1. MARKETING
MANAGEMENT

2. Why do we need to learn marketing management?

3. Can you sell these products Easily ?

4. How about these products?

5. Is there any difference in types of these products?

6. How about Marketing them?

7. How about their films ?

8. Products Persons Services Places ……..
Learning Process of Marketing Facilitate Marketing of
Products
Persons
Services
Places
……..

9. Let us know more about marketing Process

10. There are 10 offerings which can be marketed
Can you name them?

11. PERSONS PROPERTIES GOODS ORGANISATIONS SERVICES INFORMATION
IDEAS
GOODS
SERVICES
EXPERIENCES
EVENTS
MARKETING
PLACES

12. These can be marketed if there is a demand for them ?
What is Demand?

13. DEMAND STATES DEMAND STATES Unwholesome demand NEGATIVE DEMAND NO
LATENT
DEMAND
DECLINING
DEMAND
DEMAND
STATES
DEMAND
STATES
IRREGULAR
DEMAND
FULL
DEMAND
OVERFULL
DEMAND
Unwholesome
demand

14. Consumer
Nonprofit/
Government
Types of
Markets
Business
Global

15. Can we apply the same marketing process to these markets ?

16. Marketing Concepts Competition Marketing Environment Target markets
Channels
Target markets
and
segmentation
Needs, Wants &
Demand
Relationship &
Network
Marketers &
Prospects
Exchange &
Transactions
Marketing
Mix
Value and
Satisfaction
Products or
Offering
Supply Chain

17. Customer
Delivered
Value
Total
Customer
value
Total
Customer
Cost
Monetary
cost
Product
value
Time
cost
Service
Value
Personal
value
Energy
cost
Image
value
Psychic
cost

18. MARKETING MIX PLACE Channels Coverage PRICE Assortments Locations
PRODUCT
Variety
Quality
Design
Features
Brand
Packing
Sizes
Services
Warranties
Returns
PLACE
Channels
Coverage
Assortments
Locations
Inventory
Transport
PRICE
List price
Discounts
Allowances
P. Period
Credit terms
PROMOTION
Sales
Advertising
Sales force
P.R,S
Direct mktg

19. Four P,s Four C,s CUSTOMER SOL. PRODUCT CUSTOMER COST PRICE
CONVENIENCE
COMMUNICATION
PRODUCT
PRICE
PLACE
PROMOTION

20. Selling product Production SOCIETAL MARKETING Competing Concepts

21. 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

22. PRODUCT CONCEPT HMT, Ambassador Car……
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……

23. 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

24. 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

25. MARKETING CONCEPT
More effective than competitors in creating, Delivering, and communicating superior customer Value
Putting People First
Fulfilling Buyers Needs

26. Stated…..an inexpensive mobile Real……..operating cost be less
Customers may need
Stated…..an inexpensive mobile
Real……..operating cost be less
Unstated… good service
Delight…… gift from dealer
Secret….. esteem before friends

27. Start focus means ends Profit through Selling & Sales Factory Products
Volume
Selling &
Promotion
Factory
Products
(a)The selling concept
Profit
Through
Customer
satisfaction
Target
market
Customer
needs
Integrated
marketing
(b) The marketing concept

28. Customer Concept Needs & values Starting Focus Means Ends Point
Growth
through
Customer
Share/
Loyalty
Lifetime/
Value
Individual
customer
Needs
&
values
One To
One
Mktg
Integration

29. Traditional
Organisational
chart
CUSTOMERS TM
FRONT LINE
PEOPLE MM MM
FRONT LINE
PEOPLE
Modern
Organisational
chart TM
CUSTOMERS

30. Factors leading to Marketing Concept
Sales decline
Slow growth
Changing buying patterns
Increasing competition
Increasing marketing expenditure

31. SOCIETAL CONCEPT To determine the needs, wants and interest
of the Target Market and deliver the desired
Satisfaction that preserves the society's
well being
Environment deterioration
Resource Shortages
Population Growth
Unhealthy Food

32. RECENT SCENARIO OF THE SOCIETY
Environment
Terrorism
Corruption
Neglected Social Services
Poverty
Population Explosion
Working Couples
Work Place Exploitation

33. Marketing &
Other Functions

34. A) MARKETING AS AN EQUAL FUNCTION
FINANCE
PRODUCTION
MARKETING
HUMAN
RESOURCE

35. MARKETING B) MARKETING AS A MORE IMPORTANT FUNCTION PRODUCTION FINANCE
HUMAN RESOURCE
MARKETING

36. C) MARKETING AS THE MAJOR FUNCTION
PRODUCTION
MARKETING HR
FINANCE

37. D)CUSTOMER AS THE CONTROLLING FUNCTION
PROD
CUSTOMER
FINC
MKG HR

38. F P CUSTOMER HR MKG MKG E) CUSTOMER AS CONTROLLING& MKTG AS A
INTEGRATIVE FUNCTION P
MKG
CUSTOMER F
MKG
MKG
MKG HR

39. 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

40. Marketing
Management
is the process of planning and executing the conception, pricing
distribution and promotion of ideas, goods, services…that satisfy individual and organizational goals

41. ???

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