MBA 7303 Marketing Management

1
MBA 7303 - Marketing Management

• Introductions
• Review of Course Syllabus
• Lecture 1
• Break/Read Article 13
• Ethics Exercise
• Case Writing Review
• Critique Writing Review
• Homework Assignment
• Class Adjourned

Agenda
Evolution of Marketing
Definitions
Components
Ethics
2
MBA 7303 - Marketing Management
Production Era if you make it they will buy it
Product Era the most bang for their buck
Selling Era convince them they need it
Marketing Era give them what they want Societal
Marketing Era as long as it doesnt hurt
others or the environment
Agenda
Evolution of Marketing
Definitions
Components
Ethics
3
MBA 7303 - Marketing Management

• The Marketing Concept
• the consumer is sovereign
• all functional areas must be integrated
• operations must be profitable

Agenda
Evolution of Marketing
Definitions
Components
Ethics
4
MBA 7303 - Marketing Management
Marketing.. The analysis, planning,
implementation and control of programs
designed to create, build and maintain
beneficial exchanges with target buyers for the
purposes of achieving organizational
objectives (Source AMA)
Agenda
Evolution of Marketing
Definitions
Components
Ethics
5
MBA 7303 - Marketing Management
Marketing.. The process of planning and
executing the conception, pricing, promotion
and distribution of ideas, goods and services to
create exchanges that satisfy individual and/or
organizational objectives (Source Crane, Grant
Hartley)
Agenda
Evolution of Marketing
Definitions
Components
Ethics
6
MBA 7303 - Marketing Management
Needs state of felt deprivation Wants shaped
by culture, personlaity and experience Demands
backed by buying power
Agenda
Evolution of Marketing
Definitions
Components
Ethics
7
MBA 7303 - Marketing Management
Products refers to any product, idea or service
that might satisfy a want or need Exchange get
what you want by giving something in
return Transactions unit of measurement, not
always money Markets actual and potential
purchasers
Agenda
Evolution of Marketing
Definitions
Components
Ethics
8
MBA 7303 - Marketing Management
Marketing Creates Utility Form Utility useable
form Task Utility performs a task Possession
Utility able to obtain and use Time
Utility when wanted Place Utility where
wanted
Agenda
Evolution of Marketing
Definitions
Components
Ethics
9
MBA 7303 - Marketing Management
Ethics the moral principles and values that
govern the actions and decisions of an
individual or a group (Source Crane, Grant
Hartley)
Agenda
Evolution of Marketing
Definitions
Components
Ethics
10
MBA 7303 - Marketing Management
Industry
Agenda
General Public
Suppliers
Evolution of Marketing
FIRM
Definitions
Customers
Stakeholders
Components
Competitors
Ethics