Kelley Fall 2001 Marketing Management 1291 Marketing Basics What is marketing? What is the marketing concept? How does it differ from a selling and production orientation? What is relationship marketing?

Kelley Fall 2001 Marketing Management Guidelines for the Market- Driven Manager Customer focus Listen to the customer Define & nurture your distinctive competence Define Marketing as marketing intelligence Target customers precisely Manage profitability and sales volume

Kelley Fall 2001 Marketing Management Guidelines for the Market- Driven Manager Make customer value the focus Let the customer define quality Measure and manage customer expectations Build relationships Define the business as a service business

Kelley Fall 2001 Marketing Management Guidelines for the Market- Driven Manager Commit to continuous improvement and innovation Manage culture along with strategy and structure Grow with partners and alliances Destroy marketing bureaucracy

Kelley Fall 2001 Marketing Management 1295 Basic Questions of Strategic Planning Where are we now? Where do we want to go? How do we get there? How do we know if we got to where we wanted to go?

Kelley Fall 2001 Marketing Management 1296 Customer Orientation of the Basic Questions of Strategic Planning Where are we now? Where do we want to go? How do we get there? How do we know if we got to where we wanted to go? What customers do we serve now? What customers do we want to serve? Strategic marketing plan Marketing control

Kelley Fall 2001 Marketing Management 1297 Product/Market Strategies

Kelley Fall 2001 Marketing Management 1298 Industry Attractiveness Market size Market growth rate Profitability World scope Cyclicality Ability to recover from inflation

Kelley Fall 2001 Marketing Management 1299 Business Strength Market share Market share growth rate Marketing expertise Management talent Relative profitability Leadership (cost, quality, R&D)