Dr.Pusanisa Thechatakerng - Maejo University · Company Orientations Toward the Marketplace - Th S lli C tThe Selling Concept Consumers do not buy enough products, if left alone “Purpose

UNDERSTANDINGUNDERSTANDINGMARKETING PART

1MANAGEMENT 1

Dr.Pusanisa [email protected]

1-1© Kotler, Keller, Ang, Leong & Tan,, 4th Edition

Marketing Management

An Asian Perspective

Chapter

11Defining

Marketing for the 21st CCentury




In this chapter, wedd h f lladdress the following

questions:q

Why is marketing important?y g pWhat is the scope of marketing?What are some fundamental marketing What are some fundamental marketing concepts?How has marketing management changed?What are the tasks necessary for successful




W at a e t e tas s ecessa y o success ul marketing management?

Asian brands prominently advertised




Asian brands prominently advertised in New York’s Time Square

The Importance of Marketing




The Importance of MarketingThe Importance of Marketing

Financial success depends on marketingNo demand - no businessNo demand no business

Marketing decisions tough – What to design

What prices to offer– What prices to offer

– Where to sell

– How much to spend on advertising…




Scope of Marketing –p gWhat is Marketing?

Marketing

An organizational function & processesAn organizational function & processesto create, communicate & deliver

value to customers& manage c stomer relationships& manage customer relationships

to benefit organization & stakeholders




f g

Scope of Marketing –What is Marketing?

“Ai f k ti g“Aim of marketingknow & understand customer so well

product fits him & sells itself…”

Eg: When Sony designed PlayStationEg: When Sony designed PlayStationSwamped with orders – WHY?




“Right” product – marketing

“WE COULD HAVE LEFT WELL ENOUGH ALONE. “WE COULD HAVE LEFT WELL ENOUGH ALONE. BUT THAT WOULD HARDLY BE VERY CHARACTERISTIC. BUT THAT WOULD HARDLY BE VERY CHARACTERISTIC.

NOW WOULD IT?”NOW WOULD IT?”NOW WOULD IT?NOW WOULD IT?

Lexus ads & campaign slogan“The Passionate Pursuit of Perfection”“The Passionate Pursuit of Perfection”




express its marketing philosophy: Only the best is good enough for its customersOnly the best is good enough for its customers

Scope of MarketingWhat is

goods personsexperiences

What is Marketed?

i tservices events10

ideas placesentities

ideas places

informationorganizations

properties




g

The Singapore Zoological Gardens offers varied h dd l




experiences - host wedding reception - jungle breakfast with an orang utan

Billboard adsBillboard adsfrom

Tourism ThailandTourism Thailand

Promote ThailandPromote Thailand

h where one

can find happinesscan find happiness

through shopping,

outdoor activities &




sightseeing

Scope of Marketing – Who Markets?p gMARKETERS AND PROSPECTS

A marketer seeks response from A marketer seeks response from

prospect

If 2 parties seek to sell something to each If 2 parties seek to sell something to each

other, both are marketersother, both are marketers




A t diti l d d & f it k t i H i 1-14© Kotler, Keller, Ang, Leong & Tan,,

4th Edition



A traditional dry goods & fruit market in Hanoi targeting local residents

Scope of Marketing – Who Markets?KEY CUSTOMER MARKETS

Consumer MarketsSell mass consumer goods & services Sell mass consumer goods & services Business MarketsS ll b i d & iSell business goods & servicesGlobal MarketsGlobal MarketsSell goods & services in global market N fit & G t l M k tNon-profit & Governmental MarketsSell goods to nonprofit organizations




Global Global marketingmarketingmarketingmarketing

W ll li bi Wall climbing

on CokeCoke ad

attract attention & customers

at 1st ChinaInternational

Beverage Festival in Beijing




in Beijing

CustomerCustomerempowermentempowermentempowermentempowerment

NAM HEONG Traditional Malaysian coffee shop




NAM HEONG Traditional Malaysian coffee shop

On banner www.oldtownwhitecafe.com

Company Orientations Toward the Marketplace - The Production Concept

Consumers prefer products - widely available & inexpensiveavailable & inexpensive

