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Engineering Management: Marketing

The document discusses marketing and provides definitions, concepts, and frameworks related to marketing. It defines marketing as the process of anticipating, identifying, and satisfying customer needs profitably. It also discusses marketing approaches like production and selling. Additionally, it outlines the marketing decision process and components of a marketing strategy, including the marketing mix and promotional influences on customers such as advertising, personal selling, branding, and more. Finally, it discusses marketing planning cycles involving SWOT analysis, planning, implementation, and control.

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Marina Avalin
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93 views53 pages

Engineering Management: Marketing

The document discusses marketing and provides definitions, concepts, and frameworks related to marketing. It defines marketing as the process of anticipating, identifying, and satisfying customer needs profitably. It also discusses marketing approaches like production and selling. Additionally, it outlines the marketing decision process and components of a marketing strategy, including the marketing mix and promotional influences on customers such as advertising, personal selling, branding, and more. Finally, it discusses marketing planning cycles involving SWOT analysis, planning, implementation, and control.

Uploaded by

Marina Avalin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Engineering Management

Marketing

What do you Associate with


Marketing?
Advertising
Selling
Promotion
Packaging
The customer

Definition:

Marketing is the management process


of anticipating, identifying and
satisfying customers needs profitably

Market research

i pod

iPhone 6

Tracy Island

Star Wars helmet

Talking Elmo

Upsy Daisy

Nerf N Strike Stampede

Buzz Lightyear Jet Pack

Lego City Airport

Marketing

Marketing is concerned with attempting


to reduce risk by applying formal
techniques systematically to assess the
situation and develop the companys
response to it.

Why adopt a marketing


approach?
What other approaches are there?
Production
Selling

Virtuous Circle of Marketing

The Marketing Decision


Process

Objectives
The market
Market segments
The target
The needs, wants, desires
External attitude influences
The benefits
The competition
The strategy

Components of the strategy:

The Marketing Mix (4 Ps)


Product
Price
Place (Distribution)
Promotion
Premises/Physical evidence
Procedures
Personnel (7 Ps)

The Marketing Mix

The Marketing Decision


Process

The strategy
Tactics
Review

Promotional Influences on the


customer:

Word of mouth

Word of Mouth

Promotional Influences on the


customer:
Word of mouth
Sales promotion

Sales promotion

Promotional Influences on the


customer:
Word of mouth
Sales promotion
Public relations

Public relations

Promotional Influences on the


customer:
Word of mouth
Sales promotion
Public relations
Merchandising

Merchandising

Promotional Influences on the


customer:
Word of mouth
Sales promotion
Public relations
Merchandising
Direct marketing

Junk Mail

Promotional Influences on the


customer:
Word of mouth
Sales promotion
Public relations
Merchandising
Direct marketing
Internal Marketing
Exhibitions

Internal Marketing

Exhibition

Promotional Influences on the


customer:

Corporate Image

Promotional Influences on the


customer:
Corporate Image
Packaging

Packaging

Promotional Influences on the


customer:
Corporate Image
Packaging
Sponsorship

Sponsorship

Promotional Influences on the


customer:
Corporate Image
Packaging
Sponsorship
Advertising

Advertising

Promotional Influences on the


customer:
Corporate Image
Packaging
Sponsorship
Advertising
Personal selling

Personal selling

Promotional Influences on the


customer:
Corporate Image
Packaging
Sponsorship
Advertising
Personal selling
Branding

Branding

The Marketing Planning Cycle


SWOT
Plan
Implement
Control

The Marketing Planning Cycle

SWOT
Strengths
Weaknesses
Opportunities
Threats

Example (Fitness Fanatic)

SWOT analysis

Marketing Plan Framework

See handout

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