Presentation on Marketing Management

Presented by:N.N.V. Krishna kanth

I MBAALIET

AGENDA

• Needs• Wants• Demands• Market• Marketing• Concepts of Marketing• Sales force management

• Needs:– Felt deprivation

• Wants:– Form of needs shaped by culture and personality

• Demands:– Wants backed by buying power

• Value: – Benefits gained versus costs of obtaining product

• Satisfaction:– Degree of meeting consumer’s expectations

• Exchange:– Trade of value between parties

• Transaction:– Two things of value– Agreed-upon conditions– Time/place of agreement

• Relationship:– Creating and maintaining relationships.

• Market:– Set of actual or potential buyers

MARKETING

• According to American marketing Association “Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user”.

• According to Philip kotler, “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and feely exchanging products and services of value with others”.

Concepts of Marketing

• Production concept• Product concept• Sales concept or Selling concept• Marketing concept• Societal marketing concept

Production Concept

• Its one of the oldest concepts.Assumption:• According to production concept the underlying assumption is

that consumer will prefer products that are widely available and inexpensive.

Focus:• Achieving high production efficiency.• Low costs• Mass distributionDrawback:• Customer doesn’t always buy products which are in expensive

and easily available.

Product Concept

Assumption:• The underlying assumption of this concept is that the buyers

can appraise the quality, features and performance of the product.

Focus:• Making superior products.• Improving the products over time.Drawback:• Customers may not buy a product just because it is of high

quality unless they need it.Example: • Hair dye.

Sales or Selling Concept

Assumption:• Selling concept holds the view that the consumers if left

alone, will ordinarily not buy the company’s products unless aggressive selling and promotion effort are made.

Focus:• A thorough and vigorous marketing strategy in order to

convince consumers.Drawbacks:• Seller relies on buyer manipulation.• All buyers cannot be manipulated and a buyer cannot be

manipulated many times.

Marketing Concept

• Developed in mid 1950’s.Assumptions:• Policies and programs must be customer oriented.Focus:• It is mainly focused on the customer needs of the

target market.Drawback:• It has led to many social and environmental ills like

pollution, drug abuse etc.

Societal Marketing Concept

• It includes social goals in the need of satisfaction process.– Determine needs/wants of target markets– Deliver desired satisfactions– More efficiently and effectively– Maintain or improve consumer’s and society’s well-being

Sales Force Management

• Sales force management: the analysis, planning, implementation, and control of sales force activities.

• Sales force structure:– Territorial sales force structure– Product sales force structure– Customer sales force structure– Complex sales force structure

• Other issues:– Outside sales

force– Inside sales

force– Team selling

• Recruiting: finding a pool of qualified applicants from which to make a selection decision– Sources: internal, competitors, suppliers, educational

institutions, employment agencies, classified ads, and websites

• Selection: choosing the candidate with the highest probability of success in the position– Methods: intelligence/personality testing, interviews, role

play exercises, references, and background checks

• Training: investing in the human capital of the company, helping sales people to become more productive employees– Objectives of training can be to learn: • Company history and culture• Products and their application• Selling skills such as prospecting, questioning,

closing, and time and territory management

Supervising Salespeople

• Supervision is used to direct and motivate salespeople• Companies will vary in how closely they supervise their

salespeople• Tools used:

– Call reports and plans– Time-and-duty analysis– Sales force automation

systems

• Motivating salespeople:– Organizational climate– Sales quotas– Sales meetings– Reward systems

Evaluating Salespeople

• Measuring performance and providing feedback• Information collected and used for evaluation

purposes:– Sales reports– Expense reports– Call reports

• Territory reviews may be conducted to discuss performance

• Standards of performance need to be clearly articulated to salespeople

• Focus on behaviour