Marketing Management

 

MARKETING LECTURE NOTES

Dimitris Drosos Lecturer  Technological Education Institute of Piraeus Business School Management Information System & New Technology Lab

LOGO

 

CONTENTS About Marketing Marketing - Product Product Marketing - Promotion Promoti tion on Marketing Strategy E - Marketing Marketi tin ng

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ABOUT MARKETING

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WHAT IS MARKETING

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WHAT IS MARKETING

Marketing is the process of planning and executing the conception, promotion, and distribution of pricing, ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing Association

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WHAT IS MARKETING

‘‘Marketing Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ profitably’ The Chartered Institute of Marketing

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WHAT IS MARKETING

‘‘The The right product, in the right place, at the right time, and at the right price’ price’ Adcock et al

‘‘Marketing Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ process’ Kotler 1980 GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes – 

 

WHAT IS MARKETING

‘‘Marketing Marketing is a social and managerial processobtain by which groups whatindividuals they want and and need through creating, offering and exchanging products of value with others’ others’ Kotler 1991

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WHAT IS MARKETING

5 Ps of Marketing Product Promotion Pricing Place

(or distribution system)

People

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5 Ps OF MARKETING Price

B

Product

A

C

Promotion

5 Ps OF MARKETING

People

E

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D

Place

 

MARKET MAR KETING ING – MAN MANAGE AGEMEN MENT T PROCES PROCESS S Analysis/Audit Objectives

Strategies s Strategie Tactics

- where whe wh ere are are we ar we now? now? no

- where wher wh ere e do do we we want wantt to wan to be? be? - which whic wh ich h way way is is best? best? bes t?

- how how do do we we get get there? ther th ere? e?

Implementation

- Getting Gett Ge ttiing there! the th ere re!! Ensu En suri ring ng ar arri arrival riva vall Control - Ensuring

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WHAT DO WE MARKET Goods Services Events Experiences Personalities Place Organizations 

Information Properties Ideas

and Concepts

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SACCESSFUL MARKET STORY

Bill Gate

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SACCESSFUL MARKET STORY

Richard Branson

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SACCESSFUL MARKET STORY

Stelios Haji Haji--Ioanou -Ioanou

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MARKETING – PRODUCT

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PRODUCT

Anything that is offered to the market for attention, acquisitio acquisition, n, use or consumptio consumption n that satisfies a want or a need

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PRODUCT LIFE CYCLE

1. Product development - sales sales are are zero, ze r o , investment costs are high 2. Introduction - profits profits do do not not exist, no exist, heavy ex h e a vy expense of product introduction 3. Growth - rapid r api d increasing profits

market m a r ke t

acceptance a c c e p ta n c e

and and

4. Maturity - slowdown slow sl owdo down wn in sales sale sa les s gr grow growth. owth th.. Profits Profi Pro fits ts level-off. Increase outlay to compete level-off. 5. Decline - sales sales fall ffallall-off -off and profits drop

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PRODUCT LIFE CYCLE

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MARKETING – PROMOTION

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PROMOTION

Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need.

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PROMOTION MIX Personal

Selling Telemarketing Direct Mail Trade Fairs and Exhibitions Commercial Television Newspapers and Magazines Radio Cinema Point

of Sale Displays



Packaging

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PROMOTION DECISIONS Elements

in the Communication Process

Promotions The

Mix

promotions Message

Executions Media

Style

Choice?

Promotional

Objectives

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PROMOTIONAL OBJECTIVES To

Support Sales Increases

To To

Encourage Trial Create Awarene Awareness ss



To Inform about a Feature or Benefit To Remind 

To Reassure To Create an Image 

To Modify Attitudes

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MARKETING STRATEGY

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WHAT IS MARKETING STRATEGY

1. Systematic futuristic thinking by management 2. Better co co--ordination -ordinatio ordination n of company efforts 3. Development of better performance standards for control 4. Sharpening of objectives and policies 5. Better prepare for sudden new developments 6. Managers have a vivid sense of participation

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WHY MARKETING STRATEGY IS NECESSARY

1. Systematic futuristic thinking by management 2. Better co co--ordination -ordinatio ordination n of company efforts 3. Development of better performance standards for control 4. Sharpening of objectives and policies 5. Better prepare for sudden new developments 6. Managers have a vivid sense of participation

GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes – 

 

MARKETING STRATEGY

GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes – 

 

MARKETING STRATEGY

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STRATEGIC MARKETING PLANNING

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CONTENTS OF MARKETING PLAN 

Business Mission Statement



Objectives

 

Situation Analysis (SWOT) Marketing Strategy 1.Target Market Strategy 2.Marketing Mix 3.Positioning 4.Product 5.Promotion 6.Price 7.Place – –  Distribution – 8.People 9.Process

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E- MARKETING

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E - MAR ARKE KETI TING NG

eMarketing is the process of marketing a brand using the Internet. It includes includ inc ludes es both both direct direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes – 

 

E - MAR ARKE KETI TING NG  Public

Relation

 Sales

promotion.  Brochureware.  Direct

selling.

 Customer  Market

relationship marketing.

research. research.

 Managing

supplier relationships.

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E - MAR ARKE KETI TING NG

GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes – 

 

E - MAR ARKE KETI TING NG

GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res earch ch – Research – Marketing Notes – 

 

ADVANT ADV ANTAGE AGES S OF E - MAR MARKET KETING ING  Selling

goods and services online.

 Additional

customer service.  Saving overhead costs. 

Exciting and sizzling means of visual impact.  Every hit could gain a potential customer. 

Print and mailing costs are lower.  Reduction in order processing and handling costs. GeoInformation and ICT GeoInformation ICT in Market Markett Resear Marke Res Research earch ch – –  – Marketing Notes

 

ADVANT ADV ANTAGE AGES S OF E - MAR MARKET KETING ING  Enhanced

after sales service.

 Distribution

of digital products via the web.  Get closer to the customer.

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SACCES SAC CESSFU SFUL L E - MAR MARKET KET STO STORY RY

Mark Zuckerberg

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