This document defines marketing and marketing management. It discusses that marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The goal is to create exchanges that satisfy individual and organizational objectives. Marketing management is also defined as choosing target markets and getting, keeping, and growing customers by creating, delivering, and communicating superior customer value. Marketing can involve goods, services, events, people, organizations, ideas and more. The document also outlines the marketing research process including defining problems and objectives, developing a research plan, implementing the plan, interpreting findings, and reporting them.

1. MARKETING
MANAGEMENT

2.  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.
DEFINITION OF MARKETING

3.  The process by which companies create, communicate and
deliver value for the target customers in order to get value in
return.
WHAT IS MARKETING?

4.  Marketing management is the art and science of choosing
target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior
customer value.
WHAT IS MARKETING MANAGEMENT?

5. MARKETING IS ABOUT;

6. MARKETING MANAGEMENT

7.  Goods
 Services
 Events and experiences
 Persons
 Places and properties
 Organizations
 Information
 Ideas
WHAT IS MARKETED?

8.  ignores public
 influences values & ideas
DRAWBACKS OF MARKETING CONCEPT

9.  Concerns public welfare and social responsibility
RECENT DEVELOPMENT
-- SOCIETAL MARKETING CONCEPT

10.  Marketing Analysis
 Marketing Planning
 Marketing Implementation
 Marketing Control
THE ROLE OF MARKETING

11.  Gathering, recording and analysis of data.
 To solve a specific problem that is too important to be
answered by guessing.
 an informational input to decisions.
MARKETING RESEARCH

12. How satisfied the consumers are
How products are perceived
Evaluate the sales potential
Determine the effectiveness of ad
Predict the impact of price changes
WHAT M.R. CAN TELL ?

13. THE MARKETING RESEARCH PROCESS
Defining the Problem & Research Objectives
Developing the Research Plan
Implementing the Research Plan
Interpreting and Reporting the Findings

14.  To find out the real problem but not the symptom
 Set the research objectives
 Research approaches:
 Exploratory
 Descriptive
 Causal
1. DEFINING THE PROBLEM AND
RESEARCH OBJECTIVES

15.  Determine specific information needs
 Source of information
 secondary data
 Internal
 External
 primary data
2. DEVELOPING RESEARCH PLAN

16.  Planning primary data collection
 Research approach
 contact methods
 sampling plan
 research instruments
2. DEVELOPING RESEARCH PLAN

17. Research approach
• Observational research
• Survey research
• Focus group
• Experimental research

18. Contact Methods
• Telephone survey
• Mail questionnaires
• Personal interviews

19. Sampling Plan
• Sampling unit
• Sampling size
• Sampling procedure

20. Sampling Techniques
Probability Sampling
• All population members have a known
probability of being in the sample
Simple Random Sampling
• Each population member, and each possible
sample, has equal probability of being
selected
Stratified Sampling
• The chosen sample is forced to contain units
from each of the segments or strata of the
population

21. Sampling Techniques (Contd.)
Cluster Sampling
• Involves dividing population into subgroups
• Random sample of subgroups/clusters is
selected and all members of subgroups are
interviewed
• Very cost effective
• Useful when subgroups can be identified
that are representative of entire population

22. Research Instrument
The most common instrument is questionnaire
• What questions to ask
• Question structure
• Wording of question
• Order of question

23. Implementing The Research Plan
• Collecting and
Analyzing data

24. Interpreting And Reporting The Finding
• Interpret the findings, draw conclusions and
report to management.
• The manager will utilize these findings
to make decisions.

25. THANKS Namita Dande