Work the
Big Six
Marketing Functions
Marketing
LAP 1
Objectives
Explain the marketing
functions.
Discuss the importance of
each marketing function.
Explain the marketing
functions.
• Many team activities
• Success dependent upon
team members
• Same in marketing
• Success dependent upon
marketing functions
What Is Marketing?
The activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients,
partners, and society at large
Marketing’s Goal
To attract the
target customer to
the business
What Are the
Marketing Functions?
• Interrelated activities working
together to get products from
producers to customers
 Product/Service
management
 Marketing-information
management
 Pricing
What Are the
Marketing Functions?
• Interrelated activities working
together to get products from
producers to customers
 Channel management
 Promotion
 Selling
Product/Service
Management
• Obtains, develops,
maintains, and improves
a product/service mix
• Plans, directs, and controls
a product’s life cycle
Product/Service
Management
• Generates ideas for new
products
• Improves or updates existing
products
• Removes products from the
market
Marketing-Information
Management
Gathers, accesses,
synthesizes, evaluates, and
disseminates information
Pricing
• Determines and adjusts
prices to:
 Maximize return
 Meet customers’
perceptions of value
Channel
Management
• Identifies, selects, monitors,
and evaluates sales channels
• Puts products in the
customers’ hands
Promotion
• Communicates information
about goods, services,
images, and/or ideas to
achieve a desired outcome
• Informs, persuades, or
reminds customers about a
business and/or its products
• Uses a variety of methods to
communicate with customers
Selling
• Determines client needs
and wants
• Responds through planned,
personalized communication
• Influences purchase
decisions
• Enhances future business
opportunities
• Provides customers with the
products they want
Discuss the
importance of each
marketing function.
Marketing Functions’
Important Roles
• To carry out a business’s
marketing plan
• To attract the target customer
to the business
Importance of
Product/Service Management
• Must offer products that
customers want and need
• Helps to determine the
business’s image/brand
Importance of MarketingInformation Management
• Prevents guessing
• Helps businesses to:
• Learn about their
customers
• Predict the future
• Find out if customers
are satisfied
Importance
of Pricing
• Affects how well a product
will sell
• Impacts how much profit
the business will make
• Must set prices customers
are willing to pay
Importance
of Pricing
• Must cover costs
• Helps decide when to
adjust prices
Importance of
Channel Management
• Gets products from producers
to customers
• Makes products available
when and where customers
want to buy
• Determines which channel
members should do what
Importance
of Promotion
• Tells customers about products
• Generates product demand
• Helps create the business’s image
Importance
of Selling
• Involves contact with
customers
• Meets customers’ needs
• Sells customers the most
appropriate products
• Benefits businesses,
customers, and society
• Last product purchased
• Effects of marketing
functions on buying
decision
• Pure and Natural diapers are:
 Advertised as:
 Containing organic
cotton
 Being hypoallergenic
 Including Aloe and
Vitamin E
• Pure and Natural diapers are:
 Seen as:
 Good way to go green
• Pure and Natural diapers are:
 Maybe not so “natural”
because they:
 Are disposable
 Will still end up in
landfills some day
• Obligation to give customers
“whole truth,” even if it
doesn’t support diapers’ pure
and natural brand?
Acknowledgments
Original Developers:
Christopher C. Burke,
April J. Miller, MBAResearch
Version 2.0
Copyright © 2012
MBA Research and Curriculum Center
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