Understanding Marketing Management Defining Marketing for the 21 st  Century
The Importance of Marketing <ul><li>Purpose of Business </li></ul><ul><li>Financial success </li></ul><ul><li>Demand for P...
The Scope of Marketing <ul><li>What is Marketing? </li></ul><ul><li>How it works? </li></ul><ul><li>What is Marketed? </li...
What is Marketing? Marketing  is an organizational function and a set of processes for creating,  communicating, and deliv...
What is Marketing Management? Marketing   management  is the art and science   of choosing target markets  and getting, ke...
How it Works? Exchange and Transactions <ul><li>There are at least two parties. </li></ul><ul><li>Each party has something...
What is Marketed? <ul><li>Goods </li></ul><ul><li>Services </li></ul><ul><li>Events  </li></ul><ul><li>Experiences </li></...
Who Markets? – Marketers Demand States <ul><li>Negative </li></ul><ul><li>Nonexistent </li></ul><ul><li>Latent </li></ul><...
Markets <ul><li>Manufacturer Markets </li></ul><ul><li>Resource Markets </li></ul><ul><li>Intermediary markets </li></ul><...
Key Customer Markets <ul><li>Consumer Markets </li></ul><ul><li>Business Markets </li></ul><ul><li>Global Markets </li></u...
Happening Changes <ul><li>Changing Technology </li></ul><ul><li>Globalization </li></ul><ul><li>Deregulation </li></ul><ul...
Company Orientation <ul><li>Production Concept </li></ul><ul><li>Product concept </li></ul><ul><li>Selling Concept </li></...
Marketing Mix and the Customer <ul><li>Four Ps </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place <...
Core Concepts <ul><li>Needs, wants, and demands </li></ul><ul><li>Target markets, positioning, segmentation </li></ul><ul>...
Marketing Management Tasks <ul><li>Developing marketing strategies </li></ul><ul><li>Capturing marketing insights </li></u...
Thank you
Upcoming SlideShare
Loading in...5
×

Fundamentals of marketing

17,405

Published on

2 Comments
38 Likes
Statistics
Notes
No Downloads
Views
Total Views
17,405
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
2
Likes
38
Embeds 0
No embeds

No notes for slide

Transcript of "Fundamentals of marketing"

  1. 1. Understanding Marketing Management Defining Marketing for the 21 st Century
  2. 2. The Importance of Marketing <ul><li>Purpose of Business </li></ul><ul><li>Financial success </li></ul><ul><li>Demand for Products or service </li></ul><ul><li>CMO Concept </li></ul><ul><li>Rethink of Business Model </li></ul><ul><li>Jack Welch’s “Change or Die” </li></ul><ul><li>Right Decision making </li></ul><ul><li>E.g., NIRMA Washing powder </li></ul>
  3. 3. The Scope of Marketing <ul><li>What is Marketing? </li></ul><ul><li>How it works? </li></ul><ul><li>What is Marketed? </li></ul><ul><li>Who does the Marketing? </li></ul>
  4. 4. What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
  5. 5. What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
  6. 6. How it Works? Exchange and Transactions <ul><li>There are at least two parties. </li></ul><ul><li>Each party has something that might be of value to the other party. </li></ul><ul><li>Each party is capable of communication and delivery. </li></ul><ul><li>Each party is free to reject the exchange offer. </li></ul><ul><li>Each party believes it is appropriate or desirable to deal with the other party. </li></ul>
  7. 7. What is Marketed? <ul><li>Goods </li></ul><ul><li>Services </li></ul><ul><li>Events </li></ul><ul><li>Experiences </li></ul><ul><li>Persons </li></ul><ul><li>Places </li></ul><ul><li>Properties </li></ul><ul><li>Organizations </li></ul><ul><li>Information </li></ul><ul><li>Ideas </li></ul>
  8. 8. Who Markets? – Marketers Demand States <ul><li>Negative </li></ul><ul><li>Nonexistent </li></ul><ul><li>Latent </li></ul><ul><li>Declining </li></ul><ul><li>Irregular </li></ul><ul><li>Unwholesome </li></ul><ul><li>Full </li></ul><ul><li>Overfull </li></ul>
  9. 9. Markets <ul><li>Manufacturer Markets </li></ul><ul><li>Resource Markets </li></ul><ul><li>Intermediary markets </li></ul><ul><li>Consumer Markets </li></ul><ul><li>Government Markets </li></ul>
  10. 10. Key Customer Markets <ul><li>Consumer Markets </li></ul><ul><li>Business Markets </li></ul><ul><li>Global Markets </li></ul><ul><li>Nonprofit and Government Markets </li></ul><ul><li>Marketplace, Marketspace and Metamarket </li></ul>
  11. 11. Happening Changes <ul><li>Changing Technology </li></ul><ul><li>Globalization </li></ul><ul><li>Deregulation </li></ul><ul><li>Privatization </li></ul><ul><li>Customer Empowerment </li></ul><ul><li>Customization </li></ul><ul><li>Intense Competition </li></ul><ul><li>Industry Convergence </li></ul><ul><li>Retail transformation </li></ul><ul><li>Disintermediation </li></ul>
  12. 12. Company Orientation <ul><li>Production Concept </li></ul><ul><li>Product concept </li></ul><ul><li>Selling Concept </li></ul><ul><li>Marketing concept </li></ul><ul><li>Holistic marketing concept </li></ul><ul><li>Relationship marketing </li></ul>
  13. 13. Marketing Mix and the Customer <ul><li>Four Ps </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>Four Cs </li></ul><ul><li>Customer solution </li></ul><ul><li>Customer cost </li></ul><ul><li>Convenience </li></ul><ul><li>Communication </li></ul>
  14. 14. Core Concepts <ul><li>Needs, wants, and demands </li></ul><ul><li>Target markets, positioning, segmentation </li></ul><ul><li>Offerings and brands </li></ul><ul><li>Value and satisfaction </li></ul><ul><li>Marketing channels </li></ul><ul><li>Supply chain </li></ul><ul><li>Competition </li></ul><ul><li>Marketing environment </li></ul><ul><li>Marketing planning </li></ul>
  15. 15. Marketing Management Tasks <ul><li>Developing marketing strategies </li></ul><ul><li>Capturing marketing insights </li></ul><ul><li>Connecting with customers </li></ul><ul><li>Building strong brands </li></ul><ul><li>Shaping market offerings </li></ul><ul><li>Delivering value </li></ul><ul><li>Communicating value </li></ul><ul><li>Creating long-term growth </li></ul>
  16. 16. Thank you

×