PP 0

28/02/2021
Marketing Management Customer Center

Fourth European Edition
PART 1
Understanding Marketing
Management
Chapter 1
Defining Marketing for the
new realities
Copyright © 2019, 2016, 2013 Pearson Education, Inc. All Rights Reserved
1 2
The Value of Marketing Making marketing central

• Financial success often depends on marketing ability
• Steve Wozniak, a cofounder of Apple, told
• Successful marketing builds demand for products attendees at the Apps World conference in London
and services, which, in turn, creates jobs in 2013, that marketing products and services to
• Marketing builds strong brands and a loyal customer consumers was as important as engineering to the
base, intangible assets that contribute heavily to the success of Apple..
value of a firm
Copyright © 2016 Pearson Education Ltd. 1-3
3 4
1
28/02/2021
Making marketing central Winning Marketing
• The purpose of business is to create a customer.

The business enterprise has two – and only two –
basic functions: marketing and innovation.
Marketing and innovation produce results; all the
rest are costs. Marketing is the distinguishing,
unique function of the business. Peter Drucker.
5 6
The Scope of Marketing Marketing Management

• Marketing is about identifying and meeting human • The art and science of choosing target
and social needs at a profit. markets and getting, keeping, and growing
customers through creating, delivering, and
• AMA’s formal definition: Marketing is the activity,
communicating superior customer value
set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and
society at large
Copyright © 2016 Pearson Education Ltd. 1-7 COPYRIGHT © 2016 PEARSON©EDUCATION,

Copyright INC.Education Ltd.
2016 Pearson 1-8 1-8
7 8
2
28/02/2021
Selling is only the tip

Selling is only the tip
of the iceberg
of the iceberg
‘There will always be need for some selling.
But the aim of marketing is to make selling
superfluous.
The aim of marketing is to know and understand
the customer so well that the product or service
fits him and sells itself.
Ideally, marketing should result in a customer
who is ready to buy.
All that should be needed is to make the product
or service available’.
Peter Drucker
9 10
Selling is only the tip Marketing is more than

of the iceberg advertising or selling
The over-focus of many companies on sales
and particularly advertising without really trying
to understand the customer and really
understanding the totality of marketing.
www.youtube.com/watch?v=heSudg-
tfIk&feature=related
11 12
3
28/02/2021
Marketing is more than Who Markets?

advertising or selling
• A marketer is someone who seeks a
response—attention, a purchase, a vote, a
donation—from another party, called the
prospect
13 14
Structure of Flows In A Modern

8 Demand States
Exchange Economy
• Negative
• Nonexistent
• Latent
• Declining
• Irregular
• Unwholesome
• Full
• Overfull
15 16
4
28/02/2021
Slide 1.18
Marketing during challenging

economic times
Marketing
during
challenging
What can Marketers do? economic
times
Kotler et al., Marketing Management, 3e © Pearson Education Limited 2017
17 18
Marketing during challenging Marketing during challenging

economic times economic times
How Kraft Foods stay customer focused
during a recession and really understand the
core marketing focus on the customer.
www.youtube.com/watch?v=GEJIhkDSjNo
19 20
5
28/02/2021
Marketing’s role in creating Marketing’s role in creating

demand demand
Marketing: a winner in a
crisis
Marketing: a winner in a
crisis
21 22
Marketing’s role in creating Marketing’s role in creating

demand demand
We can distinguish five types of needs:
Apple now sells

more watches than
the entire Swiss
watch industry (The
Verge Feb 5, 2020)
23 24
6
28/02/2021
The new European marketing The new European marketing

realities realities
The current marketplace is dramatically • Technology

different from even ten years ago, with
new marketing behaviors, opportunities • Globalization
and challenges emerging.
• Social responsibility
• A dramatically changed market place
25 26
The new European marketing The new European marketing

realities realities
Technology
• Mobile phones worldwide will be
exceeded 5,2 billion in 2021
• Rapid rise of e-commerce, the mobile
internet and web penetration in emerging
markets
• iTriage, a popular health app for the
iPhone.
27 28
7
28/02/2021
The new European marketing The new European marketing realities

realities Globalization
29 30
The new European marketing A dramatically changed marketplace

realities • New consumer capabilities
Social responsibility
Poverty, pollution, water shortages, climate

change, wars and wealth concentration
demand our attention.
COPYRIGHT © 2016Copyright
PEARSON EDUCATION,
© 2016 INC. Ltd.
Pearson Education 1-32 1-32
31 32
8
28/02/2021
A dramatically changed marketplace A dramatically changed marketplace

• New consumer capabilities • New consumer capabilities
PEARSON EDUCATION,
© 2016 INC. Ltd.
Pearson Education 1-33 1-33 COPYRIGHT © 2016Copyright
PEARSON EDUCATION,
© 2016 INC. Ltd.
33 34

