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Transcript
An Introduction Marketing’s Role within the Organization and the Global Economy What is marketing? Marketing functions The 4P’s The marketing concept Marketing strategy planning Target vs. mass marketing Marketing Defined Alternative Views of Marketing Activities MicroMarketing Marketing Defined Alternative Views of Marketing Activities MicroMarketing MacroMarketing Marketing Perspectives Production Orientation Focus: Sell what it’s easy to produce Marketing Perspectives Production Orientation Sales Orientation Focus: Sell what it’s easy to produce Focus: Push products to beat competition Marketing Perspectives Production Orientation Sales Orientation Marketing Department Orientation Focus: Sell what it’s easy to produce Focus: Focus : Push products to beat competition Coordinate all customer contacts Marketing Perspectives Production-orientation Sales-orientation Focus: Sell what it’s easy to produce Focus: Push products to beat competition Marketing Department Orientation Focus : Coordinate all customer contacts Marketing Company Orientation Focus : Long-run customer satisfaction The Marketing Concept Customer Satisfaction Total Company Effort The Marketing Concept Profit A Need and a Benefit Long-Term Satisfaction Nonprofit Marketing Market Information Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Competitors Current & Prospective Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources S. W. O. T. Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic Marketing Strategy Planning Process Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Targeting & Segmentation S. W. O. T. Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Targeting & Segmentation S. W. O. T. Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic Marketing Planning and Management in the Organization Whole-Company Strategic Management Planning Adjust Plans As Needed Control Marketing Plan(s) and Program Marketing Planning Implement Marketing Plan(s) and Program Product Issues Product Strategy Decision Areas • Total Product Concept • Branding • Packaging • Warranties • Product-line assortment • New product development Place Issues Place Strategy Decision Areas Three Thrusts • Distribution Channels • Logistics • Roles of Middlemen Promotion Issues Promotion: Integrated Marketing Communications Strategy decisions to blend: • Personal Selling • Advertising • Publicity • Sales Promotion Price Issues Strategy Planning for Price • Pricing objectives • Pricing Policies • Price Flexibility • Levels over PLC • Discounts and allowances • Geographic terms • Legal factors • Markup chain in channels • Costs • Demand (price sensitivity) • Competition/Substitutes • Price of other products in line Marketing Functions Information Buying Risk Taking Selling Universal Marketing Marketing Functions Functions Financing Transporting Standardizing and Grading Storing Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Targeting & Segmentation S. W. O. T. Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic
