MARKETING MANAGEMENT

INTRODUCTION

Old Civilization – from Adam & Eve

Who is the smartest marketer?

Ancient Civilization – Barter – X-deal

 INTRODUCTION

Marketing Management is the process of overseeing and planning

new product development, advertising, promotion and sales.

It is the management process which identifies customer wants,

anticipates their future wants,& then goes about satisfying them

profitably.
 INTRODUCTION

Marketing management is the organizational discipline which

focuses on the practical application of marketing orientation,

techniques and methods inside enterprises and organizations

and on the management of a firm's marketing resources and

activities.
 INTRODUCTION

Marketing Management
(as defined by the American Marketing Association -AMA)

Marketing is the activity, set of institutions and process of creating,

communicating, delivering and exchanging offerings that have
value for customers, clients, partners and society at large.
 INTRODUCTION

Dr. Philip Kotler (American Marketing Author)

Father of Modern Marketing

Marketing is the science and art of exploring,

creating, communicating
and delivering value
to satisfy the needs of a
target market at a profit.
 INTRODUCTION

Dr. Philip Kotler (American Marketing Author)

Father of Modern Marketing

Marketing identifies unfulfilled needs and desires.

It defines, measures and quantifies the size of the
identified market and the profit potential.
8 PS IN MARKETING OR MARKETING MIX

PURPOSE
 PRODUCT

Any item of value,

it could be services,
a company or any entity
or an individual.
Brand
 PRICE

The Value of product

Cost of Goods
Mark Up
Discounts
 PLACE

Location
Business Address
Province or City
Accessibility
 PROMOTION

Tri-Media (Print Advertisement, TV and Radio Ads)

Flyers
Sponsorship
Tie-ups
Product Demo
Sampling
 PEOPLE
Who is in charge ?
Top Management
Middle Management
Rank & File
Stakeholders
Customers
 PROCESS

Procedure
Step by step instruction
The logistics needed
PHYSICAL EVIDENCE
Layout
Merchandising
Category
C Create (Product Management)
C Communicate (Brand Management)
D Deliver the (Customer Management)
V Value to the (Price Management)
T Target Market at a
P Profit (Financial Management)

MANTRA OF MARKETING