Marketing management for dummies b.v.raghunandan

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  • 1. Marketing Management for Dummies- B.V.Raghunandan, SVS College, Bantwal.
    ITI Students ,MSME, Mangalore,
    February 4, 2011
  • 2. Marketing Management-what is it…..
    Study of the market for intended products
    Understanding the target customers
    Approach to customers
    Developing relevant product features
    Establishing effective channels of distribution
    Suitable promotion of the product
    Regular collection of market information
    Post Sale customer satisfaction
  • 3. Market Study
    Size of the market
    Sustainability of demand
    Level of competition
    Social acceptance
    Environmental clearance
    Government policy
    Scalability of the demand
  • 4. Understanding the Target Group
    Income level
    Lifestyles
    Demographic profile
    Geographic spread/concentration
    Frequency of consumption
    Likely changes in tastes
    Creation of identities
  • 5. Approach to Customers
    Production concept
    Product concept
    Sales concept
    Marketing concept
    Societal concept
  • 6. Developing Relevant Product Features
    Branding
    Packaging
    Performance
    Price
    Promotion
    Distribution
    Service Centers
    Grievance Redressal
  • 7. Channels of Distribution
    Direct channel
    Use of wholesaler
    Wholesaler and retailer
    Agent middleman
    Franchisees
  • 8. Channel Strategies
    Salesmanship
    Joint-venture
    Franchise
    Take-over
    Joint marketing
    Portals
    Taking stake
    Outsourcing
  • 9. Promotion: Advertisement Media
    Newspapers
    Magazines & Journals
    Postal Covers
    Radio
    TV
    Internet
    Outdoor Advertisement
  • 10. Sales Promotion
    Rebates
    Lottery Schemes
    Trade-off
    Festival offers
    Sale or Return offer
    Demonstration
    Bonus offer
  • 11. Promotion: Others
    Sponsorship of events
    Publicity with a social cause
    Social advertisement
    Infrastructure Development
    At the point of sales
    Exhibitions
  • 12. Regular Collection of Market Information
    Dealers
    Market Reports
    Customer contact programmes
    Salesmen
    Competitors reports
    Demographic studies
    Opinions of analysts
  • 13. After-Sale Customer Service
    Installation
    Home Delivery
    Demonstration
    Training Programmes
    Maintenance
    Warranty
    Relationship marketing
  • 14. THANK YOU