The document outlines the objectives, outcomes and modules of a Marketing Management course. The objectives include understanding marketing concepts, consumer behavior, product management strategies, marketing mix elements, and emerging trends. The outcomes focus on comprehending business management science, analyzing market situations, and developing ethical and entrepreneurial skills. The modules will cover topics such as the introduction to marketing, marketing environment, and consumer behavior.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Marketing management :-
1.what is marketing
2.meaning and definition of marketing
3.marketing management
4.inteoduction of marketing
5.need,wants,demands and exchange process
6.evolution of marketing philosophies
7.marketing mix
8.consumer buying and organisational bying
9.scaning the market environment
10.market segmentation
11.target marketing and market positioning
12.consumer satisfication
13.feedback
14.internal and external marking environment
15.product mix
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
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Marketing management :-
1.what is marketing
2.meaning and definition of marketing
3.marketing management
4.inteoduction of marketing
5.need,wants,demands and exchange process
6.evolution of marketing philosophies
7.marketing mix
8.consumer buying and organisational bying
9.scaning the market environment
10.market segmentation
11.target marketing and market positioning
12.consumer satisfication
13.feedback
14.internal and external marking environment
15.product mix
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
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Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
17. Course Objectives
1. To make students understand the fundamental
concepts of marketing and environment in which
marketing system operates.
2. To gain knowledge on consumer buying
behaviour and influencing factors
3. To describe major bases for segment marketing,
target marketing, and market positioning.
4. To develop a Conceptual framework, covering
basic elements of the marketing mix.
5. To understand fundamental premise underlying
market driven strategies and hands on practical
approach.
18.
19.
20. Program outcomes (Pos)
1. Students are given sufficient theoretical knowledge and
are enabled to apply them to solve practical problems in
business and other organizations/institutions of importance
2. Students are provided effective communication skills with
a high degree of lateral and critical thinking that enhances
learn ability, developed for being continuously employable.
3. Students are instilled with leadership qualities, ethically
sound, enabled with decision making skills that reflect a
high degree of social consciousness
4. Students are trained for sustained research orientation to
comprehend a growingly complex, economic, legal and
ethical environment
5. Students are equipped with self sustaining
entrepreneurship qualities that encourages calculated risk
taking
21. Course outcomes
CO1 Comprehend the concepts of Marketing Management.
L1
CO2 Gain knowledge on consumer behavior and buying
process L3
CO3 Understand concept of Product and Brand
Management, Branding and Pricing strategies L2
CO4 Identify marketing channels and the concept of product
distribution, techniques of sales promotion L4
CO5 Gain knowledge on segmenting, targeting and
positioning. L3
CO6 Identify the emerging trends in marketing. L4
22. PROGRAM SPECIFIC OUTCOMES (PSOs): The post
graduate students of the department shall be able to
PSO1) Comprehend the contemporary features and
characteristics of Business Management Science
and its administration
PSO2) Analyse and interpret the dynamic situations
for making Business Management strategies and
decisions at the national and global level
PSO3) Handle responsibility with the ethical values
for all actions undertaken by them.
PSO4) Adapt and focus on achieving the
organisational goal and objectives with complete
zeal and commitment
24. Module 1
• Introduction to Marketing
• Importance of marketing, Definitions of market
and marketing, Types of Needs, Elements of
Marketing Concept, Functions of Marketing,
evolution of marketing,
• Marketing V/s Selling, Customer Value and
Satisfaction,
• 4P’s of Marketing,
• Marketing Environment,
• Techniques used in environment analysis,
Characteristics (Micro and Macro),
• Marketing to the 21st century customer.
25. Introduction to Marketing
• Production and marketing of goods and services
are the essence of economic life in any society.
• All organizations perform these two basic
functions to satisfy their commitments to their
stakeholders – the owners, the customers and
the society, at large.
• They create a benefit that economists call utility
which is the want-satisfying power of a good or
service.
• There are four basic kinds of utility – form, time,
place and ownership utility.
26. Form utility
• Form utility refers to how much value a
consumer receives from a product or service
in a way that they actually need.
• The incorporation of customer needs and
wants into the features and benefits of the
products being offered by the company.
27. Time Utility
• This type of utility occurs when a company
provides goods and services when consumers
demand or need them.
• Companies analyze how to create or
maximize the time utility of their products
and adjust their production process, logistical
planning of manufacturing, and delivery.
• Cold drinks in summer.
28. Place utility
• Place utility is a marketing term that explains
making products or services readily available
to its customers.
• Place utility can be used to draw customers to
a product or service as well because it
associates a specific place to the product or
service.
• Ex: Products at billing counter.
• Catalogues, internet, retail stores.
