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Marketing Management Overview BMMK 5103

The document outlines the structure and key concepts of a Marketing Management course (BMMK 5103), including definitions of marketing, the evolution from traditional to service-dominant approaches, and various types of marketing endeavors. It emphasizes the importance of understanding customer needs and the marketing mix, as well as preparing for case discussions and readings for future lectures. The lecture also introduces the marketing framework and highlights the shift towards customer-centric strategies.

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Tùng Nguyên
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4 views6 pages

Marketing Management Overview BMMK 5103

The document outlines the structure and key concepts of a Marketing Management course (BMMK 5103), including definitions of marketing, the evolution from traditional to service-dominant approaches, and various types of marketing endeavors. It emphasizes the importance of understanding customer needs and the marketing mix, as well as preparing for case discussions and readings for future lectures. The lecture also introduces the marketing framework and highlights the shift towards customer-centric strategies.

Uploaded by

Tùng Nguyên
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Marketing Management

Lecture Outline
 Introduction
 Course Outline
 Marketing in Action: Case Preparation
 Assignment (report + presentation)
 Lecture One

Lecture One: Introduction BMMK 5103

Lecture One: Introduction

BMMK 5103: Marketing Management 2019

1
Key Concepts

 Marketing definition

 Marketing concept

 Types of marketing

 Marketing mix

Lecture One: Introduction BMMK 5103

Definition of Marketing
 ‘The management process responsible for identifying,
anticipating and satisfying customer requirements
profitably’ The Chartered Institute of Marketing

 ‘Satisfying needs and wants through an exchange


process’ Philip Kotler

 Common theme is meeting needs and providing benefits

Lecture One: Introduction BMMK 5103

2
Evolution of Marketing
Traditional Service-dominant
Goods Experiences
Attributes Solutions
Value-added Co-creation of value
Price Value proposition
Promotion Dialogue
Market to Market with
(product-centric) (customer-centric)
Lecture One: Introduction BMMK 5103

Cracks in the product-centric


approach
 Technology-enabled product development 
commoditization
 Technology-enabled information flow  smart customers
 Technology-enabled delivery  retail saturation
 Globalization
 Deregulation
 Customers want “end-to-end solutions,” which may
require products/services from multiple vendors
 Information systems enable customer-level tracking

Lecture One: Introduction BMMK 5013

3
Marketing Concept

Needs/
Wants

Satisfaction
/Loyalty

Value/
Benefits
Lecture One: Introduction BMMK 5103

Marketing Plan

5Cs
___

STP

4Ps

Lecture One: Introduction BMMK 5103

4
Types of marketing endeavour

 Fast moving consumer goods (FMCG)


 Consumer durables
 Services
 Business to business
 Tourism marketing
 Not-for-profit
 Arts/Sports marketing
 Political marketing
 Social marketing

Lecture One: Introduction BMMK 5103

Marketing Mix

Experience

Everyplace

Exchange

Evangelism

Lecture One: Introduction BMMK 5103

5
Marketing Framework
Market Analysis Forecast demand (L2)

Firm Exchange Buyer (L1)

(L5) Product
experience
Influences (L3)
(L6) Services

(L7) Price Segment (L4)

(L8) Distribution/Place
Target & Position
(L9) Brand Building
(L10) Communication

Marketing Implementation

Lecture One: Introduction BMMK 5103

Lecture Two Preparation:


1. Read the case Baskin Robbins
2. Prepare answers to the case for class
discussion
3. Read the following pages of the text:
(i) pp 67-74 Marketing Information System
(ii) pp 89 – 91 Forecasting demand
(iii) pp 99 – 111 Marketing research

Lecture One: Introduction BMMK 5103

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