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Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
Session 1   MG 220 BBA - 9 Aug 10
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Session 1 MG 220 BBA - 9 Aug 10

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Class Presentation for BBA Marketing Management Class …

Class Presentation for BBA Marketing Management Class

Session 1
9 Aug 2010

Published in: Business
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  • 1. Part 1: Understanding Marketing Management
    > Importance of Marketing
    > Scope of Marketing
    > Company orientation toward the marketplace
    Class Presentation | Session 1 | 9 Aug 2010
  • 2. Importance of MarketingWhy it is required
    Financial success & Marketing ability
    Making the right decision
    Simple?
    Skillful marketing: A never-ending pursuit
    MG 220 Marketing Management
    2
  • 3. Scope of MarketingWhat is Marketing
    Some definitions:
    “Meetingneedsprofitably”
    AMA: “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”
    MG 220 Marketing Management
    3
  • 4. Scope of MarketingWhat is Marketing
    Some definitions (contd.):
    Kotler: “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”
    MG 220 Marketing Management
    4
  • 5. Scope of MarketingExchanges & Transfers
    Exchange
    Process of obtaining a desired product from someone by offering something in return
    Transaction
    Trade of values between two or more parties
    Transfer
    One party gives something to other but doesn’t receive anything in return
    MG 220 Marketing Management
    5
  • 6. Scope of MarketingWhat is marketed?
    Goods
    Services
    Events
    Experiences
    Persons
    Places
    Properties
    Organizations
    Information
    Ideas
    MG 220 Marketing Management
    6
  • 7. Scope of MarketingWho markets?
    Marketer, someone who seeks a response from another party, called Prospect
    Marketers are responsible for Demand Management
    Negative
    Non-Existent
    Latent
    Declining
    Irregular
    Full
    Overfull
    Unwholesome
    MG 220 Marketing Management
    7
  • 8. Scope of MarketingWho markets?
    Markets, collection of buyers and sellers who transact over a particular product or product class
    MG 220 Marketing Management
    8
  • 9. Scope of MarketingWho markets?
    Key Customer Markets
    Consumer
    Branding | Mass selling | Insights
    Business
    Professional buyers | well-informed
    Global
    Adaptability | Operational matters
    N0n-profit & Government
    Highly price sensitive | Competitive pricing
    MG 220 Marketing Management
    9
  • 10. Scope of MarketingWho markets?
    Marketplaces, Marketspaces & Metamarkets
    Marketplaces
    Physical | buying yourself
    Marketspaces
    Online | ‘Ordering’
    Metamarkets
    Complimentary products
    MG 220 Marketing Management
    10
  • 11. Scope of MarketingHow businesses are changing
    “The Marketplace isn’t what it used to be”
    Changing technology
    Globalization
    Deregulation
    MG 220 Marketing Management
    11
  • 12. Scope of MarketingHow businesses are changing
    “The Marketplace isn’t what it used to be”
    Privatization
    Customer empowerment
    Customization
    Heightened competition
    MG 220 Marketing Management
    12
  • 13. Scope of MarketingHow businesses are changing
    “The Marketplace isn’t what it used to be”
    Industry convergence
    Retail transformation
    Disintermediation
    MG 220 Marketing Management
    13
  • 14. Company Orientations toward the marketplace
    Different approaches companies use for marketing
    Production
    Product
    Selling
    Marketing
    Holistic Marketing
    MG 220 Marketing Management
    14
  • 15. Company Orientations toward the marketplace
    The Production Concept
    Consumers will favor products that are “widely available” & “inexpensive”
    Focus on “Production”
    The Product Concept
    Consumer will favor those products that offer the most quality, performance or innovation
    Focus entirely on “Product development”
    What if: not priced, distributed, advertised and sold properly?
    MG 220 Marketing Management
    15
  • 16. Company Orientations toward the marketplace
    The Selling Concept
    Customers (consumers & businesses), if not engaged, will not buy enough
    Aggressive selling & promotion is required
    Practiced with unsought goods
    The Marketing Concept
    Replace product-centred “make-and-sell” with “sense-and-respond”
    Reactive market orientation
    Proactive market orientation
    MG 220 Marketing Management
    16
  • 17. Company Orientations toward the marketplace
    The Holistic Marketing Concept
    “Everything matters”
    Based on the development, design and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependenices
    4 Components
    Relationship marketing
    Integrated marketing
    Internal marketing
    Social responsibility marketing
    MG 220 Marketing Management
    17
  • 18. Company Orientations toward the marketplace
    MG 220 Marketing Management
    18
  • 19. Company Orientations toward the marketplace
    MG 220 Marketing Management
    19
  • 20. Company Orientations toward the marketplace
    MG 220 Marketing Management
    20
  • 21. Company Orientations toward the marketplace
    MG 220 Marketing Management
    21
  • 22. Quick Recap
    Importance of Marketing
    Scope of Marketing
    Company orientation toward the marketplace
    MG 220 Marketing Management
    22
  • 23. Part 1: Understanding Marketing Management
    > Fundamental Marketing Concepts, Trends and Tasks
    > Marketing & Customer Value
    > Corporate and Division Strategic Planning
    > Business Unit Strategic Planning
    > Product Planning: The Nature and Contents of a Marketing Plan
    Class Presentation | Session 2 | 11 Aug 2010

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