PART
1
UNDERSTANDING
MARKETING MANAGEMENT
Dr.Pusanisa Thechatakerng
thesunny@rocketmail.com
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-1
Chapter
1
Defining
Marketing for the 21st
Century
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-2
About ME
Dr.Pusanisa thechatakerng
Education
Professional
Ph.D, Unversitat Autónoma
 Family Business,
de Barcelona, Spain
wood craving factory &
export
 Master, Unversitat
Silverware retail, whole
Autónoma de Barcelona,
sale
Spain
Computer franchise
(CNEX)
MBA, Maejo University,
3
Construction supplies
company
BS, University of
Windy equestrian club
the Thai Chamber of
Commerce
Thechatakerng, P. 2010
1-3
About ME II
Working Place
Area
•Ph.D.
Maejo University
• Advance Marketing
•Business Research
•Director of MBA
•MBA
Program
•International Business
•International Marketing
thesunny@rocketmail.com •Marketing
•Research for Business
•Entrepreneurship
•Family Business4
www.bablog.mju.ac.th/pusa •Seminar of Marketing,
nisa
Entrepreneur &
Management
Thechatakerng, P. 2010
1-4
In this chapter, we
address the following
questions:
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts?
 How has marketing management changed?
 What are the tasks necessary for successful
marketing management?
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-5
Asian brands prominently advertised
in New York’s Time Square
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-6
The Importance of Marketing
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-7
The Importance of Marketing
Financial success depends on marketing
No demand - no business
Marketing decisions tough
–
What to design
–
What prices to offer
–
Where to sell
–
How much to spend on advertising…
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-8
Scope of Marketing –
What is Marketing?
Marketing
An organizational function & processes
to create, communicate & deliver
value to customers
& manage customer relationships
to benefit organization & stakeholders
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-9
Scope of Marketing –
What is Marketing?
Blackberry
BBM
I phone
“Aim of marketing
know & understand customer so well
product fits him & sells itself…”
Eg: When Sony designed PlayStation
Swamped with orders – WHY?
“Right” product – marketing
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-10
“WE COULD HAVE LEFT WELL ENOUGH ALONE.
BUT THAT WOULD HARDLY BE VERY CHARACTERISTIC.
NOW WOULD IT?”
Lexus ads & campaign slogan
―The Passionate Pursuit of Perfection‖
express its marketing philosophy:
Only the best is Asian
good enough for its customers
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An
Perspective
1-11
Scope of
Marketing
What is
Marketed?
experiences
persons
goods
events
services
10
entities
places
ideas
information
properties
organizations
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-12
The Singapore Zoological Gardens offers varied
experiences - host wedding reception - jungle
breakfast
with an orang utan
Asian
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An
Perspective
1-13
Billboard ads
from
Tourism Thailand
Promote Thailand
where one
can find happiness
through shopping,
outdoor activities &
sightseeing
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-14
Scope of Marketing – Who Markets?
MARKETERS AND PROSPECTS
A marketer seeks response from
prospect
If 2 parties seek to sell something to each
other, both are marketers
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-15
A traditional dry goods & fruit market in Hanoi
targeting local residents
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-16
Scope of Marketing – Who Markets?
KEY CUSTOMER MARKETS
 Consumer Markets
Sell mass consumer goods & services
 Business Markets
Sell business goods & services
 Global Markets
Sell goods & services in global market
 Non-profit & Governmental Markets
Sell goods to nonprofit organizations
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-17
Global
marketing
Wall climbing
on Coke ad
attract attention
& customers
at 1st China
International
Beverage Festival
in Beijing
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-18
Customer
empowerment
NAM HEONG Traditional Malaysian coffee shop
 On banner www.oldtownwhitecafe.com
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-19
Company Orientations Toward the
Marketplace - The Production Concept
Consumers prefer products - widely
available & inexpensive
 Production oriented businesses
– Production efficiency, low costs
& mass distribution
 Huge cheap labor
 Market expansion
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-20
Company Orientations Toward the
Marketplace - The Selling Concept
Consumers do not buy enough products,
if left alone
“Purpose of marketing - sell more - to more
people - more often - for more money to make more profit”
 Goods buyers don’t normally buy
 Sell what is made not what market wants
 Hard selling - high risks
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-21
Company Orientations Toward the
Marketplace - The Marketing Concept
Customer-centered
“Sense-&-respond” philosophy
Right products for customers
Not right customers for products
Better than competitors - create, deliver
& communicate superior value to target
markets
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-22
Company Orientations Toward the
Marketplace - The Marketing Concept
Selling - needs of seller
Marketing - needs of buyer
Selling - convert product to cash
Marketing - satisfy buyer with product
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-23
Company Orientations Toward the Marketplace
- The Holistic Marketing Concept
Holistic marketing
Develop, design & implement
marketing programs, processes & activities
that recognize breadth & interdependencies
Holistic marketing recognizes that
―everything matters‖
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-24
Figure 1.3 Holistic
Marketing
Dimensions
Asian
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An
Perspective
1-25
To reduce pollution:
 Bharat Petroleum India – get drivers use Pollution
Under Control grade petrol - HOW?
 Compare hazards of vehicle
pollution
with
smoking
1-26
Asian
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An
Perspective
Fundamental Marketing Concepts, Trends
& Tasks – Core Concepts
TARGET MARKETS, POSITIONING, AND SEGMENTATION
Divide market into segments
Greatest opportunity - target markets
Target market

Market offering positioned in minds of
target buyers as beneficial
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-27
Positioning:
A Volvo ad
focuses on the
company’s
central
benefit:
Safety
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-28
Fundamental Marketing Concepts, Trends
& Tasks – Core Concepts
MARKETING CHANNELS
To reach target market, 3 kinds of
marketing channels:
Communication channels
Distribution channels
Service channels
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-29
Fundamental Marketing Concepts, Trends
& Tasks – Core Concepts
MARKETING PLANNING
The marketing planning process





Analyze marketing opportunities
Select target markets
Design marketing strategies
Develop marketing programs &
Manage marketing effort
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-30
Strategic planning process
Strategic plan
-Organization
mission
-Org.
objectives
-Org.strategies
-Org. portfolio
plan
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing plan
-Situation analysis
(swot)
-Mkting Obj.
-STP
-Mkting mix
-Product strategy
-Promotion
-Price
-Distribution
Marketing Management
An Asian Perspective
MIS &
Mkting
research
Implementation &
control
1-31
Figure 1.6 Factors Influencing Company Marketing Strategy
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-32
Fundamental Marketing Concepts, Trends
& Tasks –
Marketing Management Tasks








Develop marketing strategies & plans
Capture marketing insights & performance
Connect with customers
Build strong brands
Shape the market offering
Deliver value
Communicate value
Create successful long-term growth
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-33
Final discussion
Marketing Debate —
Does Marketing Create or Satisfy Needs?
Marketing has often been defined in terms of satisfying
customers’ needs and wants. Critics, however, maintain
that marketing does much more than that and creates
needs and wants that did not exist before. According to
these critics, marketers encourage consumers to spend
more money than they should on goods and services they
really do not need.
Take a position: Marketing shapes consumer needs and
wants versus Marketing merely reflects the needs and
wants of consumers.
© Kotler, Keller, Ang, Leong & Tan,,
4th Edition
Marketing Management
An Asian Perspective
1-34