Marketing management involves applying marketing techniques and managing a firm's marketing resources and activities. The document discusses key marketing concepts like the marketing mix of product, price, place, and promotion. It explains the difference between sales and marketing, the scope of what can be marketed, and core marketing concepts like identifying customer needs and managing relationships in markets. The marketing process and external factors that influence marketing are described. Traditional and expanded views of the marketing mix are also presented, along with insightful quotes about marketing.

2. Marketing management is a business
discipline which is focused on the
practical application of marketing
techniques and the management of a
firm's marketing resources and
activities

3. What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!
3

4. Simple Marketing System
Communication
Goods/services
Industry Market
(a collection (a collection
of sellers) of Buyers)
Money
Information 4

5. Marketing = ?
 Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about
push.
 Marketing is all about managing the four P’s –
 product
 price
 place
 promotion
5

6. The 4 Ps & 4Cs
Marketing Convenience
Mix
Place
Product
Customer
Solution Price Promotion
Customer Communication
Cost
6

7. Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what
the customer wants
7

8. Scope – What do we market
 Goods
 Services
 Events
 Experiences
 Personalities
 Place
 Organizations
 Properties
 Information
 Ideas and concepts
8

9. Core Concepts of Marketing
Needs, wants Utility, Value &
Products
demands Satisfaction
Marketing & Xchange, Transaction
Markets
Marketers Relationships
9

10. The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product Place/Distribution
Promotion Price
Implementation
Evaluation, Control
10

11. External Marketing Environment
External Environment
Social Ever-Changing
is not controllable Change Marketplace
Demographics
Economic
Product Physical / Natural Conditions
Distribution
Promotion
Price
Competition
Target Market
Political &
Legal Factors
Technology
Environmental
Scanning
11

12. The “8Ps” of Integrated Service
Management vs. the Traditional “4Ps”
► Product elements
► Place, cyberspace, and time
► Process
► Productivity and quality
► People
► Promotion and education
► Physical evidence
► Price and other user outlays
12

13. Great Words on Marketing
• “The purpose of a company is ‘to create a customer…The only
profit center is the customer.’”
• “A business has two—and only two—basic functions: marketing
and innovation. Marketing and innovation produce results: all the
rest are costs.”
• “The aim of marketing is to make selling unnecessary.”
• “While great devices are invented in the Laboratory, great
products are invented in the Marketing department.”
• “Marketing is too important to be left to the marketing
department.”
13