SlideShare a Scribd company logo
Introduction
Marketing Management
Cristina Mary Alexander
Assistant Professor
Sree Vidyanikethan Institute of Management
The Importance of Marketing
• To prosper financially and even survive in the face of
an unforgiving economic environment.
• Marketing has helped introduce and gain acceptance of
new products that have eased or enriched people’s
lives.
• It can inspire enhancements in existing products as
marketers innovate to improve their position in the
marketplace.
• Successful marketing builds demand for products and
services, which, in turn, creates jobs.
• By contributing to the bottom line, successful
marketing also allows firms to more fully engage in
socially responsible activities.
What Is Marketing?
• Marketing is about identifying and meeting
human and social needs.
• One of the shortest good definitions of
marketing is “meeting needs profitably.”
Noticed that people wanted good furnishings at
substantially lower prices, it created
knockdown furniture.
Recognized that people were unable
to locate some of the items they
desired most, it created an online
auction clearinghouse.
The American Marketing Association
definition
• Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
Marketing Management
• Marketing management takes place when at
least one party to a potential exchange thinks
about the means of achieving desired
responses from other parties.
• Thus we see marketing management as the
art and science of choosing target markets
and getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.
social and a managerial definition of
marketing
• A social definition shows the role marketing plays in society
• Marketing is a societal process by which individuals and groups
obtain what they need and want through creating, offering, and
freely exchanging products and services of value with others.
• Managers sometimes think of marketing as “the art of selling
products,” Selling is only the tip of the marketing iceberg.
• 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
then is to make the product or service available.
What Is Marketed?
• GOODS
• SERVICES
• EVENTS
• EXPERIENCES
• PERSONS
• PLACES
• PROPERTIES
• ORGANIZATIONS
• INFORMATION
• IDEAS
Who Markets?
MARKETERS AND PROSPECTS
• A marketer is someone who seeks a
response—attention, a purchase, a vote, a
donation—from another party, called the
prospect. If two parties are seeking to sell
something to each other, we call them both
marketers.
Marketers are responsible for demand
management.
 Negative demand —Consumers dislike the product and may even
pay to avoid it.
 Nonexistent demand —Consumers may be unaware of or
uninterested in the product.
 Latent demand —Consumers may share a strong need that cannot be
satisfied by an existing product.
 Declining demand —Consumers begin to buy the product less
frequently or not at all.
 Irregular demand —Consumer purchases vary on a seasonal,
monthly, weekly, daily, or even hourly basis.
 Full demand —Consumers are adequately buying all products put
into the marketplace.
 Overfull demand —More consumers would like to buy the product
than can be satisfied.
 Unwholesome demand —Consumers may be attracted to products
that have undesirable social consequences.
MARKETS
• Traditionally, a “market” was a physical place
where buyers and sellers gathered to buy and
sell goods. Economists describe a market as a
collection of buyers and sellers who transact
over a particular product or product class.
Structure of Flows in a Modern Exchange Economy
A Simple Marketing
System
Key Customer Markets
Consumer Markets
Business Markets
Global Markets Nonprofit and Governmental Markets
Marketplaces, Marketspaces, And
Metamarkets
• The marketplace is physical,such as a store
you shop in;
• The marketspace is digital, as when you shop
on the Internet.
• Metamarket to describe a cluster of
complementary products and services closely
related in the minds of consumers, but spread
across a diverse set of industries.
Core Marketing Concepts
Needs, Wants, and Demands
• Needs are the basic human requirements such
as for air, food, water, clothing, and shelter.
Humans also have strong needs for recreation,
education, and entertainment.
• These needs become wants when they are
directed to specific objects that might satisfy
the need.
• A Demands are wants for specific products
backed by an ability to pay.
We can distinguish five types of needs:
• Stated needs (The customer wants an inexpensive
car.)
• Real needs (The customer wants a car whose
operating cost, not initial price, is low.)
• Unstated needs (The customer expects good
service from the dealer.)
• Delight needs (The customer would like the dealer
