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Marketing

Management

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Customers vs. Consumers
Customers BUY the product.

Consumers USE the product.


What is a Market?
All potential customers who
share common needs and wants,
and who have the ability and
willingness to buy the product,
are considered a market.
Market
= Population+ Purchasing
Power + Purchasing Need
Customers
Front-line people
Middle Management
Top
Management
Traditional Organization Chart
Customer-Oriented Organization
Chart
Customers

Front-line people

Middle management

s
C

er
us

m
t

Top
om

to
us
manage-
er

C
s

ment
What is Marketing?
Marketing is the delivery of customer
satisfaction at a profit.
It is about identifying and meeting human and
social needs.
It is the action or business of promoting and
selling products or services.

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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 management is the art


and science of choosing target
markets and getting, keeping,
and growing customers through
creating, delivering, and
communicating superior
Why is Marketing
Important?
Shifting Business Paradigms

Buyers markets

Sellers markets
Evolving Views of Marketings Role

Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing

a. Marketing as an b. Marketing as a more


equal function important function
Evolving Views of Marketings Role
Production on
cti

Fi
u

na
o d
r

n
P

ce
Marketing Customer
re
Hu ur

ce M
so

ur an
n ar

s
ma ces

ce
ke

so m
in tin
F

re Hu
n

c. Marketing as the d. The customer as the


major function controlling factor
Evolving Views of Marketings Role
Production

Marketing
Customer

e. The customer as the controlling


function and marketing as the
integrative function
Good Marketing
Good marketing is no
accident but a result of
careful planning and
execution using state-of-
a.rt tools and techniques.
The Goal of Marketing
is:
To attract new customer by promising superior
value, and to keep current customers by
delivering satisfaction.

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Sales vs. Marketing
Sales Marketing
Emphasis is on the product Emphasis on consumer needs
wants
Company Manufactures the Company first determines
product first customers needs and wants
and then decides out how
todeliver a product to satisfy
these wants
Management is sales volume Management is profit oriented
oriented
Stresses needs of seller Stresses needs and wants of
buyers
Views business as a good Views business as consumer
producing process producing process satisfying
process
Cost determines Price Consumer determine price,
price determines cost
Selling views customer as a Marketing views the customer
last link in business last link in business as the
very purpose of the business
What is Marketed?
Goods
Goods

Services
Services

Events
Events &
& Experiences
Experiences

Persons
Persons

Places
Places &
& Properties
Properties

Organizations
Organizations

Ideas
Ideas

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Who Markets?
Demand States

Negative Nonexistent Latent

Declining Irregular

Full Overfull Unwholesome

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Structure of Flows in a Modern Exchange
Economy

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A Simple Marketing System

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Key Customer Markets
Consumer Markets Global Markets

Business Markets Nonprofit/ Government


Markets

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Core Concepts of Marketing
Target
Target Markets
Markets &
& Segmentation
Segmentation

Needs,
Needs, Wants,
Wants, and
and Demands
Demands

Offering
Offering and
and Brands
Brands

Value
Value and
and Satisfaction
Satisfaction

Exchange
Exchange and
and Transactions
Transactions

Relationships
Relationships and
and Networks
Networks

Marketing
Marketing Channels
Channels

Supply
Supply Chain
Chain

Competition
Competition

Marketing
Marketing Environment
Environment
Marketing Philosophies
Company Orientations

Production Product
Concept Concept

Selling Marketing
Concept Concept

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1- Production philosophy;
it holds that consumers will favor products that are available
and highly affordable.
Managers of production-oriented business concentrate on
achieving high production efficiency, low cost and mass
distribution.
2- Product philosophy;
holds that consumers will favor a products that offer the
most in quality, performance, and innovative features.
In this case the company should focus on the continuous
improving.
3- Selling philosophy;
Holds that the customer will not buy enough of the firms
products unless it under-takes a large-scale selling and
promotion effort.
4- Marketing philosophy;
Holds that achieving organizational goals depends on
knowing the needs and wants of target markets and deliver
value to compete in the marketplace. The job is not to
find the right customers for your product, but
the right products for your customers.
Holistic Marketing Dimensions

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Marketing Management
Tasks
Develop market strategies and plans
Assessing Market Opportunities and Customer
Value
Choosing Value
Designing Value
Delivering Value
Communicating value
Sustaining growth and value

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