MARKETING MANAGEMENT
MARKETING MANAGEMENT
What is marketing? To attract and retain customers at a profit(Drucker, 1999) a To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)
What is marketing? ◼ To attract and retain customers at a profit (Drucker, 1999) ◼ To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)
Efficiency and Effectiveness Ineffective Effective Goes out of Inefficient Survives business quickly Does well Efficient Dies Slowly Thrives
Efficiency and Effectiveness Ineffective Goes out of business quickly Dies Slowly Survives Does well Thrives Effective Efficient Inefficient 5
The Marketing Concept Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer Integrated Goal orientation effort achievement Corporate activities All staff accept the The belief that are focused upon responsibility for corporate goals can providing customer creating customer be achieved through satisfaction satisfaction customer satisfaction
2 Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition The Marketing Concept Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction
Production orientation Production capabilities Manufacture product Aggressive sales effort Customers
3 Production Orientation Customers Production capabilities Manufacture product Aggressive sales effort