Marketing Management

Week
Defining Marketing
1
for the 21 Century
st

Marketing Management, 13th ed

Stephen Ginns

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Module Resources
www.sginns.co.uk
Marketing Management 13th Edition - Kotler &
Keller
(Essentials of) Marketing Strategy Blythe
The Marketing Casebook Cases and Concepts
Sally Dibb & Lyndon Simkin
Using and Interpreting Company Accounts Wendy
McKenzie
Strategic Marketing Problems Roger Kerin and
Robert Peterson

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www.sginns.co.uk

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Chapter Questions
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?
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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.
Marketing is meeting customers needs
profitably
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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.

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For an exchange to occur..

There are at least two parties.
Each party has something that might be of value
to the other party.
Each party is capable of communication and
delivery.
Each party is free to reject the exchange offer.
Each party believes it is appropriate or desirable
to deal with the other party.

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What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
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Structure of Flows in a Modern Exchange

Economy

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Figure 1.2 A Simple Marketing System

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Demand States
Negative

Nonexistent

Declining

Full

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Latent

Irregular

Overfull

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Unwholesome

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Key Customer Markets

Consumer markets
Business markets
Global markets
Nonprofit/Government markets.

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Company Orientations
(Concepts)

Production
Product
Selling
Marketing.

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Functions of CMOs
Strengthening the brands
Measuring marketing effectiveness
Driving new product development
based on customer needs
Gathering meaningful customer
insights
Utilizing new marketing technology.

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Improving CMO Success

Make the mission and responsibilities clear
Fit the role to the marketing culture and
structure
Ensure the CMO is compatible with the CEO
Remember that show people dont succeed
Match the personality with the CMO type
Make line managers marketing heroes
Infiltrate the line organization
Require right-brain and left-brain skills.
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Core Marketing Concepts

Needs, wants, and
demands
Target markets,
positioning,
segmentation
Offerings and
brands

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Value and
satisfaction
Marketing channels
Supply chain
Competition
Marketing
environment.

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I want it, I need it

Five Types of Needs

Stated needs
Real needs
Unstated needs
Delight needs
Secret needs.

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The marketplace isnt what it used to be

Information
Information technology
technology
Globalization
Globalization
Deregulation
Deregulation
Privatization
Privatization
Competition
Competition
Convergence
Convergence
Consumer
Consumer resistance
resistance
Retail
Retail transformation
transformation
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The New Player Order

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New Consumer Capabilities

A substantial increase in buying power
A greater variety of available goods and
services
A great amount of information about practically
anything
Greater ease in interacting and placing and
receiving orders
An ability to compare notes on products and
services
An amplified voice to influence public opinion.
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Company Orientations

Stephen Ginns

Production

Product

Selling

Marketing

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Figure 1.4 Holistic Marketing Dimensions

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The Four Ps

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Marketing Mix and the

Customer
Four Cs
Customer solution
Customer cost
Convenience
Communication.

Four Ps
Product
Price
Place
Promotion
Physical Evidence
People
Process
Packaging
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Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able
employees who want to serve
customers well.

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Performance Marketing
Financial
Accountability
Social
Responsibility
Marketing

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Social Initiatives
Corporate social
marketing
Cause marketing
Corporate philanthropy
Corporate community
involvement
Socially responsible
business practices

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Marketing Management Tasks

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

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Seminar Content
Introduction to Module
Revision of Introductory Concepts
The Marketing Gurus are they still
valid in an Internet-enabled world?
Marketing Milestones an overview of
the history of Marketing
Mission and Vision.

Stephen Ginns

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