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8/9/2019 Mktg. Mgt Lesson 1
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MARKETING
MANAGEMENTLesson 1
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MARKETING
----- 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.
----- is a societal process by which
individuals and groups obtain what theyneed and want through creating, offering
and freely exchanging products and
services of value with others.
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MARKETING MANAGEMENT
---- as the art and science of
choosing target markets andgetting, keeping and growing
customers through creating,
delivering and communicatingsuperior customer value.
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WHAT IS MARKETED
GOODS
SERVICES
EVENTS
EXPERIENCES
PERSONS
PLACES
PROPERTIES
ORGANIZATIONS INFORMATION
IDEAS
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WHO MARKETS?
MARKETERS AND PROSPECTS
MARKETS
KEY CUSTOMER MARKETS
MARKETPLACES, MARKETSPACES &
METAMARKETS
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KEY CUSTOMER MARKET
CONSUMER MARKETS
BUSINESS MARKETS
GLOBAL MARKETS
NONPROFIT AND GOVERNMENTAL
MARKETS
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GLOBAL MARKETING
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NEEDS,WANTS & DEMANDS
NEEDS ---- basic human requirements
WANTS ---- when directed to specific objects that
might satisfy the need.
DEMAND --- are wants for specific products
backed by an ability to pay.
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FIVE TYPES OF NEEDS
1) STATED NEEDS
2) REAL NEEDS
3) UNSTATED NEEDS
4) DELIGHT NEEDS
5) SECRET NEEDS
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MARKETING CHANNELS
COMMUNICATION CHANNELS
DISTRIBUTION CHANNELS
SERVICE CHANNELS
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NEWMARKETING REALITIES
Networking information technology
Globalization
Deregulation
Privatization
Heightened competition
Industry convergence
Consumer resistance
Retail transformation
Disintermediation
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COMPANY ORIENTATION IN THE
MARKETPLACE
PRODUCT ION CONCEPT
PRODUCT CONCEPT
SELLING CONCEPT
MARKETING CONCEPT
HOLISTIC MARKETING CONCEPT
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HOLISTIC MARKETING
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HOLISTICE MARKETING
COMPONENTS
RELATIONSHIP MARKETING
INTEGRATED MARKETING
INTERNAL MARKETING
PERFORMANCE MARKETING
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COMPONENTS OF THE
MARKETING MIX
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MARKETING MIX STRATEGY
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PERFORMANCE MARKETING
FINANCIAL ACCOUNTABILITY
SOCIAL RESPONSIBILITY MARKETING
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TARGET MARKETS, POSITIONING
AND SEGMENTATION
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FACTORS AFFECTING MARKETING
STRATEGY
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MARKETING MANAGEMENT TASKS
DEVELOPING MARKETING STRATEGIES ANDPLANS
CAPTURING MARKETING INSIGHTS
CONNECTINGWITH CUSTOMERS
BUILDING STRONG BRANDS
SHAPING THE MARKET OFFERINGS
DELIVERING VALUE
COMMUNICATING VALUE
CREATING LONG-TERM GROWTH
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ACTIVITY
Identify a company who usesHolistic MarketingConcept and identfy the activities and programs
that they are using the said approach.
Choose a company who are doing CSR and from
the type of activities cite a concrete corporatesocial initiative that they are doing.
a) corporate social marketing
b) cause marketing
c) cause-related marketingd) corporate philantrophy
e) Corporate community involvement
f) socially responsible business practices
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ASSIGNMENT
Identify 5 products of your choice and getinformation in terms of its demographics.
Next topic; Getting information and
Environmental scanning
Conducting marketing Research and Forecastingdemands
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THANK YOU.