MARKETING MANAGEMENT – DEFINITION AND CONCEPT

1. MARKETING MANAGEMENT
– DEFINITION AND CONCEPT
Presented by
HARSHITHA B J
Under the guidance of
Sundar B. N.
Asst. Prof. & Course Co-ordinator
GFGCW, PG Studies in Commerce
Holenarasipura

2. INTRODUCTION TO MARKETING
MANAGEMENT
 Market it is a place where buyers and sellers sales and buys from
producers.
 Marketing Management it can be defined as an art and science of
choosing target volume and getting keeping and growing customers
to create delivering and communicating superior customer value.

3. DEFINITIONS
 According to American Marketing Association ,
Marketing is the activity ,set of instructions and
processes for creating, communicating, delivering and
exchanging offering that have value for customers,
clients, partners and society at large.
 According to Dr. Philip Kolter defines marketing as
science and art of exploring, creating and delivering
value of satisfying the needs of target market at a
profit.

4. WHAT IS MARKETING MANAGEMENT?
 Marketing Management is the process of
planning and executing the conception,
pricing, promotions, and distribution of ideas,
goods, and services to create exchange that
satisfy individuals and organizational
goals.(Philip Kolter)

5. CONCEPTS OF MARKETING
 The Production concepts
 The Product concepts
 The Selling concepts
 The Marketing concepts
 The Societal Marketing concepts
 The Holistic concepts

7. PRODUCTION CONCEPT
 The philosophy that consumers will favour
products that are available and highly
affordable and that management should
therefore focus on improving production and
distribution efficiency.

8. PRODUCTION CONCEPT EXAMPLE:-
 You see, in Amazon or retail stores, the market is
flooded with cheap products from china.
Everything from the cheap plastic product from
China is on your cart now.
 The best example of the production concept is
Vivo, the Chinese smartphone brand. Their phones
are available in almost every corner of the Asian
market. You can walk into any phone shop in Asia
and can walk out with the latest and greatest
smartphone from Vivo.

9. PRODUCT CONCEPT
 The philosophy that consumers will favour
products that offer the most quality,
performance, and innovative features.

10. PRODUCT CONCEPT EXAMPLE:-
 For example, suppose a company makes the best quality Floppy disk.
But a customer does need a floppy disk?
 She or he needs something that can be used to store the data. It can be
achieved by a USB Flash drive, SD memory cards, portable hard disks,
etc. So that the company should not look to make the best floppy disk,
they should focus on meeting the customer’s data storage needs.
 When you think of high-quality products, Apple will be one of the top
ones. Their products are so good that they set industry trends and
standards.
 Logitech makes very high-quality computer products such as keyboard,
mouse, and webcams. These high-quality products are priced higher, but
people still buy, and they get almost free advertisement from
independent reviews.

11. SELLING CONCEPT
 The idea that consumers will not buy enough
of the organization’s products unless the
organization undertakes a large-scale selling
and promotion efforts.

12. SELLING CONCEPT EXAMPLE:-
 Every saw an ad online or TV commercial that you almost
can’t escape and hide from? The Selling Concept is in play.
 Almost all companies eventually fall into this concept.
“Mountain Dew” ads are hard to miss. If people like
Mountain Dew or not, that is debatable, but you can see that
PepsiCo is pushing it hard using ads.
 Almost all soft drinks and soda drinks follow the selling
concept. These drinks have no health benefits ( actually harm
your health more); you can easily replace them with water (
the most available substances on the earth).
 And the soft drink companies know it, and they run ads
24×7, spending millions,

13. MARKETING CONCEPT
 The marketing management philosophy that
holds that achieving organizational goals
depends on determining the needs and wants
of target markets and delivering the desired
satisfactions more effectively and efficiently
than competitors do.

14. MARKETING CONCEPT EXAMPLE:-
 Restaurants and startups do follow the marketing concept.
They try to understand the consumer and deliver the best
product or service, which is better for the competition.
 ‘Dollar shave club’ is the best example. They changed the
Men’s grooming market. They have understood that people
are not happy with their previous grooming products and
their prices.
 Where other company’s grooming products will cost
hundreds to buy for just one month. ‘Dollar shave club’
charges a couple of bucks a month with higher quality
products and home delivery convenience.

15. SOCIETAL MARKETING CONCEPT

17. SOCIETAL MARKETING CONCEPT
EXAMPLE:-
 While large companies sometimes launch
programs or products that benefit society, it is
hard to find a company that is fully committed
socially.
 We can see Adidas doing great as they continue to
support Colin Kaepernick despite pressure from
various parties. Tesla promises a big push for
green energy with electric cars and solar roof
panels/tiles.

18. HOLISTIC CONCEPTS :-
 Philip Kotler- “ The holistic marketing
concept is based on the development,
design and implementation of marketing
programs, processes and activities that
recognizes their breadth and
interdependencies.”

19. HOLISTIC CONCEPTS

20. CONCLUSION
 Marketing is the most exciting of all business
sports. It is the heartbeat of every successful
business. It is continually changing in response
to the explosion of information, the expansion
of technology, and the aggressiveness of
competition, at all levels and everywhere.

21. REFERENCES
 Philip Kotler (1987) Marketing: An Introduction.
Prentice-Hall; International Editions.
 Ramaswamy, V.S., 2002, Marketing Management,
Macmilan India, New Delhi.
 Kotler P, Armstrong G,2008, Principles of Marketing,
9th Edition, Prentice Hall, New Delhi
 Gandhi J.C, 1985, Marketing –A Managerial
Introduction, Tata McGraw-Hill , New Delhi
 www.unilorin.edu.ng/.../product%20classification%
20strategy.pdf
 http://www.mbanotesworld.in/2008/04/classification-
of-product.html