Part 1 - Understanding Marketing Management

7/25/2019 Part 1 - Understanding Marketing Management

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MKTG 302 MARKETING MANAGEMENT

PART 1. UNDERSTANDINGMARKETING MANAGEMENT

Part 1 / Chapter 1


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Outl!e"

Chapter 1. De#!!$ Mar%et!$ #&r the Ne' Realt" Chapter 2. De)el&p!$ Mar%et!$ Strate$e( a!*

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PART 1. UNDERSTANDING MARKETING MANAGEMENT

Chapter 1. De#!!$ Mar%et!$#&r the Ne' Realte(

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+ue(t&!(" ,h- ( ar%et!$ p&rta!t

" ,hat ( the (&pe ar%et!$

" ,hat are (&e &re ar%et!$ &!ept(

" ,hat #&re( are *e#!!$ the !e' ar%et!$ realte

" ,hat !e' apalte( ha)e the(e #&re( $)e! &!a!* &pa!e(

" ,hat *&e( a h&l(t ar%et!$ phl&(&ph- !lu*e

" ,hat ta(%( are !ee((ar- #&r (ue((#ul ar%et!$

a!a$ee!t

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Outl!e" The alue Mar%et!$

" The S&pe Mar%et!$

" C&re Mar%et!$ C&!ept(

" The Ne' Mar%et!$ Realte(

" Cha!$e* Mar%etplae

" Mar%et!$ ! Prate

" C&pa!- Ore!tat&!

" Up*at!$ the &ur P(

" Mar%et!$ Ma!a$ee!t Ta(%(

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The alue Mar%et!$" !a!al (ue(( te! *epe!*( &! ar%et!$ a

" Mar%et!$ ha( helpe* !tr&*ue !e' &r e!ha!e*

pr&*ut( that ea(e &r e!rh pe&ple4( l)e(.

" Sue((#ul ar%et!$ ul*( *ea!* #&r pr&*ut(

(er)e(5 'hh5 ! tur!5 reate( 6&(.

" Sue((#ul ar%et!$ all&'( #r( t& &re #ull- e

(&all- re(p&!(le at)te(.

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The alue Mar%et!$" Ma!- #r(5 e)e! (er)e a!* !&!prt5 !&' ha)e

ar%et!$ #er 7CMO8 t& put ar%et!$ &! a &

#&&t!$ 'th &ther C:le)el e;eut)e( (uh a( the

#!a!al #er 7CO8 &r he# !#&rat&! #er

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,hat ( Mar%et!$

Part 1 / Chapter 1

P t 1 / Ch t 1


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The S&pe Mar%et!$Marketing ( a&ut *e!t#-!$ a!* eet!$ hua!

(&al !ee*(. O!e the (h&rte(t $&&* *e#!t&!(

ar%et!$ (


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The S&pe Mar%et!$Marketing management ( the art and science of

target markets and getting, keeping, and growing

customers through creating, delivering, and comm

superior customer value.

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The S&pe Mar%et!$A ar%et!$ ( t& a%e (ell!$ (uper#lu&u(. T

ar%et!$ ( t& %!&' a!* u!*er(ta!* the u(t&e

that the pr&*ut &r (er)e #t( h a!* (ell( t(el#.

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The S&pe Mar%et!$" ,hat ( ar%ete*

" $&&*(

" (er)e(

" e)e!t(

" e;pere!e(

" per(&!(

" plae(

" pr&perte(

" &r$a!>at&!(

" !#&rat&!

" *ea(

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The S&pe Mar%et!$,h& ar%et(

"A marketer ( (&e&!e 'h& (ee%( a re(p&!(e :

a purha(e5 a )&te5 a *&!at&! : #r& a!&ther par

the prospect. I# t'& parte( are (ee%!$ t& (ell (&

t& eah &ther5 'e all the &th ar%eter(.

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The S&pe Mar%et!$Dea!* (tate(

" Negative demand: C&!(uer( *(l%e the pr&*ut a!* a- e)e! pa- t& a" Nonexistent demand: C&!(uer( a- e u!a'are &r u!!tere(te* !

