The document discusses key concepts in marketing management over several sections. It defines marketing management as the planning, organizing, directing, and controlling of a firm's marketing activities including formulation of objectives, policies, and programs. A marketing concept is described as the integration of marketing activities directed towards customer satisfaction. Different types of markets are also outlined that companies must consider when selling to mass consumers, business customers, globally, and non-profits.

3. Date:-11/10/13 to 12/10/13

4. Introduction
Before going into the details of marketing management
as a dynamic business discipline, it pays to have a grasp
of some basically related terns and phrases such as
‘market’ ‘marketing’ ‘role of limitations’ concepts’ and
ideas’ and the like

5. Concept:
A correct understanding of marketing concept
is fundamental the study of modern marketing
and marketing management. A concept is
philosophy’ an attitude, a course of thinking, an
ideal or a notion relating to any aspect of divine
and human creating
A Concept is an orientation or a philosophy;
Marketing concept is “an integration of
marketing activities directed towards customer
satisfaction’ as defined by prof Robert.

6. Definition:
Marketing management signifies an important
functional area of business management
responsible for the flow of goods & It is one
accountable for planning organising directing, coordinating, motivating and controlling the
marketing activities.
According to American Marketing Association
it is planning, production and control of entire
marketing activity of a firm or a division of a firm,
including the formulation of marketing objectives,
policies programmes, professional working
operating and controlling performance”

7. Tipes of Markets
Companies selling was mass consumer
goods & services such as soft drinks
toothpaste,
Television sets & air travel spend a
great deal of time trying to establish a
superior brand image

8. Companies selling business goods & services
face well-trained & well-unformed
professional buyers who are skilled in
evaluation competitive offerings

9. G
Companies selling goods & services in the
global Marketing face additional decisions &
challenges.
Companies selling goods to non-profit organization
such as churches, universities charitable organizations
or government agencies need to process carefully
because these organizations have limited purchasing
power.

10. The significance opportunities are function is that the market
opportunities are changing and the marketing management
must develop creative strategies to cultivate these
opportunities That is a planned programme of innovations is
essential for the marketing effectiveness
Planning is an integral part of marketing management and is the
vital event of the systems orientation. This function is based on
the successful marketing management & performance

11. The innovative and dynamic nature of marketing
activity places heavy demands on the marketing
organisation
The leadership required for effective performance of
marketing function
Marketing involves the function that is finally identified
with the people. Free flow goods will be there only when
the people involved in the process are motivated
Employee motivation is a must in these days of keen
competition.

13. Components of Marketing
An Offer is the outcome of marketing activities of the firm
An offer is the proposal which may or may not be
accepted by the buyers as offer is from seller
Market is the aggregate of forces or condition within
which buyers and sellers make decisions that result In
the transfer of goods and services

14. Marketing is concerned with the flow of goods and services
from the points of production to the points of consumption.
There is a systematic arrangement of these functions of
marketing to move the goods and services to the needy
persons
The final component of marketing is to do with
environment in which marketing takes places It is taken
as the final component because, environmental forces
influence the nature and character of the offer market
and the system.

15. Reference
• Internet
• Marketing Management Books
• www.ask.comhttp://www.ask.com