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Marketing Management

Marketing Management. Spring 2003. Some Abouts. About me About this course About the textbook About the assignment About class participation About the exam. Text Structure. Marketing environment The marketing process The consumer

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Marketing Management

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  1. Marketing Management Spring 2003

  2. Some Abouts • About me • About this course • About the textbook • About the assignment • About class participation • About the exam

  3. Text Structure • Marketing environment • The marketing process • The consumer • The marketing mix: Product, Place, Promotion, and Price.

  4. Marketing Today • A new era • Technology advances • Consumer needs and wants • Globalization

  5. What is marketing?

  6. Utility • Utility: • The want-satisfying power of a good or service. • Form • Time • Place • Ownership

  7. Marketing Manager’s Job • Identifying customer needs • Designing goods and services that meet those needs • Communicating information about those goods and services to prospective buyers • Making the goods or services available at times and places that meet customers’ needs • Pricing goods and services to reflect costs, competition, and customers’ ability to buy • Providing for the necessary service and follow-up ensure customer satisfaction after the purchase

  8. Define Marketing • The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.

  9. Evolution of Marketing • Specialization • Division of labor • Production Surplus • Exchange Process: the origin of marketing • Good, Service, Donation?

  10. Four Marketing Eras • The production era(-1925) • “A mouse trap that kills sells itself.” • The sales era(1925-1950s) • “We must sell everything we make.”

  11. Four Marketing Eras cont. • The marketing era(1950s-1990s) • Sellers market-Buyers market • The marketing concept • Company-wide consumer orientation • The relationship era(1990s-) • Relationship marketing • Strategic Alliances

  12. Marketing Myopia • Management’s failure to recognize the scope of its business. • NIKE’s approach • www.iflyswa.com

  13. NFP Marketing • Public sector • Private sector • Difference between NFP mktg and FP mktg • Audience • Control • Measurement of success

  14. Nontraditional Marketing • Person Marketing • efforts designed to cultivate the attention, interest, and preferences of a target market toward a person. • George Bush, Michael Jordan, Jacky Chan • Place Marketing • attempts to attract customers to particular areas. • Yellow Stone, Malaysia, Gui Lin

  15. Nontraditional Marketing Cont. • Cause Marketing • the identification and marketing of a social issue, cause, or idea to selected target markets. • Environment, unemployment, fitness, anti-smoking • Event Marketing • marketing of sporting, cultural, and charitable activities to selected target markets. • The Olympic Games, The APEC Summit

  16. Nontraditional Marketing Cont. • Organization Marketing • attempts to influence others to accept the goals of, receives the services of, or contribute in some way to an organization. • The Red-Cross, Canadian Tertiary Education Show

  17. Marketing Strategy • The target market • the group of people toward whom a firm markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences. • The marketing mix: The 4 Ps • Product, Place, Price, Promotion

  18. Product Strategy • Element of marketing decision making involved in developing the right good or service for the firms customers, including customer service, package design, brand names, trademarks, warranties, product life cycles, positioning, and new-product development.

  19. Pricing Strategy • Element of marketing decision making dealing with the methods of setting profitable and justifiable prices.

  20. Distribution (Place) Strategy • Element of marketing decision making concerned with activities and marketing institutions that get the right good or service to the firm’s customers.

  21. Promotion Strategy • Element of marketing decision making that involves appropriate blending of personal selling, advertising, and sales promotion to communicate with and seek to persuade potential customers.

  22. The Marketing Environment • Competitive environment • Social-cultural environment • Technological environment • Economical environment • Political-legal environment

  23. The Technology Revolution In Marketing • Computer networks • Videoconferencing • Online services and the Internet • Interactive Kiosks • CD-ROM Catalogs • PDA

  24. Interactive Marketing • Buyer-seller communications in which the customer controls the amount and type of information received from a marketer through such channels as the Internet, CD-ROM disks, interactive 800 telephone numbers, and virtual reality kiosks.

  25. Internet • An all-purpose global network composed of some 48,000 different networks around the globe that, within limits, lets anyone with access to a personal computer send and receive images and data anywhere. • World Wide Web: An interlinked collection of graphically rich information source within the larger Internet.

  26. Virtual Marketing Tools • Interactive Brochures • www.colgate.com • Virtual Storefronts • www.godiva.com • Information Clearinghouses • Customer Service Tools • www.fedex.com

  27. Checklist for E-Marketing • What types of goods and services can be successfully marketed on the Web? • What characteristics make a successful Web presentation? • Dose the Web offer a secure way to process customer orders? • How will the Web affect traditional store-based and non-store retailing and distribution? • What is the best use of this technology in a specific firm’s marketing strategy?