PEARSON EDUCATION,
© 2016 INC. Ltd.
PEARSON EDUCATION,
© 2016 INC. Ltd.
35 36
9
28/02/2021

PEARSON EDUCATION,
© 2016 INC. Ltd.
PEARSON EDUCATION,
© 2016 INC. Ltd.
37 38

PEARSON EDUCATION,
© 2016 INC. Ltd.
PEARSON EDUCATION,
© 2016 INC. Ltd.
39 40
10
28/02/2021

PEARSON EDUCATION,
© 2016 INC. Ltd.
PEARSON EDUCATION,
© 2016 INC. Ltd.
41 42

• New consumer capabilities
• New consumer capabilities
– Can use the internet as a powerful information

and purchasing aid (Showrooming)
– Consumers embrace mobile
– Consumers tap into social media
PEARSON EDUCATION,
© 2016 INC. Ltd.
Pearson Education 1-43 1-43 COPYRIGHT © 2016 PEARSON EDUCATION, INC. 1-44
43 44
11
28/02/2021
• New consumer capabilities • New company capabilities
– Can actively interact with companies – Can use the internet as a powerful information
and sales channel, with increased personalization
and customization
– Can reject marketing they find inappropriate
– Companies use data analytics for richer insights
about markets, customers, prospects, and
competitors
COPYRIGHT © 2016 PEARSON EDUCATION, INC. 1-45 COPYRIGHT © 2016 PEARSON EDUCATION, INC. 1-46
45 46
• New company capabilities • New company capabilities
– Companies are moving towards increased

– Companies embrace mobile
automation, robotics and Internet of Things (IoT)
and location-dependent
information.
47 48
12
28/02/2021

• Changing channels
• Heightened competition
– The growth of own brands.
– Retail internationalization. – Private brands
– The fragmentation of the retail
market in Europe. – Mega-brands
– Internet retailing and the blurring of
digital and real stores. – Deregulation
– Proliferation of stores.
– Privatization
– Disintermediation
49 50
Relationship marketing
Holistic Marketing Dimensions
CUSTOMERS
EMPLOYEES
MARKETING PARTNERS
FINANCIAL
COMMUNITY
51 52
13
28/02/2021
Internal marketing
Integrated marketing
• The task of hiring, training, and motivating able
• Devise marketing activities and programs that create, employees who want to serve customers well.
communicate, and deliver value such that “the whole
is greater than the sum of its parts.”
Copyright © 2016 Pearson Education Ltd. 1-54
53 54
Internal marketing Internal marketing

• A customer is the most important visitor on our
premises, he is not dependent on us. We are
dependent on him. He is not an interruption in our • If you’re not serving the customer, your job is to be
work. He is the purpose of it. He is not an outsider in serving someone who is. Jan Carlzon
our business. He is part of it. We are not doing him a
favor by serving him. He is doing us a favor by giving
us an opportunity to do so.
55 56
14
28/02/2021
Performance marketing The 7P marketing mix
FINANCIAL ENVIRONMENTAL
ACCOUNTABILITY IMPACT
SOCIAL IMPACT
Figure 1.6 The 7Ps components of the marketing mix must be aligned to the target
market
57 58
15

PP 0

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

PP 0

Uploaded by

Copyright:

Available Formats

28/02/2021

Marketing Management Customer Center

The Value of Marketing Making marketing central

Copyright © 2016 Pearson Education Ltd. 1-3

Making marketing central Winning Marketing

• The purpose of business is to create a customer.

The Scope of Marketing Marketing Management

Copyright © 2016 Pearson Education Ltd. 1-7 COPYRIGHT © 2016 PEARSON©EDUCATION,

Selling is only the tip

Selling is only the tip Marketing is more than

Marketing is more than Who Markets?

Structure of Flows In A Modern

Marketing during challenging

Kotler et al., Marketing Management, 3e © Pearson Education Limited 2017

Marketing during challenging Marketing during challenging

Marketing’s role in creating Marketing’s role in creating

Marketing’s role in creating Marketing’s role in creating

Apple now sells

The new European marketing The new European marketing

The current marketplace is dramatically • Technology

• A dramatically changed market place

The new European marketing The new European marketing

The new European marketing The new European marketing realities

The new European marketing A dramatically changed marketplace

Poverty, pollution, water shortages, climate

A dramatically changed marketplace A dramatically changed marketplace

A dramatically changed marketplace A dramatically changed marketplace

A dramatically changed marketplace A dramatically changed marketplace

A dramatically changed marketplace A dramatically changed marketplace

A dramatically changed marketplace A dramatically changed marketplace

A dramatically changed marketplace A dramatically changed marketplace

– Can use the internet as a powerful information

– Consumers embrace mobile

– Consumers tap into social media

A dramatically changed marketplace A dramatically changed marketplace

• New consumer capabilities • New company capabilities

A dramatically changed marketplace A dramatically changed marketplace

• New company capabilities • New company capabilities

– Companies are moving towards increased

A dramatically changed marketplace A dramatically changed marketplace

Copyright © 2016 Pearson Education Ltd. 1-54

Internal marketing Internal marketing

Performance marketing The 7P marketing mix

You might also like