to include an onboard GPS navigation system.)
• Secret needs (The customer wants friends to see
him or her as a savvy consumer.)
SEGMENTING
POSITIONING
TARGETING
Offerings and Brands
• Companies address customer needs by putting forth a value
proposition, a set of benefits that satisfy those needs. The
intangible value proposition is made physical by an offering,
which can be a combination of products, services,
information, and experiences.
• A brand is an offering from a known source.
A brand name such as McDonald’s carries many
associations in people’s minds that make up its image:
hamburgers, cleanliness, convenience, courteous
service, and golden arches. All companies strive to
build a brand image with as many strong, favorable,
and unique brand associations as possible.
Value and
Satisfaction
VALUE
QUALITY
PRICE SERVICE
Satisfaction reflects a person’s
judgment of a product’s perceived
performance in relationship to
expectations.
If the performance falls short
of expectations, the customer
is disappointed.
If it matches expectations, the
customer is satisfied.
If it exceeds them, the
customer is delighted.
Marketing Channels
• Communication Channels deliver and receive
messages
• Distribution channels to display, sell, or
deliver the physical product or service(s) to the
buyer or user.
• Service channels that include warehouses,
transportation companies, banks, and insurance
companies.
Supply Chain
Competition
• Competition includes all the actual and
potential rival offerings and substitutes a buyer
might consider.
Marketing Environment
.The task environment
includes the actors engaged
in producing, distributing,
and promoting the offering.
These are the company,
suppliers, distributors,
dealers, and target
Customers.
The broad environment
consists of six
components: demographic
environment, economic
environment,
social-cultural
environment,
technological
environment, and political-
legal environment.
The New Marketing Realities:
• Network information technology.
• Globalization.
• Deregulation.
• Privatization.
• Heightened competition.
• Industry convergence.
• Retail transformation.
• Disintermediation.
• Consumer buying power.
• Consumer information.
• Consumer participation.
• Consumer resistance.
Major Societal Forces
New Company Capabilities
• Marketers can use the Internet as a powerful information and
sales channel.
• Marketers can collect fuller and richer information about
markets, customers, prospects and competitors.
• Marketers can tap into social media to amplify their brand
message.
• Marketers can facilitate and speed external communication
among customers.
• Marketers can send ads, coupons, samples, and information to
customers who have requested them or given the company
permission to send them.
• Marketers can reach consumers on the move with
mobile marketing.
• Companies can make and sell individually
differentiated goods.
• Companies can improve purchasing, recruiting,
training, and internal and external
• communications.
• Companies can facilitate and speed up internal
communication among their employees by using the
Internet as a private intranet
• Companies can improve their cost efficiency by skillful
use of the Internet.
The Production Concept
• The production concept is one of the oldest
concepts in business. It holds that
consumers prefer products that are widely
available and inexpensive.
• Managers of production-oriented businesses
concentrate on achieving high production
efficiency, low costs, and mass distribution.
The Product Concept
• The product concept proposes that
consumers favor products offering the most
quality, performance, or innovative features.
• A new or improved product will not
necessarily be successful unless it’s priced,
distributed, advertised, and sold properly.
The Selling Concept
• The selling concept holds that consumers
and businesses, if left alone, won’t buy
enough of the organization’s products.
• It assumes customers coaxed into buying a
product not only won’t return or bad-mouth it
or complain to consumer organizations but
might even buy it again.
The Marketing Concept
• The marketing concept emerged in the mid-
1950s41 as a customer-centered, sense-and-
respond philosophy.
• The marketing concept holds that the key to
achieving organizational goals is being more
effective than competitors in creating,
delivering, and communicating superior
customer value to your target markets.
Holistic marketing
• Holistic marketing acknowledges that
everything matters in marketing—and that a
broad, integrated perspective is often
necessary.
Marketing introduction
Marketing introduction
Marketing introduction
Marketing introduction

