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Marketing Management

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Sachin MK
Sachin MK
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MARKETING MANAGEMENT PRESENTED ON BEHALF OF: INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA BY: PROF. HIMMAT G. ADISARE CORE TEXT: MARKETING MANAGEMENT BY PHILIP KOTLER (11 th Edition)
INTRODUCTION TO MARKETING MANAGEMENT Ref: Chapter 1 of Core Text
MARKETING MANAGEMENT: DEFINITIONS ,[object Object],[object Object],Ref: Chapter 1 of Core Text
THE SCOPE OF MARKETING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
A SIMPLE MARKETING SYSTEM INDUSTRY (A collection of sellers) MARKET (A collection of buyers) COMMUNICATION INFORMATION GOODS & SERVICES MONEY Ref: Chapter 1 of Core Text
STRUCTURE OF FLOWS IN A MODERN EXCHANGE ECONOMY RESOURCE MARKETS CONSUMER MARKETS INTERMEDIARY MARKETS MANUFACTURER MARKETS GOVERNMENT MARKETS MONEY RESOURCES MONEY RESOURCES MONEY MONEY GOODS & SERVICES GOODS & SERVICES TAXES & GOODS SERVICES & MONEY S&M TAXES & GOODS SERVICES TAXES S&M T&G
MARKETING CONCEPTS-I ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 1 of Core Text
MARKETING CONCEPTS-I ,[object Object],[object Object],(continued) Ref: Chapter 1 of Core Text
MARKETING CONCEPTS-I ,[object Object],Ref: Chapter 1 of Core Text
MARKETING CONCEPTS-II The Core Concepts of Marketing Needs Wants Demands Products Value Cost Satisfaction Exchanges Transactions Relationships Markets Marketing Marketers 1 2 3 4 5 6
CUSTOMER RELATIONSHIPS Ref: Chapter 2 of Core Text
CREATING CUSTOMER VALUE AND SATISFACTION ,[object Object],[object Object],[object Object],(continued) Ref: Chapter 2 of Core Text
CREATING CUSTOMER VALUE AND SATISFACTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(continued) Ref: Chapter 2 of Core Text
CREATING CUSTOMER VALUE AND SATISFACTION ,[object Object],[object Object],Ref: Chapter 2 of Core Text
THE NATURE OF HIGH PERFORMANCE BUSINESSES STAKEHOLDERS PROCESSES RESOURCES ORGANIZATION Set strategies to satisfy key stakeholders … … by improving critical business processes … … and aligning resources and organization.
MARKET-ORIENTED STRATEGIC PLANNING Ref: Chapter 4 of Core Text
STRATEGIC PLANNING: THE FOUR LEVELS ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
THE STRATEGIC PLANNING, IMPLEMENTATION & CONTROL PROCESSES PLANNING IMPLEMENTING CONTROLLING Corporate Planning Division Planning Business Planning Product Planning Organizing Implementing Measuring Results Diagnosing Results Taking Corrective Action
DEFINING THE CORPORATE MISSION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of core Text
GOOD MISSION STATEMENTS ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
COMPETITIVE SCOPES OF A COMPANY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
ESTABLISHING STRATEGIC BUSINESS UNITS ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
ASSIGNING RESOURCES TO SBUs (THE BCG GROWTH-SHARE MATRIX) ,[object Object],Ref: Chapter 4 of Core Text
THE BCG GROWTH-SHARE MATRIX 10% 0% 20% 1x 10x 0.1x STARS QUESTION MARKS CASH COWS DOGS RELATIVE MKT SHARE MKT GROWTH
THE BCG MARIX (CONTD) ,[object Object],[object Object],[object Object],[object Object]
THE MARKETING PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 4 of Core Text
MARKETING ENVIRONMENT & SYSTEM Ref: Chapter 6 of Core Text
MARKETING ENVIRONMENT FACTORS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
DEMOGRAPHIC ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
ECONOMIC ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
NATURAL ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
TECHNOLOGICAL ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
POLITICO-LEGAL ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
SOCIO-CULTURAL ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 6 of Core Text
ANALYZING CONSUMER BEHAVIOR Ref: Chapter 7 of Core Text
ANALYZING CONSUMER BEHAVIOR ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
FACTORS INFLUENCING CONSUMER BEHAVIOR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
FACTORS INFLUENCING CONSUMER BEHAVIOR(2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
FACTORS INFLUENCING CONSUMER BEHAVIOR (3) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
BUYING ROLES ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT LOW HIGH DEGREE OF DIFFERENCES IN BRANDS HIGH LOW COMPLEX BUYING BEHAVIOR DISSONANCE- REDUCING BUYING BEHAVIOR VARIETY- SEEKING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR
TYPES OF BUYING BEHAVIOR ,[object Object],[object Object],Ref: Chapter 7 of Core Text
TYPES OF BUYING BEHAVIOR (CONTD) ,[object Object],[object Object],Ref: Chapter 7 of Core Text
THE BUYING DECISION PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
PROBLEM/NEED RECOGNITION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
INFORMATION SEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
INFORMATION SEARCH (CONTD) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
INFORMATION SEARCH (CONTD) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
EVALUATION OF ALTERNATIVES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
EVALUATION OF ALTERNATIVES TOTAL SET AWARENESS SET CONSIDERATION SET CHOICE SET BUYING DECISION Ref: Chapter 7 of Core Text
PURCHASE DECISION ,[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
POSTPURCHASE BEHAVIOR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 7 of Core Text
BUSINESS MARKETS VERSUS CONSUMER MARKETS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 8 of Core Text
MARKET SEGMENTATION Ref: Chapter 10 of Core Text
MARKET SEGMENTATION: VARIABLES ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
SEGMENTATION VARIABLES (CONTD) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
SEGMENTATION VARIABLES (CONTD) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
SEGMENTATION VARIABLES (CONTD) ,[object Object],[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
SEGMENTATION VARIABLES (CONTD) ,[object Object],[object Object],[object Object],[object Object],[object Object],Ref: Chapter 10 of Core Text
THANK YOU ALL FOR YOUR PARTICIPATION IN THIS PROGRAMME

