meaning of marketing, features of marketing, marketing management, function of marketing management, retailing, store and non- store organisation

1. Marketing Management
Asst Prof. Parasmani Jangid
SDJ International College

2. Meaning
Sale: A sale is a transaction between two parties
where the buyer receives goods (tangible or
intangible), services, and/or assets in exchange for
money. A sale functions as a contract between the
buyer and seller of the selected good or service.
Sales Management: The attainment of sales force
goals in an effective and efficient manner through
planning, staffing, training, directing, and evaluating
organizational resources.

3. Meaning
• Market: A market is a medium that allows buyers
and sellers of a specific good or service to
interact in order to facilitate an exchange. This
type of market may either be a physical market
place where people come together to exchange
goods and services in person or a virtual market
where in buyers and sellers do not interact, as in
an online market.
• Marketing: 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.-AMA

4. Characteristics of Marketing
• Economic Function (exchange of Money)
• Legal Function (legally transfer the ownership)
• Consist of various activities (pricing, planning of sales,
distribution, after-sale services, product decision, research,
sales, etc.)
• It is a System (which sub parts are interdependent and
interrelated)
• Its Function is to Satisfy Customers
• Useful for non-business units (donation, charity, collection
for social work)
• It is a Social Process (serve the society according to their
satisfy)
• Everything Business does is Marketing (economic organ)

5. Definition
• Marketing Management
• “Marketing Management is the Analysis, Planning,
Implementation & Control of the program designed
to create, build & maintain beneficial exchanges with
target buyers for the purpose of achieving
organizational objectives.”–Philip Kotler
• “Marketing management includes all those activities
which are required for converting peoples purchasing
power into effective & real demand.”

6. Difference between Marketing and Selling
Sr.
No.
Point of
Difference
Marketing Selling
1 Scope Wider scope as covers all the
activities including selling.
Exchange of goods or services
in terms of money
2 Focus On needs of customers On transferring the ownership
3 Objective Earn profits through customers
satisfaction
Maximize profit through
increase in sales volume.
4 Begin when and
continue till
Before production and continue
even after sales.
After production and with sale
of the product
5 Strategy Product promotions, pricing and
distribution
Promotion to sell more
6 Emphasis On development of products
according to customer’s needs
On bending the customers
according to product

7. Scope of Marketing Management
1. Market Research (for collecting information)
2. Sales Planning (forecast the market demand & set the
sales target)
3. Product Planning (changing needs, tastes, preference,
etc.)
4. Inspecting Raw-materials (inspecting quality, quantity,
etc.)
5. Pricing (Competitors’ price, Cost of Production, Return
of Investment, etc.)
6. Sales Policy (Credit Policy, Collection Policy, etc.)
7. Determining Channels of Distribution (select the
proper channel)

8. 8. Advertising & Publicity
9. Sales Promotion
10. After Sales Service (separate department is
maintained)
11. Budgeting (estimate for various marketing
activities)
12. Managing Sales Force (Recruitment, Selection,
Motivation, directing, Controlling, etc.)
13. Preparing Marketing Strategy (Pricing policy,
Credit policy, Cash & Trade Discount policy, etc.)
14. Marketing Control (control over marketing
management)

9. Importance
1. Industrial Development
2. Conversion of potential Needs into Effective Demand
3. Development of Managers and Entrepreneurs
4. Development of small scale Industries
5. Division of labour and specialisation

10. 6. Large scale consumption
7. High Living Standard
8. Development of Business Standards
9. Growth of Exports
10.Employment Generation

11. Various Concept of Marketing
1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept

12. • Product Concept
• In the 1930s, manufacturers were facing the challenge of winning
the customers. With the passage of time, they realized that the
customers were willing to pay more for the better products.
• Product concept is the understanding of the dynamics of
the product in order to showcase the best qualities and maximum
features of the product. ... Marketers will look into a product
concept before marketing a product towards their customers
• Here is an example of a product concept statement for a company
that is introducing a new in-cup tea brewing system: Example:
Many people enjoy drinking tea, but are concerned about the
environmental impact of discarding teabags, some of which are
made from bleached paper or contain non-biodegradable materials

13. • Selling Concept
• Put more stress on sales promotion efforts
• The selling concept holds the idea- “consumers will
not buy enough of the firm's products unless it
undertakes a large-scale selling and promotion
effort.”
• the management focuses on creating sales
transactions rather than on building long-term,
profitable customer relationships.
• In other words, the aim is to sell what the company
makes rather than making what the market wants.
Such an aggressive selling program carries very high
risks.

14. • Production Concept
• The first thirty years of 20th century, most of the manufacturers and
industrialist were following the production concept of more supply
creates demand.
• Production Concept is a belief that the customers would always
acquire products which are cheaper and more readily available (or
widely available). The production concept advocates that more the
products or production, more would be the sales.
• Point to be focused
• Low price goods
• Consumer know all the supplier of the product
• Price to be charged is important for consumer
• Concentrate on low cost production.

15. • The Marketing Concept
• The marketing concept is the concept of competition. It is a
marketing concept that believes that the success of a business
depends on the marketing efforts that deliver a better value
proposition than its competitors.
• This concept focuses on the needs and wants of target marketing
as well as delivering value better than its competition. Through
marketing, it’s your goal to be the preferred option compared to
your competitors. Competitive advantage is key!
• We find typically this in the 1950s era of companies trying to
carve themselves out in the industry. We also can look at modern-
day competition between Pepsi and Coke who sell similar items
but their value propositions are completely different!

