MARKETING MANAGEMENT

1. MARKETING MANAGEMENT

2. Why do we need to learn marketing management?

3. Can you sell these products Easily ?

4. How about these products?

5. Is there any difference in types of these products?

6. How about Marketing them?

7. How about their films ?

8. Learning Process of Marketing Facilitate Marketing of • Products • Persons • Services • Places • …….. • ……..

9. Let us know more about marketing Process

10. There are 10 offerings which can be marketed Can you name them?

11. PERSONS PROPERTIES ORGANISATIONS INFORMATION IDEAS GOODS SERVICES EXPERIENCES EVENTS MARKETING PLACES

12. These can be marketed if there is a demand for them ? What is Demand?

13. NEGATIVE DEMAND NO DEMAND LATENT DEMAND DECLINING DEMAND DEMAND STATES DEMAND STATES IRREGULAR DEMAND FULL DEMAND OVERFULL DEMAND Unwholesome demand

14. Consumer Nonprofit/ Government Types of Markets Business Global

15. Can we apply the same marketing process to these markets ?

16. Marketing Concepts Competition Marketing Environment Marketing Channels Target markets and segmentation Needs, Wants & Demand Relationship & Network Marketers & Prospects Exchange & Transactions Marketing Mix Value and Satisfaction Products or Offering Supply Chain

17. Customer Delivered Value Total Customer value Total Customer Cost Monetary cost Product value Time cost Service Value Personal value Energy cost Image value Psychic cost

18. MARKETING MIX PLACE Channels Coverage Assortments Locations Inventory Transport PRODUCT Variety Quality Design Features Brand Packing Sizes Services Warranties Returns PRICE List price Discounts Allowances P. Period Credit terms PROMOTION Sales Advertising Sales force P.R,S Direct mktg

19. Four P,s Four C,s CUSTOMER SOL. CUSTOMER COST CONVENIENCE COMMUNICATION PRODUCT PRICE PLACE PROMOTION

20. product Competing Concepts Selling Production SOCIETAL MARKETING MARKETING

21. 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

22. PRODUCT CONCEPT • Consumers Favors quality, performance • 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 • HMT, Ambassador Car……

23. 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

24. 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

25. MARKETING CONCEPT • More effective than competitors in creating, Delivering, and communicating superior customer Value • Putting People First • Fulfilling Buyers Needs

26. Customers may need • Stated…..an inexpensive mobile • Real……..operating cost be less • Unstated… goodservice • Delight…… gift from dealer • Secret….. esteem before friends

27. Start focus means ends Profit through Sales Volume Selling & Promotion Factory Products (a)The selling concept Profit Through Customer satisfaction Target market Customer needs Integrated marketing (b) The marketing concept

28. Customer Concept Starting Focus Means Ends Point Growth through Customer Share/ Loyalty Lifetime/ Value Individual customer Needs & values One To One Mktg Integration

29. Traditional Organisational chart CUSTOMERS TM FRONT LINE PEOPLE MM MM Modern Organisational chart FRONT LINE PEOPLE TM CUSTOMERS

30. Factors leading to Marketing Concept • Sales decline • Slow growth • Changing buying patterns • Increasing competition • Increasing marketing expenditure

31. 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

32. RECENT SCENARIO OF THE SOCIETY • Environment • Terrorism • Corruption • Neglected Social Services • Poverty • Population Explosion • Working Couples • Work Place Exploitation

33. Marketing & Other Functions

34. A) MARKETING AS AN EQUAL FUNCTION FINANCE PRODUCTION MARKETING HUMAN RESOURCE

35. B) MARKETING AS A MORE IMPORTANT FUNCTION PRODUCTION FINANCE HUMAN RESOURCE MARKETING

36. C) MARKETING AS THE MAJOR FUNCTION PRODUCTION MARKETING HR FINANCE

37. D)CUSTOMER AS THE CONTROLLING FUNCTION PROD CUSTOMER FINC MKG HR

38. E) CUSTOMER AS CONTROLLING& MKTG AS A INTEGRATIVE FUNCTION P MKG CUSTOMER F MKG MKG MKG HR

39. Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value with others

40. Marketing Management is the process of planning and executing the conception, pricing distribution and promotion of ideas, goods, services…that satisfy individual and organizational goals

41. ???

42. Prepare a summary of the topic on marketing-10 minutes any one can be asked to make a presentation………..