Introduction to Marketing Management Definition of Marketing l
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![Definition of Marketing l l l Marketing is the activity, set of institutions, and Definition of Marketing l l l Marketing is the activity, set of institutions, and](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-3.jpg)
![Focus of this Course l l Marketing philosophy and customer relationship management Consumer behavior Focus of this Course l l Marketing philosophy and customer relationship management Consumer behavior](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-4.jpg)
![STP concept l l Market segmentation: dividing a market into distinct groups of buyers STP concept l l Market segmentation: dividing a market into distinct groups of buyers](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-5.jpg)
![Case: 統一泡麵 1970 1978 1983 1991 1999 1989 2006 Case: 統一泡麵 1970 1978 1983 1991 1999 1989 2006](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-6.jpg)
![STP concept l l Target marketing: the process of evaluating each market segment’s attractiveness STP concept l l Target marketing: the process of evaluating each market segment’s attractiveness](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-7.jpg)
![Case: Veterinary Pet Insurance l Facts l l l More than 60% of all Case: Veterinary Pet Insurance l Facts l l l More than 60% of all](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-8.jpg)
![STP Concept l l Market positioning: arranging for a product to occupy a clear, STP Concept l l Market positioning: arranging for a product to occupy a clear,](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-9.jpg)
![The 4 P’s of the Marketing Mix The 4 P’s of the Marketing Mix](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-10.jpg)
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![Case: Fitness First Case: Fitness First](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-13.jpg)
- Slides: 13
![Introduction to Marketing Management Introduction to Marketing Management](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-1.jpg)
Introduction to Marketing Management
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![Definition of Marketing l l l Marketing is the activity set of institutions and Definition of Marketing l l l Marketing is the activity, set of institutions, and](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-3.jpg)
Definition of Marketing l l l Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007, AMA) Marketing is meeting needs profitably. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
![Focus of this Course l l Marketing philosophy and customer relationship management Consumer behavior Focus of this Course l l Marketing philosophy and customer relationship management Consumer behavior](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-4.jpg)
Focus of this Course l l Marketing philosophy and customer relationship management Consumer behavior l l l STP l l External, e. g. observation, data mining. Internal, e. g. cognition, attitude, and decision making. Segmentation, targeting, and positioning Marketing strategies l Product, price, place, and promotion
![STP concept l l Market segmentation dividing a market into distinct groups of buyers STP concept l l Market segmentation: dividing a market into distinct groups of buyers](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-5.jpg)
STP concept l l Market segmentation: dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing mix. Steps for market segmentation l l l Identify bases (ex. geographic, demographic, psychographic, and behavior) of segmenting Develop profiles of resulting segments Market segment: a group of consumers who respond in a similar way to a given set of marketing efforts.
![Case 統一泡麵 1970 1978 1983 1991 1999 1989 2006 Case: 統一泡麵 1970 1978 1983 1991 1999 1989 2006](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-6.jpg)
Case: 統一泡麵 1970 1978 1983 1991 1999 1989 2006
![STP concept l l Target marketing the process of evaluating each market segments attractiveness STP concept l l Target marketing: the process of evaluating each market segment’s attractiveness](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-7.jpg)
STP concept l l Target marketing: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Steps for target marketing l l l Evaluate the attractiveness of each segment Select the target segments A company with limited resources might decide to serve only one or a few special segments or “market niches”. l E. g. Arm & Hammer, Oshkosh Truck, and Veterinary Pet Insurance.
![Case Veterinary Pet Insurance l Facts l l l More than 60 of all Case: Veterinary Pet Insurance l Facts l l l More than 60% of all](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-8.jpg)
Case: Veterinary Pet Insurance l Facts l l l More than 60% of all U. S. households own one dog or one cat or both. There are more than 60 million dogs, 68 million cats, and 2 million rabbits in U. S. . Spend $28. 5 billion a year on the pets. Nearly 75% of pet owners are willing to go into debt to pay for veterinary care. Sales have grown 40% in each of the past year, reaching nearly $72 million last year.
![STP Concept l l Market positioning arranging for a product to occupy a clear STP Concept l l Market positioning: arranging for a product to occupy a clear,](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-9.jpg)
STP Concept l l Market positioning: arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Steps for market positioning l l l Identify possible positioning concepts for each target segment Develop marketing mix for each target segment Examples: HITACHI, KOLIN, and SAMPO.
![The 4 Ps of the Marketing Mix The 4 P’s of the Marketing Mix](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-10.jpg)
The 4 P’s of the Marketing Mix
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![Case Fitness First Case: Fitness First](https://slidetodoc.com/presentation_image/bedcbd369e73905030c61f3f7f57c74c/image-13.jpg)
Case: Fitness First
Marketing management definition
Characteristics of strategic marketing
Marketing meaning in marketing management
What is marketing management
New market realities
Top management and middle management
Top management middle management first line management
Basic concepts of management
Definition of information system
Marketing information management
Define marketing
Marketing info management definition
Market management definition
Marketing concepts