Engineering Management

Marketing

What do you Associate with

Marketing?
Advertising
Selling
Promotion
Packaging
The customer

Definition:

Marketing is the management process

of anticipating, identifying and
satisfying customers needs profitably

Market research

i pod

iPhone 6

Tracy Island

Star Wars helmet

Talking Elmo

Upsy Daisy

Nerf N Strike Stampede

Buzz Lightyear Jet Pack

Lego City Airport

Marketing

Marketing is concerned with attempting

to reduce risk by applying formal
techniques systematically to assess the
situation and develop the companys
response to it.

Why adopt a marketing

approach?
What other approaches are there?
Production
Selling

Virtuous Circle of Marketing

The Marketing Decision

Process

Objectives
The market
Market segments
The target
The needs, wants, desires
External attitude influences
The benefits
The competition
The strategy

Components of the strategy:

The Marketing Mix (4 Ps)

Product
Price
Place (Distribution)
Promotion
Premises/Physical evidence
Procedures
Personnel (7 Ps)

The Marketing Mix

The Marketing Decision

Process

The strategy
Tactics
Review

Promotional Influences on the

customer:

Word of mouth

Word of Mouth

Promotional Influences on the

customer:
Word of mouth
Sales promotion

Sales promotion

Promotional Influences on the

customer:
Word of mouth
Sales promotion
Public relations

Public relations

Promotional Influences on the

customer:
Word of mouth
Sales promotion
Public relations
Merchandising

Merchandising

Promotional Influences on the

customer:
Word of mouth
Sales promotion
Public relations
Merchandising
Direct marketing

Junk Mail

Promotional Influences on the

customer:
Word of mouth
Sales promotion
Public relations
Merchandising
Direct marketing
Internal Marketing
Exhibitions

Internal Marketing

Exhibition

Promotional Influences on the

customer:

Corporate Image

Promotional Influences on the

customer:
Corporate Image
Packaging

Packaging

Promotional Influences on the

customer:
Corporate Image
Packaging
Sponsorship

Sponsorship

Promotional Influences on the

customer:
Corporate Image
Packaging
Sponsorship
Advertising

Advertising

Promotional Influences on the

customer:
Corporate Image
Packaging
Sponsorship
Advertising
Personal selling

Personal selling

Promotional Influences on the

customer:
Corporate Image
Packaging
Sponsorship
Advertising
Personal selling
Branding

Branding

The Marketing Planning Cycle

SWOT
Plan
Implement
Control

The Marketing Planning Cycle

SWOT
Strengths
Weaknesses
Opportunities
Threats

Example (Fitness Fanatic)

SWOT analysis

Marketing Plan Framework

See handout