Professional Documents
Culture Documents
s? How has marketing management changed? What are the tasks necessary for successful marketing management?
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Any business enterprise has two, and only two basic functions Marketing and Innovation Peter F. Drucker
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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.
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What is Marketing Management? 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.
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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
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What is Marketed?
Goods Goods Services Services Events Events & & ExperiencesExperiences- disneyland disneyland Persons Persons Places Places & & Properties Properties Organizations Organizations Information Information Ideas Ideas
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Demand States
Negative Nonexistent Latent
Declining
Irregular
Full
Overfull
Unwholesome
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Business Markets
www.marutitruevalue.com
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Functions of CMOs
Strengthening the brands Measuring marketing effectiveness Driving new product development based on customer needs Gathering meaningful customer insights Utilizing new marketing technology
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Company Orientations
Production
Product
Selling
Marketing
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The Four Ps
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Performance Marketing
Financial Accountability Social Responsibility Marketing Social Initiatives Corporate social marketing Cause marketing Cause-related marketing Corporate philanthropy Corporate community involvement Socially responsible business practices
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