Marketing management of the types

1. prepared by:-Sangamesh Uppar
Lecturer in commerce
9740522622

2.  The terms ‘Market’ and ‘Marketing’ are to be clearly
understood.
 In ordinary parlance, market refers to a place where
goods and services are bought and sold
 Beyond this if one thinks, it is not restricted to any
physical place but involves all areas and means
through which ‘sale’ is effected

3.  The sole task of market is to dispose of the goods and
services to enable a sale transaction
 For effecting sales, the particular place is not a necessary
condition
 It may take place through any means like mail services,
electronic market (e-market).
 It means that market is the while of any region or area in
which buyers and sellers are bought together and exchange
of goods for a price is settled

4.  It is well accepted that the objective of all economic
activity is to satisfy human wants
 In order to achieve that objective, the manufactures
and producers undertake production activities
 Equally important side of production activity is to
think of distribution of the same
 The very purpose of production is said to be served
only when the goods reach consumers who want them

5.  Selling?
 Advertising?
 Promotions?
 Making products available in stores?
 Maintaining inventories?
 All of the above, plus much more!

6.  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

7. Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of
ideas, goods, services to create exchanges that satisfy
individual and organizational goals
 American Marketing Association

8. 8
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

9.  The marketing functions or activities are conducted by
various companies based on six alternative concepts or
orientations
1. The production concept
2. The product concept
3. The selling concept
4. The marketing concept
5. The customer concept
6. The social marketing concept

11.  Quality, performance, innovative features
 Continues improvement in product
 Lead to marketing myopia

12.  It undertakes pressure selling tactics
 Heavy promotions
 Used for unsought goods
 Without caring of customer needs and satisfaction

16.  The marketing process consists of the following
activities
1. Analysing market opportunities
2. Selecting target markets
3. Developing the marketing mix
4. Managing the market effort

18.  Four Ps
 Product
 Price
 Place
 promotion
 Four Cs
 Customer solution
 Customer cost
 Convenience
 communication