29. Ownership utility
• It is the orderly transfer of goods and services
from the seller to the buyer; also called
possession utility.
• It can be defined as- “The increased
usefulness created by marketing through
making it possible for a consumer to own,
use, and consume a product.”
• Involved every time legal ownership of a
product changes hands.
30. Introduction to
Marketing
• Marketing management is a business process, to
manage marketing activities in profit seeking and
non-profit organisations at different levels of
management.
• Marketing management decisions are based on
strong knowledge of marketing functions and
clear understanding and application of
supervisory and managerial techniques.
31. Introduction to Marketing
• Marketing is managing profitable customer
relationships.
• The basic objective of marketing is to attract
new customers by promising and offering
superior value and to retain and grow current
customers by delivering satisfaction.
• Marketing deals with customers more than
any other business function.
32. Introduction to Marketing…
• Building customer relationships based on
customer value and satisfaction is at the very
core of modern marketing.
• Highly successful companies know that if they
take care of their customers, market share
and profits will follow.
33. Introduction to Marketing…
• Sound marketing is essential for the success
of every company
• Large or small, global or national.
• Marketing is practiced by large profit making
companies like Microsoft, IBM, Reliance, HUL,
Godrej, etc.
• It is also used by non-profit organizations like
colleges, hospitals and charitable trusts like
CRY, Help Age, etc.
34. Importance of
Marketing
• Marketing Helps in Transfer, Exchange and
Movement of Goods
• Marketing Is Helpful In Raising And Maintaining
The Standard Of Living Of The Community
• Marketing Creates Employment
• Marketing as a Source of Income and Revenue
• Marketing Acts as a Basis for Making Decisions
• Marketing Acts as a Source of New Ideas
• Marketing Is Helpful In Development Of An
Economy
35. Definitions of Market
• A market is the set of actual and potential buyers
of a product.
• It may exist in a physical environment as a
marketplace or in a virtual environment (on the
internet platform) as a market space.
• A market is a place where buyers and sellers
meet to buy or sell products, as in the case of a
fish market, vegetable market or grain market.
• A market refers to the different groups of
consumers for a product or service.
36. Examples for Market:
• Consumer market
• Business market
• Global market
• Teenagers’ market
• Children’s market
• Working women’s market
• Insurance market
• Healthcare market
• Education market
37.
38. Definitions of
Marketing…
• According to American Marketing Association,
"Marketing is an organizational function and a
set of processes for creating, communicating and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders."
39. Definition of
Marketing…
• Academic and Professional marketers, defines
marketing as: “Marketing is the process of
planning and executing the conception,
pricing, promotion and distribution of ideas,
goods and services to create exchanges that
satisfy individual and organizational
objectives”
40. Definition of
Marketing…
• “Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering, and
freely exchanging products and services of
value with others.” (Philip Kotler)
41. Definition of Marketing…
• Marketing means managing markets to bring
about profitable exchange relationship by
creating value and satisfying needs and wants.
• It is defined as a process by which individuals and
group obtain what they need and want by
creating and exchanging products and values
with others
• Marketing involves activities such as searching
for customers, product development, market
research, communication, sales promotion
distribution, channel management, service, etc.
47. Elements of Marketing Concept
Needs
• The concept of human needs is the fundamental
concept underlying all marketing activities.
• Human needs are states of felt deprivation.
• They are biogenic in origin and include physiological
needs for food, clothing, warmth, shelter and safety.
• Social needs are craving for belonging and affection.
• Knowledge and self-expression are the other
individual needs of human beings.
• Are not a creation by marketing people.
48. Wants
• Wants are the forms human needs take as they are shaped by
culture and individual personality characteristics.
• When an American needs food, he may want a McDonald
burger, or steak, French fries, and a Coke;
• If an Indian needs food, he may want a dosa, chapattis or rice,
• Wants are shaped by the society
• The only other difference between needs and wants is that
while human needs are limited, wants are unlimited.
49. Demand
• When human wants are backed by purchasing
power and willingness to buy
• Consumers ask for or demand products which
they feel will give them maximum value and
satisfaction.
• Most of the marketing companies take pains to
study and understand their customers’ needs,
wants and demands, based on which they plan
their strategies for products and promotions.
• Consumer behavior studies and consumer
research are primarily for identifying and
analyzing consumer needs, wants and the
related buying behavior.
50. Marketing Offers
• Marketing offers are combinations of
products, services, information, or
experiences offered to a market to satisfy a
need or want.
• It is also called ‘a value proposition’,
• Which is a set of benefits that marketing
people promise to the consumers to satisfy
their needs.
• Persons, orgns, Information, Ideas,
Experiences
51. Customer Value
• Consumers have a wide choice of products and
services which promise satisfaction of a particular
need.
