MARKETING MANAGEMENT
Module I
Marketing – Nature and scope- Marketing as the
central function of an organization-
Evolution of Marketing- Marke...
References
1. Kotler Philip & Keller Kevin, Marketing
Management, Pearson Education, India
2. Czinkota Micheal. R & Ronkai...
Marketing
Meeting needs profitably
To deliver a high standard of living
Result in a customer who is ready to buy
• Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating , offeri...
What is marketed?
• Goods.
• Services.
• Events.
• Experiences.
• Persons.
• Places.
• Properties.
• Organizations.
• Info...
Definition of 'Marketing'
• American Marketing Association:
An organizational function and a set of
processes for creating...
MARKETING MANAGEMENT
• Art and science of choosing target markets
and getting keeping and growing customer
through creatin...
Nature of marketing
• Process
• Flow of ideas , goods and services
• Exchange and transactions
• Customer satisfaction
• G...
Importance of marketing
• Helps the organization in planning
• Establish balance in demand and supply
• Helps to establish...
Functions of marketing
• Exchange functions
• Physical distribution or supply functions
• Facilitating functions
Concepts in Marketing
Organisations conduct their marketing activity
based on the competing concepts;
1. The Exchange concept
2. The Production ...
1. The Exchange concept
 holds that the exchange of a product between
the seller and the buyer is the central idea of
mar...
2. The Production concept
 Consumers prefer those products that are
widely available and low in cost.
 concentrate on ac...
3. The Product concept
 holds that consumers favour those products
that offer the most quality, performance or
innovative...
4. The Selling (Sales)concept
 holds that consumers, if left alone, will not
buy enough of the products.
 aggressive sel...
5. The Marketing Concept
 holds that the key to achieve organisational
goals consists in determining the needs and
wants ...
4 pillars of marketing concept;
1. Target market: define it clearly
2. Customer needs: customer oriented thinking
3. Integ...
6. The Customer concept
 Provide separate offers, services and messages
to individual consumers.
 collect information on...
Profitable growth
through capturing
customer
share, loyalty, and
lifetime value
One-to-one
marketing
integration and
value...
7. The Societal marketing concept
(humanistic or ecological marketing)
 holds that the organisation’s task is to determin...
ADIDAS- community projects
o Avoiding under age employees
o Sports events sponsorship
o Supporting the construction of spo...
8. The Holistic marketing concept
 based on the development of design, and
implementation of marketing programs, processe...
Holistic
marketing
Social
responsibility
marketing
Internal
marketing
Integrated
marketing
Relationship
marketing
Evolution of marketing
Stages in the history of marketing
• The Trade Era
• The Production Orientation Era
• The Sales Ori...
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M m intrdn

  1. 1. MARKETING MANAGEMENT
  2. 2. Module I Marketing – Nature and scope- Marketing as the central function of an organization- Evolution of Marketing- Marketing as Creating, Communicating and Delivering –Value- Value chain – Customer satisfaction as the end of the value chain- Marketing Environment – Internal and External environment- Marketing Research- Marketing Information System.
  3. 3. References 1. Kotler Philip & Keller Kevin, Marketing Management, Pearson Education, India 2. Czinkota Micheal. R & Ronkainen IIkka. International Marketing, Cengage Learning. 3. Ramaswamy V.S & Namakumari. S Marketing Management – Global Perspective, Indian Context, , MacMillan. 4. Kotler Philip, Keller Kevin, Koshy Abraham & Jha Mithileshwar Marketing Management – A South Asian Perspective, Pearson Education.
  4. 4. Marketing Meeting needs profitably To deliver a high standard of living Result in a customer who is ready to buy
  5. 5. • Marketing is a societal process by which individuals and groups obtain what they need and want through creating , offering , and freely exchanging products and services of value with others
  6. 6. What is marketed? • Goods. • Services. • Events. • Experiences. • Persons. • Places. • Properties. • Organizations. • Information. • Ideas.
  7. 7. Definition of 'Marketing' • American Marketing Association: 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
  8. 8. MARKETING MANAGEMENT • Art and science of choosing target markets and getting keeping and growing customer through creating, delivering and communicating superior customers value.
