Marketing management -NATURE AND SCOPE OF MARKETING- MARKETING MANAGEMENT-MARKETING MIX-FORMS OF MARKETING ORGANIZATION

1. C.Dharshanaa.,
Assisstant Professor,
V.V.Vanniaperumal College, VNR

2. MARKET
 Latin word “Marcatus”
 Place were business is conducted.
Concept of market:
1. place concept- Fruit Market
2. Area concept- Share Market
3. Demand concept-Pharmaceutical product.
Market
communication
Body of
sellers
Body of
buyers
Feedback
information
Market of
exchange
C.Dharshanaa.,
Assisstant Professor

3. FEATURES OF MARKET
 Convenient place, region, state, nation & world.
 Buyers and sellers are 2 sides
 Need ,capacity to spend & availability of goods and
services.
 Meeting of minds.
 Customer service and satisfaction
C.Dharshanaa.,
Assisstant Professor

4. TYPES OF MARKET C.Dharshanaa.,
Assisstant Professor

5. PRODUCTS NATURAL RAW
MATERIALS
INDUSTRIAL
GOODS
MANUFACTURED
GOODS
CONSUMER
GOODS
INDUSTRIAL
GOODS
AGRICULTURAL
GOODS
CONSUMER
GOODS
INDUSTRIAL
GOODS
C.Dharshanaa.,
Assisstant Professor

6. CLASSIFICATION OF GOODS
CONVENIENCE
GOODS
SPECIALITY
GOODS
SHOPPING
GOODS
DURABLES
(FMCG)
NON
DURABLES
C.Dharshanaa.,
Assisstant Professor

7. AMA defines Marketing as the process of planning and executing
the conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy individual and
organizational objectives. (Oral care products)
FEATURES OF MARKETING
• Satisfying the needs and desire of consumers.
• Marketing is a continuous activity.
• Deals with exchange of goods and services
• Three factors-demand, public interest & profitability
• Creates Time, Place and Possession utilities.
• Integral part of business
• Profit maximization through customer satisfaction.
• Large scale production, Employment Opportunity & Social
Welfare
C.Dharshanaa.,

8. SEEKING
MATCHING
PROGRAMMING
(4P)

9. IMPORTANCE OF MARKETING
TO THE SOCIETY
 Helps to achieve, maintain and raise the standard of
living and quality of life of the society.
 Satisfaction of human wants.
 Marketing increases employment opportunity.
 Helps to increase national income.
 Maintain economic stability and economic
development.
 Connecting link between the consumer and
producer.
 Removes imbalance of supply.
 Creation of utilities.

10. UTILITY
FORM UTILITY
PLACE
UTILITY
TIME UTILITY
INFORMATION
UTILTIY
POSSESSION
UTILTIY
PADDY-RICE
SELLER-BUYER
PRODUCTION-
CONSUMPTION
WAREHOUSE-
DEMANDADVERTISEMNET
C.Dharshanaa.,

11. IMPORTANCE OF MARKETING
TO INDIVIDUAL/BUSINESS FIRM
 Marketing generates revenue to the firm
 Act as a basis for making decisions
 Helps top management to manage innovations and
changes C.Dharshanaa.,

12. MARKETING
FUNCTIONS (SCOPE)
FUNCTIONS OF
EXCHANGE
1.BUYING FUNCTION
2.ASSEMBLING
FUNCTION
3.SELLING
FUNCTION
FUNCTIONS OF
PHYSICAL SUPPLY
1.TRANSPORTATION
2.INVENTORY
MANAGEMENT
3.WAREHOUSING
4.MATERIAL
HANDLING
FACILITATING
FUNCTION
1.FINANCING
2.RISK TAKING &
INSURANCE
3.STANDARDISATION
4.AFTER-SALES
SERVICE
SCOPE OF MARKETING
C.Dharshanaa.,

