2. Why is marketing important?
What is the scope of marketing?
What are some fundamental marketing
concepts?
How has marketing management
changed?
What are the tasks necessary for
successful marketing management?
3. Marketing is 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.
5. Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
11. Four Ps
Product
Price
Place
Promotion
Four Cs
Customer
solution
Customer cost
Convenience
Communication
12. Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands
Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
13. Strengthening the brands
Measuring marketing effectiveness
Driving new product development based on
customer needs
Gathering meaningful customer insights
Utilizing new marketing technology
14. Make the mission and responsibilities clear
Fit the role to the marketing culture and
structure
Ensure the CMO is compatible with the CEO
Remember that show people don’t succeed
Match the personality with the CMO type
Make line managers marketing heroes
Infiltrate the line organization
Require right-brain and left-brain skills
15. A substantial increase in buying power
A greater variety of available goods and services
A great amount of information about practically
anything
Greater ease in interacting and placing and
receiving orders
An ability to compare notes on products and
services
An amplified voice to influence public opinion
16. Dual Goal of
marketing
Adam SmithCore concepts of
marketing
Scientific
Management
Importance of
marketing
General
Administrative TheoryScope of marketing
Customer
Dissatisfactio
n
Customer
Delight
Production
Unwholeso
me
Declining
Hawthorne
Studies
Full
Organizational
BehaviorOverfull
Holistic Selling Marketing
What is marketing?
Why marketing?
What is Marketed
Customer satisfaction
Quality
Management
Customer
Satisfaction
Demand States
Company
Orientations
MARKETING IN 21st
Century
Goods Services Persons
Organization
Information IdeasPlaces, Pr
operties
LatentNegative
Organizational
BehaviorIrregular
Organizational
BehaviorNonexistent
Product
Marketing Mix
Marketing
ManagementTasks
Product
Promotion
Price Place
•Develop marketing
strategies and plans
•Capture marketing
insights
•Connect with customers
•Build strong brands
•Shape market offerings
•Deliver value
•Communicate value
•Create long-term growth
Market changes
I
Information
technology
Convergence
CompetitionPrivatizationDeregulationGlobalizatio
n
Consumer
resistance