MARKETING MANAGEMENT

Why do we need to learn marketing management?

Can you sell these products Easily ?

How about these products?

Is there any difference in types of these products?

How about Marketing them?

How about their films ?

Learning Process of Marketing Facilitate Marketing of

Products PersonsServicesPlaces……..……..

Let us know more about marketing Process

There are 10 offerings which can be marketed

Can you name them?

MARKETING

PLACES

PERSONSGOODS

SERVICES

EXPERIENCES

EVENTS

PROPERTIES

ORGANISATIONS

INFORMATION

IDEAS

These can be marketed if there is a demand for them ?

What is Demand?

DEMANDSTATES

DEMANDSTATES

NEGATIVEDEMAND

NODEMAND

LATENTDEMAND

DECLININGDEMAND

Unwholesomedemand

OVERFULLDEMAND

FULLDEMAND

IRREGULARDEMAND

Types ofMarkets Business

Consumer

Nonprofit/Government

Global

Can we apply the same marketing process to these markets ?

Target marketsand

segmentation

Marketers &Prospects

Products orOffering

Value andSatisfaction

Relationship &Network

Exchange & Transactions

CompetitionMarketing

EnvironmentMarketingChannels

Needs, Wants &Demand

MarketingMix

Supply Chain

Marketing Concepts

CustomerDelivered

ValueTotal Customer

value

TotalCustomer

Cost

Productvalue

ServiceValue

Personalvalue

Imagevalue

Monetary cost

Time cost

Energycost

Psychiccost

MARKETINGMIX

PRODUCT

VarietyQualityDesignFeaturesBrandPackingSizesServicesWarrantiesReturns

PRICE

List priceDiscountsAllowancesP. PeriodCredit terms

PROMOTION

SalesAdvertisingSales forceP.R,SDirect mktg

PLACE

ChannelsCoverageAssortmentsLocationsInventoryTransport

Four P,s Four C,s

PRODUCT

PRICE

PLACE

PROMOTION

CUSTOMER SOL.

CUSTOMER COST

CONVENIENCE

COMMUNICATION

CompetingConcepts

Production

product

Selling

MARKETING SOCIETALMARKETING

PRODUCTION CONCEPT

•Concentrate on achieving high production efficiency, low cost & mass distribution

•Consumers prefers inexpensive items in Developing countries

•Used also in expanding Market

•Over Populated Counties-

• Inexpensive Toys, electronics

PRODUCT CONCEPT

•Consumers Favors quality, performance or innovative features

•Managers focus on producing superior Products

•Little or No Customer Input

•Rarely Examine Competitor's Product

•Management commit Better-mousetrap Leads To marketing Myopia

•HMT, Ambassador Car……

Marketing -myopia

•Ignoring The Demand ,Taste, Liking of Consumers

•Looking Into Mirror than looking out

•Colored and crooked perception of marketing

•Short sightedness about business

•Obsession with the product

•Inadequate understanding of market

SELLING CONCEPT

•Consumers & businesses if left alone, will not buy enough

•Undertake aggressive Selling & Promotion

•Consumers shows buying inertia until coaxed

•Many use it at the time of over capacity or Competition

• CONSUMER DURABLES

MARKETING CONCEPT

•More effective than competitors in creating, Delivering, and communicating superior customer Value

•Putting People First

•Fulfilling Buyers Needs

Customers may need

Stated…..an inexpensive mobile

Real……..operating cost be less

Unstated… good service

Delight…… gift from dealer

Secret….. esteem before friends

Factory Products Selling &Promotion

Profit throughSalesVolume

Start focus means ends

(a)The selling concept

Targetmarket

Customerneeds

Integratedmarketing

ProfitThroughCustomersatisfaction

(b) The marketing concept

Customer Concept

Starting Focus Means EndsPoint

Individualcustomer

Needs &

values

One To OneMktg

Integration

Growth through

CustomerShare/Loyalty

Lifetime/ Value

TM

MM

FRONT LINEPEOPLE

CUSTOMERS

CUSTOMERS

FRONT LINEPEOPLE

MM

TM

TraditionalOrganisational

chart

ModernOrganisational

chart

Factors leading to Marketing Concept

Sales decline

Slow growth

Changing buying patterns

Increasing competition

Increasing marketing expenditure

SOCIETAL CONCEPT

•Environment deterioration•Resource Shortages•Population Growth•Unhealthy Food

To determine the needs, wants and interest of the Target Market and deliver the desired Satisfaction that preserves the society's well being

RECENT SCENARIO OF THE SOCIETY

Environment

Terrorism

Corruption

Neglected Social Services

Poverty

Population Explosion

Working Couples

Work Place Exploitation

Marketing & Other Functions

A) MARKETING AS AN EQUAL FUNCTION

PRODUCTION FINANCE

MARKETING HUMAN RESOURCE

B) MARKETING AS A MORE IMPORTANT FUNCTION

PRODUCTION FINANCE

HUMAN RESOURCEMARKETING

C) MARKETING AS THE MAJOR FUNCTION

MARKETING

PRODUCTION

FINANCEHR

D)CUSTOMER AS THE CONTROLLING FUNCTION

CUSTOMER

PROD

FINC

HR

MK

G

CUSTOMER

MKG

MKG

MKG MKG

P

F

HR

E) CUSTOMER AS CONTROLLING& MKTG AS A INTEGRATIVE FUNCTION

Marketing

is a societal process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value with others

Marketing Management

is the process of planning and executing the conception, pricingdistribution and promotion of ideas, goods, services…that satisfy individual and organizational goals

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Prepare a summary of the topic on marketing-10 minutes any one can be asked to make a presentation………..