THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

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 theart and science

of choosing target markets and getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.

Goods Services Events and

experiences Persons

Places and properties

Organizations Information Ideas

Negative Nonexistent Latent Declining

Irregular Unwholesome Full Overfull

Consumer marketsBusiness marketsGlobal marketsNonprofit/Government markets

ProductionProductSellingMarketing

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

Marketing channels

Supply chain Competition Marketing

environment Marketing

planning

Developing marketing strategies

Capturing marketing insights

Connecting with customers

Building strong brands

Shaping market offerings

Delivering value

Communicating value

Creating long-term growth

Strengthening the brandsMeasuring marketing effectivenessDriving new product development

based on customer needsGathering meaningful customer

insightsUtilizing new marketing technology

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

Internal marketing is the task of hiring, training, and motivating

able employees who want to serve customers well.

Financial Accountability

Social Responsibility Marketing

Social Initiatives Corporate social

marketing Cause marketing Corporate

philanthropy Corporate community

involvement Socially responsible

business practices

Develop market strategies and plansCapture marketing insightsConnect with customersBuild strong brandsShape market offeringsDeliver valueCommunicate valueCreate long-term growth