Managerial Marketing MAR 331 Principles and Concepts of Mktg Case Method Group and Individual Cases

Marketing Management Basic Concepts What is Marketing –Marketing Concept Marketing’s Role in the Organization Marketing Managers The Marketing Management Process Marketing Strategy and Mix

The Case Method A written description of the facts surrounding a particular business situation.

What is Marketing? The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individuals, organizations, and society.

What is Marketing? Satisfy customers. Sales Brand Loyalty Relationship Marketing - interdependence between buyer and seller.

Marketing’s Role in the Organization Corporate –Customer Orientation –Assessment of market attractiveness –Develop firm’s overall value proposition (Price-Value)

Marketing’s Role in the Organization Strategic Business Unit –Market segmentation –Targeting –Product positioning

Marketing’s Role in the Organization Operating –Formulation and implementation of marketing programs based on the marketing mix. –Management of customer and reseller relationships

Marketing Managers Interpersonal Informational Decision Maker

Marketing Managers Marketing Strategy Development Customer Analysis and segmentation Competitor analysis and positioning Market analysis and sales forecasting Product and service development Pricing

Marketing Managers Distribution channel development Deployment of sales force Direct marketing Advertising Sales promotion Preparation and Implementation of Marketing Plans

Marketing Management Process Marketing Mangers plan and implement a sequence of activities that help the firm achieve its goals. –Marketing philosophy –Marketing strategy –Segmentation and positioning –Marketing mix –Implementation

Marketing Strategy Target Market Marketing Mix Uncontrollable Variables

The Case Method The Framework for Analysis The Written Format

How to Think About a Case Define the problem Formulate the Alternatives Analyze the alternatives Recommend a solution Specify a plan of action Prepare contingency plans

How to Write Up a Case Background –Pertinent facts –Define the problem Recommendation –Recommend a solution Rationale –Use the facts –Make inferences –Logical arguments –Explain rejected alternatives Next Steps