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1、MODULE 1,INTRODUCTION TO MARKETING,MARKETING CURRICULUM,WHAT IS MARKETING?,Marketing refers to the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.American Marketin
2、g Association,AMA revised definition (2004),Marketing is an organizational function and 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.,INTRODUCTION,3 BRAND MIX MANAGEME
3、NT,4 CHANNEL DEVELOPMENT,5 PROMOTIONS,7 IN-TRADE EXECUTION,1UNDERSTANDING MARKETING (In order to perform 3 8),6FORMULATING MARKETING STRATEGIES (Strategy underpins KPI achievement),2MARKET INTIMACY (CONSUMER INSIGHTS),The marketing process involves,Understanding the organizations vision/purpose and
4、the role marketing plays in realizing that vision/purpose Setting marketing goals Understanding the current situation Identifying the organizations competitive advantage Developing a marketing strategy Designing performance measures Implementing the marketing strategy Evaluating marketing efforts an
5、d adapting,Purpose,Alignment of marketing with organisational purpose is imperative,A BASIC MARKETING SYSTEM,NEED STATES FOR BEVERAGES,Exchange of value,Satisfaction of needs,Loyalty,Functional needs,Emotional needs,WHATS IN IT FOR US?,5 key performance indicators (KPIs),Unit case volume growth Per
6、capita consumption Transaction growth Revenue growth Net contribution,DEMAND CREATION PROCESS,BOTTLER MARKETING CAPABILITIES,DEMAND CREATION CAPABILITIES,MARKETINGS ROLE IN THE VALUE CHAIN,APPROACHES TO MARKETING,MODULE 1 SUMMARY,Marketing ought to be driven by a philosophy the marketing concept To
7、facilitate profitable exchange with consumers we must create value by building need satisfying brands To achieve that and execute the marketing process we utilise four capabilities: market intimacy, product mix management, channel management and promotions Marketing places the consumer at the centre
8、 of its decision-making,MODULE ONE OUTCOMES,LEARNING OUTCOMESAt the end of this module, learners will be able to:Describe marketing and the marketing process. Understand the link between need states, value creation, exchange and consumer satisfaction. Demonstrate an understanding of the bottler value chain and describe the role that Marketing can play at each stage Describe the Marketing process at the bottler Link the Marketing Key Performance Indicators to capabilities and the Marketihg process Differentiate between a marketing/consumer orientation and a sales orientation to marketing,
