As a consequence, marketing management is the recess of planning and executing the conception, pricing, promotion and distribution of products and services to create exchanges that satisfy Individual and organizational goals. The Scope of Marketing Places Properties Organizations Information Ideas Goods Services Experiences Events Persons The marketer’s basic skill lies in influencing the level, timing, and composition of demand for all these types of entities.
The Decisions marketers Make 0 Consumer Markets Establishing a superior brand image 0 Business Markets Demonstrating how their product will help business customers 0 Global Markets Adapting and/or standardizing the racketing mix 0 Non-profit and Governmental Markets Price carefully The Marketing concept Marketing concept Marketing The cooperativeness of corporate The achievement corporate goals goals through and through meeting and exceeding exceeding needs scoutmaster’s needs better than the and competition expectations better than the Customer orientation Corporate activities are focused upon activities providing Corporate customer satisfaction are focused upon providing customer satisfaction Integrated effort Goal achievement All All staff staff accept accept the the responsibility for creating responsibility creating customer
The belief that corporate goals The belief that can be achieved through corporate goals can be achieved through Evolution of the Marketing Concept Production Orientation Production capabilities Manufacture product Aggressive sales effort Customers Marketing Orientation Potential market opportunities products and services Company orientations toward the marketplace The Customer Concept Toyota Drive technology provides customer benefits of enhanced performance, lower emissions and better fuel economy. The Marketing plan Market survey Segmentation Identifying needs and wants Targeting Choosing a target market(s) Developing a market offering Positioning Product Place Price Measuring outcomes Promotion Who are my competitors? What do they offer in this market? How the market is ruled? Competition Actual and potential rival offerings and substitutes that a buyer might consider 0 Brand competition Similar product and services to the same customers at similar prices 0 Industry competition Same product or class of products.
The Four P Components of the Marketing Mix Apple: pod Apple has extended the pod brand to cater for diverse customer requirements. Located Sport Hydro Active This ad for the brand Located Hydro Active, products to individuals engaged in physical activity. An effective marketing mix Matches customer needs Creates a competitive advantage Effective mix Matches corporate resources well balanced Marketing Mix and Customer Needs Key customer requirements Competitive Customer needs Economic Psychological Availability Reliability Self-imagery Quiet customer life Pleasure require Convenience n TTS Risk reduction Durability Productivity Markets Eng mix
