WHAT IS MARKETING MANAGEMENT?

• Is the art and science of choosing target Markets

• Getting , keeping and growing
• Communicating and delivering value to customers
• Managing customer relationship
• Benefit the organization and its stakeholders
What is
Marketed?
• Goods
• Services
• Events
• Experience
• Persons
What is Marketed

• Places
• Properties
• Organization
• Information
• Ideas
 Demand State

• Negative • Irregular
• Unwholesome
• Full
• Nonexistent • Overfull
• Latent
• Declining
Figure 1.1 Structure of Flows
in Modern Exchange Economy
Figure 1.2
A Simple Marketing System
Key Customer Markets

• Consumer Markets
• Business markets
• Global markets
• Nonprofit/Government
markets
Core Concepts

• Needs, wants, and

• Marketing
demands
• Supply chain
• Target markets ,
• Competition
positioning
• Marketing
segmentation
• Offering and brands environment
• Market planning
• Value and Satisfaction
Types of Needs

Stated Secret

Real

Unstated

Delight
Target Markets ,
Positioning & Segmentation Offering and Brands
Value and Satisfaction
 Marketing Channels
• Communication channels deliver and receive message from target buyers
- Include newspaper, magazinnes , radio, television ,mail , telephone

• Distribution channels to display , sell , or deliver the physical product or service

to the buyer

• Service channels include warehouse , transportation comapnies , baks, and

insurance companies
Marketing Environment

Demographic Economic

Social-cultural
Political-legal

Technological Natural
 Company Orientation

• Production Concept - is one of the oldest concept in business. It holds that

consumers prefer product that are widely available and inexpensive

• Product Concept - that consumers favor products offering the most quality,
performance or innovative features

• Selling Concept - holds that consumers and business, it left alone, won’t buy
enough of the organization products

• Marketing Concept - emerged in the mid-1950s as a costumers centerd, sense-

and-respond philosophy
Holistic Market
Figure 1.3 provides a schematic overview of four broad components characterizing holistic marketing:
relationship marketing, integrated marketing, internal marketing, and performance marketing.
 Relationship Marketing

• Costumers – business process in which client relationship, costume loyalty brand

value are built through marketing strategies and activities

• Employess – The process of creating, maintaining and enhancing strong, value –

laden relationship with staff

• Marketing Partners – Collaborating with person or business because they have

a relationship with an area of a market that you’re interested in selling to.

• Financial Community- long term marketing strategy ,for building personalized

relationship with costumers
• Integrated Marketing - Occurs when the markets devises marketing activities and
assembles marketing program to create , communicate and deliver value for
costumer

• Internal Marketing – is talk task of hiring , training nad motivating able

employees who want to serve costumers well
 Performance Marketing

• Financial Accountability – Marketers are increasly asked to justify their investment in financial
and protability terms

• Social Responsibilty Marketing- the effect of marketing extend beyond and the costumer to
society as whole marketing
 Types of Corporate Social Initiatives

• Corporate social marketing

• Cause marketing

• Cause-related marketing

• Corporate philanthropy

• Corporate community involvement

• Socially responsible business practices

The Four P Components of the
Marketing Mix
The New Four Ps

People

Processes

Programs

Performance
 Marketing Management Tasks

• Develop market strategies and plans

• Capture marketing insights
• Connect with customers
• Build strong brands
• Shape market offerings
• Deliver value
• Communicate value
• Create long-term growth