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MARKETING MANAGEMENT

MARKETING MANAGEMENT

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MARKETING MANAGEMENT

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  1. MARKETING MANAGEMENT AnIntroductionto Marketing Pt 2 Operationalisation

  2. MARKETING • What has marketing been in the past? • What is marketing today – new lamps for old? • What is marketing for? • What is marketing trying to achieve? • Who markets? • What is a marketer trying to achieve?

  3. WHO?

  4. COMMENTS ON MARKETING “Marketing is too important to be left to the marketing department” David Packard, Hewlett-Packard

  5. “Marketing takes a day to learn.  Unfortunately it takes a lifetime to master.” Phil Kotler

  6. WHAT DO MARKETERS DO? And who does/should/shouldn’t do it?

  7. DEFINITION OF A MARKETER (OED) 1 A person who buys or sells in a market. 2 A person who promotes and distributes a product for sale.

  8. An Introduction to the practice of Marketing Theodore Levitt (1960) Marketing Myopia ‘Management must think of itself not as producing products but as providing customer-creating value satisfactions. It must push the idea … into every nook and cranny of the organisation, It has to do this continuously and with the kind of flair that excites and stimulates people.

  9. EARLY MARKETING THINKING “Marketing is not only much broader than selling; it is not a specialized activity at all.  It encompasses the entire business.  It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view.  Concern and responsibility for marketing must therefore permeate all areas of the enterprise.” – Peter Drucker 

  10. EARLY MARKETING THINKING • (the marketer should)……regard with desire every profit that goes into the pocket of anyone who stands between him and the consumer • Ralph Starr Butler “Marketing Methods” 1914

  11. Definitions of Marketing Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. CIM Old A marketer is a manager who…………...

  12. Definitions of Marketing A marketer is a manager who initiates, coordinates and brings to conclusion a process which identifies, anticipates and satisfies customer requirements profitably.

  13. The basic marketing mix (4Ps) Figure1.4

  14. 4 ‘P’s

  15. 2 ‘P’s

  16. The extended marketing mix (7Ps) • Price. • Product. • Place. • Promotion. • People. • Processes. • Physical evidence. • Parkinsonian ‘P’ Inflation

  17. BRAND MARKETING INTERFACES IT Professional Relations Market Analysis Public Relations Consumer Research Sales/ Key Accounts Finance & Accounting Advertising Creative Specialist BRAND Competition Logistics/ Distribution Advertising Media Specialist Human Resources Advertising Production Product Designinc R&D Legal Manufacturing/ Operations Packaging Merchandising/ Point of Sale

  18. An Introduction to the practice of Marketing If you could visit a cell, you wouldn’t like it. Blown up to a scale at which atoms were about the size of peas, a cell itself would be a sphere roughly half a mile across…... Within it, millions upon millions of objects – some the size of basketballs, others the size of cars – would whiz about like bullets. There wouldn’t be a place you could stand without being pummelled and ripped thousands of times every second from every direction. ……. Bill Bryson A briefhistory of almosteverything

  19. An Introduction to the practice of Marketing Very much like being a Marketer Or any manager for that matter

  20. An Introduction to the practice of Marketing If you cant stand the heat get out the kitchen Harry Truman

  21. An Introduction to the practice of Marketing “The buck stops here” Same guy

  22. WHAT SHOULD MARKETERS NOT DO? • “Marketing is too important to be left to the marketing department” • David Packard • Then who does the marketing? • And who should?

  23. MARKETING FUNCTIONS STRATEGIC/CORE/LINE – BRAND MANAGEMENT SUPPORT/STAFF/SPECIALIST

  24. MARKETING STAFF Research – Market and Consumer Advertising Content – Ad. Agencies Staff Advertising Media Package Design PR Consultancy

  25. Definitions of Marketing A marketer is a manager who initiates, coordinates and brings to conclusion a process which identifies, anticipates and satisfies customer requirements profitably.

  26. REPRESENTATION OF CHAOS IDEAS IT Public Relations Professional Relations Logistics Market Analysis CIM Consumer Research Human Resources Gurus Family & Friends Advertising Specialists Legal R&D Finance & Accounting Sales/ Key Accounts Shareholder Operations The Board The Boss Manufacturing CONSUMER MARKETER Societal Marketing Relationship Management DAGMAR Global Marketing Greenery Supply Chain SWOT Ethics Competition Networks Value Chain Time Management ‘P’ Inflation Connectivity PEST The Internet Trade Marketing Team Building Partnership Packaging Brand Equity Marcomms Theory Politics

