• What d U know ‘bout Marketing?

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 • Marketing is everywhere??

• Marketing is of interest to everyone,

whether they are marketing goods, services,
properties, persons, places, events,
information, ideas, or organizations.
• Even the book, Me n U…

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We can see marketing application
everywhere…..

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 The organization of
‘Marketing Management’
• Part 1 Understanding Marketing Management
• Part 2 Capturing Marketing Insight
• Part 3 Connecting with Customer
• Part 4 Building Strong Brands
• Part 5 Shaping the Market Offerings
• Part 6 Delivering Value
• Part 7 Communicating Value
• Part 8 Creating Successful Long-Term Growth

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Part 1. Understanding Marketing
Management

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Marketing Management:
Science & Art
What?
Why?
Who?
Where?
How

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 What: The definition
• Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering, and freely
exchanging products and services of value with
others. (Social definition).

• Marketing is an organizational function and a

set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationship in a ways that
benefit the organization and its stake holders.
(Managerial decision).
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 What: The definition
• Marketing Management as the art and
science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.

• D: Marketing shapes consumer needs and

wants vs marketing merely reflects the needs
and wants of consumer?
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 What: Things that marketed
• A product is anything that can be offered
to a market to satisfy a want or need.
• Products include physical goods, services,
experiences, events, persons, places,
properties, organizations, information, and
ideas.

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 Why: the importance
• Finance, operations, accounting, and other business
functions will not really matter if there is not sufficient
demand for product and services so the company can
make a profit.
• “The marketplace isn’t what it used to be”. Changing
on environments (Task environment & broad
environment) that creates new behavior, new
opportunities, and new challenges… So ‘change or
die’…
• Marketing Ur product or Your Company won’t be
survive..
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 • Marketers are responsible for demand
management. They may have to manage negative
demand (avoidance of a product), no demand
(lack of awareness or interest in a product), latent
demand (a strong need that cannot be satisfied by
existing products), declining demand (lower
demand), irregular demand (demand varying by
season, day, or hour), full demand (a satisfying
level of demand), overfull demand (more demand
than can be handled), or unwholesome demand
(demand for unhealthy or dangerous products).
• To meet the organization’s objectives, marketing
managers seek to influence the level, timing, and
composition of these various demand states.

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 Who: the actors
• Marketer,
• Prospect,
• Customer.

• Firm & environment

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 Where: the market
• Key customer markets: Consumer
markets, Business markets, and Global
markets.
• D: Are domestic and International
marketing dissimilar?

• Marketplaces, marketspaces, and

metamarkets
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• The marketplace is physical, as when one
goes shopping in a store; marketspace is
digital, as when one goes shopping on the
Internet. metamarket, a concept proposed
by Mohan Sawhney, describes a cluster of
complementary products and services that
are closely related in the minds of
consumers but are spread across a
diverse set of industries.
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Company Orientations toward the
Marketplace
Kotler 11th ed
Production concept,
availability and inexpensive
Product concept,
Better-mouse trap
Selling concept,
Aggressive selling & promotion
Marketing concept,
Understanding needs and wants
Customer concept,
Customization
Societal Marketing concept,
Concern on environment
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Kotler & Keller, 13th edition
Production concept,
availability and inexpensive
Product concept,
Better-mouse trap
Selling concept,
Aggressive selling & promotion
Marketing concept,
Understanding needs and wants
Holistic Marketing concept,
Internal, Integrated, Relationship, &
Socially Responsible Marketing
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