Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 ·...
Transcript of Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 ·...
![Page 1: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/1.jpg)
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?
![Page 2: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/2.jpg)
What is Marketing?
Marketing is an organizational functionand 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.
![Page 3: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/3.jpg)
What is Marketing Management?
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
![Page 4: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/4.jpg)
What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
![Page 5: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/5.jpg)
Figure 1.1 Structure of Flows in a Modern Exchange Economy
![Page 6: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/6.jpg)
Figure 1.2 A Simple Marketing System
![Page 7: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/7.jpg)
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
![Page 8: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/8.jpg)
Core Marketing Concepts
• Needs, wants, and demands
• Target markets, positioning, segmentation
• Offerings and brands
• Value and satisfaction
• Marketing channels• Supply chain• Competition• Marketing
environment
![Page 9: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/9.jpg)
I want it, I need it…
Five Types of Needs
• Stated needs• Real needs• Unstated needs• Delight needs• Secret needs
![Page 10: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/10.jpg)
Demand States
Nonexistent Latent
Declining Irregular
Full UnwholesomeOverfull
Negative
![Page 11: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/11.jpg)
Core Marketing Concepts
• Needs, wants, and demands
• Target markets, positioning, segmentation
• Offerings and brands
• Value and satisfaction
• Marketing channels• Supply chain• Competition• Marketing
environment
![Page 12: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/12.jpg)
The marketplace isn’t what it used to be…
Information technology
Globalization
Deregulation
Privatization
Competition
Convergence
Consumer resistance
Retail transformation
![Page 13: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/13.jpg)
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
![Page 14: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/14.jpg)
Figure 1.3 Holistic Marketing Dimensions
![Page 15: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/15.jpg)
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
![Page 16: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/16.jpg)
Figure 1.4 The Four P’s
![Page 17: Slides Chapter 1.pptbusiness-files.unl.edu/class/OnlineMBA/GRBA813_Saini... · 2012-08-01 · Chapter Questions • Why is marketing important? • What is the scope of marketing?](https://reader033.fdocuments.net/reader033/viewer/2022041610/5e37233f681de45505383326/html5/thumbnails/17.jpg)
Performance Marketing
• Financial Accountability
• Social Responsibility Marketing
Social Initiatives• Corporate social
marketing• Cause marketing• Corporate philanthropy• Corporate community
involvement• Socially responsible
business practices