MARKETING MANAGEMENT

(CMBA 913)

Master of Business Administration (MBA)

College/Department: College of Administrative and
Financial Sciences

1
 Marketing in Today's Business
Millennium
Learning Objectives
1. Defining Marketing and MARKETING MANAGEMENT
2. Defining a simple marketing system
3. Defining the Marketing Mix concept (4Ps, 7Ps, and 8Ps)
4. What is a marketing network?
5. MARKETING MISCONCEPTIONS
6. Core Marketing Concepts
7. MARKETING’S ROOTS AND EVOLUTION
8. Main components of strategic Marketing Strategy and
Planning

2
1-2
 1. MARKETING MANAGEMENT
• Marketing ……..is the activity, set of
institutions, and processes for creating,
communicating, delivering, and exchanging
offerings that have value for customers,
clients, partners, and society at large.

3
1-3
 What is marketing management?
• Marketing management….. is the art and
science of choosing target markets and
getting, keeping and growing customers
through creating, delivering and
communicating superior customer value.
• Starts by …The aim of marketing is to know and well
understanding the customer
• Ends by …. marketing should result in a customer who is ready
to buy.
• All that should be needed is to make the product or service
available
4
Management in Marketing means
Organizing

Planning Leading

Controlling

CMBA 723-Dr. Mansour Lotayif, AMA, 2017 5

1. Planning involves tasks that must be performed to attain
organizational goals, outlining how the tasks must be
performed, and indicating when they should be performed.

2. Organizing means assigning the planned tasks to

various individuals or groups within the organization and
creating or developing a mechanism to put plans into
action. And organizational structure

3. Leading (Influencing) means guiding the

activities of the organization members in
appropriate directions. Objective is to improve
productivity.
4. Controlling is a process by which a person, group, or
organization consciously monitors performance, comparing
with goals, takes corrective action, and feedback
6
 How to Manage
1. Market Planning
Marketing is the process of developing and
implementing a plan to identify, anticipate and satisfy
consumer demand, in such a way as to make a profit.

The two main elements of this plan are

a. market research to identify and anticipate customer
requirements and
b. the planning of an appropriate marketing mix to meet
these requirements.
7
2. Market Organization
Marketing is not about providing products or services it is
essentially about providing changing benefits to the changing
needs and demands of the customers.

Organization: a group of people who work together to achieve a

common goal, not possible to achieve individually.

Marketing organization provides a vehicle for making decision

on products, services, marketing channels, physical
distribution, promotion and prices. ....designing the marketing
organizational structure.

8
3. Market Leading

Leading the and directing marketing staffs on daily

bases with the appropriate incentives

9
4. Market Controlling… comparing…..
Market control is an attempt to achieve specified
economic goals through the deliberate manipulation
of factors such as supply, demand, pricing,
transportation, or taxation.

The aim of the marketing control systems is to evaluate

the results of the marketing plan so that corrective
action can be taken if performance does not match
the required objectives.

10
2. A simple marketing system

11
 3.Marketing Mix
• The marketing mix is a business tool used in
marketing and by marketing professionals.
• The marketing mix is often crucial when
determining a product or brand's offering, and
is often synonymous with the four Ps: price,
product, promotion, and place; in service
marketing.
• However, the four Ps have been expanded to
the Seven Ps or eight Ps to address the
different nature of services.

12
The 4 Ps of Marketing

Target
Customer

13
 The 7P marketing mix

The 7Ps components of the marketing mix must be aligned to the target market
The service blueprint is a technique used for service innovation

14
 Market MIX
• SERVICE PRODUCT
• PRODUCT PRODUCT
• PRICE PRICE
• PLACE PLACE
• PROMOTION PROMOTION
• PHYSICAL EVIDENCE PACKAGING
• PROCESS PACE
• PEOPLE PEOPLE

15
 The 8P marketing mix
Productivity &
Quality

16
 (1) Home Assignment
• Apply the 8 Ps concept on AMA university.
How to draw the details of each one of them.
• ………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
17
 4. What is a marketing network?
• A marketing network …… consists of the
company and its supporting stakeholders
with whom it has built mutually profitable
business relationships.