More Related Content

What's hot

MARKETING AND ITS CORE CONCEPTS
MARKETING AND ITS CORE CONCEPTSMARKETING AND ITS CORE CONCEPTS
MARKETING AND ITS CORE CONCEPTS
Artisan Boutik
 
Marketing management basics
Marketing management basicsMarketing management basics
Marketing management basics
raashiarun
 
Introduction to marketing and marketing concepts
Introduction to marketing and marketing conceptsIntroduction to marketing and marketing concepts
Introduction to marketing and marketing concepts
Rishabh Maity
 
Marketing
MarketingMarketing
Marketing
abhi_kit
 
The core concept of marketing
The core concept of marketingThe core concept of marketing
The core concept of marketing
nitinsoni02
 
What is marketing by Maxwell Ranasinghe
What is marketing by Maxwell RanasingheWhat is marketing by Maxwell Ranasinghe
What is marketing by Maxwell Ranasinghe
Maxwell Ranasinghe
 
Marketing mgmt (autosaved) (autosaved)2
Marketing mgmt (autosaved) (autosaved)2Marketing mgmt (autosaved) (autosaved)2
Marketing mgmt (autosaved) (autosaved)2
Harpreet Singh
 
Slideshare
SlideshareSlideshare
Slideshare
shantaramj
 
Marketing - Chapter 1
Marketing - Chapter 1Marketing - Chapter 1
Marketing - Chapter 1
darcy.butler
 
Bus169 Kotler Chapter 07
Bus169 Kotler Chapter 07Bus169 Kotler Chapter 07
Bus169 Kotler Chapter 07
Alwyn Lau
 
basic of marketing
basic of marketingbasic of marketing
basic of marketing
danveer Kumar veer
 
Defining Marketing for the Twenty-First Century
Defining Marketing for the Twenty-First CenturyDefining Marketing for the Twenty-First Century
Defining Marketing for the Twenty-First Century
Sumit Pradhan
 
01 principles of marketing - introduction
01   principles of marketing - introduction01   principles of marketing - introduction
01 principles of marketing - introduction
the bank of khyber
 
1
11
Summary of kotler's marketing management book
Summary of kotler's marketing management bookSummary of kotler's marketing management book
Summary of kotler's marketing management book
Sasquatch S
 
Introduction+to+marketing
Introduction+to+marketingIntroduction+to+marketing
Introduction+to+marketing
Ambreen Zaineb
 
Introduction to marketing
Introduction to marketingIntroduction to marketing
Introduction to marketing
Amrita Sutradhar
 
Chapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerChapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip Kotler
MD ASADUZZAMAN
 
Conscious marketing
Conscious marketingConscious marketing
Conscious marketing
AriannaRohrig
 
The Marketing concepts
The Marketing conceptsThe Marketing concepts
The Marketing concepts
Dhrubajyoti karmakar
 

What's hot (20)

MARKETING AND ITS CORE CONCEPTS
MARKETING AND ITS CORE CONCEPTSMARKETING AND ITS CORE CONCEPTS
MARKETING AND ITS CORE CONCEPTS
 
Marketing management basics
Marketing management basicsMarketing management basics
Marketing management basics
 
Introduction to marketing and marketing concepts
Introduction to marketing and marketing conceptsIntroduction to marketing and marketing concepts
Introduction to marketing and marketing concepts
 
Marketing
MarketingMarketing
Marketing
 
The core concept of marketing
The core concept of marketingThe core concept of marketing
The core concept of marketing
 
What is marketing by Maxwell Ranasinghe
What is marketing by Maxwell RanasingheWhat is marketing by Maxwell Ranasinghe
What is marketing by Maxwell Ranasinghe
 
Marketing mgmt (autosaved) (autosaved)2
Marketing mgmt (autosaved) (autosaved)2Marketing mgmt (autosaved) (autosaved)2
Marketing mgmt (autosaved) (autosaved)2
 
Slideshare
SlideshareSlideshare
Slideshare
 
Marketing - Chapter 1
Marketing - Chapter 1Marketing - Chapter 1
Marketing - Chapter 1
 
