the presentation gives a brief explanation on marketing , legal and financial management . it also explains the demand types in marketing and the importance of mobilization in the success of a company .

1. Marketing management & human resources
mobilization

2. 1
The mobilization of resources and
organizational facilities is studied in the
following ways:
Marketing
Management
Financial
Management
Logistical
Management
Legal
Management
1 2 3 4

3. 2
What is Marketing Management ?
the process of
developing strategies
and planning for
product or services,
advertising,
promotions, sales to
reach desired
customer segment.
Marketing
management
The goal of marketing is :
To attract new customer by
promising superior value, and to
keep current customers by
delivering satisfaction .

4. 3
1. Negative demand
2. No demands
3. Latent demand
4. Declining demand
5. Irregular demand
6. Full demand
7. Overfull demand
8. Unwholesome demand
There are 8 types of demands in marketing :
Marketing
management

5. 4
Negative demand
Examples :
Dental work where people don’t want problems
with their teeth and use preventive measures to
avoid the same.
Insurance, which people should have but they
delay buying an insurance policy.
Marketing
management
Negative demand is a type of demand which is
created if the product is disliked in general.
The product might be beneficial but
the customer does not want it
Solution :
The marketer has to solve the issue of no demand by analyzing why the
market dislikes the product and then counter acting with the
right marketing tactics.

6. 5
No demands
Marketing
management
Certain products face the challenge of no demand .
Example :
education courses where there is very low demand or no demand at all. Such cases
are very hard to counter .

7. Solution :
A marketing managers job is to find out the features
which people might be looking for later and market
them to the customer in such a manner that he
immediately wants them.
Examples :
The best example of latent demand are normal
phones vs smart phones.
People nowadays want more and more features in
the smartphone. They might settle for a normal
phone, but then later on they get the itch to buy a
smart phone
6
Latent demand
Marketing
management
Latent demand is, as the name suggests, a demand
which the customer realizes later. Thus, while buying
the product, he might not desire some features . But
later on, he might think about those features and buy
the product .

8. 7
Declining demand
Marketing
management
Declining demand is when demand for a product
is declining .
Example :
when CD players were introduced and IPOD came
in the market, the demand for walkman went
down. Although there was still a demand for the
product, the demand was a declining demand .
Solution :
A marketers job in such a case to think ways
to revive the product so that the demand is not
declining.

9. 8
Irregular demand
Marketing
management
Irregular demand can be a demand which is not
consistent .
Example :
seasonal products like umbrellas, air
conditioners or resorts. These products sell
irregularly and sell more during peak season
whereas their demand is very low during
non seasons .
Solution :
The best way to counter irregular demand is to
introduce incentives for the customer to buy the
product

10. 9
Full demand
Marketing
management
In an ideal environment, a company should always have full
demand. Full demand means that the demand is meeting
the supply potential of the company.
It also means that the markets are happy with the products of
the company and that people want to buy from the same
company .
The marketing challenge in this type of demand is to maintain
the same level of interest in the product and the company .

11. 10
Marketing
management
Overfull demand
Overfull demands happen when the companies
manufacturing capacity is limited but the demand is
more than the supply .
Example :
This can be observed in the cement industry
occasionally. Generally, most cement
industries have limited manufacturing
capacity. And hence, brand switching in
cement industry is high .
Solution :
Many companies use de-marketing techniques to
counter act overfull demands. This is because if the
company keeps marketing, but it is not able to
supply the material, then the company might suffer
badly in brand equity .

12. 11
Marketing
management
Unwholesome demand
Unwholesome demand is the other side of Negative
demand. In negative type of demands, customer
does not want the product even though product
might be necessary for the customer. But in
unwholesome demand, the customer should
not desire the product, yet the customer wants the
product badly.
Example :
Best example of unwholesome demand are
cigarettes, alcohol, pirated movies, guns etc.

13. 12
Financial
management
Financial Management is broadly concerned with the
acquisition and use of funds by a business firm. Its scope may
be defined in terms of the following questions :
• How large should the firm be & how fast should it grow?
• Composition of firm’s assets?
• Mix of the firm’s financing ?
• Analyzing, planning & controlling its financial affairs?
What is financial management ?

14. 13
Profit Maximization (profit after tax)
Maximizing Earnings per share(EPS)
Shareholder’s Wealth Maximization
Financial
management
Main goals of financial management

15. • Prepare financial statements, business activity reports, and forecasts .
• Monitor financial details to ensure that legal requirements are met .
• Supervise employees who do financial reporting and budgeting .
• Review company financial reports and seek ways to reduce costs .
• Analyze market trends to find opportunities for expansion or for acquiring other
companies .
• Help management make financial decisions .
14
Financial
management
What are the responsibilities of a financial manager ?

16. 15
Financial
management
Decisions under financial management
• Investing Decision
• Financing Decision
• Dividend Decision

17. 16
Investment in Short Term & Long Term Projects
Short Term Projects :
• Decisions relating to Working Capital management.
• Inventory Management .
• Receivables Management, etc.
Financial
management
Investing decision
Long Term Projects :
Traditional : payback period , accounting rate of return
.
Modern : net present value method , internal rate of
return , profitability index .

18. 18
Financial
management
Financing decision
Decision relating to the Funding of the Projects :
Short Term :
trade credit, bank overdraft , etc.
Long Term :
1.Owners Funds ( Equity/Preference Share Capital, Retained
Earnings)
2.External Funds ( Debentures, Long Term Loans , etc.)

19. 19
Financial
management
Dividend decision
This decision relates to how much of the earnings :
1. To be distributed as dividends
And
2. How much of them to be kept as retained earnings

20. 20
Logistical
management
Logistical Management
Logistics management is a supply chain management
component that is used to meet customer demands through
the planning, control and implementation of the effective
movement and storage of related information, goods and
services from origin to destination. Logistics management helps
companies reduce expenses and enhance customer service.

21. Legislative institutions override their
management practices through the
formulation of new laws or
regulations or changes to existing
laws. In such a way that the role of
regulatory bodies can be considered
as one of the most important
environmental factors affecting the
determination of An organizational
structure. Therefore, the manager
should, depending on the
requirements of the legal
environment, choose the best
structure and techniques and
methods for managing the
organization.
21
Legal
management
Legal management in organizations
Awareness of the rules
and regulations
governing
administrative and
economic activities is
relatively necessary for
all managers at different
organizational levels,
since the effective
management of
administrative and
economic units is
strongly influenced by
the legal environment.

22. 22
Legal
management
The role of the legal system in the selection of managers
Under commercial law, the board of directors or directors of
joint stock companies is the legal representative of the
company and is responsible for the management of its affairs.
Usually, the Board of Directors chooses one person as CEO, and
determines the extent of his authority and term of his tenure in
this responsibility, in accordance with the rules and regulations
of the subject of the legal sources and relevant laws.