1. NA_CCM Corporate Marketing Management
Mitchell Young

2. What is marketing?
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
--Kotler and Armstrong (2010).
Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably.
--The Chartered Institute of Marketing. Accessed 2012.

3. ‘There will always be need for
In other words…
‘There will always be need for
some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available’.
Peter Drucker

4. What is marketing management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping and growing
customers through
creating, delivering and communicating
superior customer value.

5. The 7Ps of the marketing mix
Figure 1.4 The 7Ps components of the marketing mix

6. From 4 P’s to 4 C’s 4 P’s Model 4 C’s Model Product Customer Price
Cost
Place
Convenience
Promotion
Communication
5. Competition

7. Transaction Relationship marketing
One-off Exchange, brand management
Short-term focus
Mass communications
Isolated market research
Mass markets or market segments
Market share
Focus Time perspective Primary communication Customer feedback mechanism Market size Criterion for success
Ongoing exchanges, customer management
Long-term focus
Personal communications
Ongoing dialogue
Market of One
Mind share (share of customer)

8. Harvard Business Review January-February 2010

9. Is your company customer focused?
Can middle managers accurately describe your customer promise?
Can all members of your executive team name three things that most undermine trust among your existing customers?
Is your brand really the best option? Will it continue to be?
Have you embraced any novel ideas that have produced significant innovations in the last year?
Have front line staff posed any uncomfortable questions or suggested important improvements?

10. The marketing environment
Task environment
Broad environment
Company
Suppliers
Distributors
Dealers
Target customers
Demographic
Economic
Physical
Technological
Political-legal
Social-cultural

11. The Marketing Plan (1of2)
I. Executive Summary
II. Current Situation (industry analysis, internal analysis, consumer analysis)
III. Environmental Analysis (PEST)
IV. Market Segmentation and Target Market Analysis
V. SWOT Analysis
VI. Marketing Objectives Selection

12. The Marketing Plan (2of2)
VII. Sales Forecast
VIII. Marketing Mix Strategies
Product
Promotion
Price
Place/Distribution
IX. Implementation Plan
X. Follow up and Control Plan

13. Rethinking Product and Business
Need to expand the way we consider our products and businesses

14. Three Product Levels

15. Definitions of business
Product definition
Market definition
BP sells fuels
Biersdorf sells cosmetics
Renault sells automobiles
Xerox makes copy equipment
BP sells energy
Biersdorf sells beauty
Renault supplies transport vehicles
Xerox improves office productivity

16. What are they selling? Product or service or brand Core Product
Actual Product
Augmented Product
Ford Focus
Freedom to travel
A motor car
Spanish Holiday
Relaxation
Holiday insurance
Budget/No Frills Airline e.g. EasyJet or Ryanair -
An airline journey
Food bought during your flight
Chelsea Football Club
Excitement and leisure
Sporting event
Nike
Association with the best in sports.
Nike online allows you to personalise your trainers
Hilliers' Garden Centres
Products for gardening
Hilliers' gardening club

17. Core Product Actual Product Augmented Product
Product or service or brand
Core Product
Actual Product
Augmented Product
Ford Focus
Freedom to travel
A motor car
Ford finance
Spanish Holiday
Relaxation
Two weeks in a resort
Holiday insurance
Budget/No Frills Airline e.g. EasyJet or Ryanair -
Gets you from A to B cheaply
An airline journey
Food bought during your flight
Chelsea Football Club
Excitement and leisure
Sporting event
Personalised shirts and other merchandise
Nike
Association with the best in sports
Shoes and other clothing
Nike online allows you to personalise your trainers
Hilliers' Garden Centres
Leisure and relaxation
Goods for gardens
Hilliers' gardening club

18. Porter’s Generic Strategies
Target Scope
Competitive Advantage
Low Cost
Product Uniqueness
Broad
(industry wide)
Overall Cost Leadership
Differentiation
Narrow
(market segment)
Cost Focus
Differentiation Focus