Marketing management involves planning, organizing, and controlling a firm's marketing activities. The document outlines the key functions and objectives of marketing management such as setting objectives, analyzing opportunities, developing strategies, and organizing implementation. It also discusses concepts like the marketing mix and tasks such as stimulational marketing to create demand for new products. The overall goal of marketing management is to satisfy customer needs and wants to achieve the firm's objectives.

1. CONCEPTUALIZING
MARKETING
MANAGEMENT

2. OVERVIEW
♠ What is Marketing Management?
♠ The functions of Marketing Management
♠ Objectives of Marketing Management
♠ Steps in Marketing Management
♠ Concepts of Marketing
♠ Tasks of Marketing Management

3. Management is the process of
planning, organizing directing,
motivating and coordinating and
controlling of various activities of
a firm
Marketing is the process of satisfying
the needs and wants of the consumers.
Marketing Management
WHAT IS MARKETING MANAGEMENT?
Management of marketing activities

4. WHAT IS MARKETING MANAGEMENT?
According to Philip Kotler:
“Marketing Management is the analysis, planning
and implementation and control of programs
designed to bring about the desired exchanges
with target audiences for the purpose of personal
and mutual gain. It relies heavily on adoption and
coordination of the product, price, promotion, and
place for achieving response.”
WHAT IS MARKETING MANAGEMENT?

5. WHAT IS MARKETING MANAGEMENT?
According to American Marketing Association:
“Marketing Management is a process
of planning and executing the conception,
pricing, promotion and distribution of
goods, ideas, and services, to create
exchanges that satisfy individual and
organizational objectives.”

6. FUNCTIONS OF MARKETING MANAGEMENT
Planning
ControlDirectionCoordination
Organization Marketing
Management
Staffing
Marketing
Objectives
Analysis and
Evaluation

7. FUNCTIONS OF MARKETING MANAGEMENT
1. Marketing Objectives: marketing management determines the marketing
objectives. The marketing objectives may be short term or long term and need a
clear approach. They have to be in coherence with the aims and objectives of
the organization.
2. Planning: After objectively determining the marketing Objectives, the
important function of the marketing Management is to plan how to achieve
those objectives. This includes sales forecast, marketing programmes
formulation, marketing strategies.
3. Organization: A plan once formulated needs implementation. Organizing
functions of marketing management involves the collection and coordination of
required means to implement a plan and to achieved pre determined objectives.
The organization involves structure of marketing organization, duties,
responsibilities and powers of various members of the marketing organization.

8. FUNCTIONS OF MARKETING MANAGEMENT
4. Coordination: Coordination refers to harmonious adjustment of the activities of the
marketing organization. It involves coordination among various activities such as sales
forecasting, product planning, product development, transportation, warehousing etc.
5. Direction: Direction in marketing management refers to development of new markets,
leadership of employees, motivation, inspiration, guiding and supervision of the employees.
6. Control: Control refers to the effectiveness with which a marketing plan is implemented. It
involves the determination of standards, evaluation of actual performance, adoption of
corrective measures,
7. Staffing: Employment of right and able employees is very crucial to success of a market
plan. The market manager coordinates with the Human Resource Manager of an
organization to be able to hire the staff with desired capability.
8. Analysis and Evaluation: The marketing management involves the analysis and evaluation
of the productivity and performs mace of individual employees.

9. OBJECTIVES OF MARKETING MANAGEMENT?
1. Creating new customers.
2. Satisfying the needs of customers.
3. Enhancing the profitability of the business.
4. Raising the standards of living of people.
5. Determining the marketing mix
OBJECTIVES OF MARKETING MANAGEMENT

10. STEPS IN MARKETING MANAGEMENT PROCESS
1. Settling the Marketing Objectives.
2. Analyzing marketing Opportunities.
3. Researching and Selecting Target Markets.
4. Designing Marketing Strategies.
5. Planning Marketing Programmes.
6. Organizing, Implementing, Controlling the Marketing
Efforts.

11. CONCEPTS OF MARKETING
1. Production Concept
In this approach, a firm is considered as the central point and all goods and commodities produced were
sold in the market. The major emphasis was on the production process and on the technical perfections
while producing the goods.
2. Product Concept
The product concept holds that consumer’s will favour those products that offers the most quality,
performance, and features. Management in these product oriented organization focus their energy on
making good products and improving them over time.
3. Selling Concept
The selling concept is thus undertaken most aggresively with “unsought goods”,i.e those goods that
buyers normally do not think of buying, such as insurance, encyclopedias. These are industries have
perfected various techniques to locate prospects and with great difficulty sell them as the benefits of their
products. Evidently, the selling concept also suffers marketing myompia.

