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Marketing Management

(CNU ISS 2017)

Agnieszka Wilczak, PhD

Faculty of ManagementUniversity of Warsawawilczak@wz.uw.edu.pl

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Course objectives

Showing the major decisions that marketing

managers face in their efforts to balance the organization’s objectives and resources against needs and opportunities in the global marketplace.

This course tries to show a new approach to marketing management based on strategies for growing customer value and profitability.

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Course outline 1/2

1. Introduction� The marketing concept

� Company’s orientations

� Strategic marketing management and marketing management

2. Strategic marketing management� Company’s mission

� Portfolio analysis

� Strategic planning gap

� Growth strategies

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Course outline 2/2

3. Marketing management

� Analyzing Marketing Opportunities � Customer Analysis� Market Demands� Competitors and SWOT Analysis

� Designing Marketing Strategies - STP

� Designing Marketing Strategies � Product� Promotion� Distribution & Price

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Lesson 1 & 2

Understanding Marketing Management

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Outline

1. Defining marketing

2. The marketing concept

3. Company’s orientation toward the marketplace

4. Marketing management

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1. DEFINING MARKETING

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Company’s functions

Financing

Human Resource Management

Research & Development

Financing

Human Resource Management

Research & Development

MarketingMarketing

Understanding the customer

value

Understanding the customer

value

Creating thecustomer vaule

Creating thecustomer vaule

Delivering the customer valueDelivering the

customer value

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Defining marketing

� Marketing is societal process by which individuals and groups (target market) obtain what they need and want through understanding, creating and delivering and freely exchanging products and services of value with others

Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper

Saddle River, p. 9.

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2. THE MARKETING CONCEPT

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Four main rules

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Customer’s needs and wants

Marketing research

Integrated marketing toolsand actions

Long term customer’ssatisfaction

Elements of the marketing concept

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Target market

Customer needs and value

Understanding of customer value

Creating and delivering of customer value

SatisfactionCustomer, Employee, Supplier, Shareholder

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Target market

Target marketMarket

segmentation

Product market

Market segment 1

Target market

Market segment 2

Market segment 3

Market segment 4

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Target market Market

� Market – a collection of buyers

� Marketplace – is physical

� Marketspace – is digital

� Metamarket – a cluster of complementary products and services that are closely related in the minds of customer

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Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper

Saddle River, p. 9-10.

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Target marketProduct market

Three dimensional concept of definition product markets (business domain):� Products (functions, technologies, or brands)

� Customer groups

� Geographical markets

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Source: D. Abell, Defining the Business. The Starting Point of Planning, Prentice Hall, Englewood Cliffs 1980; J-J. Lambin, Strategiczne zarządzanie marketingowe, PWN, Warszawa 2001, s. 190.

Customer needs and value

� Needs – are the basic human / organizational requirements

� Wants – needs become wants when they are directed to specific objects that might satisfy the need

� Customer value – ratio between what the customer gets and what he gives

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Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper

Saddle River, p. 9-10.

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Customer needs and valueHuman needs

Self-actualization

needs

Self-actualization

needs

Esteem needsEsteem needs

Social needsSocial needs

Safety needsSafety needs

Physiological needsPhysiological needs

17Source: A.H. Maslow (1970). Motivation and Personality, 2nd ed., Prentice Hall,

Upper Saddle River.,

Customer needs and valueCustomer value

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Customer value

Customer benefits

Product benefits

Service benefits

Personnel benefits

Image benefits

Customer cost

Price

Purchasing cost

Using cost

Source:own preparation based

on: P. Kotler (2003). Marketing

Management, 11th, Prentice

Hall, Upper Saddle River, p. 60.

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Understanding of customer value

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Market information

Marketing Research

Marketing intelligence

system

Managers experience

Managers Intuition

Source: own preparation .

Creating and delivering customer

value – marketing mix

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Marketing mixCreating value Delivering value

Marketing mixCreating value Delivering value

Product

Price

Personnel

Physical evidence

Target market Target market

Promotion Distribution Procedures

Source: own preparation .

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Creating and delivering customer

value

Source: own preparation based on: R. Lauterborn (1990). „New Marketing Litany: Four P’s Passe: C-Words Take Over”, Advertising Age, 1 October p. 26

„+3P”

Personnel

Physical Evidence

Procedures

We go after the attractive…

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Abercrombie & Fitch

� 4.06. 1892 Manhattan

� David Abercrombie

� In 1900 Abercrombie & Ezra Fitch

� in 1904 new name "Abercrombie & Fitch Co."

� Popular sport apparel (early XX)

� The Limited in 1988

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Na koszulce… a w reklamie…?

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3. ORIENTATIONS TOWARD

THE MARKETPLACE

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Company’s orientation toward the

marketplace – 1/2

� Production concept

� Product concept

� Selling concept

� Marketing concept

� Customer concept

� Societal marketing concept

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Source: P. Kotler (2003). Marketing Management, 11th, Prentice Hall, Upper

Saddle River, p. 17.

