Download File - Jenne Meyer PhD

BUS7450
Strategic Marketing
Management
Week 1
Dr. Jenne Meyer
BUS7500
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Introductions
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Discuss syllabus
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Who are you?
Where do you work?
Experience with Marketing or Product Management?
Expectations of this course?
Your first concert or fun fact
Weekly article presentations
Final call project presentation
Class schedule (April 5th, *April 12th, *April 26th)
Groundrules
1
Defining Marketing
for the 21st Century
Chapter Questions
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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?
What is Marketing?
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.
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-5
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 © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-6
What is Marketed?
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What is Marketed?
What in this class is marketed?
What in this class is not marketed?
How are you impacted at work by marketing?
How are you impacted at home by marketing?
What do you like about marketing?
What don’t you like about marketing?
What is Marketed?
• Goods
• Places
• Services
• Properties
• Events
• Organizations
• Experiences
• Information
• Persons
• Ideas
Demand States
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Negative
Nonexistent
Latent
Declining
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Irregular
Unwholesome
Full
Overfull
Figure 1.1 Structure of Flows in
Modern Exchange Economy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-10
Figure 1.2
A Simple Marketing System
Key Customer Markets
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Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Core Concepts
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Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and brands
Value and
satisfaction
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Marketing channels
Supply chain
Competition
Marketing
environment
Marketing planning
Types of Needs
Stated
Real
Unstated
Delight
Secret
Target Markets,
Positioning & Segmentation
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Separate into groups based on the following
 Coffee v hot chocolate
 Car v truck/SUV
 Over v under
 Cable v satellite
 Kids v no kids
Offerings and Brands
Value and Satisfaction
Marketing Channels
Communication
Distribution
Service
Marketing Environment
Demographic
Political-legal
Technological
Economic
Socio-cultural
Natural
Major Societal Forces
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Network information
technology
Globalization
Deregulation
Privatization
Heightened competition
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Industry convergence
Retail transformation
Disintermediation
Consumer buying power
Consumer participation
Consumer resistance
Company Orientations
Production
Product
Selling
Marketing
Holistic Marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-22
Relationship Marketing
Customers
Employees
Marketing Partners
Financial Community
Integrated Marketing
Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
Performance Marketing
Financial
Accountability
Social Responsibility
Marketing
Types of
Corporate Social Initiatives
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Corporate social marketing
Cause marketing
Cause-related marketing
Corporate philanthropy
Corporate community involvement
Socially responsible business practices
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-28
The Four Ps
The New Four Ps
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People
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Processes
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Programs
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Performance
The Old Four Ps
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Product
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Placement
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Promotion
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Pricing
Marketing Management Tasks
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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
Video
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http://www.pbs.org/wgbh/pages/frontline/show
s/cool/
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-31
Class wrap up
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What is due for next week