12. CONCEPTS OF MARKETING
4. Marketing Concept
The marketing concept holds that the key to achieving organizational goals consists in determining the
needs and wants of the target markets and delivering the desired satisfactions efficiently, than
competitors. In other words, marketing concept is a integrated marketing effort aimed at generating
customer satisfaction as the key to satisfying organizational goals. Only the marketing concept is capable
of keeping the organization free from “marketing myopia”.
5. Societal Marketing Concept
The societal marketing concept holds that the organization’s tasks is to determine the needs , wants and
interests of target markets and to deliver the desired satisfaction more effectively and efficiently than
competitors in a way that preserves or enhances the consumer’s and the society’s well being. This
concept calls upon marketers to balance three considerations in setting their marketing policies namely
firm’s profits,consumer wants satisfaction and society interest.

13. RESPONSIBILITIES OF MARKETING MANAGEMENT
1. Market analysis
2. Set goals
3. Forecasts sales and profit
4. Strategies, policies, and procedures
5. Evolve proper marketing mix
6. Organize marketing activities
7. Organize resources
8. Participation in product planning
9. Managing supply chain
10.After sales activities

14. MARKETING MANAGEMENT TASKS
1. Conversional Marketing is used during negative demand. It is when customers dislikes
the product, and may even pay to avoid the product. But this is a rare condition. An
example of this is Waste Water.
2. Stimulational Marketing is used during no demand. Customers finds indifferent to the
product. This task is to convert no-demand into positive demand and connects the
product with existing need. Usually, creates environment where needs is felt. One
good example of this is Mushrooms.
3. Developmental Marketing used during latent demand. Consumers share needs for
something which does not exist. This provides opportunity for the marketers to
develop a product. Example is today’s electronic cigarette.
4. Remarketing is used during fading demand. It is when the consumers find either no
use of the product or better alternatives in the market. So, marketers recreates the
products. Example is a Cinema Halls.

15. MARKETING MANAGEMENT TASKS
5. Synchro Marketing is used during irregular demands. Usually those who are sold
during special occasions only or the seasonal products. It results in wasteful
underutilization of the production capacity. The marketers attempt to streamline the
demand to meet supply capacity. Example are Hotels at hill Stations, Flight tickets
during peak season.
6. Maintenance Marketing is used during robust demand. This are the established
products that does not need efforts to push supply. But the marketers keep watched
on competitors.
7. Demarketing is used during overfull demand. Or the one when you want to exit
certain business due to overfull demands that supply fall short for the demand.
Usual scenarios, marketers discourage the customers in choosing certain products.
8. Counter Marketing is used when demand is considered unwholesome, like
alcohol and drugs. Marketers try to destroy the demand.

16. MANAGEMENT BY OBJECTIVE(MBO)
Management by Objective(MBO) is a process of defining specific objective within an
organization that management can convey to organization members, then deciding on how
to achieve each objective in a sequence. This process allow managers to take work that
needs to be done one step at a time to allow for a calm, yet productive work environment.
Management by Objectives are also called as Management by Results(MBR)
An important part of MBO is the measurement and comparison of an employees’ actual performance
with the standards set.

17. OBJECTIVES OF MANAGEMENT
The following are the objectives of managements:
1. Getting maximum results with minimum efforts.
2. Increasing the efficiency of factors of production.
3. Maximum prosperity for employer and employees.
4. Human betterment and social justice.

18. REFERENCES:
Sources:
Meaning & Functions of Marketing Management, Posted May 28, 2010,
www.gktoday.in/meaning-functions-of-marketing-management/
Marketing Management Full Notes @ MBA
https://www.slideshare.net/mobile/BabasabPati/marketing-management-mba-ppt/
Marketing Management by Philip Kotler, by CibinMatthew
https://www.slideshare.net/monile/CibinMathew/marketing-
managementbyphilipkotler719slides12342383459905142-untitled1
Marketing – Definition & Importance, Concepts & Marketing Management Tasks By sharen1967
https://www.slideshare.net/mobile/sharen1967/marketing-definitions-importance/
Introduction to marketing management by gadekar1986
https://www.slideshare.net/mobile/gadekar1986/introduction-to-marketing-management-12816131

19. Prepared By:
RHYLENE B. ARIMADO
BSBA MM- ll
Sched: 10:30-11:30am, MWF
Prof: RAUL SANTILLAN
January,2017
Marketing
Management
101