" Latent demand: C&!(uer( a- (hare a (tr&!$ !ee* that a!!&t e (at

e;(t!$ pr&*ut.

" Declining demand: C&!(uer( e$! t& u- the pr&*ut le(( #re9ue!tl-

" Irregular demand: C&!(uer purha(e( )ar- &! a (ea(&!al5 &!thl-5 'e

e)e! h&url- a((." Full demand: C&!(uer( are a*e9uatel- u-!$ all pr&*ut( put !t& the

" Overfull demand - M&re &!(uer( '&ul* l%e t& u- the pr&*ut tha! a

" Unwholesome demand: C&!(uer( a- e attrate* t& pr&*ut( that ha

u!*e(rale (&al &!(e9ue!e(.

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The S&pe Mar%et!$Mar%et(

" Tra*t&!all-5 a


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The S&pe Mar%et!$

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C&re Mar%et!$ C&!ept(" NEEDS

" ,ANTS

" DEMANDS

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C&re Mar%et!$ C&!ept(" TARGET MARKETS

" POSITIONING

" SEGMENTATION

p

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C&re Mar%et!$ C&!ept(" OERINGS

" ?RANDS

p

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C&re Mar%et!$ C&!ept(" MARKETING C@ANNES

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C&re Mar%et!$ C&!ept(" PAID MEDIA

" O,NED MEDIA

" EARNED MEDIA

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C&re Mar%et!$ C&!ept(" IMPRESSIONS

" ENGAGEMENT

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C&re Mar%et!$ C&!ept(" AUE

" SATISACTION

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C&re Mar%et!$ C&!ept(" SUPPB C@AIN

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C&re Mar%et!$ C&!ept(" COMPETITION

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C&re Mar%et!$ C&!ept(" MARKETING ENIRONMENT

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The Ne' Mar%et!$ Realte(" TEC@NOOGB

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The Ne' Mar%et!$ Realte(" GO?AIATION

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The Ne' Mar%et!$ Realte(" SOCIA RESPONSI?IITB

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Cha!$e* Mar%etplaeNe' C&!(uer Capalte(

" C&!(uer( a! u(e the I!ter!et a( a p&'er#ul !#

a!* purha(!$ a*.

" C&!(uer( a! (earh5 &u!ate5 a!* purh

the &)e.

" C&!(uer( a! tap !t& (&al e*a t& (hare &pa!* e;pre(( l&-alt-.

" C&!(uer( a! at)el- !terat 'th &pa!e(.

" C&!(uer( a! re6et ar%et!$ the- #!* !appr&

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Cha!$e* Mar%etplaeNe' C&pa!- Capalte(

" C&pa!e( a! u(e the I!ter!et a( a p&'er#ul !#&rat&! aha!!el5 !lu*!$ #&r !*)*uall- *##ere!tate* $&&*(.

" C&pa!e( a! &llet #uller a!* rher !#&rat&! a&ut

u(t&er(5 pr&(pet(5 a!* &pett&r(.

" C&pa!e( a! reah &!(uer( 9u%l- a!* e##e!tl- )a

e*a a!* &le ar%et!$5 (e!*!$ tar$ete* a*(5 &up&!!#&rat&!.

" C&pa!e( a! pr&)e purha(!$5 rerut!$5 tra!!$5 a!*

a!* e;ter!al &u!at&!(.

" C&pa!e( a! pr&)e ther &(t e##e!-.

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Cha!$e* Mar%etplaeCha!$!$ Cha!!el(

" Retal tra!(#&rat&!

" D(!tere*at&!

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Cha!$e* Mar%etplae@e$hte!e* C&pett&!

" Pr)ate lael(

" Me$a:ra!*(

" Dere$ulat&!

" Pr)at>at&!

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Mar%et!$ ! PrateMar%et!$ ?ala!e

" C&pa!e( u(t al'a-( &)e #&r'ar*5 !!&)at!

pr&*ut( a!* (er)e(5 (ta-!$ ! t&uh 'th u(t&

!ee*(5 a!* (ee%!$ !e' a*)a!ta$e( rather tha!

