Jorge Baraybar C.

jbaraybar@esan.edu.pe

Marketing Managment

Defining Marketing for the 21st Century

Changes in the Marketplace

• Customers are increasingly demanding better quality and reliability in the products and services they buy

• New products and services are coming to market more quickly than in the past

• The Internet and e-commerce is having a significant impact on business practices

• Customer wants, needs and expectations are changing more rapidly

• Competition for sales is intense

• Competition is now global rather than just domestic

93%

86%

69%

65%

65%

63%

The marketplace isn’t what it used to be…

Information technology

Globalization

Deregulation

Privatization

Competition

Convergence

Consumer resistance

Retail transformation

New Consumer Capabilities

• 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

100%

90%

70%

80%

2012 2013 20104 2015 2016 2017 …

Creating a Learning Organization

Creating a Learning Organization

Leadership

Finances Human

resources

Operations Marketing

The Puzzle effect

Customer oriented organization

What is Marketing?

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.

“ The future is not ahead of us. It has

already happened. Unfortunately, it is

unequally distributed among

companies, industries and nations.”

Selling is only the tip of the iceberg

“There will always be a need for

some selling. But the aim of marketing

is to make selling superfluous. The aim

of marketing is to know and understand

the customer so well that the product or

service fits him and sells itself. Ideally,

marketing should result in a customer

who is ready to buy. All that should be

needed is to make the product or

service available.”

Peter Drucker

Sales and Marketing concept

Holistic marketing overview

Production concept

Product concept

Selling concept

Marketing concept

Societal concept

Marketing Management Orientations

Designing a Customer-Driven

Marketing Strategy

Product concept:

Consumers favor products that offer

the most quality, performance, and features

Focus is on continuous product improvements

Selling concept:

Consumers will not buy enough of the firm’s

products unless it undertakes a large scale selling

and promotion effort

Marketing concept:

Knowing the needs and wants of the target

markets and delivering the desired

satisfactions better than competitors do

Societal marketing:

Make good marketing

decisions by considering:

consumers’ wants and

long-term interests,

company’s requirements,

society’s long-run interests

Production concept:

Consumers will favor products that are available

and highly affordable

Simple Marketing System

What is Marketed?

Goods

Services

Events & Experiences

Persons

Places & Properties

Organizations

Information

Ideas

Functions of CMOs

• Develop Marketing Strategy aligned with

Company Strategy

• Strengthening the brands

• Measuring marketing effectiveness

• Driving new product development based

on customer needs

• Gathering meaningful customer insights

• Utilizing new marketing technology

Marketing Management Tasks

• 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

Marketing Process

So, What Is Marketing?

Pulling It All Together

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