MARKETING

MANAGEMENT
FİGEN ÖCAL
Nişantaşı University
PhD. FİGEN HARAVON
[email protected]

2023

DR. Öğr. Üyesi FİGEN ÖCAL

 SYLLABUS?
• 1.week -Marketing Introduction,
• Definition of Marketing,
• Marketing five major value themes
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•
•
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First you should learn about the main idea and understanding of marketing
Second you get insights in different steps of the marketing management process and
Third, you learn someting about the decisions marketing managers have to made

DR. Öğr. Üyesi FİGEN ÖCAL

 What will we learn?
• 1. Learn to marketing.
• 2. Importance of customer value
• 3. How to process of marketing
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•
•
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4. How to develop of marketing strategies
5. What is the marketing mix
6. What is the marketing environment
• 7. Direct Marketing and Online Marketing

DR. Öğr. Üyesi FİGEN ÖCAL

 SYLLABUS?
• 2.week - Marketing goals and process,
• Marketing goals,
• Five-step model of the marketing process
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•
•
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3.week –Connecting With Customers
Creating Long-term Loyalty Relationships
Analyzing Consumer Markets
• 4.week - Analyzing Business Markets
• Tapping in the Global Markets
• 5.week Building Strong Brands
• Identifying Market Segments and Targets
• Brand Positioning DR. Öğr. Üyesi FİGEN ÖCAL
 SYLLABUS?
• 6.week
• Brand Equity
• Addressing Competition and Driving Growth
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•
•
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7.week –Marketing Management Creating Value
Product Strategy,
Designing and Managing Service
• 7.week –Mid Term
• 8.week -Introducing New Market Offerings
• Developing Pricing Strategies and Programs

DR. Öğr. Üyesi FİGEN ÖCAL

 SYLLABUS?
• 9.week -Delivering Value
• Marketing Mix (Marketing Channels )
• Managing Retailing, Wholesaling, and Logistics

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• 10.week –Communicating Value
• Marketing Mix (Marketing Communications )
• Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public
Relations
• 11.week –Communicating Value
• OnlineMarketing,
• 12.week –Communicating Value
• Direct Marketing,
• 13.week –Conducting Marketing Responsibility forLong-term Success
• 14.week –Final DR. Öğr. Üyesi FİGEN ÖCAL
FİGEN ÖCAL

DR. Öğr. Üyesi FİGEN ÖCAL

 Why is Marketing Important?
• Why is marke,ng important?
• What is the scope of marke,ng?
• What are some core marke,ng concepts?
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• FİGEN ÖCAL
How has marke,ng management changed in recent years?
What are the tasks necessary for successful marke,ng management?

DR. Öğr. Üyesi FİGEN ÖCAL

 Why is Marketing Important?

• Marketing is playing a key role in addressing those challenges. Finance, operations,

accounting, and other business functions won’t really matter without sufficient demand for

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products and services so the firm can make a profit. In other words, there must be a top line
for there to be a bottom line. Thus financial success often depends on marketing ability.

• Successful marketing builds demand for products and services

• Marketing builds strong brands and a loyal customer base, intangible assets that contribute
heavily to the value of a firm

DR. Öğr. Üyesi FİGEN ÖCAL

 What is Marketing?

• Marketing is about identifying and meeting human and social needs. One of the
shortest good definitions of marketing is “meeting needs profitably.” When

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Google recognized that people nedded to more effectively and efficiently access
information on the internet, it created a powerful search engine that organized and
prioritized queries. When IKEA noticed that people wanted good furnishings at
substantially lower prices, it created knockdown furniture. These two firms
demonstrated marketing savvy and turned a private or social need into a profitable
business opportunity.

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 What Marketing Management?

• The American Marketing Association offers the following formal definition:

Marketing is the activity, set of institutions, and processes for creating,

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communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.

• Thus we see marketing management as the art and science of choosing target
markets and getting, keeping, and growing customers through creating, delivering,
and communicating superior customer value.

DR. Öğr. Üyesi FİGEN ÖCAL

 Marketing Introduction

• Marketing as The process by which companies

create value for customers and build strong
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customer relationships in order to capture value
from customers in return

DR. Öğr. Üyesi FİGEN ÖCAL

 Marketing Introduction

• Marketing can be defined as the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value

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for customers, clients, partners, and society at large. Marketing activities
center on an organization’s efforts to satisfy customer wants and needs with
products and services that offer competitive value.

DR. Öğr. Üyesi FİGEN ÖCAL

 Marketing Mix

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product, price,

promo,on place,

DR. Öğr. Üyesi FİGEN ÖCAL

 Marketing Introduction
• Marketing is of interest to everyone, whether they are marketing
• goods,
• services,

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• persons,
• places,
• events,
• information,
• ideas,
• organizations.

DR. Öğr. Üyesi FİGEN ÖCAL

 Who Markets?
• A marketer is someone who seeks a response—attention, a
purchase, a vote, a donation—from another party, called the
prospect.

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• Marketers are skilled at stimulating demand for their products, but
that’s a limited view of what they do. Eight demand states are
possible:

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 Customer Markets?
• Consumer Markets Companies selling mass consumer goods and services such as juices, cosmetics,
athletic shoes, and air travel spend a great deal of time establishing a strong brand image by developing a
superior product and packaging, ensuring its availability, and backing it with engaging communications
and reliable service.

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• Business Markets Companies selling business goods and services often face well-informed professional
buyers skilled at evaluating competitive offerings. Business buyers buy goods to make or resell a product
to others at a profit
• Global Markets Companies in the global marketplace must decide which countries to enter; how to enter
each (as an exporter, licenser, joint venture partner, contract manufacturer, or solo manufacturer); how to
adapt product and service features to each country; how to price products in different countries; and how to
design communications for different cultures. They face different requirements for buying and disposing of
property; cultural, language, legal and political differences; and currency fluctuations. Yet, the payoff can
be huge.
• Nonprofit and Governmental Markets Companies selling to nonprofit organizations with limited
purchasing power such as churches, universities, charitable organizations, and government agencies need
to price carefully.
DR. Öğr. Üyesi FİGEN ÖCAL
 Marketing and Value
• Marketing can also be thought of as a set of activities and processes that, along with product design,
manufacturing, and transportation logistics, comprise a firm’s value chain. Decisions at every

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stage, from idea conception to support after the sale, should be assessed in terms of their ability to
create value for customers

• Value = Benefits/Price (money, time, effort, etc.)

• The marketing mix is integral to the equation because benefits are a combination of the product, the
promotion, and the distribution.

DR. Öğr. Üyesi FİGEN ÖCAL

 Thanks
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@dijitalinsan

DR. Öğr. Üyesi FİGEN ÖCAL