1. MARKETING MANAGEMENT

2.  Analyzing Needs and Trends in the Macro Environment  Challenges in New- Product Development  Analyzing Consumer Markets and Buyer Behavior  Identifying Market Segments and Selecting Target Market  Developing, Differentiating and Positioning Products Through the Life Cycle  Designing and Managing Services  Designing Pricing Strategies and Programs  Designing and Managing Integrated Marketing Communications  Global Marketing CONTENTS

3. We will address the following questions: ■ What are the tasks of marketing? ■ What are the major concepts and tools of marketing? ■ What orientations do companies exhibit in the marketplace? ■ How are companies and marketers responding to the new challenges? Marketing in the Twenty-First Century

4. ➤ Global forces will continue to affect everyone’s business and personal life. ➤ Technology will continue to advance and amaze us. ➤ There will be a continuing push toward deregulation of the economic sector. Therefore, tomorrow’s successful companies will have to heed three certainties:

5. Frozen goods and the industry (ready to eat) Packaged goods ( foods, toiletries such as wet wipes ) pre-school institutions Baby-sitting services Cosmetics and other caring industries House-cleaners

6.  These three developments—globalization, technological advances, and deregulation— spell endless opportunities. But what is marketing and what does it have to do with these issues? One of the shortest definitions of marketing is “meeting needs profitably.”

7. Marketing people are involved in marketing 10 types of entities: - goods - services The Scope of Marketing

8. Marketing people are involved in marketing 10 types of entities: - experiences - events - places -Organizations -Information -Ideas -persons The Scope of Marketing

9. Marketing managers face a host of decisions in handling marketing tasks. -How can we spot and choose the right market segment(s)? -How can we differentiate our offering? -How should we respond to customers who press for a lower price? -How can we compete against lower-cost, lower-price rivals? -How can we grow our business? -How can we build stronger brands? -How can we tell which customers are more important? The Decisions That Marketers Make

10. Defining Marketing; Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Marketing Concepts and Tools

11.  The marketing term must be understood not in the old sense of making a sale –’selling’- but rather in the new sense of satisfying consumer needs.

13. marketing  All activities directed toward identifying and satisfying consumer needs and wants through a process of exchange.  To understand this definition we must understand the meaning of - the consumer - needs and wants - satisfying customer needs and wants

14. The successful marketer will try to understand the target market’s needs, wants, and demands. Needs describe basic human requirements such as food, air, water, clothing,and shelter. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. Needs, Wants, and Demands

15. An American needs food but wants a hamburger, French fries, and a soft drink. A person in Turkish needs food but wants a kebab or lahmacun and ayran. Clearly, wants are shaped by one’s society.

16.  Can marketers create a need?

17. Marketers can create wants.

18.  Does marketing makes us consumption addicted?

19. However, marketers do not create needs: Needs preexist marketers. Marketers, along with other societal influences, influence wants. Marketers might promote the idea that a Mercedes would satisfy a person’s need for social status. They do not, however, create the need for social status. Can marketers create needs?

21. Clearly, wants are shaped by one’s society.  Winning companies are those that meet customer needs economically and conveniently  and with effective communication.

23. Marketing Mix

24. We describe marketing management as carrying out tasks to achieve desired exchanges with target markets. production, product, selling, marketing and societal marketing concepts. There are five alternative concepts under which organizations conduct their marketing activities: the production, product, selling, marketing and societal marketing concepts. Marketing Management Philosophies

26.  The production concept holds that consumers will favour products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. The Production Concept

27. The product concept, holds that consumers will favour products that offer the most quality, performance and innovative features, and that an organization should thus devote energy to making continuous product improvements. The Product Concept

28. Product-oriented companies often design their products with little or no customer input, trusting that their engineers can design exceptional products. A General Motors executive said years ago: “How can the public know what kind of car they want until they see what is available?” GM today asks customers what they value in a car and includes marketing people in the very beginning stages of design.

29. Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless it undertakes a large scale selling and promotion effort. The Selling Concept

30. The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. Surprisingly, this concept is a relatively recent business philosophy. The Marketing Concept

31. The marketing concept rests on four pillars:  target market,  customer needs,  İntegrated marketing  profitability.

32. Clearly, understanding customer needs and wants is not always simple. We can distinguish among five types of needs: (1) stated needs (2) real needs (2) real needs (3) unstated needs, (3) unstated needs, (4) delight needs (4) delight needs (5) secret needs. (5) secret needs. Customer Needs

34. Many successful and well-known global companies have adopted the marketing concept. IKEA. Marks & Spencer, Procter & Gamble, and McDonald's follow it faithfully. Toyota, the highly successful Japanese car manufacturer, is also a prime example of an organization that takes a customer- and marketing-oriented view of its business. Many successful and well-known global companies have adopted the marketing concept. IKEA. Marks & Spencer, Procter & Gamble, and McDonald's follow it faithfully. Toyota, the highly successful Japanese car manufacturer, is also a prime example of an organization that takes a customer- and marketing-oriented view of its business.

35.  The societal marketing coneept holds that the organization should determine the needs, wants and interests of target markets. It should then deliver the desiredsatisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well-being. The Societal Marketing Concept

36.  In the past, marketing has been most widely applied in the business sector. In recent years, however, marketing also has become a major component in the strategies of many non-profit organizations, such as colleges, churches, hospitals, museums, performing arts groups and even police departments. Growth of Non-Profit Marketing

42.  They identify and profile distinct groups of buyers who might prefer or require  varying products and marketing mixes. Market segments can be identified by examining  demographic, psychographic, and behavioral differences among buyers. Target Markets and Segmentation