Managing Marketing Processes_Seminar 1

Seminar 1
Managing Marketing Processes
---
Introduction – Understanding
Marketing Management
Robin Teigland
Master of General Management
Stockholm School of Economics
September 4, 2013

Who am I? (LinkedIn Inmaps)
SS
E
IFL
Industry
Research
Wharton
Stanford
McKinsey
SSE MBA

Course Description
 Multi-method
 Lectures, Presentations, Cases, and External Guests
 Individual Assignments (55%)

Readings and questions for external guests for each class (P/F)

Individual participation (10%)

Final Exam (45%)
 Group Assignments (45%)

Seminar Hand-ins and Cases (P/F)

Marketing Plan Presentations and Report (40%)

Live Case Integration Module (5%)
 Active learning and shared responsibility
 Open dialogue and discussion in and outside of class
 Information sharing and appropriate use of internet inside/outside class

Google docs, slideshare, twitter, etc.

www.plagiarism.org
 Active groupwork – pull your weight
5

Marketing Plan Group Assignment
 Assume role of “marketing manager” and select
existing Swedish company within specified industry
 Develop marketing plan for product/service not
currently offered by your company to be launched on
Swedish market
 Completely new-to-the-world or new to your company
 Must be able to access financial data for company in
order to integrate with “Using Accounting Reports”
 Write comprehensive marketing plan profiling
competitive strategy to bring that product/service to
Swedish market
6

Exercise
 8 volunteers are needed
8

9
What is a marketing course about?

The Strategy Hierarchy
10
Where should
we compete?
How should
we compete?

What is Marketing?
Copyright © 2011 Pearson Education, Inc.
Publishing as Prentice Hall
Marketing is 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.

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.
1-12

Selling is only the tip of the iceberg
13
There will always be need for some selling.
But the aim of marketing is to make selling superfluous.
The aim of marketing is to know and understand the
customer so well that the product or service fits him and
sells itself. Ideally, marketing should result in a customer
who is ready to buy. All that should be needed is to make
the product or service available.
Peter Drucker

What is Marketed?
1-15
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas

1-16
Key Customer Markets
 Consumer markets
 Business markets
 Global markets
 Nonprofit/Government markets

Figure 1.1 A Simple Marketing System
1-17

Company Orientations
1-18
Production
Product
Selling
Marketing

Marketing is about engagement
https://www.youtube.com/watch?v=qngURElbkP4
19

Holistic Marketing
1-20

Relationship Marketing
1-21
Customers
Employees
Marketing Partners
Financial
Community

Internal Marketing
Internal marketing is the task of
hiring, training, and motivating able employees
who want to serve customers well.
1-22

Performance Marketing
1-23
Financial
Accountability
Social
Responsibility
Marketing

Types of Corporate Social Initiatives
 Corporate social marketing
 Cause marketing
 Cause-related marketing
 Corporate philanthropy
 Corporate community involvement
 Socially responsible business practices
1-24

The Marketing Mix
1-25

The New Four Ps
1-26
Processes
People
Programs
Performance

Core Marketing Concepts
 Needs, wants, and
demands
 Target markets,
positioning,
segmentation
 Offerings and brands
 Value and
satisfaction
 Marketing channels
 Supply chain
 Competition
 Marketing
environment
 Marketing planning
1-27

Types of Needs
1-28
Stated
Real
Unstated
Delight
Secret

Target Markets, Positioning & Segmentation
1-29

Offerings and Brands
1-30

Value and Satisfaction
1-31

Marketing Channels
1-32
Communication
Distribution
Service

Marketing Environment
1-33
Demographic Economic
Socio-cultural
EnvironmentalTechnological
Political-legal

Major Societal Forces
 Network information
technology
 Globalization
 Deregulation
 Privatization
 Heightened competition
 Industry convergence
 Retail transformation
 Disintermediation
 Consumer buying power
 Consumer participation
 Consumer resistance
1-34

Figure 1.1 A Simple Marketing System
1-35

Today’s Assignment
 What is Marketing Management? (1-2 slides)

Based on the course readings, your previous experience,
and potentially other sources, develop your own
definition of marketing management.

What are the relationships between marketing
management and the concepts of vision, mission,
strategy, and business model?
36

Today’s Assignment
 What is the Marketing Manager’s role? (1-2
slides)

Based on the course readings, your previous experience,
and potentially other sources, develop your own
understanding of the role of the Marketing Manager.

What core skills does the Marketing Manager need and
how do these differ from those of the CEO and other
managers in an organization?
37

Core concepts in strategy
 Mission
 Purpose: Why we exist
 Vision
 What we want to be
 Values
 What we believe in and how we behave
 Strategy
 Single precise competitive game plan that will drive
the business over the next five years or so
 Objective (ends), scope (domain), and advantage
(means) that require trade-offs
38
Collis & Rukstad, 2008

39
Making choices
 Strategy is about choosing what NOT to do:
 Which customers not to serve
 What products or services not to offer
 Which activities not to perform
Strategy is about NOT being all things to all people
Porter

Strategy ≠ Business Model
 Business model (Magretta, 2002)
 Describes, as a system, how the pieces of a business
fit together.
 Does not factor in one critical dimension of
performance: competition
 Reflection of a realized strategy
40
Every organization has a business model . [it] makes
some choices, which have consequences. [But] not every
organization has a strategy - a plan of action for different
contingencies that may arise. (Casadesus et al. 2010)

The Strategy Hierarchy
41
Where should
we compete?
How should
we compete?

42
What are the tasks of a
Marketing Manager?

Marketing Management Tasks
 Develop market strategies and plans
 Capture marketing insights
 Connect with customers
 Build strong brands
 Shape market offerings
 Deliver value
 Communicate value
 Create long-term growth
1-43
What is missing?

Roleplay
 You have just been recruited as the new marketing
manager for Stockholm School of Economics.
 You would like to request a 15% increase in the
marketing budget and the President has asked you to
justify this request.
 Prepare 3 slides explaining the role of marketing within
your organization and discuss how and why a 15%
increase in the marketing budget would benefit the
organization.
44

For Review
 Why is marketing important?
 What is the scope of marketing?
 What are some fundamental marketing
concepts?
 How does marketing fit into the overall
organization?
 What are the tasks necessary for successful
marketing management?
1-45

Managing Marketing Processes_Seminar 1

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