P d ti i t d b iProduction oriented businesses– Production efficiency, low costs

& mass distribution

Huge cheap laborHuge cheap laborMarket expansion




Company Orientations Toward the Marketplace Th S lli C tMarketplace - The Selling Concept

Consumers do not buy enough products, Consumers do not buy enough products, if left alone

“Purpose of marketing - sell more - to more people more often for more money people - more often - for more money -

to make more profit”

Goods buyers don’t normally buy y y ySell what is made not what market wantsH d lli hi h i k




Hard selling - high risks

Company Orientations Toward the Marketplace - The Marketing Concept

Customer-centered

“Sense-&-respond” philosophySense-&-respond philosophy

Right products for customers

Not right customers for products

h d lBetter than competitors - create, deliver & communicate superior value to target p gmarkets




Company Orientations Toward the Marketplace - The Marketing Concept

Selling - needs of seller Marketing needs of buyerMarketing - needs of buyer

S lli t d t t hSelling - convert product to cashMarketing - satisfy buyer with productg y y p




Company Orientations Toward the Marketplace- The Holistic Marketing Concept

Holistic marketingHolistic marketingDevelop, design & implement

marketing programs processes & activitiesmarketing programs, processes & activities

that recognize breadth & interdependencies

Holistic marketing recognizes thatHolistic marketing recognizes that“everything matters”







Figure 1.3 Holistic Marketing Dimensions

To To reducereduce pollution:pollution:

Bharat Petroleum India – get drivers use Pollution U d C t l d t l HOW?




Under Control grade petrol - HOW? Compare hazards of vehicle pollution with smoking

Fundamental Marketing Concepts, Trends & Tasks C C t& Tasks – Core Concepts

TARGET MARKETS, POSITIONING, AND SEGMENTATION

Divide market into segmentsg

Greatest opportunity - target markets

Target marketTarget marketMarket offering positioned in minds of

target buyers as beneficial




target buyers as beneficial

Positioning: Positioning:

A Volvo ad A Volvo ad focuses on the

’ company’s central

benefit:

S f tS f tSafetySafety




Fundamental Marketing Concepts, Trends & Tasks C C t& Tasks – Core Concepts

MARKETING CHANNELS

To reach target market, 3 kinds of marketing channels:

Communication channels Di t ib ti h l Distribution channels

Service channels




Fundamental Marketing Concepts, Trends & Tasks – Core Concepts& Tasks – Core Concepts

MARKETING PLANNING

The marketing planning process

lAnalyze marketing opportunities

S l ctSelect target markets

Design marketing strategiesDesign marketing strategies

Develop marketing programs &Develop marketing programs &

Manage marketing effort




g g




Figure 1.6 Factors Influencing Company Marketing Strategy

Fundamental Marketing Concepts, Trends & Tasks & Tasks –

Marketing Management Tasks

Develop marketing strategies & plans C t k ti i i ht & fCapture marketing insights & performanceConnect with customersBuild strong brandsShape the market offeringShape the market offeringDeliver valueC i t lCommunicate valueCreate successful long-term growth




Final discussionMarketing Debate —Does Marketing Create or Satisfy Needs?

Marketing has often been defined in terms of satisfyingcustomers’ needs and wants. Critics, however, maintainthat marketing does much more than that and creates

d d t th t did t i t b f A di tneeds and wants that did not exist before. According tothese critics, marketers encourage consumers to spendmore money than they should on goods and services theymore money than they should on goods and services theyreally do not need.

Take a position: Marketing shapes consumer needs andwants versus Marketing merely reflects the needs and




wants versus Marketing merely reflects the needs and wants of consumers.

Documents

Dr.Pusanisa Thechatakerng - Maejo University · Company Orientations Toward the Marketplace - Th S lli C tThe Selling Concept Consumers do not buy enough products, if left alone “Purpose