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TATVA INSTITUTE OF
TECHNOLOGICAL STUDIES,
MODASA
Topic
:
Presentation by: Deep Maheta [En.No.:
160900109009]
Ref by: Prof. Pratik v. Chauhan
INDEX:
 Introduction of marketing management.
 4 Ps of Marketing.
 Different concept of marketing.
 Marketing segmentation.
 Different between selling and marketing concept.
 Introduction of Financial management.
 Scope of financial management.
 Function of financial management.
 Sources of finance.
Marketing
Management
Definitions Of Marketing:
 “Marketing is the process for engaging a
target market of consumers or other users to
ultimately sell product profitably which are
unfulfilled needs and desires.”
4 Ps of Marketing
 Product
 Price
 Place
 Promotion
Product:
 A good, Service, or idea that offers a bundle
of tangible and intangible attributes to satisfy
the need of consumers of marketing as they
can be controlled and manipulated by the
market is termed as product.
Aspects which must be considered by the
organizations, while developing any product:
 Basic need of the customers
 Extra Features
 Esthetic look
 Attractive packaging
 Brand name
Place:
 Place is the element of the marketing mix that
encompasses all aspects of getting products to
the consumer in the right location at the right
time.
Promotions:
 It is the element of marketing mix which
brings the product to the attention of the
consumers and persuade them to buy.
 Essential element of the marketing mix.
Price:
 The amount of money or other consideration
that is, something of value given in exchange
for a product is termed as price.
Different Concepts of Marketing:
 Production
 Product
 Selling
 Marketing
 Societal
 Holistic
Production Concept:
 The concept of production is “Developing
Selling the product which is affordable and
available”
Product Concept:
 The product concept believes that consumers
will favor only those products which offers
the most quality, performance, or inovative
features.
Selling Concept:
 Selling concept believes that consumers will
not buy enough products until firms put
substantial selling efforts to sell it.
Marketing Concept:
 Marketing Concept believes that what
customers need and earn profit through
customers.
Societal Concept:
 In this concept organization has to make
balance with customers needs, profits and
welfare society.
Holistic Concept:
 Every department starting from design and
development of product to the ending at after
sales service including customer care is
involved for the success or failure of the
product.
Market Segmentation:
 Market segmentation is the process of
dividing a market of potential customers into
groups, or segments, based on different
characteristics. The segments created are
composed of consumers who will respond
similarly to marketing strategies and who
share traits such as similar interests, needs, or
locations.
Advantages of market segmentation:
 As many organizations are not able to cover
entire market, they can select a particular
market segment and can survive in the
business.
 Organization can easily understand and focus
on the needs and priorities of the segmented
market.
 Market segmentation leads to more effective
utilization of marketing resources.
Market segmentation can be
performed for both consumer’s
market as well as industrial
market…
1)Market segmentation for Consumer
Markets:
2)Market segmentation for industries
Markets:
Market segmentation for Consumer
Markets:
 A) Geographical Segmentation
 B) Demographical Segmentation
 C) Psychographic Segmentation
 D) Behavioral segmentation
A) Geographical Segmentation:
 Geographic segmentation is when a business
divides its market on the basis of geography.
There are several ways that a market can
be geographically segmented. You can
divide your market by geographical areas,
such as by city, county, state, region,country,
or international region.
B) Demographical Segmentation:
 Gender
 Age
 Income
 Generation
 Social class
C) Psychographic Segmentation:
 Psychographic segmentation involves
dividing your market into segments based
upon different personality traits, values,
attitudes, interests, and lifestyles of
consumers. This segmentation is
advantageous because it allows you to engage
in product design and marketing in a focused
manner.
D) Behavioral segmentation :
 Occasions
 Needs and Benefits
 User status and usage rate
 Buyer-Readiness stage
 Loyalty status
 Attitude
Marketing Segmentation for
Industries Market:
 Demographic basis
 Operating variables characteristics basis
 Purchasing Approach
 Buyers' based segmentation
Demographic basis Segmentation:
 It consist three factors.
