These slides explain the tasks for sucessful marketing management explained by Philip Kotler in his book of marketing management

1. Tasks for
successful
Marketing
Management

2. Developing
Marketing
Strategies &
Plans

3. ATLAS CAMERAS
• The first task facing Atlas is to identify its potential
long run opportunities ,given its market experience
and core competencies
• Atlas can design cameras with better features or it
can make new line of video cameras or use optics
to design binoculars and telescope
• Whichever direction it chooses it must develop
concrete marketing plans that specify the
marketing strategy and tactics going forward

4. Assessing
Market
opportunities
and Customer

5. •Atlas needs a robust scanning
mechanism to spot profitable market
opportunities by closely monitoring its
environment
•To transform strategy into program
marketing managers must make
basic decisions about their
expenditure, activities and budget
allocations
•Atlas may use sales response

6. Choosing
Value

7. •Atlas must divide the market into
major market segments and
evaluate each one and target
those it can provide best value
•Atlas should compete with
competition and take quick steps
•Atlas should decide whether it
should be a high end brand or a
low end brand

8. Designin
g Value

9. •Atlas must provide tangible
offerings to market which include
product quality ,design features
and packing
•Atlas must decide on price and
should decide on retail and
wholesale prices, discounts,
allowances

10. Delivering
Value

11. •Atlas must also determine how to
properly deliver to the target market
the value embodied in its products
and services
•Channel activities include those the
company undertake to make a
product accessible and available to
target markets
•Atlas must identify , recruit and link

12. Communi
cating
Value

13. •Atlas must communicate to the
target market the value embodied in
its products and services
•It will need integrated
communication program that
maximises collective contribution to
communication activities
•Need to set up mass communication
programs consisting of advertising,
sales promotion, events and public

14. Sustaining
growth and
value

15. •Atlas must initiate new product
development, testing and launching
as part of long term view
•Atlas must build a marketing
organisation capable of
implementing marketing plan
•Atlas will need feedback and control
to understand efficiency and
effectiveness of its marketing
activities

16. ReCap
• Developing marketing strategies and plans
• Assessing market Opportunities and
Customer value
• Choosing Value
• Designing Value
• Delivering Value
• Communicating Value
• Sustaining Growth and Value

18. “Created by Sai
Srujan,RGIPT RaeBareli,
during an internship by
Prof. Sameer Mathur,IIM
LUCKNOW”