&! pa(t (tre!$th(.

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Mar%et!$ ! PrateMar%et!$ A&u!talt-

" Mar%eter( are !rea(!$l- a(%e* t& 6u(t#- ther

!)e(te!t( ! #!a!al a!* prtalt- ter(5 a(

! ter( ul*!$ the ra!* a!* $r&'!$ the u

a(e.

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Mar%et!$ ! PrateMar%et!$ ! the Or$a!>at&!

" Mar%et!$ ( not *&!e &!l- - the ar%et!$ *epa

e)er- epl&-ee ha( a! pat &! the u(t&er.

" T& reate a (tr&!$ ar%et!$ &r$a!>at&!5 ar%e

u(t th!% l%e e;eut)e( ! &ther *eparte!t(5 a

e;eut)e( ! &ther *eparte!t( u(t th!% &rear%eter(.

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C&pa!- Ore!tat&!The Pr&*ut&! C&!ept

" The production concept ( &!e the &l*e(t &!

u(!e((. It h&l*( that &!(uer( pre#er pr&*ut(

'*el- a)alale a!* !e;pe!()e a!* &!e!trate

ahe)!$ h$h pr&*ut&! e##e!-5 l&' &(t(5 a!

*(trut&!.

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C&pa!- Ore!tat&!The Pr&*ut C&!ept

" The product concept pr&p&(e( that &!(uer(

pr&*ut( #er!$ the &(t 9ualt-5 per#&ra!e5 &

!!&)at)e #eature(.

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C&pa!- Ore!tat&!The Sell!$ C&!ept

" The selling concept h&l*( that &!(uer( a!*

u(!e((e(5 # le#t al&!e5 '&!4t u- e!&u$h the

&r$a!>at&!4( pr&*ut(.

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C&pa!- Ore!tat&!The Mar%et!$ C&!ept

" The marketing concept ( a u(t&er : e!tere*

a!*:re(p&!* phl&(&ph-. The 6& ( t& #!* !&t the

u(t&er( #&r -&ur pr&*ut(5 ut the r$ht pr&*u

-&ur u(t&er(.

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C&pa!- Ore!tat&!The @&l(t Mar%et!$ C&!ept

" The holistic marketing &!ept ( a(e* &! the*e)el&pe!t5 *e($!5 a!* plee!tat&! ar

pr&$ra(5 pr&e((e(5 a!* at)te( that re&$!>

rea*th a!* !ter*epe!*e!e(.

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C&pa!- Ore!tat&!The @&l(t Mar%et!$ C&!ept

" Relat&!(hp ar%et!$

" I!te$rate* ar%et!$

" I!ter!al ar%et!$

" Per#&ra!e ar%et!$

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(t &ur P(

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Up*at!$ the &ur P(" MCarth- la((#e* )ar&u( ar%et!$ at)te( !

marketing-mix t&&l( #&ur r&a* %!*(5 'hh hethe four Ps ar%et!$ pr&*ut5 pre5 plae5 a!

pr&&t&!.

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Up*at!$ the &ur P(

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Up*at!$ the &ur P(" U!*er(ta!*!$ the &ur A(

"Aeptalt-

"A##&r*alt-

"Ae((lt-

"A'are!e((

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Mar%et!$ Ma!a$ee!t Ta(%(" De)el&p!$ ar%et!$ (trate$e( a!* pla!(

" Captur!$ ar%et!$ !($ht(

" C&!!et!$ 'th u(t&er(

" ?ul*!$ (tr&!$ ra!*(

" Creat!$ )alue

" Del)er!$ )alue

" C&u!at!$ )alue

" C&!*ut!$ ar%et!$ re(p&!(l- #&r l&!$:ter (

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Outl!e" The alue Mar%et!$

" The S&pe Mar%et!$" C&re Mar%et!$ C&!ept(

" The Ne' Mar%et!$ Realte(

" Cha!$e* Mar%etplae

" Mar%et!$ ! Prate" C&pa!- Ore!tat&!

