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8/7/2019 00 Marketing Management Revisited
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Marketing Revisited
Ian McPhee
Marketing
Management
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Marketing debate
What is marketing?
Youve been asked to justify an increased
marketing budget. Explain the role of marketingwithin the organisation and discuss why an
increased spend could benefit the company.
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What is marketing?
Marketing is a customer focus
that permeates organisational functions
and processes and is geared towards
marketing promises through valueproposition, enabling the fulfillment of individual
expectations created by such promises and
fulfilling such expectations through support
to customers value-generating processesthereby supporting value creation in the firm,
customers and stakeholders.
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Marketing Management
Responsibilities
Identifying customer needs
Satisfying customer needs Strategic vision
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Marketing Planning Framework
Analysis - where are we now?
Objectives - where do we want to be?
Strategies - which way is best?
Tactics - how do we ensure arrival?
Control - are we on the right track?
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Core Marketing Concepts
Needs, wants,
and demands
Products
and services
Value,
satisfaction,
and quality
Exchange,
transactions,
and relationships
Markets
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Analysing The Organisations Environment
External & Internal
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A simple marketing system
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Philosophies of business
Production
Selling
Marketing
Product
Ethical and Sustainable
Marketing
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Key customer markets
Consumer Business
Global Non-profit
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The marketplace isnt what
it used to be
Heightened competition
Globalization
Technologies
Industry convergence
Retail transformation
Disintermediation
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Consumers are changing
Consumer sophistication
Tech savvy
Self-expression
Buying power
Voice and influence
Co-creation
Self-service
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The Decision-Making Process
Problem Recognition
Information evaluation
Decision
Information search
Post-Purchase Evaluation
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Customer-Driven Marketing Strategy
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The 7Ps of the marketing mix
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acts as a roadmap
assist in management control and monitoring the
implementation of strategy
informs new participants in the plan of their role andfunction
to obtain resources for implementation
to stimulate thinking and make better use of resources
assignment of responsibilities, tasks and timing
awareness of problems, opportunities and threats
Why is Marketing Planning Necessary?
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Recap: Can you explain?
Why is marketing important and what is the scope of marketing?
How do we understand markets and customers?
How is marketing practiced?
What are the European marketing realities, company and
consumer challenges?
What is the philosophy of marketing?
How is marketing in a post modern world practiced?
What is an overview of marketing management?
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Recap: Can you explain? (continued)
What is the philosophy of marketing?
How is marketing in a post modern world
and retromarketing practiced?
What is an overview of marketing
management?
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What should be in a GoodMarketing Plan?
3000 words max 40%
Informative and logical
Address all the stakeholders
Be goal orientated
Specific Measurable Achievable Realistic Timely
Contain an executive summarythat includes:
Key aims; Overall strategies; Expected outcomes;Marketing mixes; Budget forecasts; Conclusions
Be consistent with existing plans/strategies
Include a sample of your promotional material
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Typical Marketing Plan Document Structure
1. Executive Summary
2. Objectives Vision; Mission; Goals
3. Product/Market Background
4. SWOT analysis
5. External Environment Analysis Trends; Customers; Competitors
6. Strategies Competitive Advantage; Positioning; Segmentation
7. Expected Results/Forecasts
8. Marketing Programmes - Mixes; Tasks & Responsibilities
9. Financial Implications budgets10. Operational Implications
11. Appendices SWOT details; competitor/research data
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Marketing Management
Exam Briefing
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Exam Briefing
Its a 3 hour open-book exam
Worth 50% of total module grade
The exam is based on an unseen short casestudy
There are three questions. You are required to
answer one compulsory (40%
) and one from achoice of two (60%)
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Exam Briefing (cont)
Check the weighting of the questions
Divide your time equally between thequestions.
You are strongly advised to read the questionscarefully.
Dont start writing out your answers straight
away I suggest you allow at least 5-10minutes per question in order to plan youranswer.
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Exam Briefing (cont)
Write legibly if your answers cannot be read,they cant be assessed!
Please write in a concise fashion. You will not
gain extra marks by including pointless waffle.
The exam will test your ability to demonstrateyour understanding of the key marketing
theories covered during this module. You are required to analyse, synthesize and
evaluate, not merely describe whats going onin the case study organisation
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Exam Briefing (cont)
You will also be required to consider thepractical implications of such strategies in theorganisation.
Please ensure that you answer the questionsthat have been set, and not the ones that youwish had been set!
Make sure you bring sufficient pens along with
you.
Remember to read the questions carefully and plan
your answers.
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Blooms Taxonomy
Analysing
Applying
Understanding
Remembering
Evaluating
Creating
Recognising;
Naming;
Describing
Interpreting;Summarising; Explaining
Using; Executing;
Implementing
Comparing; Outlining;
Integrating
Judging;
Hypothesising;
Testing
Designing; Planning;
Inventing