingOptional Feature PricingCaptive Product PricingTwo Part PricingBy P
49、roduct PricingProduct Bundling Pricing,Initiating and Responding to Price Changes,Initiating Price CutsInitiating Price IncreasesCustomer Reaction,Responding to Price Change,Maintain PriceMaintain Price and add ValueReduce PriceIncrease Price and Improve QualityIncrease PriceLaunch a Low Price Item,
50、Developing Effective Communication,Identify the Target AudienceDetermine the Communication ObjectiveDesign the MessageSelect the Communication ChannelAllocate Communication BudgetDecide Communication MixMeasuring the Results,Marketing Communication Mix,AdvertisingSales PromotionPublic RelationsPerso