" Up*at!$ the &ur P(

" Mar%et!$ Ma!a$ee!t Ta(%(

K *

Part 1 / Chapter 1


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Ke-'&r*(ar%et!$5 he# ar%et!$ #er 7CMO85 ar%et!$ a

$&&*(5 (er)e(5 e)e!t(5 e;pere!e(5 per(&!(5 plae(5 p&r$a!>at&!(5 !#&rat&!5 *ea(5 !e$at)e *ea!*5 !&!

*ea!*5 late!t *ea!*5 *el!!$ *ea!*5 rre$ular *e

*ea!*5 &)er#ull *ea!*5 u!'h&le(&e *ea!*5 ar%

'a!t5 *ea!*5 tar$et ar%et5 p&(t&!!$5 (e$e!tat&!

#er!$(5 ra!*(5 ar%et!$ ha!!el(5 pa* e*a5 &'!eear!e* e*a5 pre((&!(5 e!$a$ee!t5 )alue5 (at(#a

(uppl- ha!5 &pett&!5 ar%et!$ e!)r&!e!t5 teh!

$l&al>at&!5 (&al re(p&!(lt-5

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PART 1. UNDERSTANDING MARKETING MANAGEMENT

Chapter 2. De)el&p!$

Mar%et!$ Strate$e( a!* Pla!(

+ t

Part 1 / Chapter 2


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+ue(t&!(" @&' *&e( ar%et!$ a##et u(t&er )alue

" @&' ( (trate$ pla!!!$ arre* &ut at the &rp&*)(&!al le)el(

" @&' ( (trate$ pla!!!$ arre* &ut at the u(!

le)el

" ,hat *&e( a ar%et!$ pla! !lu*e

M % t * C t l

Part 1 / Chapter 2


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Mar%et!$ a!* Cu(t&er alue

The ta(% a!- u(!e(( (

*el)er u(t&er )alue at a p

M % t * C t l

Part 1 / Chapter 2


53/75

Mar%et!$ a!* Cu(t&er alueThe alue Del)er- Pr&e((

" Ch&&(!$ the )alue" Pr&)*!$ the )alue

" C&u!at!$ the )alue

M % t * C t l

Part 1 / Chapter 2


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Mar%et!$ a!* Cu(t&er alueThe alue Cha!

Primary activities" I!&u!* l&$(t(

" Operat&!(

" Out&u!* l&$(t(

" Mar%et!$

" Ser)e

M % t * C t l

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Mar%et!$ a!* Cu(t&er alueThe alue Cha!

Supporting activities" Pr&uree!t

" Teh!&l&$- *e)el&pe!t

" @ua! re(&ure a!a$ee!t

" r !#ra(truture

M % t * C t l

Part 1 / Chapter 2


56/75

Mar%et!$ a!* Cu(t&er alueC&re C&pete!e(

A core competency ha( three harater(t(" It ( a (&ure &pett)e a*)a!ta$e a!* a%e

($!#a!t &!trut&! t& pere)e* u(t&er e!

" It ha( applat&!( ! a '*e )aret- ar%et(

" It ( *##ult #&r &pett&r( t& tate.


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Mar%et!$ a!* Cu(t&er aluePla!!!$

" Mar%et!$ Pla!" Strate$ Mar%et!$ Pla!

" Tatal Mar%et!$ Pla!


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C&rp&rate a!* D)(&! Pla!!!$

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C&rp&rate a!* D)(&! Pla!!!$" De#!!$ the &rp&rate ((&!

" E(tal(h!$ (trate$ u(!e(( u!t("A(($!!$ re(&ure( t& eah (trate$ u(!e(( u

"A((e((!$ $r&'th &pp&rtu!te(


Part 1 / Chapter 2


60/75

C&rp&rate a!* D)(&! Pla!!!$" De#!!$ the C&rp&rate M((&!

" ?u(!e(( *e#!t&!" Cra#t!$ a u(!e(( *e#!t&!


Part 1 / Chapter 2


61/75

C&rp&rate a!* D)(&! Pla!!!$" E(tal(h!$ Strate$ ?u(!e(( U!t( 7S?U8

" It ( a (!$le u(!e((5 &r a &llet&! relate* u(!e((a! e pla!!e* (eparatel- #r& the re(t the &pa!-

" It ha( t( &'! (et &pett&r(.