1) Industry
2) Company Size
3) Customer Location
Operating variables characteristics
basis
 Mainly this variable are either of two types:
manual or semi-automated plants. Based on
manufacturing technology adopted by the
manufacturer, segmentation has been done as
either automatic or semi-automatic plants.
Purchasing Approach:
 Different organizations adopt different
purchasing policies depending on their
financial conditions.
Buyers' based segmentation:
 Organization can also be classified based on
their customer .Some customer wants
products only on the basis of quality while
some wants on the basis of price only.
Selling Concept Marketing Concept
Selling starts with the seller
and is preoccupied all the time
with the needs of the seller.
Marketing starts with the buyer
and focuses constantly on the
needs of the buyer.
Quickly convert product into
cash.
Convert customer needs into
products.
In firms practicing selling
concept, production is the
central function of the business.
Emphasis is on an integrated
strategy covering product
promotion , pricing and
distribution for product
marketing.
32
Financial Management
Definitions Of Financial
Management:
 “Financial management is the operational
activity of a business that is responsible for
obtaining and effectively utilizing the fund
necessary for efficient operations.”
FINANCE CASH
 Finance is process of flowing or transfer
the cash from one to another bank
,company , customer , consumer etc.
34
Scope of Financial Management:
 Accounting
 Economics
 Mathematics
 Human Resource
 Marketing
 Production Management
Accounting:
 There is direct relationship between the
financial management and account
management.
Economics:
 Economic concept such as different type of
market, national income, and other income are
directly related financial management.
Mathematics:
 Number of mathematical tools and techniques
are adopted by financial management.
 They are called as ECONOMETRICS.
Human Resource:
 Human resources department can only
provide manpower when the finance
department allocates the fund for wages,
salary, remuneration, bonus and other
monetary benefits of the employees.
Marketing:
 Marketing is most important activity for the
organization to attract and retain the
customers.
Production Management:
 Profit of the business depends upon the
production performance. The manager must
be aware of the operational process and
finance required for each process of
production activities.
Function of Financial Management:
 Estimation of capital requirements
 Determination of capital composition
 Selection of Sources of funds
 Investment of funds
 Management of cash
 Disposal of surplus
 Financial controls
Estimation of capital requirements:
 A finance manager has to estimate in terms of
capital requirements of the business. This will
depend upon expected costs and profits and
future strategies and policies of a business.
Determination of capital
composition:
 As the estimation have been made, the capital
has to be decided. This involves short term
and long term dept equity analysis.
Selection of Sources of funds:
 Issue of shares and debentures
 Loans to be taken from banks and financial
institutions.
 Public deposits to be drawn like in form of
bonds.
Investment of funds:
 The finance manager has to decide to allocate
funds into profitable ventures so that there is
safety on investment and regular returns is
possible.
Management of cash:
 Cash is required for many purposes like
payment of wages and salaries, payments of
bills, purchase of raw material and etc..
Disposal of surplus:
 Dividend declaration – it includes identifying
the rate of dividends and other benefits like
bonus.
 Retained profits – the volume has to be
decided which will depend upon expansion,
innovational plans of the company.
Financial Controls:
 This can be done though many techniques like
ratio analysis, financial forecasting, cost and
profit control etc…
Source of Finance:
Based on time period of Repayment:
1) Long term sources:
-Equity sources
-Preference shares
-Debenture
-Loans
-Fixed deposit
2) Short term sources:
-Bank credit
-Trade credit
-Public Deposit
Based on Ownership:
 Surplus and profit
 Earning
 Different type of shares
 Public deposit
 Bank loan
 Bonds
Based on Sources of generation:
1) Internal Sources:
-Surplus
-Retained earning
-Depreciation fund
2) External Sources:
-Public deposit
-Bank loan
-Debenture
Questioning?
