MRKT 621

Marketing Management

Chapter 1
Welcome to the World of
Marketing Slides in this presentation contain
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Learning Objectives
1.1 Explain what marketing is, the marketing mix, what can be
marketed, and the value of marketing.
1.2 Explain the evolution of the marketing concept.
1.3 Understand value from the perspectives of customers,
producers, and society.
1.4 Explain the basics of market planning.
1.5 Understand how to increase your chances of getting a great
first job and having a successful career by using the marketing
process to create a personal brand.
Marketing: What Is It?
Marketing is first and foremost about satisfying
customer needs in a profitable manner
Definition of Marketing

Marketing is the activity, set of

institutions, and processes for
creating, communicating delivering,
and exchanging offerings that have
value for customers, clients,
partners, and society at large.
 Marketing in this
Challenging Time
People feel vulnerable right now.
The nuances of brand voice are
more delicate than ever. Brands
that use this time to be
commercially exploitative will not
fare well. To quickly pivot creative
messages as circumstances
change, marketers will want to
build more rapid-response
operation models internally and
with agencies.
NIKE “Play inside, play for the world.”
Chiquilta

Chiquita brands removed Miss

Chiquita from their logo, “I’m
already home. Pleas do the
same and protect yourself.”
DOVE
 People will remember brands for their acts of
good in a time of crisis, particularly if done with
true heart and generosity.
Brands are all having to think, operate, and
lead in new ways during these uncertain and
unprecedented circumstances.

Adobe
Immediately made Creative Cloud
Ford, GE, and 3M
available to K-12 institutions, knowing this
Partnered to repurpose manufacturing
was a moment to give rather than be
capacity and put people back to work
purely commercial.
make respirators and ventilators to fight
coronavirus.
 Marketing Defined:
Activity, Institutions, Processes

• Marketing includes many different activities:

– More than just sales and advertising
– Involves interactions with non-marketers:
Finance, H R, M I S, Operations,
Accounting, etc.
• Marketing is also a decision process.
Marketing Facilitates Exchange

Communications and
Delivery

Goods/services
Money and Customers/
Producers information Consumers (buyers)
(sellers)
Marketing Defined: Creating, Communicating,
Delivering, and Exchanging
 Product: Creating Value
The fundamental purpose of Marketing is to create
value by developing a variety of offerings, including
goods, services, and ideas, to satisfy customer needs.

Goods Services Ideas

Quality, Packaging, Designing, Branding

 Price: Capturing Value
• Price is everything a buyer gives up (money, time, energy) in
exchange for the product.
• How much are customers willing to pay and can a profit can be
made at that point?
1. Cost-plus pricing—simply calculating your costs and
adding a mark-up
2. Competitive pricing—setting a price based on what the
competition charges
3. Price skimming—setting a high price and lowering it as the
market evolves
4. Penetration pricing—setting a price low to enter a
competitive market and raising it later
5. Price bundling—combining products and/or services to
increase value, and therefore price
Place: Delivering the Value Proposition
• Place, or supply chain management (from
manufacturer to retailer to consumer), describes
all activities necessary to get the product to the
right customer when the customer wants it.

Wholesale

Physical stores
Promotion: Communicating Value
Promotion is communication by a marketer that
informs, persuades, and reminds potential buyers
about a product or service to influence their
opinions or elicit a response.
ü Product Giveaways
ü Customer Appreciation Events
ü Customer Referral Incentive Program
ü Causes and Charity
ü Loyalty and reward programs
ü Branded Promotional Gifts
Marketing Mix for LEGO
•Who is the customer of this
LEGO?

•What are the benefits of this

LEGO?

•How much do you think is

worth?

•Where do you want to sell this

LEGO?

•What do you want the

customer to know about this
LEGO? How will they know it?
 Assignment Description Percent of Due Date
Total Course
Grade

Individual class or/and Individual contribution to the class 10% Ongoing

assignmentParticipation or/and assignment
Marketing Plan write-up & Written plan to be submitted to client 25% June 24, 2020
presentation (Group) Group presentation to client

Salesforce Assignment 1,200 points from online module 5% June 13, 2020
(Individual) One-page report for each module

Case Assignment 1 Unilever in Brazil: Marketing Strategies 10% May 6, 2020

(Individual) for Low-Income Consumers

Case Assignment 2 P&G JAPAN: The SK-II Globalization 10% June 10, 2020
(Individual) Project

Midterm Chapters 1 and 3-7 20% May 27, 2020

Final Chapters 8 to 13 20% June 29, 2020
 Case Assignment 1
Unilever in Brazil
In this case assignment, you need to answer the following
questions:
1. Should Unilever divert money from its premium brands to invest in a
lower-margin segment of the market?
2. Unilever already has three detergent brands with distinct positioning.
Does it need t develop a new brans with a new value proposition or
can it reposition its existing brands or use a brand extension?.
3. What price, product, promotion, and distribution strategy would allow
Unilever to deliver value to low-income consumers without
cannibalizing its own premium brands too heavily? Is it just a matter
of price?.

How to submit: Turnitin

Submission Deadline: May 6, 2020
Words: Max 1,000
 Case Assignment 2
P&G Japan: The SK-II Globalization Project
In this case assignment, you need to answer the following questions:
1. As Paolo DeCesare, what factors do you need to consider before
deciding what to recommend in your SK-II presentation to the global
leadership team (GLT)?
2. Does SK-II have the potential to become a global brand within Procter
& Gamble’s worldwide operations?
3. Which of the three market options should Paolo DeCesare
recommend to the GLT?

How to submit: Turnitin

Submission Deadline: June 10, 2020
Words: Max 1,000