Tài liệu Giáo trình: Marketing Management_ Chapter 01 pdf

Marketing Philosophiesƒ Does a customer orientation and the marketing concept inhibit companies from developing revolutionary new products?. Marketing Philosophiesƒ Marketing as a Valu

Marketing and the Job of the Marketing Manager

Chapter

1

Key Learning Points

marketing

focused

Take a moment to think about the word “marketing” and the type of people who help to market a service

Which of the hotel employees listed at left are involved in marketing?

that attempts to influence choice.

What is Marketing?

ƒ Churches, governments,

politicians, not-for-profit

organizations, and utility

companies can all use marketing

to their advantage

attitudes and behavior

What is Marketing?

– Requires considerable interaction with customers.

– Customers often cannot accurately

describe their needs.

– Competitive action is difficult to predict.

– Customer tastes and societal trends

change frequently.

– Precise strategy implementation is

difficult.

Marketing Philosophies

ƒ The Marketing Concept

the allocation of resources toward

and wants.

customers better than the

competition

Product & Service

Decisions

create and keep a customer To

do that you have to produce and

deliver goods and services that

people want and value at prices and under conditions that are reasonably attractive relative to those offered by others to a proportion of customers

large enough to make those prices

and conditions possible.”

- Theodore Leavitt

Figure 1-1:

Strategic Approaches

to the Marketplace

ƒ Focus: “What we make, we sell”

ƒ Very aggressive;

seeks to maximize sales volume

ƒ Heavy use of promotion

Driven By

ƒ Problem: developed technology may not satisfy needs

ƒ Great technology does not guarantee company success

Driven By

ƒ Brand management organization

ƒ Problem: Very slow

to respond to changes in the marketplace

Driven By

ƒ Stresses long-term relationships

Product & Service

Figure 1-2:

Reversing the Value Chain

Figure 1-3:

The Dangers of Being

Customer Led

Marketing Philosophies

ƒ Does a customer orientation and the marketing concept inhibit

companies from developing

revolutionary new products?

translate new technology into

benefits that customers desire

Marketing Philosophies

ƒ Marketing as a Value-Added

Activity

• Value additions take many forms:

brands, packaging, service, etc.

Marketing Manager’s Job

ƒ The main job of the marketing

manager depends upon:

being focused upon

Marketing Manager’s Job

– Product managers develop strategies for individual brands

– Product group managers manage

closely related clusters of brands

– Super group product managers, or

marketing managers, oversee larger

clusters of brands

– General manager of division has

ultimate responsibility for marketing

Figure 1-4:

Desserts Division

Organizational Chart

Marketing Manager’s Job

– Common in business-to-business and industrial product sales

calling on the same organization

segments and customers

– Product managers implement programs developed by marketing managers

Figure 1-6:

Bell Operating Company

Organizational Chart

Product & Service

Decisions

“The main job of anyone in

marketing is to create or

implement a marketing strategy

for the product or service that

meets the needs of the targeted

customers better than the

achieves the objectives set by

the organization.”

- Russell S Winer

Figure 1-7:

The Marketing Manager’s

Interactions

Product & Service

Decisions

“A marketing plan is a

written document

containing the guidelines

for the product’s marketing programs and allocations

over the planning period.”

- Russell S Winer

Marketing Manager’s Job

ƒ The Marketing Plan

• Are easy to communicate

• Help to educate new managers

• Pinpoint the responsibility for achieving results by a certain date

• Forces analysis of both customer and competitive behavior

Figure 1-8:

Hierarchy of Planning

Marketing Manager’s Job

ƒ The Marketing Plan

and product levels

follows a typical sequence

Figure 1-9:

Marketing Planning

Sequence

Product & Service

Decisions

Marketing Manager’s Job

Marketing Plan Summary

The Changing Nature of

being collected quicker

identification (RFID) is in the future

Key Issues

1 Does the collection of information in this

manner seem ethical?

2 Would you consider RFID tagged

merchandise an invasion of your privacy?

3 What, if any, benefits does RFID offer to

consumers?

Discussion Questions

RFID technology offers the potential for

gathering a wealth of information about

shoppers and the products they buy.

The Changing Nature of

The Changing Nature of

new customer than it does to keep an existing one happy

customer base is key

can be increased via:

The Changing Nature of

Marketing

business environment have

significantly affected marketing:

– Adoption of and investment in

information technology

– Impact of the Internet

– Growing trend toward globalization

– Increasing importance of customer

relationship management