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Introduction to Marketing
According to Philip Kotler,
“Marketing Management is the process
of planning and executing the
conception, pricing and promotion
and distribution of goods, services
and ideas to create exchanges with
target groups that satisfy customer
and organizational objectives.”
According to American Marketing
“ Marketing Management is process of
Planning and executing the conception,
pricing, promotion, and distribution of
goods, ideas and services to create
exchanges that satisfy individual and
According to Cundiff and Still,
“Marketing Management as a branch broad
area of management. Marketing
management is concerned with direction of
purposeful activities towards the attainment
of marketing goals.”
There are three kinds of Goals,
4. Satisfaction of Customers Needs.
5. Increase in sales Volume.
6. Increase in Organizational profits.
Objectives of Marketing Management
Creating New Customers.
Satisfying the Needs of Customers.
Enhancing the Profitability of
Raising the standards of living People.
Determining the Marketing Mix.
Steps in Marketing Management Process
Setting the Marketing Objectives.
Analyzing Marketing Opportunities.
Researching and selecting Targets
Designing Marketing Strategies.
Planning Marketing Programmes.
Organizing, Implementing and
Controlling the Marketing Efforts.
Meaning and Definition of Marketing Mix
Marketing Mix means to collect and mix the
resources of marketing in the manner that
objects of the enterprise may be achieved
and maximum satisfaction may be provided
to the customers.
According to Stanton,
“Marketing mix is the term used to describe
the combination of the four inputs which
constitute the core of companies marketing
system- the product the price structure, the
promotional activities and the distribution
The Marketing Mix Principles (also known as the 4p’s)
are used by business as tools to assist them in
pursuing their objectives. The marketing mix
principles are controllable variables, which have to be
carefully managed and must meets the needs of the
defined target group. The marketing mix is apart of
the organizational planning process and consists of
analyzing the defined
2. Product Strategies:- How will you design, package
add value to the product?
3. Price Strategies:- what pricing strategies is
appropriate to use?
4. Place Strategies:- Where will the firm locate?
5. Promotion Strategies:-How will the firm promote its
4P’s of Marketing Mix
Factors Affecting Marketing Mix.
3. Consumers Buying Behavior.
5. Pattern of distribution System.
6. Government Control.
Importance of Marketing Mix in
Guide For Resource Allocation.
Allocation of Accountability.
Provide Opportunity to Analyze cost
Facilitation of Communication