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1. MARKETING
MANAGEMENT
Defining Marketing For The 21st Century

2. IMPORTANCE OF MARKETING
 Financial success often depends on Marketing ability due to
sufficient demand for products and services so that
companies can make profit.
 Newly empowered customers and new competitors make
organizations to rethink their business models.
 Therefore, the right decisions on new products, prices,
promotion mix budgets, and sales force from short term
sales to long term relationship.

3. THE SCOPE OF MARKETING
 Marketing is typically seen as the task of Creating,
Communicating and Delivering goods and services to
stakeholders
 Marketing is about identifying and meeting human and
social needs
 One of the shortest definition of marketing is “Meeting
Needs Profitably”
 Marketers analyzes what each party expects from
transaction
 Marketers are skilled at managing demand. They seek to
influence the level, timing and composition of demand

4. WHAT IS MARKETED?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Places
 Organizations
 Information
 Ideas

5. POSSIBLE DEMAND MARKET
STATES
Negative Demand
Nonexistent Demand
Latent Demand
Declining Demand
Irregular Demand
Full Demand
Overfull Demand
Unwholesome Demand

6. COMPANY ORIENTATION TOWARDS
MARKETPLACE
 The Production Concept : Consumers will prefer products that are
widely available and inexpensive
 The Product Concept : Consumers prefer those products that
offers the most quality, performance and innovative features
 The Selling Concept : The organization must undertake an
aggressive selling and promotion offers
 The Marketing Concept : A company being more effective than
competitors in Creating, Communicating and Delivering superior
customer value.
 The Holistic Marketing Concept : This concept is based on the
development, design and implementation of marketing processes
and activities that recognizes their breadth and
interdependencies.

7. FUNDAMENTAL MARKETING
CONCEPTS
 Needs : Basic human requirements
 Wants : Specific object that might specify the need
 Demands : Wants for specific products backed by ability
 Target Markets : Marketer need to identify market needs and
develop products accordingly
 Segmentation : Marketers divides market into segments to
focus on market
 Offering (Set of benefit) and Brand (Product association and
identity)
 Value reflects perceived benefits and costs to customer and
satisfaction estimates product performance and expectations

8. FUNDAMENTAL MARKETING
CONCEPTS
 Marketing Channels : Communication Channel (Internet),
Distribution Channel (Wholesaler), Service Channel (Banks,
Insurance) etc.
 Supply Chain : Longer channel from raw material to final
products that are carried to final buyers. It represents the
value delivery starts from procurement, R &D, production,
marketing channels bringing products to customers.
 Competition : As rivals offering and subtitles that a buyer
must consider.
 Marketing Environment : Consist of task environment i.e.
company with integrated marketing, suppliers distributors,
target customers & competitors and broad environment i.e.
demographic, economic, physical, technological, political-legal,
social- cultural

9. RELATIONSHIP MARKETING
 Relationship Marketing aims to build mutually satisfying long-term
relationship with key constituents in order to earn and
retain their business.
 Key constituents for relationship marketing are Customers,
Employees, Marketing Partners (channels, suppliers,
distributors, dealers and agencies) and Members of the
financial community (shareholders, investors, analysts)
 The ultimate outcome of Relationship Marketing is a unique
company asset called Marketing Network.

10. THANK YOU