This presentation provides an overview of marketing management. It defines marketing as planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create profitable exchanges. Marketing management is choosing target customers and building relationships with them. The presentation then outlines the key elements of an effective marketing plan, including assessing the current situation, setting objectives and strategies, developing action programs, and establishing financial projections and controls.

1. PRESENTATION ON
MARKETING MANAGEMENT

2. PRESENTED BY
Minhazul Karim EV 1406041
Fahmida Zaman EV 1406045
Hiran Barua Avi EV 1406047
Kanchan Das EV 1406049
A. M. Nazmul Huda EV 1406053

3. PRESENTED FOR
MOHAMMAD ZAHEDUL ALAM
BBA, MBA, (MARKETING), (DU), M PHIL (RU)
ASSISTANT PROFESSOR , FBS, BUP.

4. Marketing
Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution
of ideas, goods, and services to create exchanges
that satisfy individual and organizational objectives.

5. Marketing Management
Marketing management is the art and science of
choosing target customers and building profitable
relationships with them.

6. Marketing Management Task
Capture marketing insights
Develop marketing plan
Deliver value
Build strong brands
Shape market offering
Create long term growth
Connect with customer
Communicate value

7. Marketing Plan
The marketing plan is the central instrument for directing
and coordinating the marketing effort.
Executive Summary & Table of Contents
Current Marketing Situation
Financial projections
Marketing Strategy
Action Programs
Objectives
Opportunity & Issue Analysis
Implementation
Controls

8. Marketing Plan (Cont…)
 Executive Summary
Open with brief summery of the main goals and
recommendations.
It describes the overview of the entire marketing plan.
 Current Marketing Situation
It presents relevant background data on sales, costs, profit, market,
competitors, channels and the forces in the macro environment.

9. Marketing Plan (Cont…)
 Opportunity & Issue Analysis
SWOT analysis
Identifies the key issues
 Objectives
The product manager outlines the objectives in
terms of sales, profit, market share, unit etc.

10. Marketing Plan (Cont…)
 Marketing Strategy
The product manager develop the strategy how
to achieve the objectives
Defines the target segments, who will be customer, what
is value position, how to serve the customers, and what will
serve etc.

11. Marketing Plan (Cont…)
Generic Strategy of Michael Porter
 Overall Cost Leadership: To minimize cost the manager……
1. Must be good in manufacturing.
2. Must be good in engineering.
3. Must be good in distribution.
4. Must be good in purchasing.
Overall cost leadership
Differentiation
Focus

12. Marketing Plan (Cont…)
 Differentiation
Differentiation is the process of adding meaningful values to the products that
differentiate companies product from others.
 Tools for Differentiation
1. Products
2. Services
3. Personnel
4. Channel
5. Image
6. Atmosphere

13. Marketing Plan (Cont…)
 Criteria of Differentiation
1. Meaningful
2. Distinctive
3. Preemptive
4. Affordable
5. Superior
6. Profitable
 Focus
Focus on the segment and narrow market and become the market leader

14. Marketing Plan (Cont…)
 Action Programs
Manager develops the action program to achieve the business objectives and
answer these question:
1. What will be done?
2. When will it be done?
3. Who will do it?
4. How much will it cost?
 Implementation
It is the most important part of the marketing plan.
A good marketing plan can be sabotaged by the poor implementation.

15. Marketing Plan (Cont…)
 Financial Projection
The product manager project a financial budget for achieving the
the action programs.
This budget shows the forecasted sales volume in units and average
price.
The expense side, it shows the expected costs of production,
distribution and marketing.
Controls
Here management can review the results and can take the corrective
if necessary.