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Marketing Management, 13th edition
MQC
Marketing Quality Circle
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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?
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.
•Importance of Marketing
•Scope of Marketing
Goods
Services
Events and
experiences
 Persons
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Places and properties
Organizations
Information
Ideas
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Negative
Nonexistent
Latent
Declining
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Irregular
Unwholesome
Full
Overfull
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Consumer markets
Business markets
Global markets
Nonprofit/Government markets
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Production
Product
Selling
Marketing
Four Ps
 Product
 Price
 Place
 Promotion
Four Cs
 Customer
solution
 Customer cost
 Convenience
 Communication
Needs, wants, and
demands
 Target markets,
positioning,
segmentation
 Offerings and
brands
 Value and
satisfaction
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Marketing channels
Supply chain
Competition
Marketing
environment
 Marketing planning
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Developing
marketing strategies
 Capturing marketing
insights
 Connecting with
customers
 Building strong
brands
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Shaping market
offerings
 Delivering value
 Communicating
value
 Creating longterm growth
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Strengthening the brands
Measuring marketing effectiveness
Driving new product development based on
customer needs
Gathering meaningful customer insights
Utilizing new marketing technology
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Make the mission and responsibilities clear
Fit the role to the marketing culture and
structure
Ensure the CMO is compatible with the CEO
Remember that show people don’t succeed
Match the personality with the CMO type
Make line managers marketing heroes
Infiltrate the line organization
Require right-brain and left-brain skills
A substantial increase in buying power
A greater variety of available goods and services
A great amount of information about practically
anything
 Greater ease in interacting and placing and
receiving orders
 An ability to compare notes on products and
services
 An amplified voice to influence public opinion
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Develop market strategies and plans
Capture marketing insights
Connect with customers
Build strong brands
Shape market offerings
Deliver value
Communicate value
Create long-term growth
Dual Goal of
marketing
What is marketing?
Adam
Core Smith
concepts of
marketing
Why marketing?
Scientific of
Importance
Management
marketing
Customer satisfaction
General
Scope of marketing
Administrative
Theory
Quality
Customer
Management
Satisfaction
Market changes
MARKETING IN
Century
21st
What is Marketed
Demand States
Company
Orientations
Marketing Mix
Marketing
Management Tasks
Customer
Dissatisfactio
n
I
Information
technology
Globalizatio
n
Goods
Services
Negative
Consumer
resistance
Customer
Delight
Deregulation
Persons
Latent
Convergence
Privatization
Places,
Properties
Unwholeso
me
Competition
Information
Declining
Organization
Ideas
Hawthorne
Full
Studies
Organizational
Overfull
Behavior
Organizational
Irregular
Behavior
Production
Product
•Develop marketing
strategies and plans
•Capture marketing
insights
•Connect with customers
•Build strong brands
Holistic
Price
Selling
Place
•Shape market offerings
•Deliver value
•Communicate value
•Create long-term growth
Marketing
Organizational
Nonexistent
Behavior
Product
Promotion