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Marketing Management

Marketing Management. Marketing shift from physical efficiency to selling. Changing Role of Marketing within Firm. Focus on lower cost & physical efficiency. Adoption of marketing approach. Marketing and Four Functions of Management. Planning Function Organizing Function

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Marketing Management

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  1. Marketing Management

  2. Marketing shift from physical efficiency to selling Changing Role of Marketing within Firm Focus on lower cost & physical efficiency Adoption of marketing approach

  3. Marketing and Four Functions of Management • Planning Function • Organizing Function • Controlling Function • Directing Function

  4. 4 Ps of Marketing • 4 Ps of marketing • Product • Price • Place • Promotion

  5. Marketing Mix • Marketing Mix: • Combination of 4 controllable variables • Product • Price • Place • Promotion

  6. Consumer Needs Values The Business Plan Firm’s Purpose Marketing Plan

  7. Firm’s Purpose • What firm is going to do

  8. Firm’s Objective • How to accomplish its purpose

  9. Marketing Plan • Analyzing • current market situation • opportunities and issues • implementation • finance • control

  10. Marketing Plan I. Current Market Situation ~Market Situation ~Competitive Situation ~Macroeconomic Environment

  11. Marketing Plan II. Opportunities and Issues Analysis ~Opportunities & Threats outside firm ~Strengths & Weaknesses within firm ~Issues Analysis ~Financial & Marketing Objectives

  12. Marketing Plan III. Marketing Strategy ~ID Target Market ~Sales Promotion ~Product Positioning ~Res. & Develop ~Product Line ~Market Research ~Price ~Distribution ~Sales Force ~Level of Service ~Advertising—when and where

  13. Benefits of A Good Marketing Plan Firms achieve higher rates of return on invested capital when they have --A clear business purpose --A clear business objective

  14. Benefits of A Good Marketing Plan that is reflected in a well-thought-out marketing plan with an effective marketing mix

  15. Analyzing Market Potential Transition mass to target marketing • Estimating market potential • Macroeconomic approach • Population approach • Consumption approach

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