Bus169 Kotler Chapter 07
Bus169 Kotler Chapter 07Bus169 Kotler Chapter 07
Bus169 Kotler Chapter 07
 
basic of marketing
basic of marketingbasic of marketing
basic of marketing
 
Defining Marketing for the Twenty-First Century
Defining Marketing for the Twenty-First CenturyDefining Marketing for the Twenty-First Century
Defining Marketing for the Twenty-First Century
 
01 principles of marketing - introduction
01   principles of marketing - introduction01   principles of marketing - introduction
01 principles of marketing - introduction
 
1
11
1
 
Summary of kotler's marketing management book
Summary of kotler's marketing management bookSummary of kotler's marketing management book
Summary of kotler's marketing management book
 
Introduction+to+marketing
Introduction+to+marketingIntroduction+to+marketing
Introduction+to+marketing
 
Introduction to marketing
Introduction to marketingIntroduction to marketing
Introduction to marketing
 
Chapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip KotlerChapter 1 Creating and capturing customer value by Philip Kotler
Chapter 1 Creating and capturing customer value by Philip Kotler
 
Conscious marketing
Conscious marketingConscious marketing
Conscious marketing
 
The Marketing concepts
The Marketing conceptsThe Marketing concepts
The Marketing concepts
 

Viewers also liked

Computer Networks basics and OSI
Computer Networks basics and OSIComputer Networks basics and OSI
Computer Networks basics and OSI
CS_GDRCST
 
International Marketing: international Marketing Introduction
International Marketing: international Marketing Introduction International Marketing: international Marketing Introduction
International Marketing: international Marketing Introduction
We Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
 
Understanding the Marketing Process Leonardo Matarrese
Understanding the Marketing Process Leonardo MatarreseUnderstanding the Marketing Process Leonardo Matarrese
Understanding the Marketing Process Leonardo Matarrese
Leonardo Matarrese
 
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
Moderandi Inc.
 
Market Structure
Market StructureMarket Structure
Market Structure
Rey Belen
 
McDonald's 4 P's of Marketing
McDonald's 4 P's of MarketingMcDonald's 4 P's of Marketing
McDonald's 4 P's of Marketing
wrhsbusiness
 
Chapter 1 introduction to marketing present
Chapter 1  introduction to marketing presentChapter 1  introduction to marketing present
Chapter 1 introduction to marketing present
Ain Omar
 
Marketing Planning Process
Marketing Planning ProcessMarketing Planning Process
Marketing Planning Process
Sushant Murarka
 
Marketing Research
Marketing ResearchMarketing Research
Marketing Research
kkjjkevin03
 
4 P's of marketing
4 P's of marketing4 P's of marketing
4 P's of marketing
wyork
 
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Dan John
 
CLASSIFICATION OF RESEARCH BY PURPOSE & METHOD
CLASSIFICATION OF RESEARCH BY PURPOSE & METHODCLASSIFICATION OF RESEARCH BY PURPOSE & METHOD
CLASSIFICATION OF RESEARCH BY PURPOSE & METHOD
Dr.Shazia Zamir
 
Pricing product-pricing-strategies
Pricing product-pricing-strategiesPricing product-pricing-strategies
Pricing product-pricing-strategies
pavithragiri
 
Kinds & classification of research
Kinds & classification of researchKinds & classification of research
Kinds & classification of research
Gerlie Joy Gonda
 
Pricing methods..
Pricing methods..Pricing methods..
Pricing methods..
Sujith Nair
 
Marketing mix development
Marketing mix developmentMarketing mix development
Marketing mix development
ugik sugiharto
 
Marketing management mba ppt
Marketing management mba pptMarketing management mba ppt
Marketing management mba ppt
Babasab Patil
 
Marketing ppt
Marketing pptMarketing ppt
Marketing ppt
gajjellishivaprasad
 
Marketing Mix
Marketing MixMarketing Mix
Marketing Mix
Keshav Bhatia
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing management
Sagar Gadekar
 

Viewers also liked (20)

Computer Networks basics and OSI
Computer Networks basics and OSIComputer Networks basics and OSI
Computer Networks basics and OSI
 
International Marketing: international Marketing Introduction
International Marketing: international Marketing Introduction International Marketing: international Marketing Introduction
International Marketing: international Marketing Introduction
 
Understanding the Marketing Process Leonardo Matarrese
Understanding the Marketing Process Leonardo MatarreseUnderstanding the Marketing Process Leonardo Matarrese
Understanding the Marketing Process Leonardo Matarrese
 
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...The Strategic Marketing Process - How to Structure Your Marketing Activities ...
The Strategic Marketing Process - How to Structure Your Marketing Activities ...
 