13. MODERN
MARKETING
FUNCTIONS
DISTRIBUTION
ADVERTISING
& SALES
PROMOTION
PRODUCT
PRICING
PACKAGING
MARKETING
RESEARCH
PRODUCT
PLANNING
MANAGAMENT
OF SALES
FORCE
C.Dharshanaa.,

14. APPROACHES TO THE STUDY OF
MARKETING
COMMODITY
APPROACH
INSTITUTIONAL
APPROACH
THE SYSTEM
APPROACH
FUNCTIONAL
APPROACH
1. Objective
2. Inputs
3. Processor
4. Outputs &
5. Feedback
Specialized service
or functions.
Buying, selling,
storing, risk bearing,
transport, financing
and info.
Original producer
to final consumer.
Agriculture
products – cotton,
wheat and jute
Wholesaler, retailer,
Insurance
companies and
banks
C.Dharshanaa.,

15. INPUT PROCESSOR OUTPUT OBJECTIVES
FEEDBACK
INFORMATION
MANAGEMENT
CONTROL
SYSTEM APPROACH
C.Dharshanaa.,

16. Producer Customer
Goods
Flow
Goods
Flow
Market
Anticipation
Exchange something of
value
Customer demand through
marketing research
Market offering
Money Flow
Government,Competitors,Suppliers,Consumerism&Mass Media of Communication
C.Dharshanaa.,

17. The
Exchange
Orientation
The
product
orientation
The
production
Orientation
The sales
Orientation
Marketing
Concept
Societal
Marketing
Concept
EVOLUTION OF MARKETING
CONCEPT
1930
3Cs
Barter
performance
Sale
s
Customer
want
C.Dharshanaa.,

19. MARKETING CONCEPT
SELLING CONCEPT
 FOCUS- Products
something that has to be
sold to the customer.
 MEANS- Selling and
Promotion.
 OBJECTIVES- Profits
through sales volume
MODERN CONCEPT
 FOCUS- products to fill in
customer needs something
that is bought by the
customer.
 MEANS- Integrated
marketing mix
 OBJECTIVES- Profits
through customer
satisfaction.
C.Dharshanaa.,

21.  Setting marketing goals
and objectives
 Develop marketing
plan
 Organizing the
marketing function
 Marketing plan into
action
 Controlling the
marketing programme
 Increase in sales
volume
 Increase in net profit
 Growth of the
organization
INTRODUCTION OBJECTIVES

22.  Customer Philosophy- market place, unsatisfied and
potential customers needs and wants.
 Company plans & shaping company – around customer.
 Integrated marketing organization- marketing analysis,
planning, implementation and control effectively.
 Adequate marketing information- Efficient Marketing
information system.
 Strategic Orientation - Innovative strategies and plan- long
term growth & profitability.
 Operational Efficiency – cost-effective manner & corrective
action
C.Dharshanaa.,

23. • Determination of marketing goals.
• Market analysis, sales forecasting and budget.
• Formulation of marketing strategies, policies &
procedures.
• Appropriate marketing mix programme.
• Organizing overall marketing activity.
• Assembling of necessary resources.
• Correlation between product attribute and customer
demand.
• Management of distribution channel.
• Communication, proper control and co-ordination
• Post sales servicing. C.Dharshanaa.,

25. MEASURING RESULTS AGAINST PLANS
CONTROL
EXECUTION OF MARKETING PROGRAMME
MARKETING ACTION PLAN
DIFFERENTIAL BENEFITS
MARKETING STRATEGIES
EXTERNAL ENVIRONMENT
MARKETING OPPORTUNITIES
MARKETING CAPABILITIES
MARKETING OBJECTIVESF
E
E
D
B
A
C
K
E
V
A
L
A
U
T
I
O
N

26. ANALYSIS OF
MARKET
SITUATION
MARKETING
OBJECTIVE
MARKETING
Strategy (4Ps)
Developing and
implementing
marketing plans
& policies
MonitoringResults
Customer Satisfaction, profitability,
Market share, survival and company
image
C.Dharshanaa.,

