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Summary IBM 1: Marketing management

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Summary for IBM course Marketing Management (IBM 1)

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  • September 19, 2023
  • 84
  • 2023/2024
  • Summary

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By: karinemelkonyan • 10 months ago

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MARKETING MANAGEMENT
1IBM

Artevelde University of Applied Sciences | 22-23

,Introduction

I. Marketing process




Marketing Marketing Marketing tactics Marketing
analysis strategy Developing implementation
Understanding the Creating customer- integrated marketing & evaluation
market oriented marketing program to create
Planning out,
Understanding own strategy superior customer
executing &
organization value
controlling the
Understanding needs marketing program
+ wants of customers initiatives


1) Marketing analyses:
- Understand market + organization + needs & wants of customers
- Take into account financial & political context of a country

2) Marketing strategy:
- Create customer-oriented marketing strategy
Which value should we offer?

3) Marketing Tactics
- How to offer & bring value to customers?
o Via 4-piece framework
o Via superior customer value

4) Marketing Implementation
- Launch campaigns + evaluate
- Plan – execute – control all marketing initiatives




1

, II. Marketing Process – Why?




Driving Growth
Understanding Marketing Marketing Marketing Marketing
implementation & Get value
Marketing analysis strategy tactics
evaluation from
management Understanding Creating Developing
Planning out, customers to
Understanding the market customer- integrated generate
basic concepts oriented marketing executing &
Understanding controlling the profit +
of marketing own marketing program to customer
management strategy create superior marketing
organization program equity value
Getting
process Understanding customer
Creating value for value
customer
initiatives from
needs + wants
customer
of customers




2

, Part 1: Fundamentals of Marketing
Chapter 1: Defining Marketing for the new realities
The Scope of Marketing
I. Marketing Goal
 To understand and satisfy customers’ needs
o This way, the product/service will sell itself as it fits the customer’s needs
 To eliminate competition
 To make selling superfluous
o Selling is not the most important part of marketing

II. Marketing Management definition
 Marketing:
o About identifying and meeting human & social needs via the goals of an
organization

o Formal definition:
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offers that have value for
customers, clients, partners, and society at large.

o Main idea of marketing: Why should the customer care?

III. Building a customer-oriented organization



Top
Man
age
men
t



Service managers
Top
Management

Frontline employees

Service managers

Frontline employees
CUSTOMERS

CUSTOMERS


 No customers = no business
 Customer-oriented business:
o All parts of business are put directly in contact with customers
 Traditional organization:
o Customers only communicate with frontline employees

3

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