Marketing management http://www.brainsphereit.com/

1. MARKETING
MANAGEMENT

2. WHAT IS MARKETING
• Marketing is the promotion of business products to a target audience.
• Marketing is the delivery of customer satisfaction at a profit.
• The management process through which goods and services move from concept to
the customer.
• Marketing is the process of attracting potential customers and clients in your
products and/or services.

3. GOAL OF MARKETING
• To attract new customer by promising superior value, and to keep current customers
by delivering satisfaction.

4. WHAT IS MARKETING
• According to American Marketing Association (AMA )
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.

5. PHILIP KOTLER
“the science and art of exploring, creating, and
delivering value to satisfy the needs of a target
market at a profit. Marketing identifies unfulfilled
needs and desires. It defines, measures and
quantifies the size of the identified market and the
profit potential. It pinpoints which segments the
company is capable of serving best and it designs and
promotes the appropriate products and services.”

6. WHAT CAN BE MARKETED?
• Goods
• Services
• Experiences
• Events
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas

7. MARKETING MIX
 A combination of factors that can be controlled by a company to influence
consumers to purchase its products.

8. Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

9. DFF

10. EXTENDED MARKETING MIX FOR SERVICE
INDUSTRY
• People
In the 7P’s, people refers to the staff of the organization. There are staff that will
directly deal with customers – either in a sales role or in a customer service role. Think
about a restaurant as an example, where the quality of service and interaction is
important to the overall experience.
• Process
Process refers to the steps that the consumer needs to go through to acquire the
product. A good example here is going to a hotel – where the process includes: booking
the hotel, front desk interaction and check in, getting keys, using credit, transfer of
luggage, finding the room and so on.
• Physical evidence
Physical evidence includes any components of the firm that communicates information
about the quality of its offering. Pieces of physical evidences include: signage, business
cards, brochures, equipment, building and retail design, staff uniform, website,
advertising, and so on.

11. BASES FOR SEGMENTING
CONSUMER MARKETS
Occasions, Benefits,
Uses, or Attitudes
Behavioral
Geographic
Region, City or Metro
Size, Density, Climate Demographic
Age, Gender, Family size
and life cycle, Race,
Occupation, or Income ...
Lifestyle or Personality
Psychographic

12. APPLE AND NIKE

14. MARKETING CONCEPT
• A philosophy that drives what type of marketing tools are used by a company

15. MARKETING CONCEPT
• The Production Concept
Companies that use the production concept have the belief that customers primarily want products that are affordable and
accessible.
• The Product Concept
Companies that focus on the product concept believe that the most significant priorities for a customer are quality and
functional characteristics of a product.
• The Selling Concept
The selling concept involves companies that are sales oriented. What this means is that they can make a product and
then sell it to their target market without consideration of their consumers needs or wants.
• The Marketing Concept
A company that believes in the marketing concept places the consumer at the center of the organization. All activities are
geared towards the consumer. A business, oriented towards the market, aims to understand the needs and wants of a customer
and executes the marketing strategy according to market research beginning from product conception to sales.
• The Societal Marketing Concept
The societal marketing concept is a relatively new marketing concept. While the societal marketing concept highlights the
needs and wants of a target market and the delivery of better value than its competitors, it also underscores the importance of
the well-being of customers and society as a whole (consumer welfare or societal welfare).

16. SALES VS MARKETING
• Sales
Trying to get the customer to want what the company produces.
• Marketing
Trying to get the company produce what the customer wants

17. SALES AND MARKETING
• Marketing is the sum of all activity that takes you to a sales outlet. After that sales
take over.
• Marketing is all about creating a pull, sales is all about push.
• Marketing is all about managing the four P’s –
product
price
place
promotion

19. • https://www.youtube.com/watch?v=AN-41JjIPEg

20. THANK YOU