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8/7/2019 LECTURE 1. MARKETING MANAGEMENT
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MARKETING MANAGEMENT
Lecture 1. Understanding marketingLecture 1. Understanding marketingmanagementmanagementMBA University of Wales
Rayat London CollegeCarlos Gomez20-02-2010
Carlos Gomez
8/7/2019 LECTURE 1. MARKETING MANAGEMENT
2/19
CARLOS GOMEZ
WEEK DATE PARTE CHAPTER SUBJECT
1 20/02/2010 1 1,2 INTRODUCTION TO MARKETINGUNDERSTANDING MM
2 27/02/2010 3,4 DEVELOPING MKT STRATEGIES AND PLANSMANAGING DIGITAL TECH. IN MKT.
3 06/03/2010 2 5 MKT ENVIRONMENT AND INFORMATION MANAGEMENT
4 13/03/2010 6 MANAGING MARKET RESEARCH AND FORECASTING
5 20/03/2010 7,8,9, ANALYSING CONSUMER MARKETSANALYSING
USINESS MARKETSDEALING
ITH COMPETITION
6 27/03/2010 3 10,11 TARGET MARKET DIFFERENTIATING AND POSITIONING STRATEGIESCREATING CUSTOMER VALUE, SATISFACTION AND LOYALTY
7 03/04/2010 4 12,13 MANAGING
RANDS AND
RAND EQUITY
RANDING STRATEGY
8 10/04/2010 5 14,15 DESIGNING, DEVELOPING AND MANAGING MARKET OFFERINGSINTRODUCING NE
MARKET OFFERINGS
9 17/04/2010 6 16,17,18 MANAGING PRICING STRATEGIESMANAGING SUPPLY NET
ORKSMANAGING THE SERVICE PROCESS AND THE CONSUMER INTERFACE
10 24/04/2010 7 19,20 MANAGING MARKETING COMMUNICATIONSMANAGING MASS AND PERSONAL COMMUNICATIONS
11 01/05/2010 MARKETING PLAN
12 0 8/ 05 / 2010 8 21 ,22 I LE E TI
ETI
E E T
I
ETI
ET I
S
1 3 15 / 05 / 2010 EX E TIO D EVISIO
1 4 22 / 05 / 2010 EX E TIO D EVISIO
8/7/2019 LECTURE 1. MARKETING MANAGEMENT
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CONTENT
CARLOS GOMEZ
CHAPTER 1 IMPORTANCE AND SCOPE OF MARKETING UNDERSTANDING MARKETS AND CUSTOMERS MARKETING PRACTICES MARKETING PHILOSOPHY MARKETING OVERVIEW
CHAPTER 2 WHAT IS MANAGEMENT?
UNDERSTANDING MARKETING MANAGEMENT MANAGING IN A GLOBAL ENVIRONMENT MANAGING IN DEVELOPING MARKETS
8/7/2019 LECTURE 1. MARKETING MANAGEMENT
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IMPORTANCE OF MARKETING
CARLOS GOMEZ
BUSINESSFUNCTIONS
MARKETING
OPERATIONS
FINANCE
A MINISTRATION
HHRR
ACCOUNTING
BUILDING BRANDSCUSTOMERS LOYALTY VALUE OF A COMPANYVALUE OF A COMPANY
8/7/2019 LECTURE 1. MARKETING MANAGEMENT
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THE SCOPE OF MARKETING
CARLOS GOMEZ
MARKETING is about identifying and meeting humanand social needs. Profitably!Profitably!
MARKETINGMANAGEMENTMARKETINGMANAGEMENT is the art and science of:CHOOSING TARGET MARKETS AND GETTING, KEEPING AND INCREASING
CUSTOMERS THROUGH CREATING, MANAGING, COMMUNICATIONG ANDDELIVERING SUPERIOR
CUSTOMER VALUE.CUSTOMER VALUE.
Good furniture /Good furniture /Low priceLow price
Phone designPhone design
PROFITABLEPROFITABLEBUSINESSBUSINESS
OPPORTUNITYOPPORTUNITY
PROFITABLEPROFITABLEBUSINESSBUSINESS
OPPORTUNITYOPPORTUNITY
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CARLOS GOMEZ
UNDERSTANDING MARKETS
SERVICESSERVICES
PRODUCTSPRODUCTSSERVICES AND PRODUCTSSERVICES AND PRODUCTS
EVENTSEVENTS
EXPERIEKNCESEXPERIEKNCES
PEOPLEPEOPLE
PLACESPLACESIDEASIDEAS
CONSUMERS
EMPLOYERS
INSURERS
PHARMACEUTICALS
GOVERNMENT AGENCIES
PRACTICIONERS
THIRD-PARTYMEDICAL
INFORMATION SITES
HOSPITALS/CLINICS
CONSUMER MARKETSBUSINESS MARKETSGLOBAL MARKETSNON-PROFIT MARKETS Source: Kotler, 200
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HOW IS MARKETING PRACTICED
CARLOS GOMEZ
ANALYSING
MARKETINGOPPORTUNITIES
SELECTING
TARGETMARKETS
DESIGNING
POSITIONINGSTRATEGIES
DEVELOPING
MARKETING MIXPROGRAMMES
MANAGING THE
MARKETINGEFFOR
MARKETING MIX
PRODUCT/SERVICE
PRICE
PROMOTION
PLACEPHYSICALEVIDENCE
PROCESS
PEOPLE
Source: Kotler, 200
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MARKETING PHILOSOPHY
CARLOS GOMEZ
THEPRODUCTIONPHILOSOPHY
Product centredProduct lookingfor a marketHigh productionefficiency, lowcost and mass
distribution
THE SELLINGPHILOSOPHY
Make-and-sell
Sell what thecompany makesPersuade of force customersto buy
THEMARKETINGPHILOSOPHY
CustomercentredDesign the rightproduct for thecustomer
ACHIEVE ORGANISATIONAL GOALS BY BEING MORE EFFECTIV THAN THE COMPETITION INCREATING, MANAGING, DELIVERING AND COMMUNICATINGSUPERIOR CUSTOMER VALUE.SUPERIOR CUSTOMER VALUE.
