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Marketing Management
Hussain Al Awami, B.Sc. Pharm., M.Sc., MBA
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Defining marketing for the 21st
century
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The importance of marketing
Finance
Accounting
Warehouse
Operation
R & D
etc
Company Functions or departments
Products
Satisfaction
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Marketing involves many decisions
Features ofnew products
Prices
Where to sell
Marketing budget
Wording or colorof new pack
Major decisions
Satisfaction
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What is marketing?
Identifying and meeting human and social needs
Meeting needs profitably
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Marketing definition
Marketing is an organizational functionand a set of processes
for creating,
communicating, and delivering value to
customers and for managing customerrelationships in ways that
benefit the
organization and its stakeholders
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Other definition
Marketing management is the art andscience of choosing target
markets and
getting, keeping, and growing customers
through creating, delivering, andcommunicating superior customer
value.
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Product Vs Service
Market Situation
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Marketing MEMO
FAQ
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How can we spot and choose the
right market segment(s)?
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How can we differentiate our
offerings?
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How we should respond to
customer who buy on price?
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How can we compete against lower
cost, lower price competitors?
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How far can we go in customizing
our offering for each customer?
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How can we grow our business?
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How can we build stronger
brands?
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How can we reduce the cost of
customer acquisition?
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How can we keep our customers
loyal for long?
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How can we tell which customers
are more important?
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How can we measure payback from
advertizing, sales promotion, and
public relation?
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How can we improve our sales
force productivity?
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How can we establish multiple
channels and yet manage channel
conflict?
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How can we get the other company
departments to be more customer
oriented?
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Exchange concept of marketing
There are at least
2 parties
Each party has
something to offer
Communication &
Delivery
Free to
Accept or reject
Appropriate or
Desirable
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What is marketed?
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Goods
Services
Events
Experiences
Persons
Places
Properties
Organizations
Information
Ideas
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Who markets?
Marketers & prospects
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Demand
Negative demand
Latent demand
Nonexistent demand
Declining demand
Irregular demand
Overfull demand
Full demand
Unwholesome demand
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New consumer capabilities
Consumer
Increase in
Buying power
Greater variety
Of products& services
More
information
Greater ease
In orders
Compare
Notes onproducts
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The 10 rules of radical marketingCEO own marketing function
Marketing department small and flatFace to face with
customers
Use market research cautiously
Hire passionate missionaries not marketersLove and respect
customers
Create a community of customers
Rethink marketing mixCompete with larger competitors
Be true to the brand
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Development of marketing concept
Production concept
Product concept
Selling concept
Marketing concept
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Marketing Vs Selling
Needs of buyer
Satisfying need by
product
Needs of seller
Convert product into
cash
Low innovation
Latent needs, high innovation
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Sales Vs Marketing Conceptual model
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The study result
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7 Ps
4 Ps (product, price, place, promotion)
Another 3 Ps for service elements
People Processes
Physical evidence
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12 Ps
Planning mix Marketing mix Service mix
Profitability
Positioning
Planning
Performance
Product
Price
Promotion
Place
People
Processes
Physical evidence
Periodicity
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Internet use in Marketing
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Core ConceptsNeeds, wants, and
demand
Target markets,Positioning & segmentation
Marketing channels
Supply chain
Offerings and brands
Value and satisfaction
Competition
Marketing environment
Marketing planning
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Marketing Management Tasks
Developing marketing
strategies
Connecting withcustomers
Capturing marketing
insights
Building strongbrands
Shaping marketofferings
Communicating value
Delivering value
Creating long termgrowth
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Definition
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More explanation, searching
www.automatedpackagingmachinerelatedinformation.com
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More explanation, purchasing
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More explanation, using
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More explanation, evaluating
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More explanation, disposing
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Product & service
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