THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
Oct 21, 2014
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
Why is marketing important?What is the scope of marketing?What are some fundamental
marketing concepts?How has marketing management
changed?What are the tasks necessary for
successful marketing management?
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
Marketing management is theart and science
of choosing target markets and getting, keeping, and growing
customers throughcreating, delivering, and communicating
superior customer value.
Goods Services Events and
experiences Persons
Places and properties
Organizations Information Ideas
Negative Nonexistent Latent Declining
Irregular Unwholesome Full Overfull
Consumer marketsBusiness marketsGlobal marketsNonprofit/Government markets
ProductionProductSellingMarketing
Four Ps Product Price Place Promotion
Four Cs Customer solution Customer cost Convenience Communication
Needs, wants, and demands
Target markets, positioning, segmentation
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain Competition Marketing
environment Marketing
planning
Developing marketing strategies
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping market offerings
Delivering value
Communicating value
Creating long-term growth
Strengthening the brandsMeasuring marketing effectivenessDriving new product development
based on customer needsGathering meaningful customer
insightsUtilizing new marketing technology
Make the mission and responsibilities clear Fit the role to the marketing culture and
structure Ensure the CMO is compatible with the CEO Remember that show people don’t succeed Match the personality with the CMO type Make line managers marketing heroes Infiltrate the line organization Require right-brain and left-brain skills
A substantial increase in buying power A greater variety of available goods
and services A great amount of information about
practically anything Greater ease in interacting and placing
and receiving orders An ability to compare notes on
products and services An amplified voice to influence public
opinion
Internal marketing is the task of hiring, training, and motivating
able employees who want to serve customers well.
Financial Accountability
Social Responsibility Marketing
Social Initiatives Corporate social
marketing Cause marketing Corporate
philanthropy Corporate community
involvement Socially responsible
business practices
Develop market strategies and plansCapture marketing insightsConnect with customersBuild strong brandsShape market offeringsDeliver valueCommunicate valueCreate long-term growth