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Company orientations toward the

marketplace – 2/2

Concepts Starting point Focus Means Ends

Production Factory Widely available and

inexpensive products

High production efficiency

Low cost

Mass distribution

Profits through

volume and low cost

Product Factory Superior products Making superior products

and improving them over

time

Profits through high

quality product

Selling Factory Products Aggressive selling and

promotions

Profits through sales

volume

Marketing Target market Customer needs Integrated marketing Profits through

customer

satisfaction

Customer Individual customer Customer needs and

value

One-to-one marketing

Integration and value chain

Profits through

capturing customer

share, loyalty, and

lifetime value

Societal marketing Best long-run

interests customer

and society

Customer needs,

customer interests, and

long-run societal welfare

Integrated marketing and

education customer

Profits through

customer

satisfaction and

society’s well-being

39Source: own preparation based on: P. Kotler (2003). Marketing Management,

11th, Prentice Hall, Upper Saddle River, p. 17-27.

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4. MARKETING STRATEGY &

MANAGEMENT

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Marketing Strategy

� defining the corporate mission (vision)

� establishing SBU

� assigning resources to each SBU

� planning new business, downsizing & terminating older businesses

Marketing Management -1

� Marketing management is art and science of choosing target markets and getting, keeping, and growing customers through understanding, creating and delivering superior customer value

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Source: own preparation based on: P. Kotler (2003). Marketing Management,

11th, Prentice Hall, Upper Saddle River, p. 17-27.

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Marketing Management - 2

analyzing market situation

designing marketing strategies

implementing and organizing the marketing effort

controlling marketing performance

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Marketing strategy versus

Marketing management

Marketing strategy

Concerned with overall, long term organisational direction

Provides the long-term framework for the organisation

Overall orientation needed to match the organisation to its environment

Goals and strategies are evaluated from an overall perspective.

Relevance of goals and strategies is only evident in the long-term

Marketing Management

Concerned with day-to-day performance and results

Represents only one stage in the organisation’s development

Functional and professional orientation tends to predominate.

Goals are subdivided into specific targets

Relevance of goals and strategies is immediately evident

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Analysis

Analysis

External

Microenvironment

Macroenvironment

Internal

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S

W

O

T

The Organisation’s Marketing

Environment

Theorganisation

The economy

Socialfactors

Culturalforces

Technology

Political structures

Legalstructures

Demography

Suppliers

Distributors& dealersMarket

demands

CompetitorsCustomers

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Lesson 3, 4 & 5.

Marketing Strategy

Lesson 3, 4 & 5.

Marketing Strategy

Outline

� corporate mission (establishing the corporate mission,

influences on objectives and strategy, guidelines for establishing objectives and setting goals)

� portfolio evaluation (models of portfolio analysis, market

attractiveness and business position assessment, criticism of portfolio analysis)

� growth & consolidation strategies (types of

the strategic gap, growth strategies, including: intensive growth, integrative growth and diversification; consolidation strategies)

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Mission

� describes the organisation’s basicfunction in society

� explains why the company exists

� provides the commercial logic for thecompany

� needs to be converted into everydayperformance

� is a cultural glue that enables theorganisation to function as a unity

Corporate Mission - Fundamental

Questions

� What is our business?

� Who is the customer?

� What is of value to our customer?

� What will our business be?

� What should our business be?

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Infuences on the mission statement

� company’s history

� preferences, values and expectations ofmanagers & owners

� environmental factors

� available resources

� distinctive competences

Workable mission

� brief – easy to understand and remember

� flexible – to accomodate change

� distinctive – to make the firm stand out

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Mission or/and vision

� vision gives general sense of direction to the company, is the orientation point thatguides the company

� vision ignores real. practical problems, vision can degenerate to wishful thinking

� mission is about here and now, visionrefers to the future,

� mission is designed to motivate, vision –not!

Harley-Davidson, Inc

� Slogan / MottoDefine your world in a whole new way.

� Mission We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and

to the general public an expanding line of motorcycles and branded products and services in selected market segments.

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Coca-Cola

� To refresh the world...

� To inspire moments of optimism and happiness...

� To create value and make a difference.

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Pepsico

� Our mission is to be the world's premierconsumer products company focusedon convenient foods and beverages. Weseek to produce financial rewards toinvestors as we provide opportunitiesfor growth and enrichment to ouremployees, our business partners andthe communities in which we operate.And in everything we do, we strive forhonesty, fairness and integrity.

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Nike Corporation

� ”To bring inspiration andinnovation to every athlete* in theworld.

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*”If you have a body, you are an athlete.”

Bill Bowerman

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HBS

� We educate leaders who make a difference in the world

Google

� To organize the world's information and make it universally accessible and useful.

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Skype

� To be destructive but in the cause of making the world a better place.

Facebook, Twitter & Youtube

� Facebook’s mission is to give people thepower to share and make the worldmore open and connected.

� To instantly connect people everywhereto what’s most important to them.

� Our mission is to provide fast and easyvideo access and the ability to sharevideos frequently.