lecture 1. marketing management

8/7/2019 LECTURE 1. MARKETING MANAGEMENT

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MARKETING MANAGEMENT

Lecture 1. Understanding marketingLecture 1. Understanding marketingmanagementmanagementMBA University of Wales

Rayat London CollegeCarlos Gomez20-02-2010

Carlos Gomez


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CARLOS GOMEZ

WEEK DATE PARTE CHAPTER SUBJECT

1 20/02/2010 1 1,2 INTRODUCTION TO MARKETINGUNDERSTANDING MM

2 27/02/2010 3,4 DEVELOPING MKT STRATEGIES AND PLANSMANAGING DIGITAL TECH. IN MKT.

3 06/03/2010 2 5 MKT ENVIRONMENT AND INFORMATION MANAGEMENT

4 13/03/2010 6 MANAGING MARKET RESEARCH AND FORECASTING

5 20/03/2010 7,8,9, ANALYSING CONSUMER MARKETSANALYSING

USINESS MARKETSDEALING

ITH COMPETITION

6 27/03/2010 3 10,11 TARGET MARKET DIFFERENTIATING AND POSITIONING STRATEGIESCREATING CUSTOMER VALUE, SATISFACTION AND LOYALTY

7 03/04/2010 4 12,13 MANAGING

RANDS AND

RAND EQUITY

RANDING STRATEGY

8 10/04/2010 5 14,15 DESIGNING, DEVELOPING AND MANAGING MARKET OFFERINGSINTRODUCING NE

MARKET OFFERINGS

9 17/04/2010 6 16,17,18 MANAGING PRICING STRATEGIESMANAGING SUPPLY NET

ORKSMANAGING THE SERVICE PROCESS AND THE CONSUMER INTERFACE

10 24/04/2010 7 19,20 MANAGING MARKETING COMMUNICATIONSMANAGING MASS AND PERSONAL COMMUNICATIONS

11 01/05/2010 MARKETING PLAN

12 0 8/ 05 / 2010 8 21 ,22 I LE E TI

ETI

E E T

I

ETI

ET I

S

1 3 15 / 05 / 2010 EX E TIO D EVISIO

1 4 22 / 05 / 2010 EX E TIO D EVISIO


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CONTENT

CARLOS GOMEZ

CHAPTER 1 IMPORTANCE AND SCOPE OF MARKETING UNDERSTANDING MARKETS AND CUSTOMERS MARKETING PRACTICES MARKETING PHILOSOPHY MARKETING OVERVIEW

CHAPTER 2 WHAT IS MANAGEMENT?

UNDERSTANDING MARKETING MANAGEMENT MANAGING IN A GLOBAL ENVIRONMENT MANAGING IN DEVELOPING MARKETS


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IMPORTANCE OF MARKETING

CARLOS GOMEZ

BUSINESSFUNCTIONS

MARKETING

OPERATIONS

FINANCE

A MINISTRATION

HHRR

ACCOUNTING

BUILDING BRANDSCUSTOMERS LOYALTY VALUE OF A COMPANYVALUE OF A COMPANY


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THE SCOPE OF MARKETING

CARLOS GOMEZ

MARKETING is about identifying and meeting humanand social needs. Profitably!Profitably!

MARKETINGMANAGEMENTMARKETINGMANAGEMENT is the art and science of:CHOOSING TARGET MARKETS AND GETTING, KEEPING AND INCREASING

CUSTOMERS THROUGH CREATING, MANAGING, COMMUNICATIONG ANDDELIVERING SUPERIOR

CUSTOMER VALUE.CUSTOMER VALUE.

Good furniture /Good furniture /Low priceLow price

Phone designPhone design

PROFITABLEPROFITABLEBUSINESSBUSINESS

OPPORTUNITYOPPORTUNITY

PROFITABLEPROFITABLEBUSINESSBUSINESS

OPPORTUNITYOPPORTUNITY


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CARLOS GOMEZ

UNDERSTANDING MARKETS

SERVICESSERVICES

PRODUCTSPRODUCTSSERVICES AND PRODUCTSSERVICES AND PRODUCTS

EVENTSEVENTS

EXPERIEKNCESEXPERIEKNCES

PEOPLEPEOPLE

PLACESPLACESIDEASIDEAS

CONSUMERS

EMPLOYERS

INSURERS

PHARMACEUTICALS

GOVERNMENT AGENCIES

PRACTICIONERS

THIRD-PARTYMEDICAL

INFORMATION SITES

HOSPITALS/CLINICS

CONSUMER MARKETSBUSINESS MARKETSGLOBAL MARKETSNON-PROFIT MARKETS Source: Kotler, 200


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HOW IS MARKETING PRACTICED

CARLOS GOMEZ

ANALYSING

MARKETINGOPPORTUNITIES

SELECTING

TARGETMARKETS

DESIGNING

POSITIONINGSTRATEGIES

DEVELOPING

MARKETING MIXPROGRAMMES

MANAGING THE

MARKETINGEFFOR

MARKETING MIX

PRODUCT/SERVICE

PRICE

PROMOTION

PLACEPHYSICALEVIDENCE

PROCESS

PEOPLE

Source: Kotler, 200


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MARKETING PHILOSOPHY

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THEPRODUCTIONPHILOSOPHY

Product centredProduct lookingfor a marketHigh productionefficiency, lowcost and mass

distribution

THE SELLINGPHILOSOPHY

Make-and-sell

Sell what thecompany makesPersuade of force customersto buy

THEMARKETINGPHILOSOPHY

CustomercentredDesign the rightproduct for thecustomer

ACHIEVE ORGANISATIONAL GOALS BY BEING MORE EFFECTIV THAN THE COMPETITION INCREATING, MANAGING, DELIVERING AND COMMUNICATINGSUPERIOR CUSTOMER VALUE.SUPERIOR CUSTOMER VALUE.


