Marketing

Management
Why do we need to learn marketing management?
Can you market these products easily ?
How about these products?
Is there any difference in types of these products?
How about Marketing them?
How about their films ?
How about the products they endorse ?
Why do we need to market…………..?

Singapore Malaysia Sydney

Mumbai Beijing Paris

How about these………?
Learning Process of Marketing Facilitate Marketing of

Products
Persons
Services
Places
……..
……..
Let us know more about marketing Process
There are 10 offerings which can be marketed

Can you name them?

Goods or
Products
Services
Experiences
Events
Properties
Organizations
information
ideas
PERSONS
PLACES
 PERSONS PROPERTIES
GOODS

ORGANISATIONS
SERVICES
MARKETING

INFORMATION
EXPERIENCES

PLACES IDEAS
EVENTS
In group of 3 write 5 examples of each of these offerings
These can be marketed if there is a
demand for them ?

What is Demand?
NEGATIVE NO DELATENT
MAN D DECLINING
DEMAND DEMAND DEMAND DEMAND
STA TE S

DEMAND
STATES

IRREGULAR FULL OVERFULL Unwholesome

DEMAND DEMAND DEMAND demand
We need some market to create a demand
 Consumer

Nonprofit/ Types of
Government
Business
Markets

Global
Can we apply the same marketing process to these markets ?
 Marketing Concepts

Target Markets
Competition and
Segmentation

Products or
Marketers & Offering
Prospects
 Marketing Concepts

Marketing
Needs, Wants &
Environment
Demand

Marketing
Supply Chain Mix
 Marketing Concepts

Marketing Exchange &

Channels Transactions

Relationship & Value and

Network Satisfaction
 MARKETING
MIX

PLACE
PRODUCT

Variety PRICE
Quality PROMOTION Channels
Design Coverage
Features Locations
Brand Inventory
Packing List price Sales
Discounts Advertising Transport
Sizes
Services Allowances Sales force
Warranties P. Period P.R,S
Returns Credit terms Direct mktg
 Four P,s Four C,s

Customer Solutions
PRODUCT
Customer Cost
PRICE
Customer Convenience
PLACE
Comm with Customer
PROMOTION
What should a manufacturer does to strengthen 4 C’s
for each of 4 P’s in case of
 product

Selling
Competing
Concepts

Production

Market ing Societal

Marketing
 Production Concept

Concentrate on achieving high production

efficiency, low cost & mass distribution

Consumers prefers inexpensive items in

Developing countries

•Used also in expanding Market

•Over Populated Counties-

• Inexpensive Toys, electronics

 Product Concept

Consumers Favors quality, performance

HMT Watches
or innovative features

•Managers focus on producing superior Products

•Little or No Customer Input

•Rarely Examine Competitor's Product

•Management commit Better-mousetrap

•Leads to marketing Myopia

What is Marketing –myopia?

•Ignoring The Demand ,Taste, Liking of Consumers

•Looking Into Mirror than looking out

•Colored and crooked perception of marketing

•Short sightedness about business

•Obsession with the product

•Inadequate understanding of market

Selling Concept

Consumers & businesses if left alone,

will not buy enough

Undertake aggressive Selling &

Promotion

Consumers shows buying inertia until

coaxed

Many use it at the time of over capacity

or Competition

CONSUMER DURABLES
Marketing Concept

More effective than competitors

in creating, Delivering, and
communicating superior
customer Value

Putting People First

Fulfilling Buyers Needs

 Start focus means ends

Profit
Selling & through Selling
Factory Products Concept
Promotion Sales
Volume

Profit
Target Through Selling
Customer Integrated
Customer Concept
market needs marketing
satisfaction

(
 Customer Concept

Starting Focus Means Ends

Point

Growth
One To through
Needs Customer
Individual One
customer
& Mktg
Share/
Loyalty
values Integration Lifetime/
Value
 Traditional CUSTOMERS
TM
Organisational
chart
FRONT LINE
MM PEOPLE

MM
FRONT LINE
PEOPLE Modern
Organisational
chart
TM
CUSTOMERS
Factors leading to Marketing Concept

Sales decline

Slow growth

Changing buying patterns

Increasing competition

Increasing marketing expenditure

Societal Concept

To determine the needs, wants and interest

of the Target Market and deliver the desired
Satisfaction that preserves the society's
well being

•Environment deterioration
•Resource Shortages
•Population Growth
•Unhealthy Food
Marketing
&
Other Functions
A) Marketing as an Equal Function

PRODUCTION FINANCE

MARKETING HUMAN
RESOURCE
B) MARKETING As a most Important Function

PRODUCTION FINANCE

HUMAN RESOURCE
MARKETING
C) MARKETING AS THE MAJOR FUNCTION

PRODUCTION

MARKETING

HR
FINANCE
D)CUSTOMER AS THE CONTROLLING FUNCTION

O D
PR

FI
NC
CUSTOMER
MKG

HR
E) CUSTOMER AS CONTROLLING& MKTG AS A
INTEGRATIVE FUNCTION

P
MKG

MKG
CUSTOMER MKG F

MKG
HR
Marketing

is a process by which individuals and groups obtain what

they need and want through creating, offering and exchanging
products and services of value with others
Marketing
Management

is an art and science of choosing target markets and getting, keeping

and growing customers through creating, delivering and
communicating superior customer value
 Customer
Delivered
Value
Total Total
Customer Customer
value Cost

Product Monetary
value cost

Service Time
Value cost

Personal Energy
value cost
Image Psychic
value cost
?? ?
Prepare a summary of the topic on marketing-10 minutes
any one can be asked to make a presentation………..