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Marketing Management

  • 1. MARKETING MANAGEMENT PRESENTED ON BEHALF OF: INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA BY: PROF. HIMMAT G. ADISARE CORE TEXT: MARKETING MANAGEMENT BY PHILIP KOTLER (11 th Edition)
  • 2. INTRODUCTION TO MARKETING MANAGEMENT Ref: Chapter 1 of Core Text
  • 3.
  • 4.
  • 5. A SIMPLE MARKETING SYSTEM INDUSTRY (A collection of sellers) MARKET (A collection of buyers) COMMUNICATION INFORMATION GOODS & SERVICES MONEY Ref: Chapter 1 of Core Text
  • 6. STRUCTURE OF FLOWS IN A MODERN EXCHANGE ECONOMY RESOURCE MARKETS CONSUMER MARKETS INTERMEDIARY MARKETS MANUFACTURER MARKETS GOVERNMENT MARKETS MONEY RESOURCES MONEY RESOURCES MONEY MONEY GOODS & SERVICES GOODS & SERVICES TAXES & GOODS SERVICES & MONEY S&M TAXES & GOODS SERVICES TAXES S&M T&G
  • 7.
  • 8.
  • 9.
  • 10. MARKETING CONCEPTS-II The Core Concepts of Marketing Needs Wants Demands Products Value Cost Satisfaction Exchanges Transactions Relationships Markets Marketing Marketers 1 2 3 4 5 6
  • 11. CUSTOMER RELATIONSHIPS Ref: Chapter 2 of Core Text
  • 12.
  • 13.
  • 14.
  • 15. THE NATURE OF HIGH PERFORMANCE BUSINESSES STAKEHOLDERS PROCESSES RESOURCES ORGANIZATION Set strategies to satisfy key stakeholders … … by improving critical business processes … … and aligning resources and organization.
  • 16. MARKET-ORIENTED STRATEGIC PLANNING Ref: Chapter 4 of Core Text
  • 17.
  • 18. THE STRATEGIC PLANNING, IMPLEMENTATION & CONTROL PROCESSES PLANNING IMPLEMENTING CONTROLLING Corporate Planning Division Planning Business Planning Product Planning Organizing Implementing Measuring Results Diagnosing Results Taking Corrective Action
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. THE BCG GROWTH-SHARE MATRIX 10% 0% 20% 1x 10x 0.1x STARS QUESTION MARKS CASH COWS DOGS RELATIVE MKT SHARE MKT GROWTH
  • 25.
  • 26.
  • 27. MARKETING ENVIRONMENT & SYSTEM Ref: Chapter 6 of Core Text
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. ANALYZING CONSUMER BEHAVIOR Ref: Chapter 7 of Core Text
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41. TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT LOW HIGH DEGREE OF DIFFERENCES IN BRANDS HIGH LOW COMPLEX BUYING BEHAVIOR DISSONANCE- REDUCING BUYING BEHAVIOR VARIETY- SEEKING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. EVALUATION OF ALTERNATIVES TOTAL SET AWARENESS SET CONSIDERATION SET CHOICE SET BUYING DECISION Ref: Chapter 7 of Core Text
  • 51.
  • 52.
  • 53.
  • 54. MARKET SEGMENTATION Ref: Chapter 10 of Core Text
  • 55.
  • 56.
  • 57.
  • 58.
  • 59.
  • 60. THANK YOU ALL FOR YOUR PARTICIPATION IN THIS PROGRAMME