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Marketing management

        Unit 1
Selling
• Marketing is “identifying needs and wants and
  also satisfying it with the right marketing mix”

               Marketing mix =
     Product +price +place +promotion

Selling is marketing but marketing is not selling.
Marketing definitions
• Social definition – satisfying needs and wants
  through creating, offering and freely
  exchanging products and services of value
  with others.
• Managerial Definition – the art of selling
  product.
• Philip Kotler - “satisfying needs and wants
  through an exchange process”.
How people get products?
              Self produce
               Exchange
              Transaction
                Transfer

Exchange is the core concept of marketing
What is marketed?

1) Goods 2) Services 3) Events 4) Experiences

      5) Persons 6) Places 7) Properties

  8) Organizations 9) Information 10) Ideas
Demand
                 8 types of demands

1)   Negative demand
2)   Non existent demand
3)   Latent demand
4)   Declining demand
5)   Irregular demand
6)   Full demand
7)   Overfull demand
8)   Unwholesome demand
Philosophies of marketing
•   Production concept
•   Product concept
•   Sales concept
•   Marketing concept
•   Societal Marketing Concept

• Holistic marketing
• Socially responsible marketing
Marketing Process
Market environment analysis
• SWOT analysis
• PEST analysis
• 5 c analysis
Marketing Strategy
• Segmentation
• Targeting (target market selection)
• Positioning the product within the target
  market
• Value proposition to the target market
Marketing Mix
Marketing Environment
Internal
 •   The Company
 •   Suppliers
 •   Marketing Intermediaries
 •   Customers
 •   Competitors
 •   Publics

External
 •   Demographic
 •   Economic
 •   Natural
 •   Technological
 •   Political
 •   Cultural
Demographic environment
An Indian Perspective
Current Population of India in 2012          1,220,200,000 (1.22 billion)
Total Male Population in India               628,800,000 (628.8 million)
Total Female Population in India             591,400,000 (591.4 million)
Sex Ratio                                    940 females per 1,000 males
Age structure
0 to 25 years                                50% of India's current population
Currently, there are about 51 births in India in a minute.
India's Population in 2011                   1.21 billion
India's Population in 2001                   1.02 billion
Population of India in 1947                  350 million
Economic Environment
• Monetary and Fiscal policy.
• Indian environment:-
  – CRR – 6%
  – SLR – 24%
  – Bank rate – 6%
  – Repo rate – 8.5%
  – Reverse repo rate – 7.5%
Inflation rate changes
Political environment
•   Mullai periyar issue.
•   Koodankulam issue.
•   Central government plans.
•   State government plans – Giving freebies.
•   Legal changes – Banning lotteries, tobacco
    advertisement ban etc.
Technological Environment
•   Motorola phone - Apple’s Iphone
•   Radios - 3D TV
•   Postal - Emails
•   Clubs - Social medias.
Natural environment
• Oil resources in Gulf countries.
• Agriculture strength of India.
• Kimberly diamonds in South Africa.
Cultural environment
Marketing management

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Marketing management

  • 2.
  • 4. • Marketing is “identifying needs and wants and also satisfying it with the right marketing mix” Marketing mix = Product +price +place +promotion Selling is marketing but marketing is not selling.
  • 5. Marketing definitions • Social definition – satisfying needs and wants through creating, offering and freely exchanging products and services of value with others. • Managerial Definition – the art of selling product. • Philip Kotler - “satisfying needs and wants through an exchange process”.
  • 6. How people get products? Self produce Exchange Transaction Transfer Exchange is the core concept of marketing
  • 7. What is marketed? 1) Goods 2) Services 3) Events 4) Experiences 5) Persons 6) Places 7) Properties 8) Organizations 9) Information 10) Ideas
  • 8. Demand 8 types of demands 1) Negative demand 2) Non existent demand 3) Latent demand 4) Declining demand 5) Irregular demand 6) Full demand 7) Overfull demand 8) Unwholesome demand
  • 9. Philosophies of marketing • Production concept • Product concept • Sales concept • Marketing concept • Societal Marketing Concept • Holistic marketing • Socially responsible marketing
  • 11. Market environment analysis • SWOT analysis • PEST analysis • 5 c analysis
  • 12. Marketing Strategy • Segmentation • Targeting (target market selection) • Positioning the product within the target market • Value proposition to the target market
  • 14.
  • 15. Marketing Environment Internal • The Company • Suppliers • Marketing Intermediaries • Customers • Competitors • Publics External • Demographic • Economic • Natural • Technological • Political • Cultural
  • 17. An Indian Perspective Current Population of India in 2012 1,220,200,000 (1.22 billion) Total Male Population in India 628,800,000 (628.8 million) Total Female Population in India 591,400,000 (591.4 million) Sex Ratio 940 females per 1,000 males Age structure 0 to 25 years 50% of India's current population Currently, there are about 51 births in India in a minute. India's Population in 2011 1.21 billion India's Population in 2001 1.02 billion Population of India in 1947 350 million
  • 18. Economic Environment • Monetary and Fiscal policy. • Indian environment:- – CRR – 6% – SLR – 24% – Bank rate – 6% – Repo rate – 8.5% – Reverse repo rate – 7.5%
  • 20. Political environment • Mullai periyar issue. • Koodankulam issue. • Central government plans. • State government plans – Giving freebies. • Legal changes – Banning lotteries, tobacco advertisement ban etc.
  • 21. Technological Environment • Motorola phone - Apple’s Iphone • Radios - 3D TV • Postal - Emails • Clubs - Social medias.
  • 22. Natural environment • Oil resources in Gulf countries. • Agriculture strength of India. • Kimberly diamonds in South Africa.