Marketing management involves setting goals and objectives, developing a marketing plan, organizing the marketing function, implementing the plan, and controlling the marketing program. The marketing mix or "4Ps" refers to product, price, place, and promotion - the key elements that a company can control to influence demand for its product. Price considers factors like costs and targeted audience. Place refers to distribution channels both physical and virtual. Promotion communicates the product's value through advertising and public relations. The "4Cs" is an alternative framework that considers cost, convenience, customer value, and communication from the customer's perspective.

2. Marketing management is the process
of exchange Of ownership and values
of goods and services
from the seller to
buyer
Marketing management involves:
The setting of marketing goals and objectives
Developing the marketing plan
Organizing the marketing function
Putting the marketing plan into action
Controlling the marketing program

3. What is marketing mix?
Marketing mix is all about putting the right product
at right time in right place
With right price.
Marketing mix theories developed in 1960s by
E.jeroma Mccarthy
And associated with the 4P’s of marketing ,
the 7P’s of service marketing
And the 4 C’s

4. Marketing mix is blend of 4p’s-product marketing mix
4p’s
price
place promotion
product

5. product
The product can be anything ranging from a phone to thread, car to water , flight ticket to
Internet services, clothes to hair cut services
price
The pricing is strategic and is defined after keeping lots factors in mind like fixed cost
,variable cost ,marketing budgets, quality of product and targeted audience.

6. place
•Place is distribution channel of products .
A place can be physical or virtual
place from where the product is made available to the market
E.g. web ,retail stores etc
promotion
It includes the strategy for approaching the customer
and take their share of mind and heart
•Making sure the product are easily available to
customers, where they expect it to be and where they want it to be
How the product value is communicated to the market
E.g. advertising, PR etc often done with the combination with place
Promotion is very important component of marketing as it can boost brand
recognition
sales

7. Example:-
Product :- uber is considered as a service company .it does not have any
assets of its on.
The first P for uber is its platform to bring drivers .
Price :- the price of each ride is controlled by uber on various
parameters like no. of km
Ride time ,waiting time et cClass of vehicle chosen
Place:- in India ,uber is now present in all the major Tier1,2,and also in
some tier 3cities.
Promotion:- uber has a lot of incentives for its driver .
Uber has also lts of incentives for riders like cash back
,discounts and even referral bonus.

8. Marketing mix 4Cs
4c
s
cost convenienc
e
Customer
value
communi
cation

10. cost
This is the first c of Marketing mix.
According to Lauterborn ,price is not the only cost incurred when
purchasing a product.
Cost of conscience or opportunity cost is also part of the cost of
product ownership.
Consumer Wants and needs
A company should always sell a product that addresses consumer
demand .so, ,marketers and business researchers should carefully
study the consumer wants and needs.
This is the second c of Marketing mix.

11. communication
•Third c of marketing mix.
According to Lauterborn “promotion ”is manipulative while
communication is “cooperative”.
Marketers should aim to create an open dialogue with potential
clients based on their needs and wants.
Convenience
The product should be readily available to the consumers.
Marketers should strategically place the products in several visible
distribution points.
Last c of marketing mix.

12. MBA
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