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The Nature of Marketing Management Copyright 2010 SAGE Publications, Inc. 1-1
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The Nature of Marketing Management
Copyright 2010 SAGE Publications, Inc.1-1
Southwest Airlines2008 FAA safety violation complaintFAA $10.2 million civil penaltySouthwest cooperated and inspected all
planesSouthwest ranks #1 in customer satisfactionExcellent employee environmentStrong advertising and marketing programsStrong company culture
Copyright 2010 SAGE Publications, Inc.1-2
Nature of Marketing ManagementTextbook ApproachGraduation – first entry level jobPerspective of entry level to mid-level
positionMerger of marketing concepts and
management principlesFocus on customer and customer satisfaction
Copyright 2010 SAGE Publications, Inc.1-3
MarketingDiscovering needs and wants of
ConsumersBusinesses
Creating goods and servicesPricing, promoting and delivering goods and
servicesDelivering customer satisfaction
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Insert Figure 1.1
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Insert Table 1.1
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Insert Figure 1.2
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Costs Demand and Supply Competition Profit Goals
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Insert Figure 1.3
PromotionAdvertisingConsumer and trade promotionsPersonal sellingPublic relations
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Insert Figure 1.4
CurrentTrendsAffectingMarketing
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Insert Figure 1.5
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The MarketingManagementProcess
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• What went wrong?• Why?• What should have been done?• What can be done now?
Have you experienced a service failure?
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Insert Table 1.2
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Best-PracticeIdeas to ConsistentlyProvide QualityCustomer Service
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Insert Figure 1.8
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• 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
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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?
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1. 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?
