This document summarizes key concepts in marketing management, including understanding the target market through knowledge of demographics, lifestyles, and consumption habits. It also discusses approaches to customers through various marketing concepts; developing relevant product features like branding, packaging, and pricing; establishing effective distribution channels; and promoting products through different media like newspapers, magazines, TV, and the internet. Regular collection of market information and post-sale customer satisfaction are also emphasized as important aspects of marketing management.

1. Marketing Management for Dummies- B.V.Raghunandan, SVS College, Bantwal.ITI Students ,MSME, Mangalore, February 4, 2011

2. Marketing Management-what is it…..Study of the market for intended productsUnderstanding the target customersApproach to customersDeveloping relevant product featuresEstablishing effective channels of distributionSuitable promotion of the productRegular collection of market informationPost Sale customer satisfaction

3. Market StudySize of the marketSustainability of demandLevel of competitionSocial acceptanceEnvironmental clearanceGovernment policyScalability of the demand

4. Understanding the Target GroupIncome levelLifestylesDemographic profileGeographic spread/concentrationFrequency of consumptionLikely changes in tastesCreation of identities

5. Approach to CustomersProduction conceptProduct conceptSales conceptMarketing conceptSocietal concept

6. Developing Relevant Product FeaturesBranding PackagingPerformancePricePromotionDistributionService CentersGrievance Redressal

7. Channels of DistributionDirect channelUse of wholesalerWholesaler and retailerAgent middlemanFranchisees

8. Channel StrategiesSalesmanshipJoint-ventureFranchiseTake-overJoint marketingPortalsTaking stakeOutsourcing

9. Promotion: Advertisement MediaNewspapersMagazines & JournalsPostal CoversRadioTVInternetOutdoor Advertisement

10. Sales PromotionRebatesLottery SchemesTrade-offFestival offersSale or Return offerDemonstrationBonus offer

11. Promotion: OthersSponsorship of eventsPublicity with a social causeSocial advertisementInfrastructure DevelopmentAt the point of salesExhibitions

12. Regular Collection of Market InformationDealersMarket ReportsCustomer contact programmesSalesmenCompetitors reportsDemographic studiesOpinions of analysts

13. After-Sale Customer ServiceInstallationHome DeliveryDemonstrationTraining ProgrammesMaintenanceWarrantyRelationship marketing

14. THANK YOU