27. C.Dharshanaa.,

28. AND
 STYLE
 COLOUR
 DESIGN
 PRODUCT LINE
 PACKAGE
 WARRANTY
 SERVICE
C.Dharshanaa.,

29.  PRICING STRATEGY
 PRICING POLICY
 BASIC PRICE
 TERMS OF CREDIT
 DISCOUNTS
 ALLOWANCES
C.Dharshanaa.,

30.  PERSONAL SELLING
 ADVERTISING
 PUBLICITY
 SALES PROMOTION
 A) DEALERS AID
 B) CONSUMERS AID
C.Dharshanaa.,

31.  DISTRIBUTION
CHANNELS
 WHOLESALER
 RETAILER
 MERCANTILE AGENT
 PHYSICAL
DISTRIBUTION
 TRANSPORT
 WAREHOUSING
 INVENTORY
C.Dharshanaa.,

33. 7 P’S OF MARKETING

34. C.Dharshanaa.,

35. C.Dharshanaa.,

36. FEATURES OF MARKETING MIX (MM)
 Co-Equal, Interdependent and Essential.
 Achieving the marketing objectives
 Flexible and Dynamic concept.
 Marketing manager acts as a medium of all
marketing Ingredients.
 Applicable to business and non business org.
 Focus on MM is customer and their satisfaction
C.Dharshanaa.,

38.  Policy of the
government.
 Consumer Behavior.
 Competition.
 Trade Factors
 Product Planning
 Branding
 Packaging
 Distribution
 Personal selling
 Advertising
 Sales promotion
 Marketing Research
MARKET
(UNCONTROLLABLE)
PRODUCT
(CONTROLLABLE)
C.Dharshanaa.,

39. C.Dharshanaa.,

40. FUNCTIONAL MARKETING
ORGANIZATION
 CEO as president or Managing Director.
 Marketing Manager or Director.
 Marketing Service Manager.
 Brand or Product Manager.
 Sales Manager.
 Advertising Manager.
 Physical Distribution Manager.
 Office Manager.
C.Dharshanaa.,

41. GEOGRAPHICAL MARKETING
ORGANIZATION
Marketing
manager
WEST
sales manager
sales
Physical
distribution
SOUTHERN
Sales manager
sales
Physical
distribution
EASTERN
sales manager
sales
Physical
distribution
NORTHERN sales
manager
sales
Physical
distribution
C.Dharshanaa.,

42. PRODUCT OR BARND ORIENTED
ORGANIZATION
 Brand or product managers are specialized staffs.
 Expert advice and Service to all line Executives.
 Co-ordinate all marketing functions.
 Reduction of cost.
 Fixing the problems.
 Product team approach and develop product
management.
 Team of specialist like researchers, communication,
distribution and finance.
C.Dharshanaa.,

43. CUSTOMER ORIENTED ORGANIZATION
 Well defined group of buyers with distinct buying
practice and product preference- Customer oriented
marketing organization.
 Specific market segment.
 Eg: Electric company – commercial sales, Industrial
sales, Farm sales and Residential sales
C.Dharshanaa.,

44.  Searching the Environment for opportunities.
 Determination of marketing plans and policies.
 Evolving marketing mix.
 Supervision and control.
 Negotiating the transactions and pricing.
 Growth of existing market.
 Development of new product.
 Marketing control & control over the existing cost
 Consumer & public relation.
C.Dharshanaa.,

45.  Selection , Management and Control of
distribution channel.
 Management of change ( competition)
 Recruitment , selection, training and
development – sales force.
 Integrating all marketing activities.
 Promotion. C.Dharshanaa.,

46. SALES VS MARKETING EXECUTIVES
 Sales volume.
 Short Run (oriented
towards current
activities)
 Individual customer.
 Field work is favored.
 Sales volume around
profit.
 Long-term growth
(Opportunities &
Thread into new
product)
 Profitable segment-
Market segmentation.
 Good system for
market analysis.
Sales Management Demand Management