18
5. MARKETING MISCONCEPTIONS
• Catchy and entertaining advertisements

• Pushy sales people

• Famous brands and their celebrity spokespeople

• Marketing departments “own” marketing

initiative

19
1-19
Catchy and entertaining
advertisements

20
Pushy sales people

21
Famous brands and their celebrity
spokespeople

22
MARKETING MISCONCEPTIONS
1. Marketing is all about advertising.
2. Marketing is all about selling.
3. Marketing is inherently unethical and
harmful to society.
4. Only marketers who do marketing.
5. Marketing is just another cost center in a
firm.

23
1-23
 Behind the Misconceptions

• Marketing is Highly Visible by Nature

• Marketing is More Than Buzzwords (Slogans)

• one $ gets 10$ increase in revenues.

24
1-24
 6. Core Marketing Concepts
• Value is the ratio of the bundle of benefits a
customer receives from an offering compared
to the costs incurred by the customer in
acquiring that bundle of benefits.
(pay less and get more)
• Exchange occurs when a person gives up
something of value to them for something
else they desire to have.
25
1-25
 Conditions For exchange to take
place
• There must be at least two parties.
• Each party has something that might be of value to the
other party.
• Each party is capable of communication and delivery.
• Each party is free to accept or reject the exchange offer.
• Each party believes it is appropriate or desirable to deal
with the other party.
• Each party is better-off at the end

26
1-26
7. MARKETING’S ROOTS AND
EVOLUTION

27
1-27
 8. Main components of strategic
Marketing Strategy and Planning
• Marketing “Vision”
• Marketing “Mission”
• Marketing “Objectives”
• Marketing “Strategy”
• Marketing “Policies”
• Marketing “Procedures”
• Marketing “Rules”
• Marketing “ Programs”
• Marketing “Budget”
28
 Marketing Strategic Planning

• Business portfolio:
“the collection of businesses
and products that make up
the company.”
• Designing the business portfolio
is a key element of the strategic planning
process.

2- 29
 Marketing Strategic Planning
• Identify strategic
Portfolio Design business units (SBUs)
• Assess each SBU:
• Step 1: – The BCG growth-share
Analyze the current matrix classifies SBUs
business portfolio into one of four
categories using the:
• Step 2: • Market growth rate
Shape the future • SBU’s relative market
share within the
business portfolio market.
2- 30
Marketing Strategic Planning

BCG Growth-Share Matrix

High Question
Market Stars
Marks
Growth

Low Cash
Dogs
Market Cows
Growth

Low Relative High Relative

Market Share Market Share
2- 31
 Zara
River island
Mango
Gap
?
dead

CASH COWS dog

CMBA 723-Dr. Mansour Lotayif, AMA, 2017 32

 Product life cycle

saturation

decline

maturity

growth

introduction

CMBA 723-Dr. Mansour Lotayif, AMA, 2017 33

 Marketing Strategic Planning
• Determine the future
Portfolio Design role of each SBU and
choose the appropriate
• Step 1: resource allocation
strategy:
Analyze the current
– Build
business portfolio – Hold
• Step 2: – Harvest
Shape the future – Divest

business portfolio • SBUs change positions

over time
2- 34
 Marketing Strategic Planning

• Matrix approaches to formal

planning share many problems:
– Difficult, time-consuming, and costly
to implement.
– Focus only on current businesses.
– Too strongly emphasize market share
growth or growth via diversification.
2- 35
 Marketing Strategic Planning

• Designing the business portfolio also

involves:
– Developing strategies for growth by
identifying, evaluating, and selecting
promising new market opportunities.
• Product/market expansion grid
– Developing strategies for downsizing
the business portfolio.
2- 36
 (2) Assignment
• For car industry, apply these strategy to get a
Market competitive advantage
• ………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
……………………………………………………………………..

37
 Marketing Strategic Planning

Product/Market Expansion Grid

Existing Products New Products

Existing Market Product Development

Markets Penetration

New Market Development

Diversification
Markets

2- 38
 (3) Assignment
• Success Ladder Concept, how it works,
number of ladders and its benefits for your
business.
• ………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
………………………………………………………………………
……………………………………………………………………….
39
40
• 1. Who are your Customers
• 2. What do your customers care
about
• 3. How do customers perceive your
business
• 4. What content types do they like
• 5. What is the user journey

41