1. Marketing management
Unit 1

3. Selling

4. • Marketing is “identifying needs and wants and
also satisfying it with the right marketing mix”
Marketing mix =
Product +price +place +promotion
Selling is marketing but marketing is not selling.

5. Marketing definitions
• Social definition – satisfying needs and wants
through creating, offering and freely
exchanging products and services of value
with others.
• Managerial Definition – the art of selling
product.
• Philip Kotler - “satisfying needs and wants
through an exchange process”.

6. How people get products?
Self produce
Exchange
Transaction
Transfer
Exchange is the core concept of marketing

7. What is marketed?
1) Goods 2) Services 3) Events 4) Experiences
5) Persons 6) Places 7) Properties
8) Organizations 9) Information 10) Ideas

8. Demand
8 types of demands
1) Negative demand
2) Non existent demand
3) Latent demand
4) Declining demand
5) Irregular demand
6) Full demand
7) Overfull demand
8) Unwholesome demand

9. Philosophies of marketing
• Production concept
• Product concept
• Sales concept
• Marketing concept
• Societal Marketing Concept
• Holistic marketing
• Socially responsible marketing

10. Marketing Process

11. Market environment analysis
• SWOT analysis
• PEST analysis
• 5 c analysis

12. Marketing Strategy
• Segmentation
• Targeting (target market selection)
• Positioning the product within the target
market
• Value proposition to the target market

13. Marketing Mix

15. Marketing Environment
Internal
• The Company
• Suppliers
• Marketing Intermediaries
• Customers
• Competitors
• Publics
External
• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural

16. Demographic environment

17. An Indian Perspective
Current Population of India in 2012 1,220,200,000 (1.22 billion)
Total Male Population in India 628,800,000 (628.8 million)
Total Female Population in India 591,400,000 (591.4 million)
Sex Ratio 940 females per 1,000 males
Age structure
0 to 25 years 50% of India's current population
Currently, there are about 51 births in India in a minute.
India's Population in 2011 1.21 billion
India's Population in 2001 1.02 billion
Population of India in 1947 350 million

18. Economic Environment
• Monetary and Fiscal policy.
• Indian environment:-
– CRR – 6%
– SLR – 24%
– Bank rate – 6%
– Repo rate – 8.5%
– Reverse repo rate – 7.5%

19. Inflation rate changes

20. Political environment
• Mullai periyar issue.
• Koodankulam issue.
• Central government plans.
• State government plans – Giving freebies.
• Legal changes – Banning lotteries, tobacco
advertisement ban etc.

21. Technological Environment
• Motorola phone - Apple’s Iphone
• Radios - 3D TV
• Postal - Emails
• Clubs - Social medias.

22. Natural environment
• Oil resources in Gulf countries.
• Agriculture strength of India.
• Kimberly diamonds in South Africa.

23. Cultural environment