Post on 05-Dec-2014
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MARKETING MANAGEMENT
Week 1
Aaker Case Study, Muji minute 2 through 8
http://www.youtube.com/watch?v=xL71KTwgDlw
Reznor Case Studyhttp://www.youtube.com/watch?v=Njuo1puB1lg
Marketing Management
All activiti
es necessary to
Plan
Research
ImplementControl
evaluate
Five Components of Marketing Management
Planning
Research
ImplementationControl
Evaluation
Business Strategy: The Concept and Trends in Its Management
What is a Business Strategy?
PPT 1-5
The Product-Market Investment Strategy – where to compete
The Customer Value Proposition
Assets and Competencies
Functional Strategies and Programs
Business Strategy: The Concept and Trends in Its Management
PPT 1-6
A Business StrategyA Business Strategy
Where to CompeteThe product-market investment decision
How to CompeteValue Assets & Function area
proposition competencies strategies and programs
Figure 1.1
A Business Strategy
Does Trent Reznor use strategic manage marketing?
If so How?
Benefits of Marketing Management
Well-planned, systematic way
Adequate amount of marketing research and other marketing information is generated
Marketing weaknesses are quickly spotted and corrected
Funds and human resources available for marketing are used as efficiently and effectively as possible
Benefits of Marketing Management
Marketing efforts are always under careful scrutiny; it is
always felt that there is room for improvementThe organization is in a better
position to adapt to change among customers and
competition, and in the industryMarketing is better integrated into all the organization's
activities and within its various departments
Benefits of Marketing Management
Marketing personnel highly motivated to achieving marketing objectivesClearer understanding of marketing results, and reasons for success / failure
Definite accountability for marketing
What benefits do these companies receive from Marketing Management
Gallo Muji Reznor
Business Strategy: The Concept and Trends in Its Management
What is a Business Strategy?
PPT 1-12
The Product-Market Investment Strategy – where to compete
The Customer Value Proposition
Assets and Competencies
Functional Strategies and Programs
Business Strategy: The Concept and Trends in Its Management
PPT 1-13
A Business StrategyA Business Strategy
Where to CompeteThe product-market investment decision
How to CompeteValue Assets & Function area
proposition competencies strategies and programs
Figure 1.1
A Business Strategy