Company LOGO Management of pharmaceutical marketing
Company name We define marketing management as the analysis, planning, implementation and control of programmes designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Thus, marketing management involves managing demand, which in turn involves managing customer relationships.
Company name Marketing management
Company name Marketing management philosophies
Company name The production concept The production concept holds that consumers will favour products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. This concept is one of the oldest philosophies that guides sellers.
Company name The production concept The production concept is a useful philosophy in two types of situation. The first occurs when the demand for a product exceeds the supply. Here, management should look for ways to increase production. The second situation occurs when the product's cost is too high and improved productivity is needed to bring it down.
Company name The product concept Another important concept guiding sellers, the product concept, holds that consumers will favour products that offer the most quality, performance and innovative features, and that an organization should thus devote energy to making continuous product improvements.
Company name The selling concept Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale selling and promotion effort. The concept is typically practised with unsought floods - those that buyers do not normally think of buying, such as encyclopaedias and funeral plots. These industries must be good at tracking down prospects and convincing them of product benefits.
Company name The marketing concept The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. Surprisingly, this concept is a relatively recent business philosophy.
Company name Marketing & Sales Concepts Contrasted
Company name Marketing & Sales Concepts Contrasted The selling concept and the marketing concept are frequently confused. The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company's existing products and calls for heavy selling and promotion to obtain profitable sales. It focuses on customer conquest - getting short-term sales with little concern about who buys or why. In contrast, the marketing concept takes an outside-in perspective. It starts with a well-defined market, focuses on customer needs, co-ordinates all the marketing activities affecting customers and makes profits by creating long-term customer relationships based on customer value and satisfaction.
Company name The societal marketing The societal marketing concept holds that the organization should determine the needs, wants and interests of target markets. It should then deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well-being. The societal marketing concept is the newest of the five marketing management philosophies.
Company name The societal marketing concept
Company name Strategic Planning and the Marketing Process
Company name
Strategic Planning Process
Company name Mission statement
Company name Designing the business portfolio
Company name Analyzing Current SBU’s: Boston Consulting Group Approach
Company name Analyzing Current SBU’s: GE Strategic Business-Planning Grid
Company name Developing Growth Strategy
Company name Product/ Market expansion grid
Company name Marketing’s role in strategic planning
Company name The Marketing Process
Company name Marketing Mix – The four P’s
Company name Managing the marketing effort
Company name Elements of marketing plan
Company name Marketing implementation
Company name Marketing Control
Company name Marketing Audits
Company name THANK YOU FOR ATTENTION!