Market Structure
Market StructureMarket Structure
Market Structure
 
McDonald's 4 P's of Marketing
McDonald's 4 P's of MarketingMcDonald's 4 P's of Marketing
McDonald's 4 P's of Marketing
 
Chapter 1 introduction to marketing present
Chapter 1  introduction to marketing presentChapter 1  introduction to marketing present
Chapter 1 introduction to marketing present
 
Marketing Planning Process
Marketing Planning ProcessMarketing Planning Process
Marketing Planning Process
 
Marketing Research
Marketing ResearchMarketing Research
Marketing Research
 
4 P's of marketing
4 P's of marketing4 P's of marketing
4 P's of marketing
 
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
Marketing Concepts- Production, Social, Exchange, Selling, Product and Holist...
 
CLASSIFICATION OF RESEARCH BY PURPOSE & METHOD
CLASSIFICATION OF RESEARCH BY PURPOSE & METHODCLASSIFICATION OF RESEARCH BY PURPOSE & METHOD
CLASSIFICATION OF RESEARCH BY PURPOSE & METHOD
 
Pricing product-pricing-strategies
Pricing product-pricing-strategiesPricing product-pricing-strategies
Pricing product-pricing-strategies
 
Kinds & classification of research
Kinds & classification of researchKinds & classification of research
Kinds & classification of research
 
Pricing methods..
Pricing methods..Pricing methods..
Pricing methods..
 
Marketing mix development
Marketing mix developmentMarketing mix development
Marketing mix development
 
Marketing management mba ppt
Marketing management mba pptMarketing management mba ppt
Marketing management mba ppt
 
Marketing ppt
Marketing pptMarketing ppt
Marketing ppt
 
Marketing Mix
Marketing MixMarketing Mix
Marketing Mix
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing management
 

Similar to Marketing introduction

1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx
Ajiteshwar Shukla
 
1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx
Ajiteshwar Shukla
 
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITY
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYMARKETING MANAGEMENT BA4207 ANNA UNIVERSITY
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITY
Freelance
 
Class 1&2 ch-1
Class 1&2 ch-1Class 1&2 ch-1
Class 1&2 ch-1
Chinmaya Nayak
 
Strategic Marketing
Strategic MarketingStrategic Marketing
Strategic Marketing
FiazJamal2
 
Philipkotlerchapter1
Philipkotlerchapter1Philipkotlerchapter1
Philipkotlerchapter1
Youth for Better Future
 
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1  DEFINING MARKETING FOR THE 21st CENTURYChapter 1  DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Nishant Agrawal
 
Marketing Management - Brief Complete Beginners Guide
Marketing Management - Brief Complete Beginners GuideMarketing Management - Brief Complete Beginners Guide
Marketing Management - Brief Complete Beginners Guide
Muhammad Osama Hussain
 
Marketing Management Notes Philip Kotler
Marketing Management Notes Philip KotlerMarketing Management Notes Philip Kotler
Marketing Management Notes Philip Kotler
LaveenaShanker
 
Marketing Management
Marketing ManagementMarketing Management
Marketing Management
Ms. Parasmani Jangid
 
CHAPTER_1_Marketing_Management_Chapter_1.pptx
CHAPTER_1_Marketing_Management_Chapter_1.pptxCHAPTER_1_Marketing_Management_Chapter_1.pptx
CHAPTER_1_Marketing_Management_Chapter_1.pptx
ClairePintor
 
