Marketing Management Ch1

Front 1

marketing

Back 1

is the activity,
set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.

Front 2

marketing managment

Back 2

the art and science of choosing target markets and getting, keeping,
and growing customers through creating, delivering, and communicating superior customer value

Front 3

What Is Marketed?

Back 3

GOODS
SERVICES
EVENTS
PEOPLE
PLACES
ORGANIZATIONS
EXPERIENCES
PROPERTIES
INFORMATION
IDEAS

Front 4

Eight demand states are possible they are

Back 4

1. Negative demand—Consumers dislike the product and may even pay to avoid it.

2. Nonexistent demand—Consumers may be unaware of or uninterested in the product.

3. Latent demand—Consumers may share a strong need that cannot be satisfied by an existing
product.

4. Declining demand—Consumers begin to buy the product less frequently or not at all.

5. Irregular demand—Consumer purchases vary on a seasonal, monthly, weekly, daily, or even
hourly basis.

6. Full demand—Consumers are adequately buying all products put into the marketplace.

7. Overfull demand—More consumers would like to buy the product than can be satisfied.

8. Unwholesome demand—Consumers may be attracted to products that have undesirable social consequences.

Front 5

KEY CUSTOMER MARKETS

Back 5

Consumer Markets
Business Markets
Global Markets
Nonprofit and Governmental Markets

Front 6

define Needs, Wants, and Demands

Back 6

Needs: are the basic human requirements such as for air, food, water, clothing,
want: the need become wants when they are directed to specific objects that might satisfy the need
Demands :are wants for specific products backed by an ability to pay.

Front 7

types of needs

Back 7

1. Stated needs (The customer wants an inexpensive car.)
2. Real needs (The customer wants a car whose operating cost, not initial price, is low.)
3. Unstated needs (The customer expects good service from the dealer.)
4. Delight needs (The customer would like the dealer to include an onboard GPS navigation
system.)
5. Secret needs (The customer wants friends to see him or her as a savvy consumer.)

Front 8

what is Segmentation , target market, positioning

Back 8

1,marketing starts by dividing the market into segments. They identify and profile distinct groups of buyers who might prefer or require varying product and service mixes
2.e marketer decides which present the greatest opportunities—
which are its target markets.
3,the firm develops a market offering that it positions in the minds
of the target buyers as delivering some central benefit

Front 9

what is Offerings and what is Brands

Back 9

1. value proposition, a set of benefits that satisfy
those needs.
The intangible value proposition is made physical by an offering, which can be a
combination of products, services, information, and experiences.

A brand is an offering from a known source. A brand name such as McDonald’s carries many
associations in people’s minds that make up its image

Front 10

what are the Marketing Channels

Back 10

three kinds of marketing channels
1. Communication channels deliver and receive messages from target buyers and include newspapers, magazines, radio..etc
2.distribution channels to display, sell, or deliver the physical product or
service(s) to the buyer or user
3.To carry out transactions with potential buyers, the marketer also uses service channels that include
warehouses,
transportation companies, banks, and insurance companies.

Front 11

supply chain

Back 11

The supply chain is a longer channel stretching from raw materials to components to finished products carried to final buyers
When a company acquires competitors or expands upstream or downstream, its
aim is to capture a higher percentage of supply chain value.

Front 12

Marketing Environment

Back 12

1.The task environment includes the actors engaged in producing, distributing, and promoting the offering.
These are the company, suppliers, distributors, dealers, and target customers.
2.The broad environment consists of six components: demographic environment, economic environment,
social-cultural environment, natural environment, technological environment, and political-legal
environment.
Marketers must pay close attention to the trends and developments in
these and adjust their marketing strategies as needed. New opportunities are constantly emerging
that is awaiting.

Front 13

Today, major, and sometimes interlinking, societal forces have created new marketing behaviors,
opportunities, and challenges. Here are 12 key ones.

Back 13

1.Network information technology.
2.Globalization.
3.Deregulation. Many countries have deregulated industries to create greater competition and growth opportunities
4.Privatization 5. heightened competition 6.Industry convergence. 7.Retail transformation. 8.Disintermediation 9.Consumer buying power. 10.Consumer information.
11.Consumer participation. 12.Consumer resistance.

Front 14

These major societal forces create complex challenges for marketers, but they have also generated a
new set of capabilities to help companies cope and respond.

Back 14

1.Marketers can use the Internet as a powerful information and sales channel.
2.Marketers can collect fuller and richer information about markets, customers, prospects, and competitors
3.Marketers can tap into social media to amplify their brand message.
4.Marketers can facilitate and speed external communication among customers.
5.Marketers can reach consumers on the move with mobile marketing. .. many other factors

Front 15

THE NEW CMO

Back 15

Innate Qualities
• Risk taker
• Willingness to make decisions
• Problem-solving ability
• Change agent
• Results-oriented
Learned Qualities
• Global experience
• Multichannel expertise
• Cross-industry experience
• Digital focus
• Operational knowledge

Front 16

Company Orientation Toward
the Marketplace

Back 16

The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Holistic Marketing Concept

Front 17

The Production Concept VS The Product Concept

Back 17

the production concept : high production efficiency, low costs, and mass distribution. This orientation
makes sense in developing countries such as China.
the product concept : proposes that consumers favor products offering the most quality,
performance, or innovative features.

Front 18

the selling concept VS marketing concept

Back 18

The selling concept holds that consumers and businesses, if left alone, won’t buy enough of
the organization’s products. It is practiced most aggressively with unsought goods—goods
buyers don’t normally think of buying such as insurance
marketing concept :
to find not the right customers for your products, but the right products
for your customers.

Front 19

holistic marketing

Back 19

The holistic marketing concept is based on the development, design, and implementation of
marketing programs, processes, and activities that recognize their breadth and interdependencies.
Holistic marketing acknowledges that everything matters in marketing—and that a broad, inte-
grated perspective is often necessary.