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Marketing Management 1.01
What is marketing?
 The process of developing, promoting, pricing, selling, and
distributing products to satisfy customer’s wants and
needs.
 All the activities necessary to get a product from the
manufacturer to the consumer.
 Dynamic activities that focus on the customer to generate a
profitable exchange.
 In 2007, the American Marketing Association updated its
marketing definition to “the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large.”
What are the marketing functions?
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Product/service management
Marketing-information management
Channel management (distribution)
Pricing
Promotion
Selling
 Marketing is composed of six interrelated
activities that must work together to get goods
and services from producers to customers.
 The functions must work together to attract target
customers to the business.
Product/Service management involves
obtaining, developing, maintaining, and
improving a product or service mix in
response to market opportunities.
 Helps to determine which products a business will offer
and in what quantities
 Aids in determining and developing a
company’s/product’s image
 Provides direction for other marketing activities based on
changes in a product’s life cycle
Marketing-information management
involves gathering, accessing, synthesizing,
evaluating, and disseminating information.
 Provides data that can be used for business decision-
making
 Provides data about effectiveness of marketing efforts
 Provides data about customer satisfaction, customer
loyalty, needs, and wants
Channel management involves identifying,
selecting, monitoring, and evaluating sales
channels.
 Determines who will offer products and where they
will be offered
 Develops relationships with channel members
 Assesses quality of vendor performance
Pricing involves determining and adjusting
prices to maximize return and meet
customers’ perceptions of value.
 Establishes products’ prices
 Determines whether prices need to be adjusted
 Sets policies and objectives for prices
Promotion involves communicating
information about goods, services, images,
and/or ideas to achieve a desired outcome.
 Reminds customers about products/businesses
 Informs customers about products/businesses
 Persuades customers about products/businesses
Selling involves determining client needs
and wants and responding through
planned, personalized communication that
influences purchase decisions and
enhances future business opportunities.
 Creates a following of loyal customers
 Completes the exchange transaction
 Provides services for customers