MARKETING

MANAGEMENT
Why do we need to learn marketing management?
Can you sell these products Easily ?
How about these products?
Is there any difference in types of these products?
How about Marketing them?
How about their films ?
Learning Process of Marketing Facilitate Marketing of

Products
Persons
Services
Places
……..
……..
Let us know more about marketing Process
There are 10 offerings which can be marketed

Can you name them?

 PERSONS PROPERTIES
GOODS

ORGANISATIONS
SERVICES
MARKETING

INFORMATION
EXPERIENCES

PLACES IDEAS
EVENTS
These can be marketed if there is a
demand for them ?

What is Demand?
NEGATIVE NO DEMAND
LATENT DECLINING
STATES
DEMAND DEMAND DEMAND DEMAND

DEMAND
STATES

IRREGULAR FULL OVERFULL Unwholesome

DEMAND DEMAND DEMAND demand
 Consumer

Nonprofit/ Types of
Government
Business
Markets

Global
Can we apply the same marketing process to these markets ?
 Marketing Concepts

Marketing Marketing
Competition Environment Channels

Target markets
and Needs, Wants & Relationship &
segmentation Demand Network

Marketers & Exchange &

Marketing
Prospects Transactions
Mix

Products or Value and

Offering Supply Chain Satisfaction
 Customer
Delivered
Value
Total Total
Customer Customer
value Cost

Product Monetary
value cost

Service Time
Value cost

Personal Energy
value cost
Image Psychic
value cost
 MARKETING
MIX

PLACE
PRODUCT

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

CUSTOMER SOL.
PRODUCT
CUSTOMER COST
PRICE
CONVENIENCE
PLACE
COMMUNICATION
PROMOTION
 product

Selling
Competing
Concepts

Production

MARKETING SOCIETAL
MARKETING
 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

 PRODUCT CONCEPT

•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……

 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

 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
 MARKETING CONCEPT

•More effective than competitors in creating, Delivering, and

communicating superior customer Value

•Putting People First

•Fulfilling Buyers Needs

 Customers may need

Stated…..an inexpensive mobile

Real……..operating cost be less

Unstated… good service

Delight…… gift from dealer

Secret….. esteem before friends

Start focus means ends

Profit
Factory Products Selling & through
Promotion Sales
Volume
(a)The selling concept

Profit
Target Customer Integrated Through
market needs marketing Customer
satisfaction

(b) The marketing concept

 Customer Concept

Starting Focus Means Ends

Point

Growth
One To through
Needs Customer
Individual One Share/
customer
& Mktg Loyalty
values Integration Lifetime/
Value
 Traditional CUSTOMERS
TM
Organisational
chart
FRONT LINE
MM PEOPLE

MM
FRONT LINE
PEOPLE Modern
Organisational
chart
TM
CUSTOMERS
Factors leading to Marketing Concept

Sales decline

Slow growth

Changing buying patterns

Increasing competition

Increasing marketing expenditure

 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
RECENT SCENARIO OF THE SOCIETY

Environment

Terrorism

Corruption

Neglected Social Services

Poverty

Population Explosion

Working Couples

Work Place Exploitation

Marketing &
Other Functions
A) MARKETING AS AN EQUAL FUNCTION

PRODUCTION FINANCE

MARKETING HUMAN
RESOURCE
B) MARKETING AS A MORE IMPORTANT FUNCTION

PRODUCTION FINANCE

HUMAN RESOURCE
MARKETING
C) MARKETING AS THE MAJOR FUNCTION

PRODUCTION

MARKETING

HR
FINANCE
D)CUSTOMER AS THE CONTROLLING FUNCTION

CUSTOMER

HR
E) CUSTOMER AS CONTROLLING& MKTG AS A
INTEGRATIVE FUNCTION

P
MKG

MKG
CUSTOMER MKG F

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