This document provides an overview of key marketing concepts and frameworks. It discusses 1) the marketing management process, 2) different business orientations towards marketing like production, product and marketing concepts, 3) the 4P's of marketing, 4) relationship marketing and integrated marketing communications, and 5) core marketing concepts like needs, wants, demands, targeting, and competition. It also examines Theodore Levitt's concept of "marketing myopia" where firms focus too much on their products instead of customer needs.
Dr. V. Ramadevi, Department of Management.ramakarthik
This PPT contains the basic marketing concepts, marketing mix elements, customer value and satisfaction, value chain, strategic marketing planning process, marketing research, marketing environment, CRM.
This ppt would be useful for the management students.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Dr. V. Ramadevi, Department of Management.ramakarthik
This PPT contains the basic marketing concepts, marketing mix elements, customer value and satisfaction, value chain, strategic marketing planning process, marketing research, marketing environment, CRM.
This ppt would be useful for the management students.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
2. 2
Session 1:
What is Marketing Management
The Marketing Management Process
Business Orientation towards Marketing.
3. 3
Kotler & Drucker on Marketing
The future is not ahead of us. It has already
happened. Unfortunately, it is unequally
distributed among companies, industries and
nations
Peter Drucker:
The business enterprise only
has two basic functions:
marketing and innovation.
4. 4
Marketing & Exchange
What is marketing? Is marketing selling?
Marketing (Kotler, 1980):
Human activity directed as satisfying needs and
wants through exchange processes.
For exchange to occur, there must be:
Two parties
Each with something of value to the other
Capable of communication and delivery
Free to accept/reject the offer
Agreement to terms
See also transaction, barter, transfer, and behavioral
response
5. 5
Selling is only the tip of the iceberg
“There will always be need for
some selling. But the aim of marketing
is to make selling nonessential. The aim
of marketing is to know and understand
the customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer
who is ready to buy. All that should be
needed is to make the product or
service available.”
Peter Drucker
6. 6
Marketing Management Process
Develop a marketing strategy
Market segmentation - positioning
Design marketing mix
Product / Service price channel promotion
Plan and implement
marketing programs
Forecast
sales and
contribution
Obtain
feedback
on results
Take into account
international
factors
Take into
account societal
concerns
Estimate
market
potential
Do a customer
analysis
Do a competitor
analysis
Adopt a marketing
philosophy
Develop a marketing strategy
Market segmentation - positioning
Design marketing mix
Product / Service price channel promotion
Plan and implement
marketing programs
Forecast
sales and
contribution
Obtain
feedback
on results
Take into account
international
factors
Take into
account societal
concerns
Estimate
market
potential
Do a customer
analysis
Do a competitor
analysis
Adopt a marketing
philosophy
7. 7
Who are Marketing Managers
and What Do They Do?
Marketing Managers
Anyone responsible for making significant
marketing decisions
Brand manager is charged with managing
and further developing the brand equity
Category manager coordinates the
marketing strategies of related products
and brands
8. 8
Simple Marketing System
A Market consists of all the potential customers
sharing a particular need or want who might
be willing & able to engage in exchange to
satisfy that need or want
10. 10
Organize by product units.
Focus on profitable transactions.
Look primarily at financial
scorecard.
Focus on shareholders
Marketing does the marketing
Build brands through advertising.
Focus on customer acquisition
No customer satisfaction
measurement
Over-promise, under-deliver
Organize by customer segments.
Focus on customer lifetime value
Look also at marketing scorecard
Focus on stakeholders
Everyone does the marketing
Build brands through behavior
Focus on customer retention and
growth
Measure customer satisfaction
and retention rate
Under-promise, over-deliver
Old Economy New Economy
Business Practices Changed:
11. 11
Business Orientations to the
Marketplace
1. Production concept: assumes consumers
favor those products that are widely
available and affordable. (Focus: wide
distribution; high volume).
2. Product concept: assumes consumers will
favor those products that offer the most
quality, performance, and features.
12. 12
Business Orientations to the
Marketplace
3. Selling concept: assumes that consumers
will either not buy or not but enough of the
organizations’ products unless the
organization makes a substantial effort to
stimulate the customer’s interest in the
product. (Focus: needs of the seller)
13. 13
Business Orientations to the
Marketplace
4. Marketing concept: holds that the key to
achieving organizational goals consists in
determining the needs and wants of target
markets and delivering the desired
satisfactions more effectively and efficiently
than competitors. (Focus: different needs of
buyers)
14. 14
Comparing
Selling & Marketing Concept
Starting Point Focus Means Ends
Factory Products Selling &
Promoting
Profits through
Sales volume
Target
Market
Customer
needs
Integrated
Marketing
Profits
through
Customer
Satisfaction
Marketing
Selling
Make-Sell Philosophy
Sense-Respond Philosophy
Right Customers for your products
Right Products for your customers
15. 15
Pillars for the Marketing Concept
The Marketing Concept
A business philosophy that the key to achieving
organizational goals is to determine the needs of
target markets and deliver the desired
merchandise more efficiently than competitors
Integrated
Company
Effort
Goal-directed
behavior (e.g.,
profit)
Customer
Orientation with
target markets
16. 16
Business Orientations to the
Marketplace
5. Societal marketing concept: [adds to the
marketing concept the words] … for the
objective of preserving and enhancing the
consumer’s and society’s well being.
(Focus: needs of buyers and society)
Current examples?
17. 17
Societal Marketing Concept
Marketing Managers Must Balance
Promote sale of
goods and services
Long-term needs for a
safe and healthy
environment
Profits
Public
Interest
20. 20
Relationship marketing: mutually satisfying
long-term relationships with key parties
(e.g., customers, suppliers).
Interdependence between buyer and seller
Repeated transactions
Database marketing
Interactive Marketing
Value of cooperation
Quality , delivery, and technical support become
important (in addition to price)
Relationship Marketing
22. 22
Integrated Marketing
Communications (IMC)
The coordination of the promotion mix
elements with each other and with other
elements of the brand’s marketing mix
such that all elements speak with one
voice.
23. 23
Five Key Features of IMC
1. Start with the customer or prospect.
2. Use any form of relevant contact.
3. Achieve synergy (speak with a single voice).
4. Build relationships.
5. Affect behavior.
25. 25
Core Concepts
Needs, wants, and
demands
Target markets, positioning,
segmentation
Offerings and brands
Value and satisfaction
Marketing channels
Supply chain
Competition
Marketing environment
Marketing planning
26. 26
Marketing Core Concepts
Need: basic human requirements; a state of felt
deprivation; Do marketers “create needs”??
Want: a specific object that can satisfy a need
Demands: wants for specific products backed by
an ability to pay
Product, Offering, and Brand (offering from a
known source)
Value proposition: a set of benefits to satisfy
needs
27. 27
Marketing Core Concepts
Marketing Channels (communication,
distribution, service)
Supply Chain (raw materials -> final buyers)
Competition (brand, product, form --supplying
the same need, generic – competition for
same $$ in an area)
29. 29
Theodore Levitt’s
“Marketing Myopia”
What are business leaders myopic about?
Four self-deceiving conditions causing firms
to believe that they are in a growth industry:
1. Expanding and more affluent population
2. No competitive substitutes
3. Mass production and declining unit costs
4. Preoccupation with the product
