00 marketing management revisited

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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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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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

00 marketing management revisited

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