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1、CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,BSP420:MARKETING MANAGEMENT,Chanaka Jayawardhena,Room.BE 2.19,?,(01509 22)8831,?,C.Jayawardhenalboro.ac.uk,Session structure,?,A lecture(up to an hour),?,Followed by a break(10-15 minutes),?,A case study/video presentation scenario discussion/,presen
2、tation in small groups(up to an hour),?,A concluding discussion(up to 45 minutes),CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,What is marketing?,?,To attract and retain customers at a,profit(Drucker,1999),?,To establish,develop and,commercialise long-term customer,relationships so that the obj
3、ectives,of the parties involved are met,(Gronroos,1989),CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,Efficiency and Effectiveness,Ineffective,Goes out of,business quickly,Dies Slowly,Survives,Does well,Thrives,Effective,Efficient,Inefficient,5,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,2
4、,Marketing Concept,The achievement of corporate,goals through meeting and,exceeding customer needs,better than the competition,The Marketing Concept,Customer orientation,Corporate activities are,focused upon providing,customer satisfaction,Integrated effort,All staff accept the,responsibility for cr
5、eating,customer satisfaction,Goal achievement,The belief that corporate,goals can be achieved,through customer,satisfaction,Marketing concept,The achievement of corporate,goals through meeting and,exceeding customer needs,better than the competition,Customer,orientation,Corporate activities,are focu
6、sed upon,providing customer,satisfaction,Integrated,effort,All staff accept the,responsibility for,creating customer,satisfaction,Goal,achievement,The belief that,corporate goals can,be achieved through,customer satisfaction,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,3,Production Orientation,
7、Customers,Production,capabilities,Manufacture,product,Aggressive,sales effort,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,4,Marketing Orientation,Customer,needs,Potential,market,opportunities,Marketing,products,and services,Customers,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,Marketing,
8、Orientation,Integrated,customer,focus,Long run profits,through customer,satisfaction,Sales,Orientation,Push!Push!,Sell!Sell!,by promotion,Short term,gains in profit,via sales increases,Evolution of the,Marketing Concept,Production,Orientation,Production&,assembly line,refinement,Profits through,prod
9、uction controls,6,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,7,Market-driven Management,Shared,values and,beliefs,Customer,focus,Market-led,strategy,Structure,and,systems,Implementation,Market,intelligence,Shared values,and beliefs,?,customer first,Market,intelligence,Skills in,understanding
10、and,responding to,customers,Structure and,systems,?,structure based on,strategy,?,team work,Market-led,strategy,?,Linking distinctive,competencies to,market opportunities,?,Competitive advantage,the driving force,Implementation,?,people,?,incentives,?,communications,?,persuasion,CHANAKA JAYAWARDHENA
11、,BSP 022 MARKETING MANAGEMENT,8,Creating Customer Value,Product benefits,Service benefits,Relational benefits,Image benefits,Monetary costs,Time costs,Energy costs,Psychological,costs,Customer,value,Perceived,benefits,Perceived,sacrifice,Positive,Negative,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAG
12、EMENT,9,Creating Customer Satisfaction,Delight,Neutral,Dissatisfaction,Absent,Fulfilled,Presence of the characteristic,C,u,s,t,o,m,e,r,s,a,t,i,s,f,a,c,t,i,o,n,Delighters,More is better,Must be,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,Brittany Ferries,Brittany Ferries,promote the benefit,of
13、relaxation,10,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,11,An Effective Marketing Mix,Effective,marketing,mix,Matches,customer needs,Creates a,competitive,advantage,Well,balanced,Matches corporate,resources,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,12,Marketing Mix and Customer Needs
14、,Customer,needs,Key,customer,requirements,Competitive,advantage,Marketing,mix,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,13,Marketing Mix and Customer Needs,Customer,needs,Key,customer,requirements,Competitive,advantage,Marketing,mix,Psychological,Economic,Customer needs,?,Performance,?,Avail
15、ability,?,Reliability,?,Durability,?,Productivity,?,Self-image,?,Quiet life,?,Pleasure,?,Convenience,?,Risk reduction,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,14,Marketing Mix and Customer Needs,Customer,needs,Key,customer,requirements,Competitive,advantage,Marketing,mix,?,Product,?,Price,?,Promotion,?,Place,Marketing,mix,CHANAKA JAYAWARDHENA,BSP 022 MARKETING MANAGEMENT,Ericsson,Style is an important,choice criterion for,brands that are,conspicuous in use,15,
