Download What is Marketed?

What is Marketing Management?
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.
Copyright © 2012 Pearson Education
1-1
What is Marketed?
• Goods
• Services
• Events
• Experiences
• Persons
Copyright © 2012 Pearson Education
1-2
What is Marketed?
• Places
• Properties
• Organizations
• Information
• Ideas
Copyright © 2012 Pearson Education
1-3
Figure 1.1
A Simple Marketing System
Copyright © 2012 Pearson Education
1-4
Key Customer Markets




Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Copyright © 2012 Pearson Education
1-5
Core Concepts




Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands
Value and
satisfaction
Copyright © 2012 Pearson Education





Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
1-6
Marketing Environment
Demographic
Economic
Socio-cultural
Political-legal
Technological
Copyright © 2012 Pearson Education
Natural
1-7
Company Orientations
Production
Product
Selling
Marketing
Copyright © 2012 Pearson Education
1-8
Holistic Marketing
Copyright © 2012 Pearson Education
1-9
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
Copyright © 2012 Pearson Education
1-10
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
Copyright © 2012 Pearson Education
1-11
Performance Marketing
Financial
Accountability
Copyright © 2012 Pearson Education
Social Responsibility
Marketing
1-12
The Marketing Mix
Copyright © 2012 Pearson Education
1-13
Marketing Management Tasks








Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
Copyright © 2012 Pearson Education
1-14