M.Com III Semester

1. Welcome

2. M.Com 3rd Semester
Marketing Management
Amutha R
Assistant Professor & HoD
Sree Narayana College Kannur

3. Marketing Management
Basics
Introduction to Marketing
Needs, Want and Demand
Products, Value, Satisfaction, Exchange and
Transaction
Market
Emerging Challenges

4. Introduction to Marketing
 Needs, Wants, Demands, Products
 Exchange, Transactions, Market, Marketing, Production Concept
 Product Concept, Sales Concept, Marketing Concept
 Societal Marketing Concept, Indian Marketing Environment
 Role and Functions of marketing Department

5. Need, wants and Demand
• A human need is a state of felt deprivation of some basic
satisfaction. People require foods, clothing, shelter, safety,
belonging, esteem etc. these needs exist in the very nature of human
beings.
• Human wants are desires for specific satisfiers of these needs. For
eg, cloth is a need but Raymond Suiting may be want. While
peoples needs are few, their wants are many.
• Demands are wants for specific products that are backed up by an
ability and willingness to buy them. Wants become demands when
backed up by purchasing power.

6. Products, Value, Satisfaction, Exchange and
Transaction
 Products are idefined as anything that can be offered to someone to satisfy a need
or want.
 Consumers choose among the products, a particular product that give them
maximum value and satisfaction.
 Value is the consumer’s estimate of the product’s capacity to satisfy their
requirements.
 Exchange is the act of obtaining a desired product from someone by offering
something in return.
 A transaction involves at least two thing of value, conditions that are agreed to, a
time of agreement and a place of agreement.

7. Market
 Market is a place where buyers and seller together and exchange their goods and
services for money and money worth.
 A public place where buyers and sellers make transactions, directly or via
intermediaries.
 A market consists of all the existing and potential consumers sharing a particular
need or want who might be willing and able to engage in exchange to satisfy that
need or want.
 Definition:
“ It is a place or area of potential exchange”.
--==Philip Kotler

8. Emerging Challenges
The Post liberalization Shake-out
The New Market Places
Demise of Amorphous Middle Class
Net Generations
The Environmental concerns

9. Definition of Marketing
 Product-orientation
American Marketing Association defined marketing as” the
performance of business activities that direct the flow of goods and
services through producers to consumers or users”.
 Exclusion of Non economic activities
 Lack of Customer orientation
 Lack of emphasis on After-sales services
 Focus on place aspect

10.  Customer Orientation
 Cundiff & Still
“ Marketing is the business process by which products are matched with the markets and
through which transfers of ownership are effected”.
 American Marketing Association
“ Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational goals”.

11.  System orientation
 William J Stanton
“Marketing is a total system of interacting business activities designed to plan, price,
promote and distribute wants satisfying products to target markets to achieve
organizational objectives”.
 Implications
 Market or customer oriented business activities
 Dynamic business process
 Start- generation of product idea
 Maximise profitable sales over

12.  Marketing
Kotler
“A social and managerial process by which individuals and groups
obtain what they need and want through creating, offering and exchanging
products of products of value with others”.
Marketers do not create Needs.
Need
Wants
Demands
Value

13. Dimensions of Marketing
 Social Marketing
 Marketing for Educational institutions
 Marketing Co-operatives
 Marketing by Govt. organisations

14. Thank You