Marketing management by kotler

1. Marketing
Management-1
Kotler and Keller

2. ➔ PGDM(IIM Raipur)
➔ Assistant Professor(Lloyd Business School)
➔ Faculty-MBA(GLA University)
➔ Bhakresa FMCG(South Africa)
➔ Relationship Manager(HDFC Bank)
➔ Managing Director(Shyam Hospital)
Swarit Yadav

3. Unit-1 ● Marketing Management
○ Introduction
○ Objectives
○ Scope and importance
○ Types of market
○ Core concepts of marketing
○ Functions of marketing
○ Marketing orientations

4. Unit-1
● Marketing Environment
○ Introduction
○ Environmental Scanning
○ Techniques of environment scanning
○ Analyzing the organisation’s micro and macro environment
○ Marketing planning and implementation

5. Unit-2
● Consumer Buying Behaviour
○ Introduction
○ Characteristics
○ Factors affecting consumer behaviour
○ Types of buying decision behaviour
○ Consumer buying decision process
○ Buying motives
○ Buyer behaviour models

6. Unit - 3 ● Business buyer behaviour
○ Introduction
○ Characteristics of Business Markets
○ Consumer vs business buyer behaviour
○ Buying situations in b2b markets
○ Buying roles in industrial marketing
○ Factors influencing business buyers
○ Steps in b2b buying process

7. Unit - 4
● Segmentation, targeting and positioning
○ Introduction
○ Concept of marketing segmentation
○ Benefits of market segmentation
○ Requisites of effective market segmentation
○ The process of market segmentation
○ Bases for segmentation
○ Targeting meaning
○ Target market strategies
○ Market positioning
○ Positioning strategies
○ Value proposition
○ Differentiation- meaning, strategies

8. Unit- 5
● MKIS (Marketing-Information
System)
● Characteristics
● Benefits
● Components
● Market research

9. What is marketed? Goods
Services
Events
Experiences
Persons
Places
Properties
Organisations
Information
Ideas

10. Demand Negative demand—
Nonexistent demand
Latent demand
Declining demand
Irregular demand
Full demand
Overfull demand
Unwholesome demand

12. Key customer markets
Consumer Markets
Business Markets
Global Markets
Nonprofit and Governmental Markets

13. Needs, wants and Demand
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs

14. Key
terminologies
Target Markets, Positioning, and
Segmentation
Offerings and Brands
Marketing Channels
Paid, Owned, and Earned Media
Impressions and Engagement
Value and Satisfaction
Supply Chain
Competition
Marketing Environment

15. Company Orientation
toward
the Marketplace
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept

17. Updating the Four Ps

18. Updating the Four Ps

19. Marketing
Management
Tasks
Developing Marketing Strategies and Plans
Capturing Marketing Insights
Connecting with Customers
Building Strong Brands
Creating Value
Delivering Value
Communicating Value
Conducting marketing responsibly for long-term success

21. Pegasus Sports
International

22. Skate Sails

23. Ice Hockey

24. Speed Skate Racing

25. Topics Marketing information system
Internal records
Order to payment cycle
Sales information system
databases , data warehousing and data
mining
The marketing intelligence system
Mystery shopper
A.C Nielson(Panels)
Kitchen audit

26. Topics
Collecting marketing
intelligence from internet
Communicating and Acting on
Marketing Intelligence

27. Analyzing the Macro
Environment
Needs and trends
FAD
Trend
Mega Trend

28. Analyzing the Macro
Environment
Identifying the Major Forces
The Demographic Environment
Worldwide Population Growth
Population Age Mix
Bottom of the pyramid by C K Prahlad
Narayana Hrudayalaya Hospital
Arvind Eye Care System
Reverse innovation
Ethnic and other markets

29. The Demographic Environment
Educational Groups
WSU (Wealthy single urbanites)
The Economic Environment
Disposable Income
Consumer Psychology
Income Distribution
Analyzing the Macro
Environment

30. The Sociocultural Environment

31. The
Sociocultural
Environment
Core Cultural Values
Core beliefs
Secondary beliefs
Subcultures

32. The Natural Environment
Corporate environmentalism

33. The Technological
Environment
Accelerating Pace of Change
Unlimited Opportunities for Innovation
Varying R&D Budgets
Increased Regulation of Technological Change

