Marketing for MOST
Module 02 – Marketing Management
技術経営コンソーシアム
開発担当者 ：Ritsumeikan Asia Pacific University 教授: Takamoto, Akihiro
更新日 October, 2003
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Overview
1. What is Marketing
2. Basic Concepts Underlying Marketing
3. Marketing Management Philosophies
4. The Function of Marketing within a Company
5. The Marketing Equation
6. The Marketing Mix
7. Marketing Strategy
8. Marketing Process
9. Marketing Plan
•
Further Reading:
–
Marketing According to ABC
Marketing for MOST: Module 2 – Marketing Management
What is Marketing
• Definition 1:
– Marketing is a social and managerial process by which individuals
and groups obtain what they need and want through creating,
offering and exchanging products of value with others.
By Philip Kotler 1997
Marketing for MOST: Module 2 – Marketing Management
What is Marketing
• Definition 2:
– The aim of Marketing is to make selling superfluous.
The aim is to know and understand the customer so
well that the product or service fits him and sells itself.
By Peter Drucker 1973
Marketing for MOST: Module 2 – Marketing Management
What is Marketing
• Definition 3:
– Marketing is getting the right goods and services to the
right people at the right places at the right time at the
right price with the right communication.
Anon.
Marketing for MOST: Module 2 – Marketing Management
What is Marketing
• Definition 4:
– Marketing is a battle of perceptions, not products.
By Ries and Trout, 1993.
Marketing for MOST: Module 2 – Marketing Management
What is Marketing
• Definition 5:
– Marketing is the war against common sense.
By Aki Takamoto, 1999.
Marketing for MOST: Module 2 – Marketing Management
What is Marketing
• Definition 6:
– Marketing is the modern art of war.
By Aki Takamoto, 1999.
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• A Need / Needs
– A human need is a state of felt deprivation of some basic
satisfaction.
• Human needs include basic physical needs for food, clothing,
warmth and safety;
• Social needs for belonging and affection
• And individual needs for knowledge and self expression
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• A Want / Wants
• Wants are the form human needs take as they are shaped by culture
and individual personality.
• Wants are desires for specific satisfiers of needs.
– An American needs food but wants a hamburger, French fries, and a soft
drink. Wants are shaped by one’s society and culture and are described
in terms of objects that will satisfy needs.
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• Exercise
• Name ten strong needs you have now!
• Characterize them, Are they:
» most acute,
» compulsive,
» crying,
» desperate,
» dire,
» pressing,
» urgent,
» growing,
» special?
» Or otherwise…
• List your wants corresponding to these ten needs
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• Demands
– Demands are human wants that are backed by
buying power.
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• Demarketing
– Demarketing is marketing to reduce demand
temporarily or permanently; the aim is not to destroy
demand, but only to reduce or shift it.
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• Products and Services
– A product is anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or need.
It includes physical objects, services, person, places,
organizations and ideas.
– More broadly defined, products also include other entities such as
experiences, persons, places, organizations, information and
ideas.
– A service is any activity or benefit that one party can offer to
another that is essentially intangible and does not result in the
ownership of anything.
Marketing for MOST: Module 2 – Marketing Management
Basic Concepts Underlying Marketing
• Customer
– User,
– buyer,
– client,
– clientele,
– student,
– guest,
– passenger,
– visitor,
– patient,
– patron,
– viewer,
– listener,
– audience etc.
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Philosophies
• Marketing management:
– is the analysis, planning, implementation and control
of programs designed to create, build, and maintain beneficial
exchanges
with target buyers for the purposes of achieving organizational
objectives.
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Philosophies
• Production Concept:
– The philosophy that consumers will favor products
that are available and highly affordable and that
management should therefore focus on
improving production and distribution efficiency.
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Philosophies
• Product Concept:
– The idea that consumers will favor products
that offer the most quality performance and
features and that the organization should therefore
devote its energy to making continuous product
improvements. A detailed version of the new-product
idea stated in meaningful consumer terms.
