CourseOutline_BBA-211-MM_Week1_LectureNotes.pdf

marketing management

1. Marketing Management
Recap - Key Marketing Concepts
Ms Sarah Yousaf

2. Textbook
The core textbook required for this course is:
Philip Kotler and Kevin Keller. Marketing Management. 14th ed. Prentice Hall

3. What is Marketing?

5. Success or Failure?
Nature of Service: Casual Dining
Nature of Failure:
Cultural differences1.
Segmentation & Targeting 2.
Pricing strategy3.

8. What is Marketed

9. The 7 questions
Suppose you are the Sales Manager of “TGI Fridays” located
in Centaurus
And your restaurant is facing a selling problem.
Diagnose the problem! Come up with 7 questions that you will
ask yourself to deal with this!

10. The 7 questions
Who are our customers and how do we serve them?1.
How do we define our market?2.
Which market segment do we serve?3.
What is our marketing mix?4.
Where is the lifecycle stage of our products?5.
What is our leverage relative to the price-cost position?6.
What is our investment stance in our product market?7.

11. Investment stance in product market

12. BCG matrix of NESTLE (example)

15. 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

16. Questions