Marketing Management Introduction.pptx
Marketing Management Introduction.pptxMarketing Management Introduction.pptx
Marketing Management Introduction.pptx
Arnav Chowdhury
 
ppt lecture 1 and 2 chapter 1 marketing is managing profitable CR.pptx
ppt lecture 1 and 2  chapter 1 marketing is managing profitable CR.pptxppt lecture 1 and 2  chapter 1 marketing is managing profitable CR.pptx
ppt lecture 1 and 2 chapter 1 marketing is managing profitable CR.pptx
sbangash1166
 
1 icm marketing 1
1 icm marketing 11 icm marketing 1
1 icm marketing 1
chiran_aryal
 
309545719 bsbmkg501-presentation-1
309545719 bsbmkg501-presentation-1309545719 bsbmkg501-presentation-1
309545719 bsbmkg501-presentation-1
Jatins Anand
 
Marketing Management
Marketing ManagementMarketing Management
Marketing Management
Ms. Parasmani Jangid
 
MM CH 1.pptx.pdf
MM CH 1.pptx.pdfMM CH 1.pptx.pdf
MM CH 1.pptx.pdf
NigusTeshome2
 
Lecture 1 introduction to marketing
Lecture 1   introduction to marketingLecture 1   introduction to marketing
Lecture 1 introduction to marketing
Amr Mousa
 
Marketing Management intro
Marketing Management introMarketing Management intro
Marketing Management intro
Aishwarya Kelkar
 
Class 2
Class 2Class 2
Class 2
Aniruddha1989
 

Similar to Marketing introduction (20)

1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx
 
1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx1 INTRODUCTION KOTLER.pptx
1 INTRODUCTION KOTLER.pptx
 
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITY
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYMARKETING MANAGEMENT BA4207 ANNA UNIVERSITY
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITY
 
Class 1&2 ch-1
Class 1&2 ch-1Class 1&2 ch-1
Class 1&2 ch-1
 
Strategic Marketing
Strategic MarketingStrategic Marketing
Strategic Marketing
 
Philipkotlerchapter1
Philipkotlerchapter1Philipkotlerchapter1
Philipkotlerchapter1
 
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1  DEFINING MARKETING FOR THE 21st CENTURYChapter 1  DEFINING MARKETING FOR THE 21st CENTURY
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURY
 
Marketing Management - Brief Complete Beginners Guide
Marketing Management - Brief Complete Beginners GuideMarketing Management - Brief Complete Beginners Guide
Marketing Management - Brief Complete Beginners Guide
 
Marketing Management Notes Philip Kotler
Marketing Management Notes Philip KotlerMarketing Management Notes Philip Kotler
Marketing Management Notes Philip Kotler
 
Marketing Management
Marketing ManagementMarketing Management
Marketing Management
 
CHAPTER_1_Marketing_Management_Chapter_1.pptx
CHAPTER_1_Marketing_Management_Chapter_1.pptxCHAPTER_1_Marketing_Management_Chapter_1.pptx
CHAPTER_1_Marketing_Management_Chapter_1.pptx
 
Marketing Management Introduction.pptx
Marketing Management Introduction.pptxMarketing Management Introduction.pptx
Marketing Management Introduction.pptx
 
ppt lecture 1 and 2 chapter 1 marketing is managing profitable CR.pptx
ppt lecture 1 and 2  chapter 1 marketing is managing profitable CR.pptxppt lecture 1 and 2  chapter 1 marketing is managing profitable CR.pptx
ppt lecture 1 and 2 chapter 1 marketing is managing profitable CR.pptx
 
1 icm marketing 1
1 icm marketing 11 icm marketing 1
1 icm marketing 1
 
309545719 bsbmkg501-presentation-1
309545719 bsbmkg501-presentation-1309545719 bsbmkg501-presentation-1
309545719 bsbmkg501-presentation-1
 
Marketing Management
Marketing ManagementMarketing Management
Marketing Management
 
