Marketing management

1. Name :- Naveen Singh
Course :- B Com (H)
Semester :- Second semester (2nd)
Course Selected:- Marketing
Management.

3. Why I Have Selected This Topic:
I have selected this topic to get basic
knowledge about Marketing Management.
and how it helps to stand competition in
the market and develop strategies to
improve profits and reduce the cost of
products. Or how it helps in making
Business decision and marketing
strategy.

4. Instructor who is going to help me
in this course:-

5. What I am Going To Study In this
Course:-
 Week 1 : Basic concepts of marketing.
 Week 2 , 3 , 4 : Segmentation, targeting,
differentiation and positioning.
Week 5 : Marketing strategy.
 Week 6 , 7 , 8 , 9 : 4Ps of marketing: product, price,
place and promotion.

6. How Marketing Management is
Helpful:-
 Marketing management is important as it helps to stand
competition in the market.
Marketing management has become the major source of
exchange and transfer of goods.
 This also helps to develop strategies to improve profits and
reduce the cost of products.
 Help in winning Major competitions in Market.
 It helps organization to work effectively and efficiently.

7. Started on Apr , 05,2022
Assessment 4.10 on Apr 20, 2022
Exam Module 4 on Apr 30, 2022
Assessment 7.6 on May 17, 2021
Exam Module 7 on May 29, 2022
Course End On June 07, 2022
Important Dates Of Course:-

8. Grading Of This Course:-
 For Those Who are taking the course to obtain
a verified certificate, a minimum grade of 60%
is required.

9. Marketing Management refers to management of all the
activities related to market.
Marketing Management is the analysis , planning ,
implementation and control of programme designed to
create, build, maintain mutually beneficial exchanges
and relationships with target market for the purpose of
achieving organizational objective.
Marketing is the business process by which products are
matched with the market and through which transfers of
ownership are effected.
Marketing is that phase of business activity through
which the human wants are satisfied by the exchange of
goods and services.

10. The market is defined as a physical or virtual set up where the
buyers and seller need to proceed exchange of goods and
services. Marketing is a set of activities that identifies, creates,
communicates and supplies consumer needs.
A market is a place, i.e. physical or non-physical. On the other
hand, marketing is an act (abstract) of creating a utility of the
product.
The market is a process which sets the price of the product with
demand and supply forces. Conversely, Marketing is a process
which analyses, creates, informs and delivers value to the
customers.
The concept of marketing is wider than the concept of a market.

12. Functions of marketing:-
• Gathering and analyzing market information (market
research)
• Market planning (SWOT analysis)
• Product designing and development
• Standardization and grading
• packaging and labelling
• Branding
• Customer support services

13. • B2B stands for Business to Business.
• B2B is a form of transaction between businesses, such
as one involving a manufacturing and wholesaler , or a
wholesaler and a retailer.
• It refers to business that is conducted between
companies, rather than between a company and
individual consumer.

14. B2C:-
 This stands for Business to Consumer.
 It refers to the process of selling products and
services directly between business and
consumers who are end users of its products
and services.

15. B2G:-
• It stands for Business to Government.
• It is the sale of products and marketing of products to federal,
state, and local agencies.

16. • Digital marketing encompasses all marketing efforts that
use an electronic device or the internet.
• Businesses leverage digital channels such as search
engines, social media, email, and other websites to connect
with current and prospective customers.

17. • Digital marketing is extremely important in today's day
and age.
• It helps focus on targeted audiences with a global
reach, unlike traditional marketing, bringing in high
revenue with little investment. It is conversion-led and
can easily be monitored.
• Damage control is also easy with digital marketing.

18. • Targeting is the process through which an advertiser
identifies it’s target audience and then advertises to
them through a variety of channels.
• The targeting strategy involves segmenting the
market, choosing which segments of the market are
appropriate, and determining the products that will
be offered in each segment.
• The targeting strategy involves segmenting the
market, choosing which segments of the market are
appropriate, and determining the products that will
be offered in each segment

19. Product Line:-
1. A Product line is a group of related products all
marked under a single brand name that is sold by a
same company.
2. Companies sell multiple product line under their
various brand name seeking to distinguish them from
each other for better usability for consumer.
3. Business obtain expand their offering by adding to
existing product line because consumer are more
likely to buy products from brands they already know.
4. Product lines should be abounded if they prove
unprofitable, except in the case of loss leader.

