This document provides an overview of marketing management concepts. It discusses: 1) Procter & Gamble as a leading marketing company that spends $8.2 billion annually on advertising. 2) The importance of marketing in identifying and satisfying customer needs profitably through delivering superior value. 3) Core marketing concepts including needs, wants and demands; segmentation, targeting, and positioning (S.T.P.); branding; and the marketing mix of product, price, place, and promotion.

1. Marketing Management
PGDM - DS

2. P&G
• One of the world’s largest companies
• Among the most respected marketing
companies
• World’s largest advertisers (8.2 billion $
p.a.)

5. Importance

7. What is Marketing ?
• Identifying and satisfying human and
social needs profitably
• Creating, delivering, and communicating
superior customer value

8. What is marketed ?
1. Goods
2. Services
3. Events
4. Experience
5. Person
6. Places
7. Organizations
8. Information
9. Ideas (social marketing)

9. Marketing Philosophy
1. Production concept
China
2. Product concept
quality, performance, & Features
3. Selling concept
insurance
4. Marketing concept
customer
5. Holistic/Societal concept
relationship, integrated mktg., internal
mktg.

11. Core Marketing Concepts
1. Needs, wants, & demands
2. S.T.P.
3. Branding
4. Value & Satisfaction
5. Exchange

15. Needs

16. Needs, Wants, & Demands
• Need – Food
• Want – Roti/Burger
• Demand – want + buying power
“Marketers create Needs”
“Marketers get people to buy things they
don’t want”

17. 1. Stated needs
– Budget car
2. Real needs
– Budget car having law running cost
3. Unstated needs
– With good service
4. Delight needs
– With GPS on dashboard
5. Secret needs
– I am a savvy consumer

19. Marketing Mix
• Product
– Consumer goods/industrial goods
– Branding
– Packaging & labeling
• Price
– Setting the price
• Place
– Retailing & wholesaling
– Private labels
– Logistics
• Promotion
– I.M.C.

20. Types of Market
1. Consumer market
2. Business market

21. S.T.P.