MM CH 1.pptx.pdf
MM CH 1.pptx.pdfMM CH 1.pptx.pdf
MM CH 1.pptx.pdf
 
Lecture 1 introduction to marketing
Lecture 1   introduction to marketingLecture 1   introduction to marketing
Lecture 1 introduction to marketing
 
Marketing Management intro
Marketing Management introMarketing Management intro
Marketing Management intro
 
Class 2
Class 2Class 2
Class 2
 

Recently uploaded

Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
SimpleMoneyMaker
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
InstBlast Marketing
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Navah Hopkins
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
complete knowledge
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
Giorgio Chiesa
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
5ys5mvlp
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Boston SEO Services
 

Recently uploaded (20)

Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.Boost Your Instagram Views Instantly Proven Free Strategies.
Boost Your Instagram Views Instantly Proven Free Strategies.
 
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAY
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
 
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikInfluencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
 
Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.Get admission in various courses and boost your employment opportunities.
Get admission in various courses and boost your employment opportunities.
 
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxINTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx
 
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
 

Marketing introduction

  • 1. Introduction Marketing Management Cristina Mary Alexander Assistant Professor Sree Vidyanikethan Institute of Management
  • 2. The Importance of Marketing • To prosper financially and even survive in the face of an unforgiving economic environment. • Marketing has helped introduce and gain acceptance of new products that have eased or enriched people’s lives. • It can inspire enhancements in existing products as marketers innovate to improve their position in the marketplace. • Successful marketing builds demand for products and services, which, in turn, creates jobs. • By contributing to the bottom line, successful marketing also allows firms to more fully engage in socially responsible activities.
  • 3. What Is Marketing? • Marketing is about identifying and meeting human and social needs. • One of the shortest good definitions of marketing is “meeting needs profitably.” Noticed that people wanted good furnishings at substantially lower prices, it created knockdown furniture. Recognized that people were unable to locate some of the items they desired most, it created an online auction clearinghouse.
  • 4. The American Marketing Association definition • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
  • 5. Marketing Management • Marketing management takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties. • Thus we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
  • 6. social and a managerial definition of marketing • A social definition shows the role marketing plays in society • Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. • Managers sometimes think of marketing as “the art of selling products,” Selling is only the tip of the marketing iceberg. • 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 then is to make the product or service available.
  • 7. What Is Marketed? • GOODS • SERVICES • EVENTS • EXPERIENCES • PERSONS • PLACES • PROPERTIES • ORGANIZATIONS • INFORMATION • IDEAS
  • 8. Who Markets? MARKETERS AND PROSPECTS • A marketer is someone who seeks a response—attention, a purchase, a vote, a donation—from another party, called the prospect. If two parties are seeking to sell something to each other, we call them both marketers.
  • 9. Marketers are responsible for demand management.  Negative demand —Consumers dislike the product and may even pay to avoid it.  Nonexistent demand —Consumers may be unaware of or uninterested in the product.  Latent demand —Consumers may share a strong need that cannot be satisfied by an existing product.  Declining demand —Consumers begin to buy the product less frequently or not at all.  Irregular demand —Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.  Full demand —Consumers are adequately buying all products put into the marketplace.  Overfull demand —More consumers would like to buy the product than can be satisfied.  Unwholesome demand —Consumers may be attracted to products that have undesirable social consequences.
  • 10. MARKETS • Traditionally, a “market” was a physical place where buyers and sellers gathered to buy and sell goods. Economists describe a market as a collection of buyers and sellers who transact over a particular product or product class.
  • 11. Structure of Flows in a Modern Exchange Economy
  • 13. Key Customer Markets Consumer Markets Business Markets Global Markets Nonprofit and Governmental Markets
  • 14. Marketplaces, Marketspaces, And Metamarkets • The marketplace is physical,such as a store you shop in; • The marketspace is digital, as when you shop on the Internet. • Metamarket to describe a cluster of complementary products and services closely related in the minds of consumers, but spread across a diverse set of industries.
