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