Importance of Marketing

1. Introduction to
Marketing
Management

2. What Is Marketing
●“Meeting Needs Profitability”
●Marketing is an organizational
function
and set of processes for
creating, communicating & delivering
value to customers and
for managing customer relationships
in ways that
benefit the organization & its
stakeholders

3. What is Marketing Management
●The art and Science of
choosing target markets
and getting, keeping and
growing customers
through creating,
delivering and
communicating superior
customer value

4. Marketing Concept
●Production Concept
●Service Concept
●Selling Concept
●Product Concept
●Marketing Concept
●Holistic Concept
●Internal Marketing
●Integrated Marketing
●Relationship Marketing
●Performance Marketing

5. Modern Marketing
●Every Employee is a
Marketer
●Internal Communication
●Experience Concept
●Green Marketing

6. Factors Influencing Marketing Conce pt
●Growth of Population
●Changing Concept of Family
●More Disposable Income
●More Discretionary Income
●Technology Advancement
●Media
●Credit Facility

7. Nature Of Marketing
●It is a legal process by which ownership is transferred
●It is a system of interacting business activities
●It is a managerial function of organizing and directing
business activities that facilitates the movement of goods
from producers to consumers
●It is a Philosophy based on consumer orientation and
satisfaction
●It has dual objectives- Profit Making and Consumer
Satisfaction

8. Marketers are involved with
marketing ten types of entities :
●Services
●Events
●Experiences
●Persons
●Places
●Properties
●Organizations
●Information
●Ideas
●Physical Goods
Scope Of Marketing

9. ●Who Markets
●Marketers and Prospects
● Eight Demand states are possible
● Negative Demand
● Nonexistent Demand
● Latent Demand
● Declining Demand
● Irregular Demand
● Full Demand
● Overfull Demand
● Unwholesome Demand
Scope Of Marketing

10. ●Study of Consumer wants and needs
●Study of Buyer Behavior
●Product Planning and development
●Pricing Policies
●Distribution
●Promotion
●Consumer Satisfaction
●Marketing Control
Scope Of Marketing

11. What is a Market
●Markets includes both place
and region in which buyers
and sellers are in free
competition with each other

12. Classification of Market s
●On the basis of Area
●On the basis of Time
●On the basis of Transaction
●On the basis of Regulation
●On the basis of volume of
Business
●On the basis of Nature of
Goods

13. Difference Between Marketing and Selling
Marketing Selling
Focuses on Customer Needs Focuses On Sellers Needs
Begins before Production Begins after Production
Continues After Sales Comes To an End after sale of Product
Philosophy of Business Routine Process
Profits through customer satisfaction Profits through Sales Volume
Long Term Perspective Short Term Perspective
Customer First Product First

14. Marketing Management Tasks
●Developing Marketing
Strategies and Plan
●Capturing Marketing Insights
●Connecting with Customers
●Building Strong Brands
●Shaping the Market offerings
●Delivering Value
●Communicating Value
●Creating Long Term Growth

15. Marketing Environment
●Factors which affect Marketing
Environment:-
●Social Forces
● Sociological Factors
● Psychological Factors
● Anthropological Factors
●Economic Factors
● Consumer
● Competition
● Price
●Political Forces
●Ethical Forces
●Physical Forces
●Technological Forces

16. Marketing Environment contd…..
●Macro Environment
●Demographic Factors
●Economic Factors
●Competition
●Social and Cultural Forces
●Political and Legal Forces
●Technology
●Micro Environment
●Market
●Suppliers
●Marketing Intermediaries

17. 5 C’s of Marketing
●Company
●Collaborators
●Customers
●Competitors
●Climate

19. STP Marketing Model
The STP Marketing Model can help you to analyze your product
offering and the way you communicate its benefits and value to
specific groups.
STP stands for:
Segment your market.
Target your best customers.
Position your offering.
The model is useful because it helps you to identify your most valuable
types of customer, and then develop products and marketing
messages tailored to them. This allows you to engage with each target
group more effectively, personalize your messaging, and – ultimately –
increase your sales.

21. 4 P’s of Marketing