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MARKETING MANAGEMENT OVERVIEW
CARLOS GOMEZ
CapturingMarketing
Insights
Market researchInformation managementAnalysing consumer/business markets/Dealing with competition
Connecting with
Customers
Segmentation, targeting and positioningCreating customer value
BuildingStrongBrands
Creating and managing brand equityDevising a branding strategy
Marketingmix
Service/ roduct, rice , lace(Distribution/global supply network),romotion
P rocess, physical evidence and people
Implementingmarketingmanagem
ent
Marketing plan, tactics, programmes
Managingmarketing
metrics
CCRR
EE
AATT
IINN
GG
VVAA
LL
UU
EE
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APPLICATIONS
SELECT A LOW-COST AIRLINE
(RYANAIR/EASY JET) AN A FULL SERVICEAIRLINE (AIR FRANCE, BA, LUFTHANSA).COMPARE AND CONTRAST THE DIFFERENTMARKETING ACTIVITIES, FROM THEIRCHOICE OF TARGET MARKETS THROUGH TOALL THE VARIABLES IN THE MARKETINGMIX.
CARLOS GOMEZ
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CHAPTER 2
UNDERSTANDING MARKETINGMANAGEMENT
CARLOS GOMEZ
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WHAT IS MANAGEMENT?
CARLOS GOMEZ
PLANNING
MANAGE THE
DESIGN ANDIMPLEMENTATION OF THEMARKETINGSTRATEGIC PLAN
ORGANISING
A MARKETING
DEPARTMENTSTAFF ANDSTAKEHOLDERS:INTERNALMARKETING
LEADERSHIP
ALIGNINIG THE
WORK OFPEOPLEGETTINGTHINGS DONETHROUGHPEOPLE
CONTROLLING
FOCUS ON
MONITORINGMEASURINGTHEOUTCOMESFROM THEMARKETINGMIX ACTIVITIES
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UNDERSTANDING MARKETING MANAGEMENT?
CARLOS GOMEZ
Marketing management is a business discipline which is focused on thepractical application of marketing techniques and the management of afirm's marketing resources and activities.
Marketing management as a philosophy
The company is oriented towards the customer,their needs and their wants.All staff believe this philosophy and they live by it.
Marketing management as a department
Organisational function and a set of practices forcreating common rules for managing customerrelations in a way that benefits the customer.
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MANAGING IN A GLOBAL ENVIRONMENT
CARLOS GOMEZ
Deciding whether to goabroad
Deciding which marketsto enter
Deciding how to enterthe market
Deciding on themarketing programme
Deciding on themarketing organisation
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MANAGING IN DEVELOPING MARKETS
CARLOS GOMEZ
BRIC COUNTRIES Why?BRIC COUNTRIES Why?
To fuel company s growthDevelopment potential
80% 80% of theworld s
populationSource: Kotler, 200
Source: http://en.wikipedia.org/wiki/File:BRIC.svg
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SUMMARY
MARKETING IS CRUCIAL FOR BUSINESS SUCCESS, FOCUSING ONUNDERSTANDING CONSUMERS AND MEETING NEEDS PROFITABLY.
MM IS THE ART AND SCIENCE OF CHOOSING TARGET MARKETS ANDGETTING, KEEPING AND INCREASING CUSTOMER THROUGH CREATING,MANAGING, COMMUNICATING AND DELIVERING SUPERIOR CUSTOMERVALUE.
MARKETING CAN BE USED FOR SERVICES, PRODUCTS, EVENTS,EXPERIENCE, PEOPLE, IDEAS AND PLACES.
MANAGEMENT IS A UNIVERSAL DISCIPLINE CHANGING FROM THEHIERARCHICAL FOCUS OF THE PAST TO THE NEW NETWORKED, TEAM-BASED ORGANISATION OF THE FUTURE.
THE DEVELOPING WORLD PROVIDES UNIQUE OPPORTUNITIES BUT ALSOCHALLENGES FOR MARKETING MANAGER WHO MUST BE AWARE OFLOCAL NEEDS WHILE OPERATING GLOBALLY
CARLOS GOMEZ
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APPLICATIONS
GLOBAL MARKETING PRODUCES UNIQUEMANAGEMENT CHALLENGES. Criticallyevaluate the challenges of marketing
globally and specifically in the developingworld.
CARLOS GOMEZ
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The workshop is a different approach to learning.Each week you will have a serious of tasks tocarry out in preparation for the following week s
workshop; this may include individual or groupresearch, the preparation of a short presentationor a written document for circulation to thegroup. Whatever the requirements of the
workshop the module tutor will act as a facilitatorand the emphasis is on you and the rest of thestudents to lead the learning.
CARLOS GOMEZ
WORKSHOP
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PRIOR TO THE WORKSHOP: Individually identify aproduct or service that you feel has faced aparticular marketing related challenge in the last
six months. Investigate the nature of thechallenge and how the organisation has adaptedits marketing approach to deal with thischallenge.
Be prepared to speak for about 3 5 minutesduring the workshop about the findings of yourresearch.
CARLOS GOMEZ
WORKSHOP