  9. 9. Nature of marketing • Process • Flow of ideas , goods and services • Exchange and transactions • Customer satisfaction • Goal oriented
  10. 10. Importance of marketing • Helps the organization in planning • Establish balance in demand and supply • Helps to establish a communication system between the producer and the consumer • Ensuring maximum production at minimum cost • Makes goods available to buyers at competitive prices • Improve standard of living • Economic development of the country
  11. 11. Functions of marketing • Exchange functions • Physical distribution or supply functions • Facilitating functions
  12. 12. Concepts in Marketing
  13. 13. Organisations conduct their marketing activity based on the competing concepts; 1. The Exchange concept 2. The Production concept 3. The Product concept 4. The Selling concept 5. The Marketing concept 6. The Customer concept 7. The Societal marketing concept 8. The Holistic marketing concept
  14. 14. 1. The Exchange concept  holds that the exchange of a product between the seller and the buyer is the central idea of marketing.  Exchange covers the distribution aspect and the price mechanism
  15. 15. 2. The Production concept  Consumers prefer those products that are widely available and low in cost.  concentrate on achieving high production efficiency and wide distribution coverage.  consumer oriented markets
  16. 16. 3. The Product concept  holds that consumers favour those products that offer the most quality, performance or innovative features.  focus on superior products and continuously improving them.  Leads to “marketing myopia”- focus on the product rather than on the customer’s need. (Prof. Theodore Lewitt)
  17. 17. 4. The Selling (Sales)concept  holds that consumers, if left alone, will not buy enough of the products.  aggressive selling and promotional effort. E.g. unsought goods- encyclopedia, insurance  Inside-out perspective Starting point Focus Means Ends Profits through sales volume Selling and promotion ProductsFactory
  18. 18. 5. The Marketing Concept  holds that the key to achieve organisational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.  customer centered (outside-in perspective) Starting point Focus Means Ends Profits through customer satisfaction Integrated marketing Customer needs Target market
  19. 19. 4 pillars of marketing concept; 1. Target market: define it clearly 2. Customer needs: customer oriented thinking 3. Integrated marketing: Sales force, advertising, customer service, product management, marketing research (Internal and external marketing) 4. Profitability: achieve the organisation goals.
  20. 20. 6. The Customer concept  Provide separate offers, services and messages to individual consumers.  collect information on each customer’s past transactions, demographics, psychographics, a nd media and distribution preferences.  achieve profit through capturing a large share of each customer’s expenditures.  building high customer loyalty and focusing on customer lifetime value.
  21. 21. Profitable growth through capturing customer share, loyalty, and lifetime value One-to-one marketing integration and value chain Customer needs and values Individual customer The Customer Concept Starting point Focus Means Ends
  22. 22. 7. The Societal marketing concept (humanistic or ecological marketing)  holds that the organisation’s task is to determine the needs, wants and interests of target markets and to deliver the satisfactions more effectively and efficiently than competitors in a way that enhances the consumer’s and society’s well being. focuses on;  company profits  consumer want satisfaction and  Public interest  Build social and ethical considerations
  23. 23. ADIDAS- community projects o Avoiding under age employees o Sports events sponsorship o Supporting the construction of sports grounds o Support for local community sports o Better pay for local workers in UDC’s Coca Cola’s community programs are; Local water supply Community developments like sports
  24. 24. 8. The Holistic marketing concept  based on the development of design, and implementation of marketing programs, processes and activities, that recognizes their breadth and interdependencies. Four elements are;  relationship marketing (Customers, channels, partners)  integrated marketing (communications, products and services, channels)  internal marketing  social responsibility marketing (ethics, environment, legal, community)
  25. 25. Holistic marketing Social responsibility marketing Internal marketing Integrated marketing Relationship marketing
  26. 26. Evolution of marketing Stages in the history of marketing • The Trade Era • The Production Orientation Era • The Sales Orientation Era • The Marketing Orientation Era • The Relationship Marketing Era • The Social Marketing Era

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