  27. MARKETING FOCUS CONSUMER MARKETER

  28. Tormentors can beturnedintoresources MARKETER Research Gurus PR Market Analysis CIM Logistics Family & Friends CONSUMER Advertising Specialists Legal Sales/ Key Accounts Human Resources IT Finance & Accounting Professional Relations R&D Manufacturing Operations The Board Partnerships Boss Shareholder Packaging Competition Greenery Societal Marketing Ethics Global Marketing Relationship Management Networks Supply Chain SWOT Time Management ‘P’ Inflation PEST The Internet Connectivity Value Chain Team Building DAGMAR Trade Marketing Brand Equity Marcomms Theory Politics

  29. Tormentors can beturnedintoresources MARKETER Research Gurus PR Market Analysis CIM Logistics Family & Friends CONSUMER Advertising Specialists Legal Sales/ Key Accounts Human Resources IT Finance & Accounting Professional Relations R&D Manufacturing Operations The Board Partnerships Boss Shareholder Packaging ‘P’ Inflation Societal Marketing Global Marketing Time Management Competition MARKETER Relationship Management Ethics Networks Supply Chain SWOT PEST Greenery The Internet Connectivity Value Chain DAGMAR Trade Marketing Brand Equity Team Building Marcomms Theory Politics

  30. And leaders do that BRAND CHIEF EXECUTIVE Research Gurus PR Market Analysis CIM Logistics Family & Friends CONSUMER Advertising Specialists Legal Sales/ Key Accounts Human Resources IT Finance & Accounting Professional Relations R&D Manufacturing Operations The Board Partnerships Boss Shareholder Packaging Competition Greenery Societal Marketing Ethics Global Marketing Relationship Management Networks Supply Chain SWOT Time Management ‘P’ Inflation PEST The Internet Connectivity Value Chain Team Building DAGMAR Trade Marketing Brand Equity Marcomms Theory Politics

  31. Oneanswer • Appoint 100’s of Chief Executives as centres of excellence • And call them Brand Managers? • Or champions? • Sales Director? • CEO? • Whatever….

  32. MARKETERS’ CORE STRATEGY • The marketer initiates the process of identifying potential customer wants and needs as they pertain to an actual or potential offering of his organisation. • The marketer ensures that his or her offering is perceived by the target as fulfilling those wants or needs better than any competing offer, and thereby secures a voluntary exchange of values to the mutual benefit of the target and offerer. • The marketer’s primary function is to secure an exchange – in the case of Commerce a Sale (more than facilitate).

  33. WHAT ARE MARKETERS DOING? “Marketing practice developed to serve a growing majority of younger consumers during a demographic anomaly. Given the relatively unformed views and resulting malleability of the young the objective of marketing activity became to gain the most easily switched customers, rather than to retain loyal customers. Consequently, marketing activity and expenditure became focussed on advertising and other promotional activity, and in the minds of many senior managers, marketing became synonymous with advertising, and the task of marketing departments often limited to promotional activity”. (Thompson and Thompson 2007 p 9)

  34. marketing Theory Operationalisation through Brand Management Practice by people

  35. A PROBLEM?

  36. “The mere formulation of a problem is far more essential than its solution” – Einstein (scientist)

  37. “Recognizing a problem is the first step to solving it....”Sonya Friedman – (Chat Show hostess)

  38. “If knowledge can create problems, it is not through ignorance that we can solve them”.Isaac Asimov

  39. THE PROBLEM

  40. THE PROBLEM While “one to one” marketing works well……

  41. INSTITUTIONAL MARKETING DOESNT WORK Inadequateley practiced Poorly understood Incompletely taught

  42. STRATEGIC MARKETING/BRAND MANAGEMENT

  43. MARKETER CONTEXT ORGANISATIONAL

  44. MARKETER CONTEXT ORGANISATIONAL

  45. WHITHER MARKETING? “marketing is too important to be left (solely) to the marketing department” David Packard

  46. DefinitionsforMarketers? • “A leader has to have a vision of grandeur, a vision that can produce eager followers in vast numbers. In business the followers are the customers. “In order to produce these customers the entire corporation must be viewed as a customer creating and customer satisfying organism. Management must think of itself is not as producing products but as providing customer creating value satisfactions. It must push this idea and everything it means and requires into every nook and cranny of the organisation. It has to do this continuously and with the kind of flair that excites and stimulates the people in it. Otherwise the company will be merely a series of pigeonholed parts with no consolidating sense of purpose and direction In short the organisation must learn to think of itself not as producing goods or services but as buying customers, as doing the things that will make people want to do business with it” Levitt – Marketing Myopia 1960

  47. Who is going to do it? • The Board? • The Boss? • Or……

  48. The Boss • When you are up to you’re a…. in alligators it’s difficult to remember that you came here to drain the swamp