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Presentation on marketing management

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  • 1. Presentation on Marketing Management Presented by: N.N.V. Krishna kanth I MBA ALIET
  • 2. AGENDA • Needs • Wants • Demands • Market • Marketing • Concepts of Marketing • Sales force management
  • 3. • Needs: – Felt deprivation • Wants: – Form of needs shaped by culture and personality • Demands: – Wants backed by buying power • Value: – Benefits gained versus costs of obtaining product • Satisfaction: – Degree of meeting consumer’s expectations
  • 4. • Exchange: – Trade of value between parties • Transaction: – Two things of value – Agreed-upon conditions – Time/place of agreement • Relationship: – Creating and maintaining relationships. • Market: – Set of actual or potential buyers
  • 5. MARKETING • According to American marketing Association “Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user”. • According to Philip kotler, “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and feely exchanging products and services of value with others”.
  • 6. Concepts of Marketing • Production concept • Product concept • Sales concept or Selling concept • Marketing concept • Societal marketing concept
  • 7. Production Concept • Its one of the oldest concepts. Assumption: • According to production concept the underlying assumption is that consumer will prefer products that are widely available and inexpensive. Focus: • Achieving high production efficiency. • Low costs • Mass distribution Drawback: • Customer doesn’t always buy products which are in expensive and easily available.
  • 8. Product Concept Assumption: • The underlying assumption of this concept is that the buyers can appraise the quality, features and performance of the product. Focus: • Making superior products. • Improving the products over time. Drawback: • Customers may not buy a product just because it is of high quality unless they need it. Example: • Hair dye.
  • 9. Sales or Selling Concept Assumption: • Selling concept holds the view that the consumers if left alone, will ordinarily not buy the company’s products unless aggressive selling and promotion effort are made. Focus: • A thorough and vigorous marketing strategy in order to convince consumers. Drawbacks: • Seller relies on buyer manipulation. • All buyers cannot be manipulated and a buyer cannot be manipulated many times.
  • 10. Marketing Concept • Developed in mid 1950’s. Assumptions: • Policies and programs must be customer oriented. Focus: • It is mainly focused on the customer needs of the target market. Drawback: • It has led to many social and environmental ills like pollution, drug abuse etc.
  • 11. Societal Marketing Concept • It includes social goals in the need of satisfaction process. – Determine needs/wants of target markets – Deliver desired satisfactions – More efficiently and effectively – Maintain or improve consumer’s and society’s well- being
  • 12. Sales Force Management • Sales force management: the analysis, planning, implementation, and control of sales force activities. • Sales force structure: – Territorial sales force structure – Product sales force structure – Customer sales force structure – Complex sales force structure • Other issues: – Outside sales force – Inside sales force – Team selling
  • 13. • Recruiting: finding a pool of qualified applicants from which to make a selection decision – Sources: internal, competitors, suppliers, educational institutions, employment agencies, classified ads, and websites • Selection: choosing the candidate with the highest probability of success in the position – Methods: intelligence/personality testing, interviews, role play exercises, references, and background checks
  • 14. • Training: investing in the human capital of the company, helping sales people to become more productive employees – Objectives of training can be to learn: • Company history and culture • Products and their application • Selling skills such as prospecting, questioning, closing, and time and territory management
  • 15. Supervising Salespeople • Supervision is used to direct and motivate salespeople • Companies will vary in how closely they supervise their salespeople • Tools used: – Call reports and plans – Time-and-duty analysis – Sales force automation systems • Motivating salespeople: – Organizational climate – Sales quotas – Sales meetings – Reward systems
  • 16. Evaluating Salespeople • Measuring performance and providing feedback • Information collected and used for evaluation purposes: – Sales reports – Expense reports – Call reports • Territory reviews may be conducted to discuss performance • Standards of performance need to be clearly articulated to salespeople • Focus on behaviour

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