Marketing management

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Marketing management

  1. 1. Various marketing management philosophies and concepts Presented by Anusha Adhikar
  2. 2. Kotler’s social definition: “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
  3. 3. The art and science of choosing target markets and building profitable relationships with them.  Requires that consumers and the marketplace be fully understood.  Aim is to find, attract, keep, and grow customers by creating, delivering, and communicating superior value.
  4. 4. A marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors.
  5. 5.  The Production Concept Consumers will favor products that are available and highly affordable.  The Product Concept Consumers will favor products that offer the most quality, performance, and features.  Selling Concept Consumers will not buy enough of the organization’s products unless the organization undertake a large-scale selling and promotion effort.
  6. 6.  The Marketing Concept 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.  The Societal Concept The organization should determining the needs, wants and interests of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do in a way that maintains or improve the consumer’s and society’s well being.
  7. 7.  Relationship marketing: the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.

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