  28. Transaction-Based Marketing • Relationship Marketing • The development, growth, and maintenance of long-term, cost-effective exchange relationships with individual customers, suppliers, employees, and other partners for mutual benefit. • Partnerships and Strategic Alliances

  29. Functions of Marketing • Exchange Function • Buying • Selling • Physical Distribution Function • Transporting • Storing

  30. Functions of Marketing Cont. • Facilitating Function • Standardizing and Grading • Financing • Risk Taking • Securing marketing information

  31. Marketing Ethics and Social Responsibilities • Cigarette Advertising • Price Cheating • Email Spam • Arthur Anderson • Firestone • Wen Zhou and Shan Tou • Grape Wine • A punch on BENZ China

  32. Creating Value • Customer Satisfaction • The ability of a good or service to meet or exceed buyer needs and expectations • Quality • The degree of excellence or superiority of an organization’s goods and services

  33. Value • The customer’s perception of the balance between the quality of goods or services that a firm provides and their prices. • Value Equation: V=B/P • Providing Value-Added good or service • Short Message, Electric Heater • No-Reason Return • Nike

  34. Customer Satisfaction • The cost of acquiring new customers is five times greater than the expense of keeping old ones. • 95% of dissatisfied customers each tell 11 friends about the negative experience. • ACSI: American Customer Satisfaction Index. • Harley-Davidson • Applebee’s

  35. Internal Marketing • Management actions that help all members of an organization to understand and accept their respective roles in implementing its marketing strategy. • Intranet • Employee satisfaction • Suppliers

  36. Measuring Customer Satisfaction • Understanding customer needs • Obtaining customer feedback • Toll-free service number, online discussion groups, mystery shoppers, marketing research • www.circuitcity.com • Customer Satisfaction Measurement Programs

  37. Quality Movement • TQM • An effort to involve all employees in a firm to continually improve products and work processes with the goal of achieving customer satisfaction and world-class performance. • Quality Control • John Akers, Email Response • Zero Defection

  38. Worldwide Quality Programs • The Malcolm Baldrige National Quality Award (USA) 1978 • Manufacturing, Services, Small Business • Customer expectation, CRM, Service Standard, quality pledge, customer complaints, satisfaction determination, satisfaction level, satisfaction comparison. • The ISO 9000 Standards (EU) • Audit, Condition

  39. How Quality Improvements Benefit An Organization External Quality Improvements Increased Customer Satisfaction Lower Cost Internal Quality Improvements Increased Market Share Increased Productivity Lower Price Increased Earnings And Profits

  40. TQM Management • Top management involvement • Employee involvement • Internal marketing, empowerment, training, teamwork • Teamwork • Quality Circle • Cross-functional team • Self-managed team

  41. TQM Management Cont. • Marketing audit • A thorough, objective evaluation of an organization’s marketing philosophy, goals, policies, tactics, practices, and results.

  42. TQM Management Cont. • Benchmarking • Process in which an organization continuously compares and measures itself against business leaders anywhere in the world to learn how it could improve performance. • Critical success factors • Xerox, SWA, Analyze Internal Processes Implement Improvements Identify Processes For Improvement Feedback

  43. TQM Management Cont. • Continuous Improvement • PDCA Cycle • Planning: Analyze, Identify, Determine • Doing: Implement • Checking: Observe • Acting: Finalize and protect • Reducing cycle time • Reducing variation • Eliminating waste

  44. Delivering Customer Value • Product Strategy • Distribution Strategy • Promotional Strategy • Pricing Strategy

  45. Environmental Management • An effort to attain organizational objectives by predicting and influencing the firm’s competitive, political-legal, economic, technological, and social-cultural environments. • Environmental Scanning • The process of collecting information about the external marketing environment in order to identify and interpret potential trends.

  46. Competitive Environment • The interactive exchange in the marketplace influenced by actions of marketers of directly competitive products, marketers of products that can substitute for one another, and other marketers competing for the same consumers’ purchasing power.

  47. Types of Competition • Direct Competition • Substituting Products • Fax, EMS, Email • Electric Fan, Air Conditioner • Electricity, Gas, or Coal? • VCD, DVD players vs. Theatres • All Organizations • Discretionary buying power

  48. Developing A Competitive Strategy • Should we compete? • In what market? • How? • Time-Based Competition • A strategy of developing and distributing goods and services more quickly than competitors can achieve. • NICE, P&G, Uni-Lever, LUX • Intel vs. Athlon: CPU speed

  49. Political-Legal Environment • A component of the marketing environment defined by laws and their interpretations that require firms to operate under certain competitive conditions and to protect consumer rights.

  50. Government Regulation • Anti-Monopoly and Industry Deregulation • China Telecom, China Mobile • The Airline Industry • Consumer Protection • Product Liability • Consumer Rights Protection • Cyberspace

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