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Managerial Marketing MAR 331

Managerial Marketing MAR 331. Principles and Concepts of Mktg Case Method Group and Individual Cases. Marketing Management Basic Concepts. What is Marketing Marketing Concept Marketing’s Role in the Organization Marketing Managers The Marketing Management Process

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Managerial Marketing MAR 331

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  1. Managerial Marketing MAR 331 Principles and Concepts of Mktg Case Method Group and Individual Cases

  2. Marketing Management Basic Concepts • What is Marketing • Marketing Concept • Marketing’s Role in the Organization • Marketing Managers • The Marketing Management Process • Marketing Strategy and Mix

  3. The Case Method A written description of the facts surrounding a particular business situation.

  4. What is Marketing? • The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individuals, organizations, and society.

  5. What is Marketing? • Satisfy customers. • Sales • Brand Loyalty • Relationship Marketing - interdependence between buyer and seller.

  6. Marketing’s Role in the Organization • Corporate • Customer Orientation • Assessment of market attractiveness • Develop firm’s overall value proposition (Price-Value)

  7. Marketing’s Role in the Organization • Strategic Business Unit • Market segmentation • Targeting • Product positioning

  8. Marketing’s Role in the Organization • Operating • Formulation and implementation of marketing programs based on the marketing mix. • Management of customer and reseller relationships

  9. Marketing Managers • Interpersonal • Informational • Decision Maker

  10. Marketing Managers • Marketing Strategy Development • Customer Analysis and segmentation • Competitor analysis and positioning • Market analysis and sales forecasting • Product and service development • Pricing

  11. Marketing Managers • Distribution channel development • Deployment of sales force • Direct marketing • Advertising • Sales promotion • Preparation and Implementation of Marketing Plans

  12. Marketing Management Process • Marketing Mangers plan and implement a sequence of activities that help the firm achieve its goals. • Marketing philosophy • Marketing strategy • Segmentation and positioning • Marketing mix • Implementation

  13. Marketing Strategy • Target Market • Marketing Mix • Uncontrollable Variables

  14. The Case Method • The Framework for Analysis • The Written Format

  15. How to Think About a Case • Define the problem • Formulate the Alternatives • Analyze the alternatives • Recommend a solution • Specify a plan of action • Prepare contingency plans

  16. How to Write Up a Case • Background • Pertinent facts • Define the problem • Recommendation • Recommend a solution • Rationale • Use the facts • Make inferences • Logical arguments • Explain rejected alternatives • Next Steps

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