• They normally decide on their choices based on their
perceptions of the value and satisfaction that different
products and services deliver, or offer.
• Customer value is the difference between the value
the customer gains from buying and using a product
and the cost of buying the product.
52. Customer Satisfaction
• Customer satisfaction with a purchase depends on how
well the product’s performance lives up to the
customer’s expectations.
• Customer satisfaction is a key influence on the future
buying behavior of the people.
• Satisfied customers will buy the product again and tell
the others about their good buying experiences.
• Dissatisfied customers, on the other hand, switch to a
competitor’s products and also discourage others from
buying the product.
• Customer value and customer satisfaction are key
building blocks for developing and managing customer
relationships.
53. Exchanges
• Exchange is another core concept of marketing.
• It is the act of obtaining an object which one needs from another
by offering some other thing in return.
For exchange potential to exist, the following conditions must be
fulfilled:
• There must be at least two parties.
• Each party has something of value for other party.
• Each party is capable of communication & delivery
• Each party is free to accept/ reject the exchange offer.
• Each party believes it is appropriate to deal with the other party.
54. Transactions
• Event that happens at the end of an exchange.
• Exchange is a process towards an agreement.
• When agreement is reached, we say a transaction has taken place.
a) Barter transaction.
b) Monetary Transaction.
• At least two things of value.
• Condition agreed upon.
• Time of agreement.
• Place of agreement.
• May have legal system for compliance.
• Proof of transaction is BILL/ INVOICE.
55. Relationships
• Marketing does not stop with a single transaction
• The marketer wants the customer to be fully satisfied
• A long-term relationship can be built up in the form of
customer loyalty.
• Marketing consists of actions taken to build and
maintain desirable exchange relationships
• Beyond simply attracting new customers and creating
transactions,
• The goal is to retain customers and grow their
business with the company.
56. Functions of Marketing
• Exchange function
– Buying
– Selling
• Physical distribution
– Transporting
– Storing
• Facilitating functions
– Standardizing and
grading
– Financing
– Risk taking
– Securing marketing
information
57. Evolution of Marketing
• Production Era
– Consumers favour products that are available and
highly affordable
– Improve production and distribution
– Availability and affordability is what the customer
wants’
58. • Product Era
– Consumers favour products that offer the most
quality, performance and innovative features
– ‘A good product will sell itself’
• Sales Era
– Consumers will buy products only if the company
promotes/ sells these products
– ‘Creative advertising and selling will overcome
consumers’ resistance and convince them to buy’
59. • Marketing Era
– Focuses on needs/ wants of target markets and
delivering satisfaction better than competitors
– ‘The consumer is king! Find a need and fill it’
• Relationship marketing Era
– Focuses on needs/ wants of target markets and
delivering superior value
– ‘Long-term relationships with customers and
other partners lead to success’
60.
61.
62.
63. Marketing Environment
• According to Philip Kotler, “A company’s marketing
environment consists of the factors and forces outside
marketing that affect management’s ability to build
and maintain successful relationships with target
customers”.
• The marketing environment offers both opportunities
and threats.
• Successful companies constantly watching and
adapting to the changing environment.
• A company’s marketers take the major responsibility
for identifying significant changes in the environment.
64. Types of the marketing environment:
❖ Micro environment - forces close to the
company that affect its ability to serve its
customers
❖ Macro environment - larger societal forces
that affect the whole macro environment.
65. Micro-environment:
(a) The company
(b) Company’s Suppliers
(c) Marketing Intermediaries
(d) Customers
(e) Competitors
(f) Public (financial, media, Govt[consumer
orgns], Citizen, Local, general, internal)
66. Macro Environment
(a) Demographic Environment
(b) Economic Environment
(c) Physical Environment
(d) Technological Environment
(e) Political Environment
(f) Legal Environment
(g) Social and Cultural Environment
67. Marketing to the 21st century customer.
• Influencer marketing will evolve into a common
marketing tactic.
• Video marketers will keep content short.
• Social media will become a customer service
tool.
• More businesses will leverage SEO to concur
search traffic.
• Mobile optimization will be even more
important.
• More companies will prioritize social
responsibility.
68. Marketing to the 21st century customer…
• Aligned marketing and sales teams will win.
• Experiential marketing could make a
comeback.
• Inbound marketing will remain a best practice
for growing brands.
• Virtual reality (VR) and augmented reality
(AR) will experience slow adoption in the
marketing sphere.
• More brands will test out native ads.
69. • Inbound marketing is a business methodology
that attracts customers by creating valuable
content and experiences tailored to them.
70. • Native advertising, also called sponsored
content, is a type of advertising that matches
the form and function of the platform upon
which it appears.