The Nature of Marketing Management Copyright 2010 SAGE Publications, Inc. 1-1.

The Nature of Marketing Management

Copyright 2010 SAGE Publications, Inc.1-1

Southwest Airlines2008 FAA safety violation complaintFAA $10.2 million civil penaltySouthwest cooperated and inspected all

planesSouthwest ranks #1 in customer satisfactionExcellent employee environmentStrong advertising and marketing programsStrong company culture


Nature of Marketing ManagementTextbook ApproachGraduation – first entry level jobPerspective of entry level to mid-level

positionMerger of marketing concepts and

management principlesFocus on customer and customer satisfaction


MarketingDiscovering needs and wants of

ConsumersBusinesses

Creating goods and servicesPricing, promoting and delivering goods and

servicesDelivering customer satisfaction


Copyright 2010 SAGE Publications, Inc. 1-5

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Costs Demand and Supply Competition Profit Goals


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PromotionAdvertisingConsumer and trade promotionsPersonal sellingPublic relations



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CurrentTrendsAffectingMarketing


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The MarketingManagementProcess


• What went wrong?• Why?• What should have been done?• What can be done now?

Have you experienced a service failure?


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Best-PracticeIdeas to ConsistentlyProvide QualityCustomer Service


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• Advance Mortgage Corporation• Two roles

• Loan officer• Coordinate wholesale division

• Most helpful college experiences• In-class speeches• Individual and group presentations

• Career path• Blend what you like with natural aptitude


What went wrong? Describe Brandon and Jena’s feelings?

What should have been done? Now, what should you do? How do you prevent this from occurring again?


1. Describe the issues surrounding the concepts of markets, products, prices, distribution, promotion and people at the time of the iPhone release.

2. Describe issues related to marketing strategies, marketing tactics, and operational plans.

3. As the retail store manager, what are the keys to the success of the iPhone and other products?

4. For the individual sales person, what are the keys to successfully selling the iPhone and other related products?

The Nature of Marketing Management Copyright 2010 SAGE Publications, Inc. 1-1.

Documents

sage publications

marketing slide

natural aptitude slide

quality customer service

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marketing tactics

marketing strategies

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