... New Marketing Concept,” MarketingManagement 3, no. 1 (1994): 8–16. See
also Ajay Menon and Anil Menon, “Enviropreneurial Marketing Strategy: The Emergence
of Corporate Environmentalism as Marketing ... McKitterick, “What Is the MarketingManagement Concept?” The Frontiers of
Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82;
Fred J. Borch, The Marketing Philosophy ... Business Life, The Marketing Concept: Its
Meaning to Management, Marketing series, no. 99 (New York: American Management
Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,”...
... biện minh cho marketing?
5. Hãy thảo luận sự phân biệt giữa marketing như là một triết lý và marketing như là
một phòng ban chức năng.
6. Những ý nghĩa về tổ chức của việc xem marketing là ... đổi chính bản chất của marketing và buộc các công ty tái xác định vai trò của
marketing.
Nghĩa của marketing sẽ tiếp tục tiến hóa, và việc thực hành nó cũng vậy. Ví dụ,
marketing trực tiếp ... quả, đề nghị marketing sẽ
luôn được
Chương trình Giảng dạy Kinh tế Fulbright Marketing Địa phương Quản lý Marketing trong thế kỷ 21
Hà Nội, tháng 11/2004 Chương 1: Nhập môn quản lý Marketing...
... Architecture
4
ENTERPRISE MARKETING MANAGEMENT
what are often creative exercises. It’s this discipline that is at the
heart of enterprise marketingmanagement (EMM) and the new
science of marketing.
To begin, ... way to address this gap is enterprise marketing management
(EMM).
Enterprise because this approach to marketing is simply too
important to be left only to marketing. What could be more impor-
tant ... making and marketing
investments. The term investment (rather than expense) connotes the
way that marketing should function. Just as you should think twice
12
ENTERPRISE MARKETING MANAGEMENT
...
... strategies
Core strategies
can be assessed
can be assessed
by examining
by examining
marketing
marketing
communications.
communications.
The value
The value
proposition in
proposition ... developing a
value proposition and appropriate
value proposition and appropriate
marketing implementation decisions.
marketing implementation decisions.
–
–
Allows firms to be proactive and
Allows ... defined by the
Competition is best defined by the
customer, rather than by the marketing
customer, rather than by the marketing
manager, as implied in the following
manager, as implied in the...
... Selling
Miscellaneous
Miscellaneous
Mix Elements
Mix Elements
Direct marketing forms:
Direct marketing forms:
–
–
Telemarketing
Telemarketing
–
–
Direct
Direct
-
-
mail marketing
mail marketing
–
–
Direct sales
Direct sales
–
–
Internet
Internet
Key ... advertising and direct mail.
9 - 23
Advertising Management
Advertising Management
Advertising is a major marketing
Advertising is a major marketing
communications expense:
communications ...
stressing a concept called integrated
marketing communications (IMC), in
marketing communications (IMC), in
which the marketing manager does not
which the marketing manager does not
think of...
... Efficiency control
IV. Strategic control
Top management
Middle management
Marketing
controller
Line and staff
management
Marketing
controller
Top management
Marketing auditor
To examine whether
the ... marketing
performance.
34
The marketing audit examines six major marketing components:
(1) the macroenvironment and task environment, (2) marketing strategy,
(3) marketing organization, (4) marketing systems, (5) marketing ... the company must carry out internal
marketing as well as external marketing. External marketing is marketing directed at
people outside the company. Internal marketing is the task of hiring, training,...
... services.
3. Planning marketing programs. To transform marketing strategy into marketing pro-
grams, marketing managers must make basic decisions on marketing expenditures,
marketing mix, and marketing allocation. ... marketing
performance.
34
The marketing audit examines six major marketing components:
(1) the macroenvironment and task environment, (2) marketing strategy,
(3) marketing organization, (4) marketing systems, (5) marketing ... McKitterick, “What Is the MarketingManagement Concept?” The Frontiers of
Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82;
Fred J. Borch, The Marketing Philosophy...
... Efficiency control
IV. Strategic control
Top management
Middle management
Marketing
controller
Line and staff
management
Marketing
controller
Top management
Marketing auditor
To examine whether
the ... services.
3. Planning marketing programs. To transform marketing strategy into marketing pro-
grams, marketing managers must make basic decisions on marketing expenditures,
marketing mix, and marketing allocation. ... McKitterick, “What Is the MarketingManagement Concept?” The Frontiers of
Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82;
Fred J. Borch, The Marketing Philosophy...
... Efficiency control
IV. Strategic control
Top management
Middle management
Marketing
controller
Line and staff
management
Marketing
controller
Top management
Marketing auditor
To examine whether
the ... McKitterick, “What Is the MarketingManagement Concept?” The Frontiers of
Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82;
Fred J. Borch, The Marketing Philosophy ... Business Life, The Marketing Concept: Its
Meaning to Management, Marketing series, no. 99 (New York: American Management
Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,”...
... contacts.
–
–
More effective than mass
More effective than mass
marketing.
marketing.
•
•
Every aspect of the marketing mix can
Every aspect of the marketing mix can
be customized to appeal to the needs ... market segmentation
Benefits of market segmentation
–
–
More efficient than mass marketing.
More efficient than mass marketing.
•
•
Less money is wasted on low
Less money is wasted on low
probability ...
differently toward the product.
differently toward the product.
•
•
Different marketing elements (price, etc.)
Different marketing elements (price, etc.)
can be used to effectively reach different...
... differences between consumer
and industrial marketing.
and industrial marketing.
Market segmentation for marketing to
Market segmentation for marketing to
organizations.
organizations.
Understanding ... another organization, it
is called
is called
organizational marketing,
organizational marketing,
industrial marketing,
industrial marketing,
and since the
and since the
Internet boom of the ...
successful.
successful.
5 - 16
Who Are the Customers?
Who Are the Customers?
Marketing Research Implications
Marketing Research Implications
–
–
Data Collection
Data Collection
•
•
Little primary...
... observe changes in
behavior caused by changes in
behavior caused by changes in
marketing variables or other
marketing variables or other
factors in the marketplace.
factors in the marketplace.
”
”
3 ... purchasing behavior
3 - 2
Key Learning Points
Key Learning Points
The scope of marketing research activities
The scope of marketing research activities
Where to find secondary sources of
Where ... to find secondary sources of
information
information
Primary sources of marketing research
Primary sources of marketing research
information
information
Developing estimates of market...
... upon
being focused upon
1 - 27
Marketing Manager
Marketing Manager
’
’
s Job
s Job
The Marketing Plan
The Marketing Plan
–
–
Written marketing plans:
Written marketing plans:
•
•
Are easy ...
ultimate responsibility for marketing
ultimate responsibility for marketing
1 - 29
Marketing Manager
Marketing Manager
’
’
s Job
s Job
The Marketing Plan
The Marketing Plan
–
–
Typically ...
developed by marketing managers
developed by marketing managers
1 - 10
Marketing Philosophies
Marketing Philosophies
Sales
Sales
Technology
Technology
Marketing
Marketing
Customer
Customer
Little...