What to say about marketing in 5 minutes? I tried

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MARKETING
• THE 5 MINUTES LECTURE...
At MDIS Tashkent
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The Agenda:
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Minute ‘1: What Is Marketing – Discussion (supposed)
The traditional approach
Minute ‘3: Where on the organisation does Marketing live?
What Is Marketing’s objective?
Minute ‘4: How to get there?
The empathy map
Perceptual Map
Minute ‘5: Do Like Hublot watches

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What is Marketing?
Your thoughts:

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What is Marketing?
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The traditional approach:
According to Philippe Kottler
“Satisfying needs and wants through an exchange process”
“The management process responsible for identifying , anticipating and
satisfying customer requirements profitably”
According The Chartered Institute of Marketing
“An organizational function and a set of processes for creating, communicating,
and delivering VALUE to customers and for managing customer relationships in
ways that benefit the organization and its stakeholders.
According to the American Marketing Association, 2007

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What is Marketing?
The traditional approach:
Common elements: Customer –needs and wants-
Common parties: Market – Customers – Product / service - Companies

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What is Marketing?
So it is about: Consumers
What they want - need
Company
What you say you
Have for them
How you
will deliver All in the middle to fill the gap

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Where on the organisation does Marketing live?
Strategy
Marketing
Operations

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What is Marketing objective
Marketing objective is
Selling Awareness Prestige Volume Penetration
Maximize returns to shareholders by developing relationships with valued costumers
and creating competitive advantage in the long term. –Peter Doyle, 2002-
Strong companies (brands) operate by building layers of value that make
them less vulnerable to competition

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How to get there
Lets have a wider view of it:

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How to get there
This includes the Marketing Mix
The famous 4 P’s
Product
Promotion
Place
Price
Plus
People
Physical evidence
Process
The famous Seven P’s

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Considering
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Brand
Personality
Brand
Experience
Satisfaction
Loyalty
Sensory
Affective
Intellectual
Behavioural
Brakus et al 2009
How to get there

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In a simple view:
How to get there

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Do Like Hublot watches
Hublot Big bang series; USD $30,000

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Jean’Claude Biver: In english you say Big bang, in french you say Big
bang, in chinesse you say Big bang, there are few magic words that
make communication easier! FIND YOUR IDENTITY
brand identity of explosion, energy and power
Do Like Hublot watches
Diego
Maradona
Hublot – Ferrari
Partnership

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Conclusion
Marketing:
Offers the right product,
To the right “targeted” customers
At a right price for them
Considering the Value the get from it
At a cost that makes your company profitable
Social Emotional Functional

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Customer
Value
The Central Principles of Market Analysis
& Marketing Management
To be continued
Conclusion