16. Characteristics of marketing concept
• Consumer-oriented Philosophy
• Emphasis on Research
• Goal of profit to Both Parties
• Market-oriented Organisation
• Change according to market Environment
• Integrated Marketing Policy

17. • Societal marketing concept
• The societal marketing concept is the most progressive and modern-
day applicable marketing mindset to have. It is a marketing concept
that believes in giving back to society by producing better products
that he
• This orientation arose as some questioned whether marketing and
businesses are addressing the massive problems society has
like environmental deterioration, resource shortages, population
growth, poverty, and social disruption. lp the world be a better place.

18. Retail Marketing
• A basic platform to encounter with goods and a shopkeeper for the first time.
• Maintaining a certain profit margin, these shopkeepers sell goods to their
consumers.
• Customers needs are the basic key factors of retail.
• It consists of 5 basic pillars:
• Save precious time of customers
• Set right price of the goods
• Create a proper connection (emotional)
• Right respect to customers
• Solve the problems of the customer
• Creating customer loyalty is the basic function of retail. Once it has been
created, it would be easier to stay in market for longer period of time.
• It takes years for a brand to create customer loyalty.

19. Definition of Retail Marketing
• According to Philip Kotler,
• “Retailing includes all activities involved in selling goods or services
directly to the final consumers for their personal, non-business use.
Any organisation that does this selling-whether a manufacturer,
wholesaler or retailer is doing retailing. It does not matter how the
goods or services are sold or where they are sold.”

20. Types of Retailers
• Store retailing is when the store uses a space to display products
where customers can purchase them. Such as Departmental
stores, Super markets, General Stores, Hyper markets, etc.
• Essentials for store retailing
• Strategic Planning (target market, marketing mix, product assortments)
• Physical Facilities (Location, exterior, interior appearance)
• Price (appropriate market strategy)
• Promotion (Retail counter)
• Buying (expert buying agent on behalf of customer)
• Service (non-price competition through personalised services)
• Efficient Management (better planning, organisation & Control)
• Non-store retailing is when the retailer doesn't have a physical
space. Such as Amazon. Non-store retailing might also be direct
sales (the door to door salesman) or the automatic vending
machines (KIOSK).

21. Stores Retailing
• Convenience stores
• Specialty Stores
• Departmental Stores
• Super Markets
• Discount Stores
• Off price Stores
• Super Stores
• Catalogue Showrooms

22. • Convenience store: A convenience store is located
near residential area. It is relatively small. It is kept
open for long hours. A limited lines of convenience
products are offered for sale. The prices charged are
slightly higher. e.g. grocery shop
• Specialty store: Specialty stores carry very limited
product lines with deep assortment. They offer a
wide choice in terms of models, size, style, color and
other important attributes in the assortment carried.
generally found in central busy places & shopping
centres. e.g. men’s clothing showroom

23. • Department store: It’s a one-stop shopping center.
A departmental store is a large retail outlet that
handles a wide variety of lines of product. It has a
wide assortment in each line and is organized in to
separate departments for purposes of buying,
promotion, services and control. e.g D-Mart
• Super markets (Hyper market): A supermarket is
designed to serve the total needs for food, laundry
and household maintenance products. It is relatively
large in size. Its operation is low cost, low margin,
high volume and self service in nature. e.g Any mall
or super mall

24. • Discount store: A discount store sells standard
merchandise at lower prices. Higher volumes of sales
compensate lower margins and increase the overall
profitability. Discount retailing has moved into
specialty merchandise stores such as sport goods
stores, electronics stores and book shops.
• Off price retailer: An off-price retailer sells left over
goods, over runs, and irregulars obtained at reduced
prices from manufactures or other retailers. Off price
retailers may be of three types.
• 1.Factory outlets
• 2.Independent off price retailer
• 3.Warehouse clubs

25. • Super store: (grocery)Super stores are retail stores
which are huge in size and have many different
categories under their belt. Think of a Super store
having everything under its roof. These retail stores
are not found in malls. Rather they are malls by
themselves.
• Catalogue show room: It usually refers to retail
outlets which deal in hard goods like electronics,
jewellery, house-ware etc. They a relocated next to
or in close proximity to their warehouses

26. Non-Stores Retailing
1. Direct selling
2. Automatic Vending
3. Buying Service Selling
4. Direct Marketing

27. • Direct Selling: Otherwise called as multi level selling and
network selling, that involves door to door selling or at
home sales parties. Here, in this process the sales person
of the company visit the home of the host, who has
invited acquaintances, the sales person demonstrate the
products and take orders. E.g AMWAY, Modicare,
Oriflame.
• Automatic Vending: Vending machines are primarily
found in offices, factories, gasoline stations, large retail
stores, restaurants etc. which offer a variety of products
including impulse goods such as coffee, candy,
newspaper, soft drinks etc. E.g Food Or Beverage
Machines

28. • Buying Service Marketing: The retail
organization serves a number of clients
collectively, such as employees of an
organization, who are authorized to purchase
goods from specific retailers that have
contracted to give discount, in exchange for
membership.
• Direct Marketing: In this process, consumer
direct channels are employed by the company
to reach and deliver products to the customers.
It includes direct mail marketing, catalog
marketing, telemarketing, online shopping, etc.

29. Retail Organizations
• Company chain Stores (Big companies go for this like Bata Footwear retail
company )
• Voluntary Chain (wholesaler creates their own ecosystem of market)
• Consumer Cooperatives (to just get out of the exploitative tactics used
retailer/wholesaler, consumer create their own co-operatives)
• Franchise Organization (establish the brand's trademark or trade name
and a business system, and a franchisee for the right to do business under
the franchisor's name and system at the same time one has to pay the
royalty)
• Merchandising Conglomerate (corporation that is made up of a number of
different, sometimes unrelated businesses)

30. Thank You