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    Understanding Marketing Management: BCO112 - Marketing Management Carol Peitzsch - Carol - Peitzsch@euruni - Edu

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    This document provides an overview of marketing management concepts. It begins with definitions of key concepts like product, production, selling, advertising, and marketing. It then discusses the objectives of marketing as identifying and fulfilling customer needs. Several core marketing concepts are explained, including segmentation, targeting, positioning, branding, and the marketing mix. The roles of marketing in creating, influencing, and satisfying demand are also covered. Finally, the document discusses marketing management, defining it as the process of developing strategies to reach customers, and outlines some key skills of a marketing manager like planning, leading, organizing, and controlling.

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    Understanding Marketing Management: BCO112 - Marketing Management Carol Peitzsch - Carol - Peitzsch@euruni - Edu

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    This document provides an overview of marketing management concepts. It begins with definitions of key concepts like product, production, selling, advertising, and marketing. It then discusses the objectives of marketing as identifying and fulfilling customer needs. Several core marketing concepts are explained, including segmentation, targeting, positioning, branding, and the marketing mix. The roles of marketing in creating, influencing, and satisfying demand are also covered. Finally, the document discusses marketing management, defining it as the process of developing strategies to reach customers, and outlines some key skills of a marketing manager like planning, leading, organizing, and controlling.

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    This document provides an overview of marketing management concepts. It begins with definitions of key concepts like product, production, selling, advertising, and marketing. It then discusses the objectives of marketing as identifying and fulfilling customer needs. Several core marketing concepts are explained, including segmentation, targeting, positioning, branding, and the marketing mix. The roles of marketing in creating, influencing, and satisfying demand are also covered. Finally, the document discusses marketing management, defining it as the process of developing strategies to reach customers, and outlines some key skills of a marketing manager like planning, leading, organizing, and controlling.

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    47 views19 pages

    Understanding Marketing Management: BCO112 - Marketing Management Carol Peitzsch - Carol - Peitzsch@euruni - Edu

    Uploaded by

    Music Forever
    This document provides an overview of marketing management concepts. It begins with definitions of key concepts like product, production, selling, advertising, and marketing. It then discusses the objectives of marketing as identifying and fulfilling customer needs. Several core marketing concepts are explained, including segmentation, targeting, positioning, branding, and the marketing mix. The roles of marketing in creating, influencing, and satisfying demand are also covered. Finally, the document discusses marketing management, defining it as the process of developing strategies to reach customers, and outlines some key skills of a marketing manager like planning, leading, organizing, and controlling.

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    Understanding

    Marketing
    Management
    BCO112 – Marketing Management
    Carol Peitzsch – carol.peitzsch@euruni.edu
    Class Information:
    • Outline
    • Forums
    • Graded Assessments
    • Adobe Connect Functionality
    • Meet your classmates!

    2
    Content:
    1. Concepts
    2. Introduction to Marketing
    a. Objectives
    b. Marketing Role
    c. Core Marketing Concepts
    d. Types of Market
    3. Marketing Management in a global context
    3.1 Definition of Marketing Management
    3.2 Marketing Management Skills

    3
    1. Concepts:

    Product

    Production

    Selling

    Advertising

    Marketing -
    preparing something
    for the marketplace

    4
    2. Introduction to marketing

    a. Objectives
    What are the objectives of Marketing?

    Which of these words should be in the


    definition:

    Customer – value – sales – brand – needs –


    advertising – research – price – promotion

    5
    The objective of Marketing is:

    The identification &


    fulfillment
    of customer needs
    & maintenance of brand
    values

    6
    “The aim of Marketing is to
    know and understand the
    customer so well that the
    product or service fits
    him/her and sells itself”
    Peter Drucker

    When we achieve this we


    are creating value!