34. The Political-Legal
Environment
Increased Business Legislation
Growth of Special-Interest Groups
Consumerist movement

35. Forecasting and
Demand
Measurement

36. The Measures of Market Demand

37. Potential market
Available market
qualified available market
Interest, income, access, and
qualifications
Target market
penetrated market
The Measures of Market Demand
Forecasting and
Demand
Measurement

38. A Vocabulary for Demand
Measurement
Market Demand
market demand function
market minimum
market potential
marketing sensitivity of demand
primary demand
market share
Expansible market
Non-expansible market
Market-penetration index
share-penetration index
Forecasting and
Demand
Measurement

39. A Vocabulary for Demand
Measurement
Forecasting and
Demand
Measurement

40. A Vocabulary for Demand
Measurement
Market Demand
Market Forecast
Market Potential
product-penetration percentage
Company Demand
Company Sales Forecast
sales quota
sales budget
Company Sales Potential
Forecasting and
Demand
Measurement

41. Total Market Potential (On slide 41)
Chain-ratio method (On slide 42)
Area Market Potential
Market-Buildup Method
Multiple-Factor Index Method (On
slide 43)
Industry sales and market share
Forecasting and
Demand
Measurement
Estimating Current Demand

45. Cultural Factors
subcultures
social stratification/social classes
Social Factors
Reference Groups
Membership
groups(Direct Effect)
primary
groups
secondary
groups
Aspirational groups
Dissociative groups
Analyzing
Consumer
Markets
Consumer Behavior

46. Social Factors
Cliques
stealth marketing/shill marketing
Family
Family of orientation
family of procreation
Roles and Status
Personal Factors
Age and Stage in the Life Cycle
family life cycle
Psychological life-cycle
Analyzing
Consumer
Markets
Consumer Behavior

47. Personal Factors
Age and Stage in the Life Cycle
critical life events or
transitions
The Baby Market
Occupation and Economic
Circumstances
Personality and Self-Concept
brand personality
actual self-concept
ideal self-concept
others’ self-concept
Analyzing
Consumer
Markets
Consumer Behavior

48. Personal Factors
Lifestyle and Values
money constrained or time constrained
Analyzing
Consumer
Markets
Consumer Behavior

49. stimulus-response model (On slide 49)
Motivation
Freud’s Theory
Maslow’s Theory
Herzberg’s Theory
Perception
Selective Attention
Selective Distortion
Selective Retention
Subliminal Perception
Analyzing
Consumer
Markets
Key Psychological Processes

51. Learning
Emotions
Memory
Memory Processes
Memory encoding
Memory retrieval
Analyzing
Consumer
Markets
Key Psychological Processes

52. The Buying Decision Process: The
Five-Stage Model
Problem Recognition
Information Search
Information Sources
Search Dynamics
Evaluation of Alternatives
Beliefs and Attitudes
Expectancy-Value Model
Purchase Decision
Noncompensatory Models of
Consumer Choice
Intervening Factors
Analyzing
Consumer
Markets

53. Postpurchase Behavior
Post-purchase Satisfaction
Post-purchase Actions
Postpurchase Uses and Disposal
Moderating Effects on Consumer Decision
Making
Low-involvement Consumer
Decision Making
Variety-Seeking Buying Behavior
Analyzing
Consumer
Markets
The Buying Decision Process: The
Five-Stage Model

54. Decision Heuristics
Framing
Mental Accounting
https://www.youtube.com/watch?v=xBIVlM435
Zg&t=139s
https://www.youtube.com/watch?v=sR-
qL7QdVZQ
Analyzing
Consumer
Markets
Behavioral Decision Theory
and Behavioral Economics

55. Analyzing
Business Markets
Topics
What is Organisational Buying?
Business Market v/s Consumer
Market
Buying Situations
Systems Buying and Selling
Participants in Business Buying Process
The buying centre
Buying centre influences
Targeting firms and buying centres

56. Analyzing
Business Markets
Topics
Stages in the buying process
Problem recognition
Supplier search
Proposal solicitation
Supplier selection
Order routine specification
Performance review
Managing B2B customer relationships
The benefits of vertical
coordination
Business relations: Risk and opp.
New technology and business