Marketing Management 2 Week

MARKETING
MANAGEMENT
FİGEN ÖCAL
Nişantaşı University
PhD. FİGEN ÖCAL
Figen.ocal@nisantasi.edu.tr
2023
DR. Öğr. Üyesi FİGEN ÖCAL

Marketing five major value themes
• 1. Creating value for customers in order to capture value from customers

in return.
FİGEN ÖCAL
• Marketers must be good at creating customer value and managing customer
relationships
• 2. Building and managing strong, value-creating brands. Well-positioned

brands with strong brand equity provide the basis upon which to build
customer value and profitable customer relationships

Marketing five major value themes
• 3. Measuring and managing return on marketing. Marketing managers must ensure
that their marketing dollars are being well spent.
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• 4. Harnessing new marketing technologies. New digital and other high-tech marketing
developments are dramatically changing how consumers and marketers relate to one
another.
• 5. Sustainable marketing around the globe. As technological developments make the

world an increasingly smaller and more fragile place, marketers must be good at
marketing their brands globally and in sustainable ways

Core Marketing Concepts
Target Markets,
Needs, Wants, Offerings and Marketing
Positioning, and
and Demands Brands Channels
Segmentation
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Paid, Owned
and Earned
Media
İmpressions and
Engagement
Value and
Satisfaction
Supply Chain
Marketing
Competition
Environment

• Needs are the basic human requirements such as for air, food, water, clothing, and
shelter. Humans also have strong needs for recreation, education, and entertainment
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• Wants: specific objects that might satisfy the need
• Demands: wants for specific products backed by an ability to pay

Demand?
1. Negative demand—Consumers dislike the product and may even pay to avoid it.
2. Nonexistent demand—Consumers may be unaware of or uninterested in the product.
3. Latent demand—Consumers may share a strong need that cannot be satisfied by an
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existing product.
4. Declining demand—Consumers begin to buy the product less frequently or not at
all.
5. Irregular demand—Consumer purchases vary on a seasonal, monthly, weekly, daily,
or even hourly basis.
6. Full demand—Consumers are adequately buying all products put into the
marketplace.
7. Overfull demand—More consumers would like to buy the product than can be
satisfied.
8. Unwholesome demand—Consumers may be attracted to products that have
undesirable social consequences. DR. Öğr. Üyesi FİGEN ÖCAL
Types of Needs
STATED
REAL
FİGEN ÖCAL
UNSTATED
DELIGHT
SECRET
DR. Öğr. Üyesi FİGEN ÖCAL Copyright © 2016 Pearson Education Ltd. 1-7
• Target markets
• Positioning
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• Segmentation
• Value proposition: a set of benefits that satisfy those needs
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• Offerings: a combination of products, services, information, and
experiences
• Brands: an offering from a known source
• Marketing channels
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COMMUNICATION
DISTRIBUTION
SERVICE
• Paid media: TV, magazine and display ads, paid search, and
sponsorships
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• Owned media: a company or brand brochure, web site, blog, Facebook
page, or twitter account
• Earned media: word of mouth, buzz, or viral marketing
• Impressions: occur when consumers view a communication
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• Engagement: the extent of a customer’s attention and active
involvement with a communication
• Value: a combination of quality, service, and price
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• Satisfaction: a person’s judgment of a product’s perceived
performance in relationship to expectations
• Supply chain: a channel stretching from raw materials to components to finished
products carried to final buyers (Fig 1.3: The Supply Chain for Coffee)
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• Competition: all the actual and potential rival offerings and

substitutes a buyer might consider
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• Marketing environment
FİGEN ÖCAL
• Task environment
• Broad environment
Thanks
FİGEN ÖCAL
@dijitalinsan

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MARKETING

DR. Öğr. Üyesi FİGEN ÖCAL

• 1. Creating value for customers in order to capture value from customers

• 2. Building and managing strong, value-creating brands. Well-positioned

DR. Öğr. Üyesi FİGEN ÖCAL

• 5. Sustainable marketing around the globe. As technological developments make the

DR. Öğr. Üyesi FİGEN ÖCAL

DR. Öğr. Üyesi FİGEN ÖCAL

• Demands: wants for specific products backed by an ability to pay

DR. Öğr. Üyesi FİGEN ÖCAL

• Value proposition: a set of benefits that satisfy those needs

• Brands: an offering from a known source

• Earned media: word of mouth, buzz, or viral marketing

• Impressions: occur when consumers view a communication

• Value: a combination of quality, service, and price

• Competition: all the actual and potential rival offerings and

DR. Öğr. Üyesi FİGEN ÖCAL

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