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Marketing Management
Professor Hatem El-Gohary
PhD, MSc, MRes, PGDip, BSc, PGCHE, Chartered Marketer,
CeM, CSMA, HEA Fellow, AABPP Fellow, CMI Fellow
Professor of Marketing
Editor in Chief: International Journal of Online Marketing
2019
Let’s have a look at Marketing
Management
Marketing Management
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Some Important Points
Professor Hatem El-Gohary
PhD, MSc, MRes, PGDip, BSc, PGCHE, Chartered Marketer,
CeM, CSMA, HEA Fellow, AABPP Fellow, CMI Fellow
Professor of Marketing
Editor in Chief: International Journal of Online Marketing
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Some Important Points
Course
objectives
Program
learning
outcomes
Weighting
All
1,3,4 & 5
15%
1,2,3,4,5,7 & 8
1,2 & 3
30%
Concepts testing
All
1,2,3 & 5
25%
Class work participation
All
All
10%
1,2,3,7,&8
1,2,3 & 5
1,2,3,4,5,7 & 8
1,3 & 5
Assessment tool
One group case study report
Marketing Group Project
One individual marketing case
10%
study.
Individual strategy case.
Total
10%
100%
Some Important Points

Form your project group from now.

Group Project submission deadline will
be determined ASAP .
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Some Important Points
Course Book:
Marketing
Management:
A
Strategic
Decision-Making
Approach
(E-Book
English
Version), John W. Mullins and
Orville C. Walker, McGraw Hill.
ISBN: 9781121862012
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o The process of you receiving eBooks is that you should buy the
access code from Textbooks Section by sending an e-mail to
this e-mail address : ebooks@qu.edu.qa contains the following:
1.
eBook title.
2. Book Code (VBID:0077147898)
o After that the Textbooks Section will sell it to you automatically
and you will receive a conformation e-mail contain the access
code through your QU email.
o After that you can access the e-book through VitalSource
platform adopted in Blackboard by entering your purchased
codes.
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Some Important Points
What do I expect from you:
o Commitment to attendance At The Exact Time Of The
Lecture.
o In accordance with the university policies, the usage of
mobile phones are not allowed in the classroom.
o Commitment to the Student Integrity Charter.
o Commitment to study.
o Seek my help at any time if you need any academic help
(or any other required support).
o Submit your work before or on the submission deadline.
o Submit all your required work .
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Some Important Points
What to expect from me:
o Transfer of my scientific, academic and practical
knowledge and experience to you.
o I will be available at all lectures.
o I will be available in my office hours.
o I will be available if you need any academic
assistance (even if it is outside the office hours).
o I will be available to assist you even after you have
completed your course.
Introduction
The Marketing Management Process
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Learning Objective:
o Understand and manage the strategic process of taking goods
and services to market.
Lesson Objectives:
o Define “Marketing”;
o Understand the vital role of marketing in an organisation;
o Understand the integrated process of taking goods and services
to market; and to
o Evaluate the role of marketing as a strategic function.
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What is Marketing?
o
o
o
It is a way of thinking.
It goes beyond selling and/or advertising.
It is a mindset which puts the customer first.
What is “Marketing”?
o
o
o
o
o
o
o
What is the purpose of a business?
What is the focus of a business?
Who pays for what the business offers?
What does the “customer” expect back?
What is an organisation?
Who coordinates all this?
What does “Marketing” do?
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Marketing Defined:
o “The management process which identifies, anticipates and
satisfies customer needs profitably”
Chartered Institute of Marketing
o “ Marketing is the activity, set of institutions and processes for
creating, communicating, delivering and exchanging offerings
that have value for customers, clients, partners and society at
large.”
American Marketing Association
o 'The strategic business function that creates value by
stimulating, facilitating and fulfilling customer demand.„
Proposed CIM definition
What is the problem?
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But what did the customer buy?
o
o
o
o
o
Fish!
Any fish?
The cheapest fish?
The best fish?
The best value fish!
 Customers always buy best value for their needs; not
cheapest;
 They buy the product that best suites their needs, not the
cheapest;
 They don‟t buy what they don‟t need
o But you have to define what is: “need”
o What the customer wants:
This Way Round
So what should an organisation provide?
o Where he/she wants it:
o Specialist support/ corner shop
o When he/she wants:
o Time of day, time of year,
Not This Way
Round
o So we need to tell him/her about the values in the product/service
o At a fair value price for what he/she wants it for:
o To cover the costs and make a profit.
