This document discusses marketing management concepts from Dr. Gopal Thapa of Tribhuvan University in Kathmandu, Nepal. It defines marketing as creating value for customers through communication and delivery to benefit organizations and stakeholders. It emphasizes the importance of understanding customer needs to drive financial success. Marketing management is choosing target markets and growing customer value through superior products, services, and experiences.

1. Understanding Marketing
Management
Dr. Gopal Thapa
Tribhuvan University
Kathmandu, Nepal
Email: thapazee@gmail.com
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

2. Marketing
• Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the
organization and its stakeholders.
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

3. Importance of Marketing
• Financial success depends on marketing
• No demand - no business
• Marketing decisions tough
• – What to design
• – What prices to offer
• – Where to sell
• – How much to spend on advertising…
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

4. Scope of Marketing
• What is marketing?
• What is marketed?
• Who markets?
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

5. What is marketing?
• Identifying and meeting human and social needs
• Meeting needs profitably
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

6. What is marketing?
• Marketing is the activity, set of institutions and processes for creating,
communicating, delivering and exchanging offerings that have value
for the customers, clients, partners and society at large. (American
Marketing Association)
• Marketing is a societal process by which individuals and groups obtain
what they need and want through creating, offering, and freely
exchanging products and services of value with others. (Kotler and
Keller)
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

7. Marketing Management
• Marketing management is the art and science of choosing target
markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer value.
(Kotler and Keller)
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

8. What is marketed?
• Goods
• Service
• Events
• Experiences
• Persons
• Places
• Properties
• Organization
• Information
• Ideas
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

9. Company orientation towards the market place
• Production concept
• Product concept
• Selling concept
• New marketing concept
• Customer concept
• Societal marketing concept
• Holistic concept
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

10. Holistic Marketing Concept
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

11. Marketing Management Task
▪ Capture marketing insights & performance
▪ Connect with customers
▪ Build strong brands
▪ Shape the market offering
▪ Deliver value
▪ Communicate value
▪ Create successful long-term growth
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal

12. Thank You
Dr. Gopal Thapa, Tribhuvan University, Kathmandu, Nepal