The Nature of Marketing Management Copyright 2010 SAGE Publications, Inc. 1-1
Southwest Airlines 2008 FAA safety violation complaint FAA $10.2 million civil penalty Southwest cooperated and inspected all planes Southwest ranks #1 in customer satisfaction Excellent employee environment Strong advertising and marketing programs Strong company culture Copyright 2010 SAGE Publications, Inc. 1-2
Nature of Marketing Management Textbook Approach Graduation – first entry level job Perspective of entry level to mid-level position Merger of marketing concepts and management principles Focus on customer and customer satisfaction Copyright 2010 SAGE Publications, Inc. 1-3
Marketing Discovering needs and wants of Consumers Businesses Creating goods and services Pricing, promoting and delivering goods and services Delivering customer satisfaction Copyright 2010 SAGE Publications, Inc. 1-4
Copyright 2010 SAGE Publications, Inc.1-5 Insert Figure 1.1
Copyright 2010 SAGE Publications, Inc.1-6 Insert Table 1.1
Copyright 2010 SAGE Publications, Inc.1-7 Insert Figure 1.2
Copyright 2010 SAGE Publications, Inc.1-8 Costs Demand and Supply Competition Profit Goals
Copyright 2010 SAGE Publications, Inc.1-9 Insert Figure 1.3
Promotion Advertising Consumer and trade promotions Personal selling Public relations Copyright 2010 SAGE Publications, Inc. 1-10
Copyright 2010 SAGE Publications, Inc.1-11 Insert Figure 1.4 Current Trends Affecting Marketing
Copyright 2010 SAGE Publications, Inc Insert Figure 1.5
Copyright 2010 SAGE Publications, Inc.1-13 The Marketing Management Process
Copyright 2010 SAGE Publications, Inc.1-14 What went wrong? Why? What should have been done? What can be done now? Have you experienced a service failure?
Copyright 2010 SAGE Publications, Inc.1-15 Insert Table 1.2
Copyright 2010 SAGE Publications, Inc.1-16 Best-Practice Ideas to Consistently Provide Quality Customer Service
Copyright 2010 SAGE Publications, Inc Insert Figure 1.8
Copyright 2010 SAGE Publications, Inc.1-18 Advance Mortgage Corporation Two roles Loan officer Coordinate wholesale division Most helpful college experiences In-class speeches Individual and group presentations Career path Blend what you like with natural aptitude
Copyright 2010 SAGE Publications, Inc.1-19 What went wrong? Describe Brandon and Jena’s feelings? What should have been done? Now, what should you do? How do you prevent this from occurring again?
Copyright 2010 SAGE Publications, Inc Describe the issues surrounding the concepts of markets, products, prices, distribution, promotion and people at the time of the iPhone release. 2.Describe issues related to marketing strategies, marketing tactics, and operational plans. 3.As the retail store manager, what are the keys to the success of the iPhone and other products? 4.For the individual sales person, what are the keys to successfully selling the iPhone and other related products?