MARKETING

MANAGEMENT
MARKETING
Simple Definition: Marketing is managing
profitable customer relationships.

Goals:
1.Attract new customers by promising superior
value.
2.Keep and grow current customers by
delivering satisfaction.
MARKETING: THEN AND NOW

Old view of marketing:

Making a sale - “Telling and Selling”

New view of marketing:

Satisfying customer needs
MARKETING IS
Marketing is an organizational function
and 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.
MARKETING DEFINED
A social and managerial process by which individuals and
groups obtain what they need and want through creating and
exchanging products and value with others.
Process by which companies create value for customers and
build strong customer relationships in order to capture value
in return
Marketing management is the art and science of choosing
target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior
customer value.
 NEEDS, WANTS AND DEMAND
Need: state of felt deprivation

• Physical:
• Food, clothing, shelter, safety
• Social:
• Belonging, affection
• Individual:
• Learning, knowledge, self-expression
5 TYPES OF NEEDS
1. Stated needs - The customer wants an inexpensive
car.
2. Real needs - The customer wants a car whose
operating cost, not initial price, is low.
3. Unstated needs - The customer expects good
service from the dealer.
4. Delight needs - The customer would like the dealer
to include an onboard GPS navigation system.
5. Secret needs - The customer wants friends to see
him or her as a savvy consumer.
 NEEDS, WANTS AND DEMAND

Wants: Form that a human need

takes, as shaped by culture and
individual personality.

 Wants + Buying Power = Demand

 DEMAND STATE
1. Negative demand—Consumers dislike the product and may even pay to avoid it.
2. Nonexistent demand—Consumers may be unaware of or uninterested in the
product.
3. Latent demand—Consumers may share a strong need that cannot be satisfied by
an existing product.
4. Declining demand—Consumers begin to buy the product less frequently or not
at all.
5. Irregular demand—Consumer purchases vary on a seasonal, monthly, weekly,
daily, or even hourly basis.
6. Full demand—Consumers are adequately buying all products put into the
marketplace.
7. Overfull demand—More consumers would like to buy the product than can be
satisfied.
8. Unwholesome demand—Consumers may be attracted to products that have
undesirable social consequences.
EXCHANGES AND RELATIONSHIPS
Exchange:
• Act of obtaining a desired object
from someone by offering
something in return.
Marketing consists of
actions taken to build and
maintain desirable
exchange relationships
with target audiences.

 Marketers seek to develop strong exchange relationships by

creating and delivering superior customer value consistently.
WHAT IS A MARKET?
The set of all actual and potential buyers of a
product or service.
These people share a need or want that can be
satisfied through exchange relationships.

Marketing – Managing markets to bring about

profitable customer relationships
Both sellers and buyers perform marketing
A SIMPLE MARKETING SYSTEM
A MODERN MARKETING SYSTEM
major environmental forces

company
[marketer]

marketing final
suppliers intermediaries users

competitors

major environmental forces

STRUCTURE OF FLOWS IN MODERN
EXCHANGE ECONOMY
KEY MARKETS

1. Consumer markets
2. Business markets
3. Global markets
4. Nonprofit/Government markets
CONSUMER AND BUSINESS MARKETS
Consumer Markets
• Companies selling mass consumer goods and
services spend a great deal of time establishing a
strong brand image by developing a superior
product and packaging, ensuring its availability, and
backing it with engaging communications and
reliable service.
Business Markets
• Companies selling business goods and services
often face well-informed professional buyers skilled
at evaluating competitive offerings.
 OTHER MARKETS
Global Markets
• Companies in the global marketplace must decide which countries
to enter; how to enter each (as an exporter, licenser, joint venture
partner, contract manufacturer, or solo manufacturer); how to adapt
product and service features to each country; how to price products
in different countries; and how to design communications for
different cultures.
• They face different requirements for buying and disposing of
property; cultural, language, legal and political differences; and
currency fluctuations.
Nonprofit and Governmental Markets
• Companies selling to nonprofit organizations with limited purchasing
power such as churches, universities, charitable organizations, and
government agencies need to price carefully.
RURAL MARKETS
Rural marketing refers to any marketing activity in
which one dominant participant is from a rural area.
This implies that rural marketing comprises marketing
of inputs (products and services) to rural markets as
well as marketing of outputs from rural markets to other
geographical areas.
• Although rural markets offer immense potential,
marketers need to recognize the fact that rural
consumers are vastly different from their urban
counterparts in many respects including the nature,
characteristics, and buying patterns and behavior.
MARKETING MANAGEMENT

