Module 1 - Lecture 1

Marketing Management

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Course Outcome
• Be aware of the concepts and practices of
marketing management
• Acquire knowledge about researching and
satisfying customer needs, through product
and service development, planning, pricing,
advertising, promotion and distribution

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Teaching Method
• Lectures
• Case Discussions
• Group Work / Presentations
• Audio-Visual sessions
• Assignments

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Evaluation
• Projects/Assignments/Quiz/Class • 50% (IA)
Participation

• Mid-semester Exam • 30% (IA)

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Basic Books
• Principles of Marketing • JP and Anupama
Mahajan
• Marketing Mgmt.: Text • Tapan Panda
& Cases, Indian Context

• Principles of Marketing • Philip Kotler

• Marketing Management • Rajan Saxena

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
 What is Marketing?

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
What is Marketing?
• Systematic attempt to fulfill human desires by
producing goods and services that people will
buy.

• Help us discover desires we never knew we had,

and ways of fulfilling them we never imagined
could be invented.

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
What is Marketing?
• Covers:
– Company culture and positioning
– Market research
– New business/product development
– Advertising and promotion
– PR
– Sales and customer service functions
• Applicable to services/ideas as well as goods.
IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Marketing - Definitions
• 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.
The American Marketing Association (AMA)

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Marketing - Definitions
• Marketing is the social process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others.
Philip Kotler

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Marketing View:

OLD view of NEW view of

marketing: marketing:

Making a Satisfying
sale— telling customer needs
and selling

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Marketing Ingredients

Identifying

Anticipating Marketing Satisfying

Profitability

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Terms you will come across…
• Needs, wants and desires
• 4Ps and 7Ps – what are they?
• Product mix and Marketing mix

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Meaning of Market
• A market consists of all the consumers who
purchase a particular type of goods or service.

• A market consists of all the potential

customers sharing a particular need or want
who might be willing and able to engage in
exchange to satisfy that need or want
Philip Kotler

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net
Types of Markets

Types

Business-to- Business-to- Consumer-to-

Business Consumer Consumer
(B2B) (B2C) (C2C)

IMBA Semester VI –
Marketing Management Prof. Subhasish Mitra www.atmiya.net