20. Product Mix:-
1. A Product Mix is a total number of product Lines and
individual products or services offered by a company.
2. Product mixes vary from company to company . Some
have multiples product lines with lots of products in
each lines.
3. Some examples of product mix:- A company might sell
multiple lines of products, with the product lines being
fairly similar, such as toothpaste, toothbrush, or
mouthwash, and also other such toiletries.

21.  Consumer Behaviour is a study of how
individual customer’s, Groups or organization
selects, buy, use, and dispose ideas , goods, and
services to satisfy their needs and wants.
 It refers to the actions of the consumer in the
market place and the underlying motives for
those actions .
 According to Louden and Bitta, “Consumer
Behaviour is the decision process and physical
activities, which individual engage in when
evaluating, acquiring, using or disposing of

23. A marketing strategy refers to a
business's overall game plan for
reaching prospective consumers
and turning them into customers
of their products or services. A
marketing strategy contains the
company's value proposition, key
brand messaging, data on target
customer demographics, and
other high-level elements.
Marketing Strategy:-

24. 7 P’s of Marketing Statergies:-
 Product:- To begin with, develop the habit of looking at
your product as though you were an outside marketing
consultant brought in to help your company decide whether or
not it’s in the right business at this time.
Price:- The second P in the formula is price. Develop the
habit of continually examining and reexamining the prices of
the products and services you sell to make sure they’re still
appropriate to the realities of the current market.

25.  Promotion:- The third habit in marketing
and sales is to think in terms of promotion all the
time. Promotion includes all the ways you tell your
customers about your products or services and
how you then market and sell to them.
 Place:- The fourth P in the marketing mix is
the place where your product or service is actually
sold. Develop the habit of reviewing and reflecting
upon the exact location where the customer meets
the salesperson.

26.  Packaging:-The fifth element in the marketing mix
is the packaging. Develop the habit of standing back
and looking at every visual element in the packaging of
your product or service through the eyes of a critical
prospect.
 Positioning:-The next P is positioning. You should
develop the habit of thinking continually about how you
are positioned in the hearts and minds of your
customers.

27. People:- The final P of the marketing mix is people.
Develop the habit of thinking in terms of the people inside
and outside of your business who are responsible for every
element of your sales and marketing strategy and activities.

29. Product:-
 Product traditionally refers to physical things like appliances
or beauty products and services like cleaning or consulting.
 Products have changed from being almost exclusively
physical goods or physical services to online services.
 Traditional products like makeup and appliances still exist, but
you can also purchase digital products like apps and software.
 Services that used to have to be done in person or over the
phone like consulting can now be done virtually, and new
services exist like managed service providers and cloud
service providers.
 Technology has also enabled products to continue to evolve
even after you’ve bought them. The only way to get an
improved version of a traditional physical good is to buy the
updated version — but now, the software can be updated
after you’ve purchased it.

30. Place:-
 Rather than having a storefront or a location people have to go to,
your website is your place — for example, no one ever walks into
New Breed’s offices asking for marketing help, and we don’t
expect them to.
 Physical location is becoming less relevant than an online setting
from a purely business standpoint.
 We can do business with anyone anywhere from where we are in
Burlington,VT.The only limitations are time zones, which expands
our market considerably from what it would have been if we had to
meet with all our clients in person. In-person meetings do still
happen, but they’re less of a necessity and more of a value add.

31. Price:-
1.Prices need to be based on both the real and
perceived value of a product or service, with
competitors offerings being taken into account.
2.That hasn’t changed, and traditional pricing and
promotional overlaps like punch cards and
discounts are also still used by marketers.
3.There are also new ways to approach pricing
strategy due to the evolution of technology.

32. Promotion:-
o Everything you do for promotion is meant to bring people to
your place to purchase from you.
o Traditional forms of promotion included flyers, signage, radio
and TV ads, magazine and newspaper ads, billboards and
word-of-mouth that would drive people to your place.
o Many of those forms are still utilized today, but they’re
complemented by digital equivalents. Newspapers and
magazines have online forms. Social media is like a digital
form of word-of-mouth marketing. Banner ads are similar to
billboards.
o Promotion now works to make it as easy as possible for
people to find you online. Promotional strategies include
SEO, Email marketing, Blogging, partnerships,
podcasting, video— all of the things that promote your
business and everything you have to offer.