Marketing management & decision making, organization and Marketing Concepts

7/29/2019 Marketing management & decision making, organization and Marketing Concepts

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Maria Aleni B. Verallo


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The Obama for America presidential campaigncombined a charismaticpolitician, a powerful messageof hope, and a thoroughly

integrated modern marketingprogram. The marketing planneeded to accomplish two verydifferent goals: expand theelectorate via broadermessages while targeting veryspecific audiences.


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Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an artand a science as marketers strive to find creative

new solutions to often-complex challenges amidprofound changes in the 21st century marketingenvironment.

-Kotler and Keller, Marketing Management


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Marketing Management is the setting of marketing goals considering companyresources and marketing opportunities

and the planning and execution of activitiesrequired to meet the goals. When carriedout effectively and honorably, marketing

management results in creating andsatisfying customers in a manner acceptableto society and leads to profitable growth .


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Mission

The first step in strategic marketing is to articulate the

reason why the enterprise exists and how it can benefittarget consumers over the long term. In particular, thismission statement is intended to anticipate the future anddescribe an ongoing role for the organization's product,service or expertise.

Situation Analysis

Organizations conduct a situation analysis, also known as aSWOT, to evaluate and prioritize their strengths,weaknesses, opportunities and threats.


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Objectives

The third step in strategic marketing is to set marketing objectives.These are clear, measurable goals that give decision makers a basisfor making choices and assessing progress.

Strategy and Evaluation

The fourth step in strategic marketing is strategy development. Thisinvolves selecting a target market, a distinct group of consumers

who are highly likely to buy the firm's product. Planners must alsochoose implementation tactics, specifically, effective ways to use themarketing mix tools of product, promotion, price and distribution toreach and influence prospective buyers. The fifth step, evaluation,means specifying how, when and by whom these tactics are to bemonitored and assessed over time.


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Products

Anything that can be Offered to a Market to Satisfy a Need or Want

Persons Places Organizations

IdeasInformation

Services

Activity or Benefit Offered for Sale That is EssentiallyIntangible and Does Not Result in the Ownership of Anything

What Satisfies Consumers Needs and Wants?

Experiences Events Properties


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Production Concept

Product Concept

Selling Concept

Marketing Concept

Holistic Marketing Concept


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It is based on the development, design andimplementation of marketing programs, processes and

activities that recognizes their breadth andinterdependencies. Four components are:

Relationship marketingIntegrated marketingInternal marketingSocial responsibility marketing


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Relationship Marketing:

It aims to build mutually satisfying long-termrelationships with key constituents in order toearn and retain their business.

The ultimate outcome of relationshipmarketing is a unique company asset called amarketing network .


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Relationship Marketing:

Customer relationship management is the overallprocess of building and maintaining profitablecustomer relationships by delivering superiorcustomer value and satisfaction.

Partner relationship management : deepening of partnership arrangement to key suppliers anddistributors, seeing them as partners in deliveringvalue to final customers so everybody benefits


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Integrated Marketing:

consists of many different marketing activities cancreate, communicate, and deliver value for

customers such that the whole is greater thanthe sum of its parts Internal Marketing:

Task of hiring, training and motivating able

employees who want to serve customers as well.It ensures that everyone in the organizationembraces appropriate marketing principles as wellas the senior management.


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1. the product (or service)2. the price3. the place, and

4. the promotion.5. the people6. the processes7. the program


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Product is anything that can be offered

to a market for attention, acquisition, useof consumption that might satisfy anddelight a need or want of the targetclientele.

It is a tangible good or an intangibleservice.


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The amount of money charged for a productor service;

Price is the only one which generatesrevenue.


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Distribution channels and physical

distribution

Ensures the adequate availability andvisibility of the right products, in the righttarget markets at the right quantity, at theright cost, at the right condition, at the righttime, anytime and all the time.


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McCarthy and Perreault define promotion ascommunicating information between seller and potential buyer to influence attitude and

behavior.

Represents all of the methods of

communication that a marketer may use to provide information to different parties aboutthe product. Promotion comprises elementssuch as: advertising, publicrelations, personal selling and sales


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People reflects, in part, internal marketing and thefact that employees are critical to marketing

success. Marketing will only be as good as the people inside the organization.

It also reflects the fact that marketers must view

consumers as people to understand their lives more broadly, and not just as they shop for and consume products and services .


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Processes reflects all the creativity, discipline, andstructure brought to marketing management.

Marketers must avoid ad hoc planning anddecision making and ensure that state-of-the-artmarketing ideas and concepts play an appropriate

role in all they do.


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Programs reflects all the firms consumer-directed

activities. It encompasses the old four Ps as well asa range of other marketing activities that might notfit as neatly into the old view of marketing.


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OBJECTIVES VEHICLE RESULT

The MarketingObjectivesof theOrganization

ProductPrice

PlacePromotionPeopleProcessesPrograms

Successor

Failure


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the right product

sold at the right price

in the right place

using the most suitable promotion.


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Handlin, A. (n.d.). Retrieved December 7, 2012, fromwww.chron.com:http://smallbusiness.chron.com/5step-strategic-marketing-process-15753.html

Keller, P. K. (2012). Marketing Management (14th ed.).New Jersey: Pearson Education Inc.

Lao Jr., F. (1999). Pharmaceutical Marketing in thePhilippine Setting. Pasig City: Anvil Publishing.

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Marketing management & decision making, organization and Marketing Concepts