Download Nature of Marketing Management

The Nature of Marketing Management
Copyright 2010 SAGE Publications, Inc.
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Southwest Airlines
 2008 FAA safety violation complaint
 FAA $10.2 million civil penalty
 Southwest cooperated and inspected all planes
 Southwest ranks #1 in customer satisfaction
 Excellent employee environment
 Strong advertising and marketing programs
 Strong company culture
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Copyright 2010 SAGE Publications, Inc.
Nature of Marketing Management
Textbook Approach
 Graduation – first entry level job
 Perspective of entry level to mid-level position
 Merger of marketing concepts and management
principles
 Focus on customer and customer satisfaction
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Marketing
 Discovering needs and wants of
 Consumers
 Businesses
 Creating goods and services
 Pricing, promoting and delivering goods and services
 Delivering customer satisfaction
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Insert Figure 1.1
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Insert Table 1.1
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Insert Figure 1.2
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Costs
Demand and Supply
Competition
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Profit Goals
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Insert Figure 1.3
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Promotion
 Advertising
 Consumer and trade promotions
 Personal selling
 Public relations
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Current
Trends
Affecting
Marketing
Insert Figure
1.4
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Insert Figure 1.5
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The Marketing
Management
Process
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• What went wrong?
• Why?
• What should have been
done?
• What can be done now?
Have you experienced a service failure?
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Insert Table 1.2
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Best-Practice
Ideas to Consistently
Provide Quality
Customer Service
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Insert Figure 1.8
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• Advance Mortgage Corporation
• Two roles
• Loan officer
• Coordinate wholesale division
• Most helpful college experiences
• In-class speeches
• Individual and group presentations
• Career path
• Blend what you like with natural aptitude
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 What went wrong?
 Describe Brandon and Jena’s feelings?
 What should have been done?
 Now, what should you do?
 How do you prevent this from occurring again?
Copyright 2010 SAGE Publications, Inc.
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1. Describe the issues surrounding the concepts of markets,
products, prices, distribution, promotion and people at the time of
the iPhone release.
2. Describe issues related to marketing strategies, marketing tactics,
and operational plans.
3. As the retail store manager, what are the keys to the success of
the iPhone and other products?
4. For the individual sales person, what are the keys to successfully
selling the iPhone and other related products?
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