Briefly discusses how has marketing management changed in recent years

1. How has marketing
management changed in recent
years?

2. New marketing realities
Network and information technology
Globalization and privatization
Deregulation
Consumer buying power and information
Consumer participation and resistance
Industry convergence and heightened competition
Retail transformation
Major
Societal
Forces

3. New company capabilities
Use of internet and social media for promotion and sales

4. New company capabilities
Better access to richer market information and consumer preferences
Ads, coupons, samples etc. to promote products
Highly differentiable and customizable products
Improving cost efficiency

5. Subway providing customized products
Dominos providing promotional discount coupons
Apple server facility using solar power
Surveys providing better information

6. Company orientation towards marketplace
• Consumers prefer widely available and inexpensive products
• Company concentrates on high efficiency and low costs
The production concept
• Consumers favor quality, performance and innovativenessThe product concept
• Used generally for unsought goods like insurance etc.The selling concept
• Be more effective than competitors in creating, delivering and
communicating superior consumer valueThe marketing concept
• Everything matters
The holistic marketing
concept

11. Performance marketing
Financial accountability Social responsibility
marketing

12. Assessing Which Company Departments Are
Customer-Minded
R&D
Purchasing
Manufacturing
SalesLogistics
Finance and
accounting
Public relations

14. The 4 Ps

17. These slides were created by Sharang Agarwal, IIT Kharagpur as part
of an internship done under the guidance of Prof. Sameer Mathur,
IIM Lucknow (www.IIMInternship.com)
Disclaimer