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•Production management
•Brand management
•Customer management
What is Marketing Management?
•Importance of Marketing
•Scope of Marketing
What is Marketed?
Negative Irregular
Nonexistent Unwholesome
Latent Full
Declining Overfull
Key Customer Markets
Consumer markets
Business markets
Global markets
Nonprofit/Government markets
Company Orientations
Production
Product
Selling
Marketing
Marketing Mix and the Customer
Four Ps Four Cs
Product Customer
Price solution
Place Customer cost
Promotion Convenience
Communication
Core Concepts
Needs, wants, and Marketing channels
demands Supply chain
Target markets, Competition
positioning, Marketing
segmentation environment
Offerings and Marketing planning
brands
Value and
satisfaction
Functions of CMOs
Adam Smith of
Core concepts
Why marketing?
marketing
es s io n1
Scientificof
Importance S er 1
marketing
Management Chapt
Customer satisfaction
General
General
Scope
Scope of
of marketing
marketing
Administrative
Quality
Customer Administrative
Quality
Customer Theory
Manageme
Satisfaction Theory Consumer
Manageme
Satisfaction
nt
nt Customer resistance
Customer Customer
Dissatisfactio Customer
Dissatisfactio Delight
n Delight Convergence
II n
Market changes
Information
Information Globalizatio Deregulation
Deregulation Privatization Competition
technology
technology n Organization
MARKETING IN 21 st
st
Century
Organizatio
Organizatio
Irregular
Irregular
Company nal
nal
Production
Production Holistic
Holistic Selling
Selling Marketing
Marketing Behavior
Behavior
Orientations
Organizatio
Organizatio
Nonexistent
Nonexistent
nal
Marketing Mix Product Price Place nal
Product
Product Behavior
Behavior
•• Develop
Develop marketing
marketing
Marketing strategies
strategies and
and plans
plans •• Shape
Shape market
market offerings
offerings
•• Capture
Capture marketing
marketing •• Deliver
Deliver value
value
Management Tasks •• Communicate Promotion
insights
insights Communicate value
value
•• Connect
Connect with
with customers
customers •• Create
Create long-term
long-term growth
growth
•• Build
Build strong
strong brands
brands