Marketing and financial management

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Marketing and financial management

  • 1. TATVA INSTITUTE OF TECHNOLOGICAL STUDIES, MODASA Topic : Presentation by: Deep Maheta [En.No.: 160900109009] Ref by: Prof. Pratik v. Chauhan
  • 2. INDEX:  Introduction of marketing management.  4 Ps of Marketing.  Different concept of marketing.  Marketing segmentation.  Different between selling and marketing concept.  Introduction of Financial management.  Scope of financial management.  Function of financial management.  Sources of finance.
  • 4. Definitions Of Marketing:  “Marketing is the process for engaging a target market of consumers or other users to ultimately sell product profitably which are unfulfilled needs and desires.”
  • 5. 4 Ps of Marketing  Product  Price  Place  Promotion
  • 6. Product:  A good, Service, or idea that offers a bundle of tangible and intangible attributes to satisfy the need of consumers of marketing as they can be controlled and manipulated by the market is termed as product.
  • 7. Aspects which must be considered by the organizations, while developing any product:  Basic need of the customers  Extra Features  Esthetic look  Attractive packaging  Brand name
  • 8. Place:  Place is the element of the marketing mix that encompasses all aspects of getting products to the consumer in the right location at the right time.
  • 9. Promotions:  It is the element of marketing mix which brings the product to the attention of the consumers and persuade them to buy.  Essential element of the marketing mix.
  • 10. Price:  The amount of money or other consideration that is, something of value given in exchange for a product is termed as price.
  • 11. Different Concepts of Marketing:  Production  Product  Selling  Marketing  Societal  Holistic
  • 12. Production Concept:  The concept of production is “Developing Selling the product which is affordable and available”
  • 13. Product Concept:  The product concept believes that consumers will favor only those products which offers the most quality, performance, or inovative features.
  • 14. Selling Concept:  Selling concept believes that consumers will not buy enough products until firms put substantial selling efforts to sell it.
  • 15. Marketing Concept:  Marketing Concept believes that what customers need and earn profit through customers.
  • 16. Societal Concept:  In this concept organization has to make balance with customers needs, profits and welfare society.
  • 17. Holistic Concept:  Every department starting from design and development of product to the ending at after sales service including customer care is involved for the success or failure of the product.
  • 18. Market Segmentation:  Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations.
  • 19. Advantages of market segmentation:  As many organizations are not able to cover entire market, they can select a particular market segment and can survive in the business.  Organization can easily understand and focus on the needs and priorities of the segmented market.  Market segmentation leads to more effective utilization of marketing resources.
  • 20. Market segmentation can be performed for both consumer’s market as well as industrial market… 1)Market segmentation for Consumer Markets: 2)Market segmentation for industries Markets:
  • 21. Market segmentation for Consumer Markets:  A) Geographical Segmentation  B) Demographical Segmentation  C) Psychographic Segmentation  D) Behavioral segmentation
  • 22. A) Geographical Segmentation:  Geographic segmentation is when a business divides its market on the basis of geography. There are several ways that a market can be geographically segmented. You can divide your market by geographical areas, such as by city, county, state, region,country, or international region.
  • 23. B) Demographical Segmentation:  Gender  Age  Income  Generation  Social class
  • 24. C) Psychographic Segmentation:  Psychographic segmentation involves dividing your market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows you to engage in product design and marketing in a focused manner.
  • 25. D) Behavioral segmentation :  Occasions  Needs and Benefits  User status and usage rate  Buyer-Readiness stage  Loyalty status  Attitude
  • 26. Marketing Segmentation for Industries Market:  Demographic basis  Operating variables characteristics basis  Purchasing Approach  Buyers' based segmentation
  • 27. Demographic basis Segmentation:  It consist three factors. 1) Industry 2) Company Size 3) Customer Location
  • 28. Operating variables characteristics basis  Mainly this variable are either of two types: manual or semi-automated plants. Based on manufacturing technology adopted by the manufacturer, segmentation has been done as either automatic or semi-automatic plants.
  • 29. Purchasing Approach:  Different organizations adopt different purchasing policies depending on their financial conditions.
  • 30. Buyers' based segmentation:  Organization can also be classified based on their customer .Some customer wants products only on the basis of quality while some wants on the basis of price only.
