Professional Documents
Culture Documents
CONCEPTS
WHAT IS MARKETING ?
PETER DRUCKER
A SIMPLE MARKETING SYSTEM
Communication
Industry Market
Money
Information/Feedback
WHAT IS MARKETING MANAGEMENT
?
Marketing Management is the analysis,
planning, implementation and control of
programs designed to create, build and
maintain beneficial exchanges and
relationships with target markets for the
purpose of achieving Organisational
objectives.
WHAT IS MARKETING
MANAGEMENT ?
Marketing management is demand
management or it involves the task of
influencing the level, timing and
composition of demand. At times the
actual demand level may be below,
equal to, or above the desired demand
level and the major task of marketing
management is to regulate the level of
demand.
STATE OF DEMAND AND MARKETING
TASK
Orientation Stage
COMPANY ORIENTATION FOR
MARKETING ACTIVITIES
Company
Value
Disadvantaged
VEL
Area
Perceived C
Price E B D
A Value Advantaged Area
Production Finance
CUSTOMER
Marketing Personnel
MARKETING AS THE INTEGRATIVE
FUNCTION
Production
Marketing
CUSTOMER
Personnel Finance
THREE LEVELS OF MARKETING
Responsive Marketing
Anticipative Marketing