This document provides an overview and summary of key concepts from the marketing management textbook by Philip Kotler. It defines marketing and outlines the scope of marketing activities. It also describes the marketing system and environment. Several marketing concepts are explained, including the marketing concept, customer relationships, and strategic planning. Consumer behavior factors and the buying decision process are also summarized.

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

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

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

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

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

24. THE BCG GROWTH-SHARE MATRIX 10% 0% 20% 1x 10x 0.1x STARS QUESTION MARKS CASH COWS DOGS RELATIVE MKT SHARE MKT GROWTH

27. MARKETING ENVIRONMENT & SYSTEM Ref: Chapter 6 of Core Text

35. ANALYZING CONSUMER BEHAVIOR Ref: Chapter 7 of Core Text

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

50. EVALUATION OF ALTERNATIVES TOTAL SET AWARENESS SET CONSIDERATION SET CHOICE SET BUYING DECISION Ref: Chapter 7 of Core Text

54. MARKET SEGMENTATION Ref: Chapter 10 of Core Text

60. THANK YOU ALL FOR YOUR PARTICIPATION IN THIS PROGRAMME