Customer Management
• Deciding the type of customers to target, and
nurturing them
Demand Management
• Finding and increasing demand, also changing or
reducing demand, such as in demarketing.
Demarketing
• Temporarily or permanently reducing the number of
customers or shifting their demand
VALUE PROPOSITION
The set of benefits or values a company
promises to deliver to consumers to
satisfy their needs.
Value=benefits/costs
=(functional benefits+emotional
benefits)/(Monetary costs+time
costs+energy costs+psychic costs)
 VALUE
The buyer chooses the offerings he or
she perceives to deliver the most value,
the sum of the tangible and intangible
benefits and costs to her.

Value, a central marketing concept, is primarily a

combination of quality, service, and price, called the
customer value triad.
Value perceptions increase with quality and service but
decrease with price.
CUSTOMER VALUE AND SATISFACTION
Customers form Expectations about value and
satisfaction delivered by market offerings.
Satisfaction reflects a person’s judgment of a
product’s perceived performance in relationship to
expectations.
• If the performance falls short of expectations, the customer is
disappointed.
• If it matches expectations, the customer is satisfied.
• If it exceeds them, the customer is delighted.

We can think of marketing as the identification, creation,

communication, delivery, and monitoring of customer value.
DIFFERENT CONCEPTS OF
MARKETING
Production Concept

Product Concept

Selling Concept

Marketing Concept

Societal Marketing Concept

The production concept says that since consumers prefer
products that are widely available and inexpensive,
marketers must concentrate on achieving high production
efficiency, low costs, and mass distribution.
The product concept proposes that consumers favor
products offering the most quality, performance, or
innovative features.
The selling concept applies when firms with overcapacity
aim to sell what they make, rather than make what the
market wants.
The marketing concept emphasizes on creating the right
products for your customers.
MARKETING MYOPIA
The mistake of paying
more attention to the
specific products a
company offers than to
the benefits and
experiences produced by
the products.
They focus on the
“wants” and lose sight of
the “needs”
HOLISTIC MARKETING
The holistic marketing concept is based on
the development, design, and implementation
of marketing programs, processes, and
activities that recognize their breadth and
interdependencies.
Holistic marketing acknowledges that
everything matters in marketing—and that a
broad, integrated perspective is often
necessary.
HOLISTIC MARKETING
RELATIONSHIP MARKETING

Relationship marketing aims to build mutually satisfying long-

term relationships with key constituents in order to earn and
retain their business.
Four key constituents for relationship marketing are
1. Customers
2. Employees
3. Marketing partners (channels, suppliers, distributors,
dealers, agencies)
4. Members of the financial community (shareholders,
investors, analysts)
Marketers must create prosperity among all these constituents
and balance the returns to all key stakeholders.
MARKETING NETWORK
To develop strong relationships with the constituents of
relationship marketing them requires understanding their
capabilities and resources, needs, goals, and desires.
The ultimate outcome of relationship marketing is a unique
company asset called a marketing network, consisting of the
company and its supporting stakeholders—customers,
employees, suppliers, distributors, retailers, and others—with
whom it has built mutually profitable business relationships.
The operating principle is simple: build an effective network of
relationships with key stakeholders, and profits will follow.
INTEGRATED MARKETING
Integrated marketing occurs when the marketer devises
marketing activities and assembles marketing programs
to create, communicate, and deliver value for consumers
such that “the whole is greater than the sum of its
parts.”
Key themes:
(1) many different marketing activities can create,
communicate, and deliver value, and
(2) marketers should design and implement any one
marketing activity with all other activities in mind.
 THE MARKETING PROCESS
Create value for customers and build
customer relationships
Understand
Understand the
the Construct a
Design a customer-
marketplace and marketing program
driven marketing
customer needs that
that delivers
delivers superior
superior
strategy
strategy
and
and wants
wants value

Capture value
from customers in
return
Build
Build profitable
profitable Capture value from
relationships
relationships and
and create
create customers
customers toto
customer delight create profits and
customer
customer equity
equity