1. BUS7450 Strategic Marketing Management Week 1 Dr. Jenne Meyer

2. BUS7500  Introductions  Who are you?  Where do you work?  Experience with Marketing or Product Management?  Expectations of this course?  Your first concert or fun fact  Discuss syllabus  Weekly article presentations  Final call project presentation  Class schedule (April 5 th, *April 12 th, *April 26 th )  Groundrules

3. 1 Defining Marketing for the 21 st Century

4. Chapter Questions  Why is marketing important?  What is the scope of marketing?  What are some fundamental marketing concepts?  How has marketing management changed?  What are the tasks necessary for successful marketing management?

5. What is Marketing? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-5 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.

6. What is Marketing Management? Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-6 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.

7. What is Marketed?  What is Marketed?  What in this class is marketed?  What in this class is not marketed?  How are you impacted at work by marketing?  How are you impacted at home by marketing?  What do you like about marketing?  What don’t you like about marketing?

8. What is Marketed? Goods Services Events Experiences Persons Places Properties Organizations Information Ideas

9. Demand States  Negative  Nonexistent  Latent  Declining  Irregular  Unwholesome  Full  Overfull

10. Figure 1.1 Structure of Flows in Modern Exchange Economy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10

11. Figure 1.2 A Simple Marketing System

12. Key Customer Markets  Consumer markets  Business markets  Global markets  Nonprofit/Government markets

13. Core Concepts  Needs, wants, and demands  Target markets, positioning, segmentation  Offerings and brands  Value and satisfaction  Marketing channels  Supply chain  Competition  Marketing environment  Marketing planning

14. Types of Needs Stated Real Unstated Delight Secret

15. Target Markets, Positioning & Segmentation  Separate into groups based on the following  Coffee v hot chocolate  Car v truck/SUV  Over v under  Cable v satellite  Kids v no kids

16. Offerings and Brands

17. Value and Satisfaction

18. Marketing Channels Communication Distribution Service

19. Marketing Environment DemographicEconomic Socio-cultural Natural Technological Political-legal

20. Major Societal Forces  Network information technology  Globalization  Deregulation  Privatization  Heightened competition  Industry convergence  Retail transformation  Disintermediation  Consumer buying power  Consumer participation  Consumer resistance

21. Company Orientations Production Product Selling Marketing

22. Holistic Marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22

23. Relationship Marketing Customers Employees Marketing Partners Financial Community

24. Integrated Marketing

25. Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.

26. Performance Marketing Financial Accountability Social Responsibility Marketing

27. Types of Corporate Social Initiatives  Corporate social marketing  Cause marketing  Cause-related marketing  Corporate philanthropy  Corporate community involvement  Socially responsible business practices

28. The Marketing Mix Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-28

29. The Four Ps The New Four Ps  People  Processes  Programs  Performance The Old Four Ps  Product  Placement  Promotion  Pricing

30. Marketing Management Tasks  Develop market strategies and plans  Capture marketing insights  Connect with customers  Build strong brands  Shape market offerings  Deliver value  Communicate value  Create long-term growth

31. Video  http://www.pbs.org/wgbh/pages/frontline/show s/cool/ http://www.pbs.org/wgbh/pages/frontline/show s/cool/ Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-31

32. Class wrap up  What is due for next week