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Marketing Basics

Marketing Basics. What is marketing? What is the marketing concept? How does it differ from a selling and production orientation? What is relationship marketing?. 15 Guidelines for the Market-Driven Manager. Customer focus Listen to the customer Define & nurture your distinctive competence

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Marketing Basics

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  1. Marketing Basics • What is marketing? • What is the marketing concept? How does it differ from a selling and production orientation? • What is relationship marketing? Kelley Fall 2001 Marketing Management 129

  2. 15 Guidelines for the Market-Driven Manager • Customer focus • Listen to the customer • Define & nurture your distinctive competence • Define Marketing as marketing intelligence • Target customers precisely • Manage profitability and sales volume Kelley Fall 2001 Marketing Management 129

  3. 15 Guidelines for the Market-Driven Manager • Make customer value the focus • Let the customer define quality • Measure and manage customer expectations • Build relationships • Define the business as a service business Kelley Fall 2001 Marketing Management 129

  4. 15 Guidelines for the Market-Driven Manager • Commit to continuous improvement and innovation • Manage culture along with strategy and structure • Grow with partners and alliances • Destroy marketing bureaucracy Kelley Fall 2001 Marketing Management 129

  5. Basic Questions of Strategic Planning • Where are we now? • Where do we want to go? • How do we get there? • How do we know if we got to where we wanted to go? Kelley Fall 2001 Marketing Management 129

  6. Where are we now? Where do we want to go? How do we get there? How do we know if we got to where we wanted to go? What customers do we serve now? What customers do we want to serve? Strategic marketing plan Marketing control Customer Orientation of the Basic Questions of Strategic Planning Kelley Fall 2001 Marketing Management 129

  7. Product/Market Strategies Kelley Fall 2001 Marketing Management 129

  8. Industry Attractiveness • Market size • Market growth rate • Profitability • World scope • Cyclicality • Ability to recover from inflation Kelley Fall 2001 Marketing Management 129

  9. Business Strength • Market share • Market share growth rate • Marketing expertise • Management talent • Relative profitability • Leadership (cost, quality, R&D) Kelley Fall 2001 Marketing Management 129

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