1 / 9

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

razi
Download Presentation

Marketing Basics

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related