Helpful to Understand marketing management. Keep learning.

1. Welcome to the Presentation
on

2. PreparedBy
 B131345 - JAWAD KALAM CHOWDHURY
 B131360 - SAFAYAT BIN ABSER
 B131367 - MD.ISKANDAR HOSSAIN
 B131176 - MD TOWSIF UDDIN CHOWDHURY
 B131362 - MD.RABIUL HOSSAIN
 B131359 – IBRAHIM MOZUMDER
SEMESTER Enrolled : 6th SECTION: “A”
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE CODE : MKTG-3602
COURSE TITLE: Marketing Management

3. Contents
 Demand & Demand states and
Marketing tasks.
 Core Marketing Concept
 Marketing philosophy
 Company Responses &
adjustment

4. What do we mean by demand ?
-Demand is the total number of requests for a resource.
-Demand Management is all about making choices.
-Demand Management is based on “forecast and
plans”

5. Demand states and Marketing tasks.
 Negative demand.
Ex:- Dental work ,vaccinations
 No demand.
Ex:- Foreign language courses.
 Latent demand.
Ex:- Harmless cigarettes, fuel efficient cars
 Declining demand.
Ex:- churches.

6. Demand states and Marketing tasks (Cont.)
 Irregular demand.
Ex:- Hotels, mass-transit.
 Full demand.
Ex:- Changing preference, increasing competition
 Overfull demand.
Ex:- Demarketing.
 Unwholesome demand.
Ex:- cigarettes, Alcohol.

7. Core Marketing Concept

8. Target Markets & Segmentation
 Segmentation:-
* Identification of customer’s needs and market segments.
* Develop Profiles of resulting market segments.
 Target market
* Evaluation of attractivity of each
segment.
* Select best one or more
segments to enter.

10. Marketplace, Market Space & Metamarket
 Marketplace
* It is physical as when one goes shopping in a store.
Example:- Afmi Plaza
 Marketspace
* It is digital as when one goes shopping on the internet.
Example:- Asian Sky shop,Branoo.com
 Metamarket
*Two or more distinct markets that are associated in
some way to a product & service.
Example:- Shaadi.com

11. Marketers & Prospects
 Seeking response from each other when sell something
 Prospect means expectation

12. Needs, Wants & Demand
 “Needs are states of felt deprivation of some basic
satisfaction” .
Ex:- Hungry, Thirsty etc.
 Wants are desires for specific satisfices of these deeper
needs.
Ex- Rich,Fish vs Barger,Frensh Fry
 Demand- Human wants that are backed by buying power.
Ex- BMW, Radisson Blu

13. Product, Offering & Brand
 Product- Offered anything for attention, acquisition,
consumption that satisfy a want & need.
 Offering- Product that is sold into the marketplace
 Brand- Offering from a known source.
Ex: McDonald’s,Nike.

14. Value & Satisfaction
 Ratio between gets & gives.
 Value =Benefits/Costs.
Exchange & Transactions
 Obtaining a desired object from someone by offering
something in return.
Example: Hungry People
 Is a trade of values between two or more parties.
Example: aamra smart solution sell a mobile at price 15999/=

15. Relationship & Networks
 Aim of building mutually satisfying long term relations
with key parties.
 Building of a unique company assents.
Marketing Channels
 Communication channel, distribution Channel, service
channel.

16. Supply Chain
 Describe a longer channel
stretching.
 Forward integration and backward
integration.
Competition
 All the actual & potential rival offering and substitutes.
 Brand competition, industry Competition, form
competition and generic competition.

17. Marketing Environment
 Task environment & Broad environment
Marketing Program
 Numbers decisions on the mix of marketing tools to use.
 The Marketing Mix:- Four marketing activities—product, pricing,
place and promotion—that a firm can control to meet the needs of
customers within its target market

18. Marketing philosophy

19. The production concept
* Oldest
* Widely available and inexpensive.
* Primarily interest and low price.
Example :- Salt, Shop

20. The product concept
 Not compromise the quality.
 price high
 Example:-Sony TV. I phone in
apple.

21. The Selling concept
 Convert cash
 Need sells not need customar satisfaction
 Example :- Micro Max mobile, Insurance company.

22. Marketing concept
 Adopting it profit can be earned on a long-term basis.
 Realizing a profit by successfully satisfying
customer needs over the long-term

23. Consumer concept
 Focusing on consumer’s satisfaction and Welfare
 Maximizing profit is not main target of organization
 Ensure the best quality
with fare price
 The aim is to identifyspecific
group of customers to appeal
withits services

24. Societal concept
 Gives importance not only consumer satisfaction but also
social welfare
 Focusing on human life and pollution free atmosphere.
 Example : produce a vehicle which consumes less petrol

25. Company Responses & adjustment
 Reengineering
 Outsourcing
 E-Commerce
 Alliances
 Partner suppliers
 Market centered
 Global & local
 Decentralization .