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MARKETING MANAGEMENT OVERVIEW

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CapturingMarketing

Insights

Market researchInformation managementAnalysing consumer/business markets/Dealing with competition

Connecting with

Customers

Segmentation, targeting and positioningCreating customer value

BuildingStrongBrands

Creating and managing brand equityDevising a branding strategy

Marketingmix

Service/ roduct, rice , lace(Distribution/global supply network),romotion

P rocess, physical evidence and people

Implementingmarketingmanagem

ent

Marketing plan, tactics, programmes

Managingmarketing

metrics

CCRR

EE

AATT

IINN

GG

VVAA

LL

UU

EE


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APPLICATIONS

SELECT A LOW-COST AIRLINE

(RYANAIR/EASY JET) AN A FULL SERVICEAIRLINE (AIR FRANCE, BA, LUFTHANSA).COMPARE AND CONTRAST THE DIFFERENTMARKETING ACTIVITIES, FROM THEIRCHOICE OF TARGET MARKETS THROUGH TOALL THE VARIABLES IN THE MARKETINGMIX.

CARLOS GOMEZ


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CHAPTER 2

UNDERSTANDING MARKETINGMANAGEMENT

CARLOS GOMEZ


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WHAT IS MANAGEMENT?

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PLANNING

MANAGE THE

DESIGN ANDIMPLEMENTATION OF THEMARKETINGSTRATEGIC PLAN

ORGANISING

A MARKETING

DEPARTMENTSTAFF ANDSTAKEHOLDERS:INTERNALMARKETING

LEADERSHIP

ALIGNINIG THE

WORK OFPEOPLEGETTINGTHINGS DONETHROUGHPEOPLE

CONTROLLING

FOCUS ON

MONITORINGMEASURINGTHEOUTCOMESFROM THEMARKETINGMIX ACTIVITIES


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UNDERSTANDING MARKETING MANAGEMENT?

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Marketing management is a business discipline which is focused on thepractical application of marketing techniques and the management of afirm's marketing resources and activities.

Marketing management as a philosophy

The company is oriented towards the customer,their needs and their wants.All staff believe this philosophy and they live by it.

Marketing management as a department

Organisational function and a set of practices forcreating common rules for managing customerrelations in a way that benefits the customer.


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MANAGING IN A GLOBAL ENVIRONMENT

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Deciding whether to goabroad

Deciding which marketsto enter

Deciding how to enterthe market

Deciding on themarketing programme

Deciding on themarketing organisation


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MANAGING IN DEVELOPING MARKETS

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BRIC COUNTRIES Why?BRIC COUNTRIES Why?

To fuel company s growthDevelopment potential

80% 80% of theworld s

populationSource: Kotler, 200

Source: http://en.wikipedia.org/wiki/File:BRIC.svg


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SUMMARY

MARKETING IS CRUCIAL FOR BUSINESS SUCCESS, FOCUSING ONUNDERSTANDING CONSUMERS AND MEETING NEEDS PROFITABLY.

MM IS THE ART AND SCIENCE OF CHOOSING TARGET MARKETS ANDGETTING, KEEPING AND INCREASING CUSTOMER THROUGH CREATING,MANAGING, COMMUNICATING AND DELIVERING SUPERIOR CUSTOMERVALUE.

MARKETING CAN BE USED FOR SERVICES, PRODUCTS, EVENTS,EXPERIENCE, PEOPLE, IDEAS AND PLACES.

MANAGEMENT IS A UNIVERSAL DISCIPLINE CHANGING FROM THEHIERARCHICAL FOCUS OF THE PAST TO THE NEW NETWORKED, TEAM-BASED ORGANISATION OF THE FUTURE.

THE DEVELOPING WORLD PROVIDES UNIQUE OPPORTUNITIES BUT ALSOCHALLENGES FOR MARKETING MANAGER WHO MUST BE AWARE OFLOCAL NEEDS WHILE OPERATING GLOBALLY

CARLOS GOMEZ


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APPLICATIONS

GLOBAL MARKETING PRODUCES UNIQUEMANAGEMENT CHALLENGES. Criticallyevaluate the challenges of marketing

globally and specifically in the developingworld.

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The workshop is a different approach to learning.Each week you will have a serious of tasks tocarry out in preparation for the following week s

workshop; this may include individual or groupresearch, the preparation of a short presentationor a written document for circulation to thegroup. Whatever the requirements of the

workshop the module tutor will act as a facilitatorand the emphasis is on you and the rest of thestudents to lead the learning.

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WORKSHOP


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PRIOR TO THE WORKSHOP: Individually identify aproduct or service that you feel has faced aparticular marketing related challenge in the last

six months. Investigate the nature of thechallenge and how the organisation has adaptedits marketing approach to deal with thischallenge.

Be prepared to speak for about 3 5 minutesduring the workshop about the findings of yourresearch.

CARLOS GOMEZ

WORKSHOP

lecture 1. marketing management

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