The document discusses the importance and scope of marketing in the 21st century. It states that financial success often depends on a company's marketing abilities to create sufficient demand for products and services. It also notes that marketing involves identifying and meeting human and social needs profitably. The document outlines what can be marketed, including goods, services, events, experiences, organizations and information. It discusses different orientations companies can take towards the marketplace, such as the production, product, selling, marketing and holistic marketing concepts.

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.

10. THANK YOU