Tài liệu Giáo trình: Marketing Management_ Chapter 01 pdf

Marketing and the Job of the Marketing Manager Chapter 1-1 Key Learning Points The marketing concept Organizational philosophies about marketing Importance of being customer focused Marketing manager’s job Organizational forms of marketing How marketing is changing 1-2 What is Marketing? Desk clerk Valet Concierge Maid Waitress Reservation clerk 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? 1-3 What is Marketing? Marketing “is involved and necessary whenever an individual or organization has a choice to make.” – Marketing is the set of activities that attempts to influence choice 1-4 What is Marketing? Churches, governments, politicians, not-for-profit organizations, and utility companies can all use marketing to their advantage – Marketing can influence both attitudes and behavior 1-5 What is Marketing? Successful marketing is difficult: – 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 1-6 Marketing Philosophies The Marketing Concept – Emphasizes a customer focus and the allocation of resources toward understanding customers’ needs and wants – Profits result from serving customers better than the competition 1-7 Product a business is to & Service “The purpose of create and Decisions keep a customer To 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 1-8 Figure 1-1: Strategic Approaches to the Marketplace 1-9 Marketing Philosophies Driven By Sales Technology Marketing Customer Little attention is paid to the customer Focus: “What we make, we sell” Very aggressive; seeks to maximize sales volume Heavy use of promotion - 10 Figure 1-6: Bell Operating Company Organizational Chart - 23 Product & Service “The main job of anyone in Decisions 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 competitors’ offerings and achieves the objectives set by the organization.” - Russell S Winer - 24 Figure 1-7: The Marketing Manager’s Interactions - 25 Product & Service Decisionsis a “A marketing plan written document containing the guidelines for the product’s marketing programs and allocations over the planning period.” - Russell S Winer - 26 Marketing Manager’s Job The Marketing Plan – Written marketing plans: • 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 - 27 Figure 1-8: Hierarchy of Planning - 28 Marketing Manager’s Job The Marketing Plan – Typically developed at the SBU and product levels – Marketing plan development follows a typical sequence - 29 Figure 1-9: Marketing Planning Sequence - 30 Product & Service Marketing Manager’s Job Decisions Marketing Plan Summary Executive summary Background assessment Marketing objectives Marketing strategy Marketing programs Financial documents Monitors and controls Contingency plans - 31 The Changing Nature of Marketing Key Issues Information technology The Internet Globalization Customer relationship management $ 600 billion was invested in 2000 Scanning technology is prevalent in retail More information is being collected quicker Growth in TBIS and EDI Radio frequency identification (RFID) is in the future - 32 Discussion Questions RFID technology offers the potential for gathering a wealth of information about shoppers and the products they buy Does the collection of information in this manner seem ethical? Would you consider RFID tagged merchandise an invasion of your privacy? What, if any, benefits does RFID offer to consumers? - 33 The Changing Nature of Marketing Key Issues Information technology The Internet Globalization Customer relationship management The Internet has significantly impacted: – – – – – – – – Communication Distribution Direct marketing Branding Pricing Information sharing New product development E-commerce Internet and wireless technologies have converged - 34 - 35 The Changing Nature of Marketing Key Issues Information technology The Internet Globalization Customer relationship management It costs more to get a new customer than it does to keep an existing one happy The lifetime value of the customer base is key Customers’ life value can be increased via: – Database marketing – Customer satisfaction Personalization often leads to loyalty - 36 The Changing Nature of Marketing Several major changes in the 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 - 37 ... Learning Points The marketing concept Organizational philosophies about marketing Importance of being customer focused Marketing manager’s job Organizational forms of marketing How marketing is changing... Sequence - 30 Product & Service Marketing Manager’s Job Decisions Marketing Plan Summary Executive summary Background assessment Marketing objectives Marketing strategy Marketing programs Financial... does not guarantee company success - 11 Marketing Philosophies Driven By Sales Technology Marketing Customer Focus: Marketing Enormous investments in marketing research Brand management organization