    7
    Which are the marketing Categories?
    What can be marketed?

    8
    Which are the marketing Categories?

    1) Services: benefits that you can offer


    to a third party e.g. banking
    2) Products: tangible item e.g food,
    clothing, cars
    3) Events: music shows, sports events, concerts, Olympics
    4) Experiences: by managing services and products you can
    create an experience e.g Disneyland, Legoland
    5) People: Artist, Musicians, Chefs, Football Players, etc. can
    become celebrities via clever Marketing e.g Kardashians, CR7
    6) Places: Cities, Regions, Nations can attract tourists
    7) Ideas (social marketing): sell a basic idea to encourage a
    positive social behavior, e.g. stop smoking, “5 a Day”
    vegetables/fruits
    9
    Cristiano Ronaldo

    Social Media Marketing king!

    Exceeds his fan base in Portugal


    – Global

    Sports star with the most


    Facebook likes - 83.3 million

    His Twitter account has attracted


    26.6 million followers - 14th in the
    global standings, just ahead of
    Shakira but still shy of Jennifer
    Lopez.

    10
    b. Roles of Marketing
    The most important MARKETING ROLE is to
    CREATE DEMAND

    Demand Influenced by Marketers:

    • Level of Demand
             
    • Timing of Demand
    • Composition of Demand
     To meet the organization’s/ company objectives!!

    11
    Coca Cola Australia Kate Video:
    Which type of Demand does it increase?
    (level, timing, composition)

    12
    c. Core Marketing Concepts

    Basic Human Requirements (air/food)/ some not too basic - need can
    Need
    become wants
    Demand Wants for specific products or services

    Divide the market in segments. Objective to identify and profile different


    Segmentation
    groups in order to focus efforts
    Target Markets Where product is going to be sold
    Image that we create of the product to occupy a distinctive place in the
    Positioning
    minds of the target market. (position in & against)
    Offering Combination of products, services, information and experiences
    Coca Cola Australia Kate Video:
    Which
    Name/ typeused
    symbol of Demand doesa itproduct
    to identify increase?
    or service. Objective is to
    Brands
    create a strong
    (level, brand.
    timing, composition)
    Value Sum of tangible and intangible benefits and cost of the product

    Satisfaction Personal judgment - performance in relation to an expectation & if filled

    Marketing Vehicles of communication that marketers can use to deliver message


    Channels to the target audience
    (supply chain) from raw materials to finish product – and then carried to
    Supply Network
    the final buyers
    Competition Actual or potential rivals
    Collection of buyers and sellers
    13 who transact the same particular
    Markets
    service (such as the airline market)
    D. Types of Markets:

    •  Consumer Markets Us (individual decision-makers), B2C


    •  Business Markets B2B
    •  Global Markets Global companies have to decide in which
    countries to invest
    •  Non profit, Voluntary and Government markets Hospitals,
    Universities, military...

    •  Marketplace: Physical Shops


    •  Market Space: Digital/online – Virtual Market place

    14
    3. Marketing Management in a global context

    Marketing management is the process of:

    Developing strategies and planning for


    product or services, advertising, promotions and
    sales to reach desired customer segment.

    • 3.1 What does a Marketing Manager do?


    • 3.2 Marketing Management Skills

    15
    3.1 What does a Marketing Manager do?

    •What does a
    football coach
    do?    

    16
    A Marketing Manager has to:
                                                                                       
                              
    Plan: establish the direction of the organization
    Lead: with the team, motivates to achieve goals
    Organize: activity among the work teams, allocate the
    people, coordinate results
    Control: measure and evaluate organization
    performances

    17
    2.2 Marketing Manager Skills

                                                                  
                                                   
    Manage across organization (internal)
    Information Handling-management
    Manage Networks
    Analytics & Creative Skills
    Managing Innovation & Change

    18
    For
    Discussion…

    The
    Marketing
    Genius of:

    https://mpk732t22015.wordpress.
    com/2015/09/12/the-magical-mark
    eting-tale-harry-potter-movies-gro
    up-46/

    19

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