  • 31. Selling Concept Marketing Concept Selling starts with the seller and is preoccupied all the time with the needs of the seller. Marketing starts with the buyer and focuses constantly on the needs of the buyer. Quickly convert product into cash. Convert customer needs into products. In firms practicing selling concept, production is the central function of the business. Emphasis is on an integrated strategy covering product promotion , pricing and distribution for product marketing.
  • 33. Definitions Of Financial Management:  “Financial management is the operational activity of a business that is responsible for obtaining and effectively utilizing the fund necessary for efficient operations.”
  • 34. FINANCE CASH  Finance is process of flowing or transfer the cash from one to another bank ,company , customer , consumer etc. 34
  • 35. Scope of Financial Management:  Accounting  Economics  Mathematics  Human Resource  Marketing  Production Management
  • 36. Accounting:  There is direct relationship between the financial management and account management.
  • 37. Economics:  Economic concept such as different type of market, national income, and other income are directly related financial management.
  • 38. Mathematics:  Number of mathematical tools and techniques are adopted by financial management.  They are called as ECONOMETRICS.
  • 39. Human Resource:  Human resources department can only provide manpower when the finance department allocates the fund for wages, salary, remuneration, bonus and other monetary benefits of the employees.
  • 40. Marketing:  Marketing is most important activity for the organization to attract and retain the customers.
  • 41. Production Management:  Profit of the business depends upon the production performance. The manager must be aware of the operational process and finance required for each process of production activities.
  • 42. Function of Financial Management:  Estimation of capital requirements  Determination of capital composition  Selection of Sources of funds  Investment of funds  Management of cash  Disposal of surplus  Financial controls
  • 43. Estimation of capital requirements:  A finance manager has to estimate in terms of capital requirements of the business. This will depend upon expected costs and profits and future strategies and policies of a business.
  • 44. Determination of capital composition:  As the estimation have been made, the capital has to be decided. This involves short term and long term dept equity analysis.
  • 45. Selection of Sources of funds:  Issue of shares and debentures  Loans to be taken from banks and financial institutions.  Public deposits to be drawn like in form of bonds.
  • 46. Investment of funds:  The finance manager has to decide to allocate funds into profitable ventures so that there is safety on investment and regular returns is possible.
  • 47. Management of cash:  Cash is required for many purposes like payment of wages and salaries, payments of bills, purchase of raw material and etc..
  • 48. Disposal of surplus:  Dividend declaration – it includes identifying the rate of dividends and other benefits like bonus.  Retained profits – the volume has to be decided which will depend upon expansion, innovational plans of the company.
  • 49. Financial Controls:  This can be done though many techniques like ratio analysis, financial forecasting, cost and profit control etc…
  • 51. Based on time period of Repayment: 1) Long term sources: -Equity sources -Preference shares -Debenture -Loans -Fixed deposit 2) Short term sources: -Bank credit -Trade credit -Public Deposit
  • 52. Based on Ownership:  Surplus and profit  Earning  Different type of shares  Public deposit  Bank loan  Bonds
  • 53. Based on Sources of generation: 1) Internal Sources: -Surplus -Retained earning -Depreciation fund 2) External Sources: -Public deposit -Bank loan -Debenture

Editor's Notes

  1. From reading the last chapter you should understand the important role that marketing plays in the success of our free market economy and in every agribusiness. Now let’s take the next step, and learn how to manage marketing within the confines of the firm.
  2. Up to now we have taken a big picture perspective at what happens in marketing within a firm. Now it is time to take a more detailed look at what it takes to successfully market a single product. This process is made easier when we employ the idea of the four Ps of marketing—product, price, place, and promotion. The four Ps are things over which managers can exercise control and adjust quickly to fit each situation so they can maximize the chances of making a sale. The goal is to offer just the right product, at just the right price, in just the right place, and with just the right advertising (promotion) to satisfy each customer. Making the sale is all about putting together that perfect set of Ps that your customers cannot resist. You can only do this if you really understand what your customers really want. But what customers really want is always changing. This is why this assessment of customer needs is a never ending activity.