" It ha( a a!a$er re(p&!(le #&r (trate$ pla!!!$ a!*

per#&ra!e5 'h& &!tr&l( &(t the #at&r( a##et!$ p


Part 1 / Chapter 2


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C&rp&rate a!* D)(&! Pla!!!$"A(($!!$ Re(&ure( t& Eah S?U

" O!e t ha( *e#!e* S?U(5 a!a$ee!t u(t *e*e h&all&ate &rp&rate re(&ure( t& eah.


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C&rp&rate a!* D)(&! Pla!!!$"A((e((!$ Gr&'th Opp&rtu!te(


Part 1 / Chapter 2


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C&rp&rate a!* D)(&! Pla!!!$Or$a!>at&!al Culture

" Share* e;pere!e(5 (t&re(5 ele#(5 a!* !&r( tharater>e a! &r$a!>at&!.


Part 1 / Chapter 2


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Mar%et!$ I!!&)at&!" Se!&r a!a$ee!t (h&ul* e!&ura$e

*ea( #r& three $e!erall- u!*errepre(

$r&up(

" epl&-ee( 'th -&uth#ul &r *)er(e per(pet)e(" epl&-ee( #ar re&)e* #r& &pa!- hea*9uarter(

" epl&-ee( !e' t& the !*u(tr-

?u(!e(( U!t Strate$ Pla!!!$

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Part 1 / Chapter 2


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The ?u(!e(( M((&!" Eah u(!e(( u!t !ee*( t& *e#!e t( (pe#

'th! the r&a*er &pa!- ((&!.


Part 1 / Chapter 2


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S,OT A!al-((" E;ter!al E!)r&!e!t 7Opp&rtu!t- a!* Threat8 A

" I!ter!al E!)r&!e!t 7Stre!$th( a!* ,ea%!e((e

A!al-((


Part 1 / Chapter 2


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G&al &rulat&!" G&al( u(t e pr&rt>e*

" G&al( (h&ul* e 9ua!ttat)e

" G&al( (h&ul* e real(t

"G&al( (h&ul* e &!((te!t


Part 1 / Chapter 2


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Strate$ &rulat&!

G&al( !*ate 'hat a u(!e(( u!t 'a!t( t&

ahe)e strategy ( a $ae pla! #&r $ett!$

E)er- u(!e(( u(t *e($! a (trate$- #&r at( $&al(5 &!((t!$ a marketing strategy a

&patle technology strategy a!* sourcing

strategy.


Part 1 / Chapter 2


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Pr&$ra &rulat&! a!*

Iplee!tat&!" E)e! a $reat ar%et!$ (trate$- a! e (a&ta$e

p&&r plee!tat&!.


Part 1 / Chapter 2


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ee*a% a!* C&!tr&l" D& the r$ht th!$ or *& th!$( r$ht

Mar%et!$ Pla!

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Mar%et!$ Pla!A marketing plan ( a 'rtte! *&ue!t that (u

'hat the ar%eter ha( lear!e* a&ut the ar%etpl!*ate( h&' the #r pla!( t& reah t( ar%et!$

&6et)e(.

Mar%et!$ Pla!

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Mar%et!$ Pla!Set&!(

" E;eut)e (uar- F tale &!te!t(" Stuat&! a!al-((

" Mar%et!$ (trate$-

" Mar%et!$ tat(

" !a!al pr&6et&!(

" Iplee!tat&! &!tr&l(

Ke-'&r*(

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75/75

Ke-'&r*(alue *el)er- pr&e((5 (e$e!tat&!5 tar$et!$5

p&(t&!!$5 h&&(!$ the )alue5 pr&)*!$ the )alue&u!at!$ the )alue5 )alue ha!5 prar- at

(upp&rt!$ at)te(5 &re &pete!e(5 ar%et!$

(trate$ ar%et!$ pla!5 tatal ar%et!$ pla!5

a!* *)(&!al pla!!!$5

Documents

Part 1 - Understanding Marketing Management