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MARKETING 
MANAGEMENT 
Defining Marketing For The 21st Century
IMPORTANCE OF MARKETING 
 Financial success often depends on Marketing ability due to 
sufficient demand for products and services so that 
companies can make profit. 
 Newly empowered customers and new competitors make 
organizations to rethink their business models. 
 Therefore, the right decisions on new products, prices, 
promotion mix budgets, and sales force from short term 
sales to long term relationship.
THE SCOPE OF MARKETING 
 Marketing is typically seen as the task of Creating, 
Communicating and Delivering goods and services to 
stakeholders 
 Marketing is about identifying and meeting human and 
social needs 
 One of the shortest definition of marketing is “Meeting 
Needs Profitably” 
 Marketers analyzes what each party expects from 
transaction 
 Marketers are skilled at managing demand. They seek to 
influence the level, timing and composition of demand
WHAT IS MARKETED? 
 Goods 
 Services 
 Events 
 Experiences 
 Persons 
 Places 
 Properties 
 Places 
 Organizations 
 Information 
 Ideas
POSSIBLE DEMAND MARKET 
STATES 
Negative Demand 
Nonexistent Demand 
Latent Demand 
Declining Demand 
Irregular Demand 
Full Demand 
Overfull Demand 
Unwholesome Demand
COMPANY ORIENTATION TOWARDS 
MARKETPLACE 
 The Production Concept : Consumers will prefer products that are 
widely available and inexpensive 
 The Product Concept : Consumers prefer those products that 
offers the most quality, performance and innovative features 
 The Selling Concept : The organization must undertake an 
aggressive selling and promotion offers 
 The Marketing Concept : A company being more effective than 
competitors in Creating, Communicating and Delivering superior 
customer value. 
 The Holistic Marketing Concept : This concept is based on the 
development, design and implementation of marketing processes 
and activities that recognizes their breadth and 
interdependencies.
FUNDAMENTAL MARKETING 
CONCEPTS 
 Needs : Basic human requirements 
 Wants : Specific object that might specify the need 
 Demands : Wants for specific products backed by ability 
 Target Markets : Marketer need to identify market needs and 
develop products accordingly 
 Segmentation : Marketers divides market into segments to 
focus on market 
 Offering (Set of benefit) and Brand (Product association and 
identity) 
 Value reflects perceived benefits and costs to customer and 
satisfaction estimates product performance and expectations
FUNDAMENTAL MARKETING 
CONCEPTS 
 Marketing Channels : Communication Channel (Internet), 
Distribution Channel (Wholesaler), Service Channel (Banks, 
Insurance) etc. 
 Supply Chain : Longer channel from raw material to final 
products that are carried to final buyers. It represents the 
value delivery starts from procurement, R &D, production, 
marketing channels bringing products to customers. 
 Competition : As rivals offering and subtitles that a buyer 
must consider. 
 Marketing Environment : Consist of task environment i.e. 
company with integrated marketing, suppliers distributors, 
target customers & competitors and broad environment i.e. 
demographic, economic, physical, technological, political-legal, 
social- cultural
RELATIONSHIP MARKETING 
 Relationship Marketing aims to build mutually satisfying long-term 
relationship with key constituents in order to earn and 
retain their business. 
 Key constituents for relationship marketing are Customers, 
Employees, Marketing Partners (channels, suppliers, 
distributors, dealers and agencies) and Members of the 
financial community (shareholders, investors, analysts) 
 The ultimate outcome of Relationship Marketing is a unique 
company asset called Marketing Network.
THANK YOU

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Marketing management

  • 1. MARKETING MANAGEMENT Defining Marketing For The 21st Century
  • 2. IMPORTANCE OF MARKETING  Financial success often depends on Marketing ability due to sufficient demand for products and services so that companies can make profit.  Newly empowered customers and new competitors make organizations to rethink their business models.  Therefore, the right decisions on new products, prices, promotion mix budgets, and sales force from short term sales to long term relationship.
  • 3. THE SCOPE OF MARKETING  Marketing is typically seen as the task of Creating, Communicating and Delivering goods and services to stakeholders  Marketing is about identifying and meeting human and social needs  One of the shortest definition of marketing is “Meeting Needs Profitably”  Marketers analyzes what each party expects from transaction  Marketers are skilled at managing demand. They seek to influence the level, timing and composition of demand
  • 4. WHAT IS MARKETED?  Goods  Services  Events  Experiences  Persons  Places  Properties  Places  Organizations  Information  Ideas
  • 5. POSSIBLE DEMAND MARKET STATES Negative Demand Nonexistent Demand Latent Demand Declining Demand Irregular Demand Full Demand Overfull Demand Unwholesome Demand
  • 6. COMPANY ORIENTATION TOWARDS MARKETPLACE  The Production Concept : Consumers will prefer products that are widely available and inexpensive  The Product Concept : Consumers prefer those products that offers the most quality, performance and innovative features  The Selling Concept : The organization must undertake an aggressive selling and promotion offers  The Marketing Concept : A company being more effective than competitors in Creating, Communicating and Delivering superior customer value.  The Holistic Marketing Concept : This concept is based on the development, design and implementation of marketing processes and activities that recognizes their breadth and interdependencies.
  • 7. FUNDAMENTAL MARKETING CONCEPTS  Needs : Basic human requirements  Wants : Specific object that might specify the need  Demands : Wants for specific products backed by ability  Target Markets : Marketer need to identify market needs and develop products accordingly  Segmentation : Marketers divides market into segments to focus on market  Offering (Set of benefit) and Brand (Product association and identity)  Value reflects perceived benefits and costs to customer and satisfaction estimates product performance and expectations
  • 8. FUNDAMENTAL MARKETING CONCEPTS  Marketing Channels : Communication Channel (Internet), Distribution Channel (Wholesaler), Service Channel (Banks, Insurance) etc.  Supply Chain : Longer channel from raw material to final products that are carried to final buyers. It represents the value delivery starts from procurement, R &D, production, marketing channels bringing products to customers.  Competition : As rivals offering and subtitles that a buyer must consider.  Marketing Environment : Consist of task environment i.e. company with integrated marketing, suppliers distributors, target customers & competitors and broad environment i.e. demographic, economic, physical, technological, political-legal, social- cultural
  • 9. RELATIONSHIP MARKETING  Relationship Marketing aims to build mutually satisfying long-term relationship with key constituents in order to earn and retain their business.  Key constituents for relationship marketing are Customers, Employees, Marketing Partners (channels, suppliers, distributors, dealers and agencies) and Members of the financial community (shareholders, investors, analysts)  The ultimate outcome of Relationship Marketing is a unique company asset called Marketing Network.