Marketing management
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Marketing management

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Marketing management Marketing management Presentation Transcript

  • Various marketing management philosophies and concepts Presented by Anusha Adhikar
  • Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
  • The art and science of choosing target markets and building profitable relationships with them.  Requires that consumers and the marketplace be fully understood.  Aim is to find, attract, keep, and grow customers by creating, delivering, and communicating superior value.
  • A marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors.
  •  The Production Concept Consumers will favor products that are available and highly affordable.  The Product Concept Consumers will favor products that offer the most quality, performance, and features.  Selling Concept Consumers will not buy enough of the organization’s products unless the organization undertake a large-scale selling and promotion effort.
  •  The Marketing Concept Achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.  The Societal Concept The organization should determining the needs, wants and interests of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do in a way that maintains or improve the consumer’s and society’s well being.
  •  Relationship marketing: the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.