World of Management

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World of Management Marketing Perspectives
Dr Patrick Butler Associate Professor
(Marketing)
Term 2 - 2008
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• What business are we in?
• By asking a seemingly simple question, we come to
  understand the critical importance of a customer
  orientation
• Thus, Parker Pen is in the gift business
• So are many confectionery producers
• Greek Island holidays compete with window
  replacement firms
• Motion Picture companies are in the entertainment
  business
• Holiday marketers may think of themselves as
  being in
• preventative healthcare
• Cosmetics companies are marketing hope
• The key is understanding the philosophical, as
  well as the functional, dimensions of Marketing
• Marketing is more than what Marketing does

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Marketing Management Systems Processes
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Managing the Key Marketing Variables The
Marketing Mix
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Marketing Dept Other Depts Senior Mngt
Communications Products Services Channels
Internal Marketing
Integrated Marketing
Holistic Marketing
Socially Responsible Marketing
Relationship Marketing
Ethics Environment Legal Community
Customers Channels Partners
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• MARKETING
• Course Objectives
• to recognise the role of the marketing
  orientation in management thinking and
  application
• to develop an overview of the nature of markets
  in a dynamic, global, information-intensive
  environment
• to understand the important concepts, processes
  and managerial frameworks of marketing
• to practice the application of tools and
  techniques for marketing analysis, planning,
  implementation and evaluation, and
• to explore the changing nature of marketing
  management theory and practice.