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The Marketing Mix:
Price
Place
The
Marketing
Mix
Promotion
Product
The Marketing Mix
The extended marketing mix
Product
Promotion
Price
Place
The additional elements deal with the characteristics of services:-
o People - proof that the people doing the task are
capable: trained; meet service requirements.
o Process - an agreed method of doing things.
o Physical evidence - Proof that the service works.
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So companies could focus on:
o Production:
o Producing as much as we can, any unit produced will be sold.
o Products:
o They make better and better and cheaper and cheaper products,
but no-one wants to buy them. The “more for less” approach.
o Cost Cutting:
o Making more and more cuts to generate profit.
o Selling:
o They push the product so hard, you buy because of the salesman.
The “Selling what I make” approach.
o Marketing:
o Studying the customer and developing products to meet his/her
needs. The “making what I can sell” approach.
Production Orientation
“customers want the products I make”
Focus 1
o The central focus is to attain economies of scale by producing a
limited range of products in a form that minimises cost.
Focus 2
o The focus is upon the organisation defining itself by its
production facilities
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Product focus
o KPN profile
“KPN is the leading telecommunications and ICT service
provider in The Netherlands, offering wireline and wireless
telephony, internet and TV to consumers, and end-to-end
telecommunications and ICT services to business customers.
KPN‟s subsidiary Getronics operates a global ICT services
company with a market-leading position, offering end-to-end
solutions in infrastructure and network-related IT. “
The Sales Orientation
“making people buy things they don’t want”
o The customer does not understand how great our products are,
so he/she must be made to understand.
o We will push them hard through sales techniques; price and
frequent product modifications.
o There is no mention of the customer except as a passive
receiver of the sale.
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e.g.
has been established since 1996 as the leading Freight Forwarding
company to fulfil the demanding needs of our clients companies. We
are aggressive and sales-oriented company in air & ocean freights.
Particularly, we are handling project cargo and we have not only
many experiences but also have qualified expertise in various plant
project transportation such as refinery plant, power plant station,
chemical plant, at many places in the 6 continents.
Cost Orientation
“we must focus on controlling our costs”
o Financial measures drive the company.
o Price set as a function of costs.
o Profit drives budgets.
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The Marketing Concept:
Marketing Concept
The achievement of corporate goals through
meeting and exceeding customer needs
better than the competition
Customer Orientation
Corporate activities are
focused upon providing
customer satisfaction
Integrated effort
All staff accept the
responsibility of
creating customer
satisfaction
Goal Achievement
The belief that corporate
goals can be
achieved through
customer satisfaction
Marketing Oriented Businesses in the Modern
Day Market
o
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Customer driven through business.
Know customer choice criteria and react to it.
Segment by customer differences.
Invest in market research (MR).
Welcome change.
Understand competition.
Invest and innovate.
Look for hidden markets.
Are fast to the market.
Strive for competitive advantage.
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Introduction to Marketing
“Management must think of itself not as producing products, but
as providing customer-creating value satisfactions. It must
push this idea (and everything it means and requires) into every
nook and cranny of the organisation. It has to do this
continuously and with the kind of flair that stimulates the people
in it” Theodore Levitt
Elements of marketing orientation
Culture
o Norms.
o Values.
o Mindsets.
o Behaviour.
Knowledge
generation
Knowledge use
Capabilities
o Sensing what customers
want.
o Linking customer needs
to company capabilities.
o Building relationships.
Customers
o Understand.
o Satisfy.
o Retain.
Organisation
o Structure.
o Systems.
o Control.
Strategic Thinking
o Processes.
o Abilities.
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‫مقدّمة للتسويق‬
34
Open discussion
and case study
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Reference and Supplementary Reading
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Baines, Fill and Page : MARKETING (2008) OUP
Blois, Oxford Textbook of Marketing (latest edition) OUP
Palmer (R) et al., Managing Marketing (2008) BH
Oowersloot and Duncan, Integrated Marketing Communications
(McGraw Hill)
o McDonald and de Chernatony, Building Powerful
Brands (2007) Elsever.
o Rosenberg and Siems, Pricing Perspectives (2007)
(Palgrave MacMillan).
o Dent, Distribution Channels (2008) Kogan Page.
o Kotler, Marketing 3.0 (2010) Wiley.
o Lusch and Vargo, Service Dominant Logic (2006)
M.E. Sharpe
o Tadajewski and Brownlie, Critical Marketing (2008)
Wiley
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Journals:
o ABI Inform/Emerald/...
o Ebook library
o AMA
o Library
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