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Philosophies
• Selling Concept:
– The idea that consumers will not buy enough
if the organization undertakes a large-scale
selling and promotion effort.
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Philosophies
• Marketing Concept:
– The marketing management philosophy that
holds that achieving organizational goals depends
on determining the needs and wants of target
markets and delivering the desired satisfactions
more effectively and efficiently than competitors do.
Marketing for MOST: Module 2 – Marketing Management
Marketing Management Philosophies
• Societal Marketing Concept:
– The idea that the organization should
determine the needs, wants, and interests
of target markets and deliver the desired
satisfactions more effectively and end efficiently
than do competitors in a way that maintains
or improves the consumer’s and society’s well being.
Marketing for MOST: Module 2 – Marketing Management
The Function of Marketing within a
Company
• “Marketing is a synergic function of all
departments in an organization as they create
value for their clients. In other words, it is the
way the whole business moves and works.”
Marketing for MOST: Module 2 – Marketing Management
The Function of Marketing within a
Company
President
President
Marketing
Marketing
Marketing as an equal function
Marketing as the controlling function
Marketing for MOST: Module 2 – Marketing Management
The Function of Marketing within a
Company
Production
Sales
R&D
Marketing
Mind
Customer
Marketing
Admin. &
Personnel
Purchasing
Finance &
Accounting
A Marketing oriented company where the marketing mind
permeates the whole organization.
Marketing for MOST: Module 2 – Marketing Management
The Marketing Equation
• M = Marketing
• Mi = Mission, Objectives, Goals
• SWOT = Strengths, Weaknesses, Opportunities,
Threats
• 4P = Marketing Mix
• STP = (Market) Segmentation, Targeting and
Positioning
Marketing for MOST: Module 2 – Marketing Management
The Marketing Equation
• To explicitly show the dynamism of Marketing:
M = Mi(t) + S(t).W(t).O(t).T(t)
+ S(t).T(t).P(t)
+ 4P(t)
•
Q. How do you interpret this time-dependent equation?
Marketing for MOST: Module 2 – Marketing Management
The Marketing Mix
Product
Product variety
Quality
Design
Features
Brand Name
Packaging
Service
Warranties
Returns
Promotion
Sales Promotion
Advertising
Sales Force
Public Relations
Direct Marketing
Price
Place
List Price
Discounts
Allowances
Payment Period
Credit Terms
Channels
Coverage
Assortments
Locations
Inventory
Transport
Marketing for MOST: Module 2 – Marketing Management
The Marketing Mix
4P’s
4C’s
Product
Customer Needs and Wants
Price
Cost to the Customer
Place
Convenience
Promotion
Communication
Marketing for MOST: Module 2 – Marketing Management
The Marketing Mix
Marketing for MOST: Module 2 – Marketing Management
The Marketing Mix
p
p
C
p
p
• A Mind Map starts with a Central Image
Perera Sumudu Chamikara
Marketing for MOST: Module 2 – Marketing Management
The Marketing Mix
• Q: Are the 4P’s all that are needed for marketing?
Marketing for MOST: Module 2 – Marketing Management
Marketing Strategy
• Marketing Strategy:
=
STP Strategy + Marketing Mix Strategy
Marketing for MOST: Module 2 – Marketing Management
Marketing Process
Feedback and Control
Mission
SWOT
Analysis
Goal
Formulation
Feed Forward
Strategy
Formulation
Program
Formulation
Implementation
Marketing for MOST: Module 2 – Marketing Management
Marketing Plan
• A Sample Format:
I.
Title
II.
Executive Summary
III. Table of Contents
IV. Mission
V.
SWOT Analysis
VI. STP Strategies
VII. 4P or 4C Strategies
VIII. Marketing Programs & Action Plan
IX. Budgets, Expected Profits and Losses
X.
Control
Marketing for MOST: Module 2 – Marketing Management
Further Reading
• Further Reading:
– Marketing According to ABC