This document provides an overview of the course "Marketing Management MBA CP-205". It discusses key topics like understanding marketing management, developing marketing strategies and plans, conducting market research, identifying market segments and developing product, pricing, placement, and promotion strategies. It also covers marketing environment analysis, the marketing mix, and the core tasks involved in successful marketing management.

1. Marketing Management MBA CP-205

2. Dates for the Course - 30 - 29 - 26 26 - - 23 23 22 - 19 19 19 16 16 16 15 13 - - 12 9 - 9 8 6 5 - - - 2 2 - Apr’10 Mar’10 Feb’10 Jan’10

5. Understanding Marketing Management

10. Selling is only the tip of the iceberg….. Understanding Marketing Management “ There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker

11. Designing the right product……. Understanding Marketing Management

12. Only the best is good enough for Lexus customers ……. Understanding Marketing Management

15. Are both forms of exchange? Understanding Marketing Management Transactions Transfers

16. What is marketed? Understanding Marketing Management Goods Experiences Persons Ideas Events Services Places Properties Organizations Information

17. Demand States…… Understanding Marketing Management Nonexistent Latent Declining Irregular Full Unwholesome Overfull Negative

18. Structure of Flows in a Modern Exchange Economy Understanding Marketing Management

19. Industry ( A collection of sellers ) Market ( A collection of buyers ) Communication Goods/Services Money Information A Simple Marketing System Understanding Marketing Management

20. Key Customer markets…. Understanding Marketing Management Consumer Markets Global Markets Nonprofit and Governmental Markets Business Markets

21. Market place is not what it used to be…. Understanding Marketing Management Deregulation Disintermediation Globalization Changing technology Privatization Customer Empowerment Customization Convergence

22. Company Orientations towards the Market Place Understanding Marketing Management Production concept Selling concept Holistic marketing concept Product concept

23. Production concept “ The production concept holds that consumers will prefer products that are widely available and inexpensive.” Understanding Marketing Management

24. Product concept “ The product concept holds that consumers will favor those products that offer the most quality, performance, or innovative features.” Understanding Marketing Management

25. Selling concept The selling concept holds that consumers and businesses, will ordinarily not buy enough of the organization’s products, therefore, the organization must undertake aggressive selling and promotion effort.” Understanding Marketing Management

26. Marketing concept “ The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets.” Understanding Marketing Management

27. Factory Products Selling and Profits through promoting sales volume Target Customer Integrated Profits through market Needs marketing customer satisfaction The Selling concept The Marketing concept Starting point Focus Means Ends Determinants of customer delivered value Understanding Marketing Management

28. Holistic Marketing concept “ Holistic marketing can be seen as the development, design, and implementation of marketing programs, processes, and activities that recognizes the breath and interdependencies of their efforts. Holistic marketing recognizes that ‘ everything matters’ with marketing—the consumer, employees, other companies, competition, as well as society as a whole.” Understanding Marketing Management

29. Marketing Department Holistic Marketing dimensions Understanding Marketing Management Senior Management Other Departments Communications Products and Services Channels Ethics Environment Legal Community Customers Suppliers Channel Partners Holistic Marketing Internal Marketing Socially Responsible Marketing Integrated Marketing Relationship Marketing Employees

30. The Four P Components of the Marketing Mix Marketing Mix Product Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns Price List Price Discounts Allowances Payment period Credit terms Promotion Sales promotion Advertising Sales force Public relations Direct marketing Place Channels Coverage Assortments Locations Inventory transport Target Market Understanding Marketing Management

31. Company Product Services prices Offering mix Direct mail telemarketing and internet Public relations Sales force Advertising Sales Promotion Distribution Channels Target customers Communications mix Marketing Mix Strategy Understanding Marketing Management

33. Traditional Organizational chart Understanding Marketing Management Top Manage ment Middle management Front line people Customers

34. Customers Front line people Middle management Top Manage ment C U S T O M E R S C U S T O M E R S Modern customer oriented Organizational chart Understanding Marketing Management

38. Factors influencing Company Marketing Strategy Understanding Marketing Management