  • 15. Core Marketing Concepts Needs, Wants, and Demands • Needs are the basic human requirements such as for air, food, water, clothing, and shelter. Humans also have strong needs for recreation, education, and entertainment. • These needs become wants when they are directed to specific objects that might satisfy the need. • A Demands are wants for specific products backed by an ability to pay.
  • 16. We can distinguish five types of needs: • Stated needs (The customer wants an inexpensive car.) • Real needs (The customer wants a car whose operating cost, not initial price, is low.) • Unstated needs (The customer expects good service from the dealer.) • Delight needs (The customer would like the dealer to include an onboard GPS navigation system.) • Secret needs (The customer wants friends to see him or her as a savvy consumer.)
  • 18. Offerings and Brands • Companies address customer needs by putting forth a value proposition, a set of benefits that satisfy those needs. The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences. • A brand is an offering from a known source. A brand name such as McDonald’s carries many associations in people’s minds that make up its image: hamburgers, cleanliness, convenience, courteous service, and golden arches. All companies strive to build a brand image with as many strong, favorable, and unique brand associations as possible.
  • 19. Value and Satisfaction VALUE QUALITY PRICE SERVICE Satisfaction reflects a person’s judgment of a product’s perceived performance in relationship to expectations. If the performance falls short of expectations, the customer is disappointed. If it matches expectations, the customer is satisfied. If it exceeds them, the customer is delighted.
  • 20. Marketing Channels • Communication Channels deliver and receive messages • Distribution channels to display, sell, or deliver the physical product or service(s) to the buyer or user. • Service channels that include warehouses, transportation companies, banks, and insurance companies.
  • 22. Competition • Competition includes all the actual and potential rival offerings and substitutes a buyer might consider.
  • 23. Marketing Environment .The task environment includes the actors engaged in producing, distributing, and promoting the offering. These are the company, suppliers, distributors, dealers, and target Customers. The broad environment consists of six components: demographic environment, economic environment, social-cultural environment, technological environment, and political- legal environment.
  • 24. The New Marketing Realities: • Network information technology. • Globalization. • Deregulation. • Privatization. • Heightened competition. • Industry convergence. • Retail transformation. • Disintermediation. • Consumer buying power. • Consumer information. • Consumer participation. • Consumer resistance. Major Societal Forces
  • 25. New Company Capabilities • Marketers can use the Internet as a powerful information and sales channel. • Marketers can collect fuller and richer information about markets, customers, prospects and competitors. • Marketers can tap into social media to amplify their brand message. • Marketers can facilitate and speed external communication among customers. • Marketers can send ads, coupons, samples, and information to customers who have requested them or given the company permission to send them.
  • 26. • Marketers can reach consumers on the move with mobile marketing. • Companies can make and sell individually differentiated goods. • Companies can improve purchasing, recruiting, training, and internal and external • communications. • Companies can facilitate and speed up internal communication among their employees by using the Internet as a private intranet • Companies can improve their cost efficiency by skillful use of the Internet.
  • 27.
  • 28.
  • 29. The Production Concept • The production concept is one of the oldest concepts in business. It holds that consumers prefer products that are widely available and inexpensive. • Managers of production-oriented businesses concentrate on achieving high production efficiency, low costs, and mass distribution.
  • 30. The Product Concept • The product concept proposes that consumers favor products offering the most quality, performance, or innovative features. • A new or improved product will not necessarily be successful unless it’s priced, distributed, advertised, and sold properly.
  • 31. The Selling Concept • The selling concept holds that consumers and businesses, if left alone, won’t buy enough of the organization’s products. • It assumes customers coaxed into buying a product not only won’t return or bad-mouth it or complain to consumer organizations but might even buy it again.
  • 32. The Marketing Concept • The marketing concept emerged in the mid- 1950s41 as a customer-centered, sense-and- respond philosophy. • The marketing concept holds that the key to achieving organizational goals is being more effective than competitors in creating, delivering, and communicating superior customer value to your target markets.
  • 33. Holistic marketing • Holistic marketing acknowledges that everything matters in marketing—and that a broad, integrated perspective is often necessary.