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MBA Marketing Management

Session 01

Introduction To Marketing &

Marketing Management

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Session Outline

What is marketing?

What is the marketing concept?

How has marketing developed?

What are the functions of marketing?

What are the roles of marketingmanagement?

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What is Marketing?

Marketing is the managementprocess responsible for identifying,anticipating, and satisfying

customer requirements profitably. Marketing is the process of planningand executing the conception,pricing, promotion, and distribution

of ideas, goods, and services tocreate exchange and satisfyindividual and organisationalobjectives.

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What is Marketing Management?

Marketing management is the art andscience of choosing target markets and

getting, keeping and growing customersthrough creating, delivering and

communicating superior customer value

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How has Marketing developed?

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Production

Selling

Marketing

Product

Ethical and SustainableMarketing

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What is Sustainable Marketing?

Sustainable marketing is theestablishment, maintenance, and

enhancement of customerrelationships so that the objectives ofthe parties involved are met without

compromising the ability of futuregenerations to achieve their ownobjectives.

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Customer Needs & Wants

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Need Want

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What Can Be Marketed?

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Services

Products

Events

Experiences

People

Places

Ideas

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The Role Of Marketing

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Value CustomerRelationshipsCustomer

Loyalty

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The Marketing Environment

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Suppliers

Intermediaries

Customers

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The Importance Of Marketing

the business enterprise h s two and onlythese two basic functions: marketing and

innovation. Marketing and innovation produceresults; all the rest are costs.

Peter Drucker)

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Marketing Management Responsibilities

Identifying & understandingcustomer needs

Creating value Satisfying customer needs

Building strong brands Strategic vision

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The Marketing Mix 7 Ps

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The Scope Of Marketing

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Consumer goods

Non-profitmarketingeMarketing

Service goodsSmall business

marketing

Internationalmarketing

B2B goods

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The Changing Marketing World

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Hyper-Competition

Globalization

New Technologies

Industry convergence

Changes in Retailing

Disintermediation

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Consumers Are Changing Too

Online 24/7 Access to information Price comparisons More demanding

Greater voice More influence

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Session Re-Cap Can You Explain?

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What is marketing?

What is the marketing concept?

How has marketing developed? What are the functions of marketing?

What are the roles of marketingmanagement?