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MARKETING MANAGEMENT
The term consists of two
different words, and .
is an economic process by which the commodities and
services are acquired in exchange of money.
literature, the meaning of 'marketing' denotes to the
procedure of distribution of goods or products from the producers to
the final consumers.
According to , “Marketing
Management is the process of planning and executing the
conception, pricing and promotion and distribution of goods,
services and ideas to create exchanges with target groups that
satisfy customer and organizational objectives.”
CONCEPT OF MARKETING
The five marketing concepts are:
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
PRODUCTION CONCEPT
PHILOSOPHY
Quality Products at
affordable prices sell
themselves
OBJECTIVE Minimize the costs to lower
prices, Keep quality high
How ? Focus on Production &
Distribution Efficiency
PRODUCT CONCEPT
states that customers or consumers
prefer product which is of the
. Product concept is a in
order to give the to the customer as
per the . A product is not
complete in itself and requires other factors of business
like
.
Apple is one company which works highly on product
concept to get the best products to their consumers. Apple's
products are perceived to be very high quality with
innovative features and great performance. Customers go
after the products of Apple and that creates a marketing pull.
SELLING CONCEPT
proposes that customers, be individual or
organizations will not buy enough of the organization’s
products unless they are persuaded to do so through selling
effort. So organizations should undertake selling and
promotion of their products for marketing success. The
consumers typically are inert and they need to be goaded for
buying by converting their inert need in to a buying motive
through persuasion and selling action.
a)Life Insurance Policies
b)Mutritional Supplements
c)Fundraising Meetings
d)Political Parties Selling their Candidates
MARKETING CONCEPT
PHILOSOPHY
Satisfy Customer
Needs and Wants
How ?
Customer & Profit
orientation in whole
firm
OBJECTIVE
Focus on total
Marketing Mix
SOCIETAL CONCEPT
FUNCTIONS OF MARKETING MANAGEMENT
MARKETING SYSTEM
A market system is the network of buyers, sellers and other
actors that come together to trade in a given product or service.
The participants in a market system include: Direct market
players – producers, buyers and consumers who drive economic
activity in the market.
MARKETING MIX
A marketing mix is typically made up of price, product,
promotion, and place. It may also include packaging, positioning,
people, or other factors. For example, if a company is providing a
service rather than a product, there may be three additional P's to
consider: physical environment, process, and people.
7PS OF MARKETING MIX
refers to how much the product is worth. This is a factor of
production costs, competition, consumer demographics, supply chain,
and pricing strategy.
refers to the item or service for sale. It is a factor of
performance, features, design, competition, and production issues.
refers to where the product is sold. This is often a factor of
Internet web site listings, shelf placement, signage, retail or wholesale
channels, distribution, and geography.
refers to the work companies do to make people aware of the
product or service. That might mean advertising, media coverage,
contests, word-of-mouth, direct marketing, social media campaigns, or
other efforts.
refers to the system under which a company provides a
service, collects payment for it, and pays expenses associated with
it.
refers to the individuals tasked with supporting the product,
either as service providers, customer service, marketers, or in other
capacities.
, consumer wants and needs, communication and convenience
are sometimes considered part of the marketing mix.
Marketing Management

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Marketing Management

  • 1.
  • 2. MARKETING MANAGEMENT The term consists of two different words, and . is an economic process by which the commodities and services are acquired in exchange of money. literature, the meaning of 'marketing' denotes to the procedure of distribution of goods or products from the producers to the final consumers. According to , “Marketing Management is the process of planning and executing the conception, pricing and promotion and distribution of goods, services and ideas to create exchanges with target groups that satisfy customer and organizational objectives.”
  • 3. CONCEPT OF MARKETING The five marketing concepts are: Production concept Product concept Selling concept Marketing concept Societal marketing concept
  • 4. PRODUCTION CONCEPT PHILOSOPHY Quality Products at affordable prices sell themselves OBJECTIVE Minimize the costs to lower prices, Keep quality high How ? Focus on Production & Distribution Efficiency
  • 5. PRODUCT CONCEPT states that customers or consumers prefer product which is of the . Product concept is a in order to give the to the customer as per the . A product is not complete in itself and requires other factors of business like . Apple is one company which works highly on product concept to get the best products to their consumers. Apple's products are perceived to be very high quality with innovative features and great performance. Customers go after the products of Apple and that creates a marketing pull.
  • 6. SELLING CONCEPT proposes that customers, be individual or organizations will not buy enough of the organization’s products unless they are persuaded to do so through selling effort. So organizations should undertake selling and promotion of their products for marketing success. The consumers typically are inert and they need to be goaded for buying by converting their inert need in to a buying motive through persuasion and selling action. a)Life Insurance Policies b)Mutritional Supplements c)Fundraising Meetings d)Political Parties Selling their Candidates
  • 7. MARKETING CONCEPT PHILOSOPHY Satisfy Customer Needs and Wants How ? Customer & Profit orientation in whole firm OBJECTIVE Focus on total Marketing Mix
  • 10. MARKETING SYSTEM A market system is the network of buyers, sellers and other actors that come together to trade in a given product or service. The participants in a market system include: Direct market players – producers, buyers and consumers who drive economic activity in the market.
  • 11. MARKETING MIX A marketing mix is typically made up of price, product, promotion, and place. It may also include packaging, positioning, people, or other factors. For example, if a company is providing a service rather than a product, there may be three additional P's to consider: physical environment, process, and people.
  • 12. 7PS OF MARKETING MIX refers to how much the product is worth. This is a factor of production costs, competition, consumer demographics, supply chain, and pricing strategy. refers to the item or service for sale. It is a factor of performance, features, design, competition, and production issues. refers to where the product is sold. This is often a factor of Internet web site listings, shelf placement, signage, retail or wholesale channels, distribution, and geography. refers to the work companies do to make people aware of the product or service. That might mean advertising, media coverage, contests, word-of-mouth, direct marketing, social media campaigns, or other efforts.
  • 13. refers to the system under which a company provides a service, collects payment for it, and pays expenses associated with it. refers to the individuals tasked with supporting the product, either as service providers, customer service, marketers, or in other capacities. , consumer wants and needs, communication and convenience are sometimes considered part of the marketing mix.