MARKETING MANAGEMENT

1. MARKETING
MANAGEMENT

2.  Kotler says “Marketing is a human activity that
directed to satisfy human wants and needs through
exchange process”.
According to Philip Kotler, “marketing
management is the art and science of choosing
target markets and building profitable relationship
with them.
-
KOTLER
DEFINITION

3. • The History of Marketing
• What is Marketing
• Definitions of Marketing
• Development of Marketing
• Marketing Management Orientations
• Why do organisations needs to be Marketing
Oriented?
• Relationship Marketing

4. IMPORTANCE OF MARKETING
1. Marketing helps to achieve, maintain and
raise the standards of living
- Marketing is means through which production
and purchasing power are converted into
consumption.
- Better marketing  Mass production
- Mass production  Low cost
- Low cost  More buying power  Higher
standard of living

5. 2. Marketing Increases employment
opportunities
- Marketing involves various functions / sub-
functions (Buying, Selling, Transport,
Warehousing, Financing, Risk management
etc)
- These functions create need for
different specializations
- About 30-40% population depends directly
or indirectly on marketing

6. 3. Marketing increases national income
- More purchasing power increase in national income
4. Helps maintain economic stability &
development
- By maintaining demand supply balance
Link between producer & consumer
5. Removes imbalance of supply & demand by transferring
surpluses
6. Helps create utilities of time, place & possession

7. CORE MARKETING CONCEPTS
 THE PRODUCTIVE CONCEPT
 THE PRODUCT CONCEPT
 THE SELLING CONCEPT
 THE MARKETING CONCEPT
 THE SOCIETAL MARKETING CONCEPT

9. MARKETING PROCESS

10. 7 Steps to Building the Perfect Marketing Strategy
 Run a SWOT analysis.
 Figure out the value proposition.
 Determine marketing strategy objectives.
 Understand your customers.
 Define your buyer personas.
 Analyze your market and competitors.
 Establish your marketing methods.

11. MARKETIHG MIX – 7 P’S

13. • Early humans had only basic requirements such as food
and shelter
• They themselves obtained them collecting, growing and
hunting. They lived under trees or in caves. Therefore they
were self- sufficient.
• Once the needs became more, the man could not obtain them
on his own.
• Then he had to exchange for what he has with others. Eg.
A farmer exchanged his rice with fisherman's fish.
• It was called the Barter System
• However, Barter system was not efficient. There were
many problems with the barter system. E.g. Person could
not easily find another person who had his need and who
wanted his surplus.
• Then came the introduction of medium of exchange
called money.
EVOLUTION OF
MARKETING

14. • The birth of selling goods and services started with the use
of money as a medium of exchange.
• People started producing more items than that they want
and sold them in the market for money and obtained their
other requirements from the money they received,
• That gave birth to markets. Markets are places where
customers and suppliers met. They were geographical
places. It was a pre-planned place at a pre-planned time
to exchange goods.

16. DIFFERENCE BETWEEN 7P’s & 7 C’s

17. MARKET PLANNING – SWOT ANALYSIS

18. MARKETING ENVIRONMENT
MEANING
The marketing environment refers to all
internal and external factors, which directly or
indirectly influence the organization's decisions
related to marketing activities. Internal factors
are within the control of an organization;
whereas, external factors do not fall within its
control.

20. IMPORTANCE OF MARKETING
ENVIRONMENT

21. Building Customer Value

22. Building Customer Satisfaction

23. Customer Loyalty

24. Meaning of Customer Loyalty
Customer loyalty is a measure of a customer's
likeliness to do repeat business with a
company or brand. It is the result of customer
satisfaction, positive customer experiences, and
the overall value of the goods or services a
customer receives from a business.