MarketingManagement

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

ParisBeijingMumbai

How about these………?

Learning Process of Marketing Facilitate Marketing of

Products PersonsServicesPlaces……..……..

Let us know more about marketing Process

There are 10 offerings which can be marketed

Can you name them?

Goods orProducts

Services

Experiences

Events

Properties

Organizations

information

ideas

PERSONS

PLACES

MARKETING

PLACES

PERSONSGOODS

SERVICES

EXPERIENCES

EVENTS

PROPERTIES

ORGANISATIONS

INFORMATION

IDEAS

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?

DEMANDSTATES

DEMANDSTATES

NEGATIVEDEMAND

NODEMAND

LATENTDEMAND

DECLININGDEMAND

Unwholesomedemand

OVERFULLDEMAND

FULLDEMAND

IRREGULARDEMAND

We need some market to create a demand

Types ofMarkets

Business

Consumer

Nonprofit/Government

Global

Can we apply the same marketing process to these markets ?

Target Marketsand

Segmentation

Marketers &Prospects

Products orOffering

Competition

Marketing Concepts

Needs, Wants &Demand

MarketingMixSupply Chain

Marketing Concepts

Marketing Environment

Value andSatisfaction

Relationship &Network

Exchange & Transactions

MarketingChannels

Marketing Concepts

MARKETINGMIX

PRODUCT

VarietyQualityDesignFeaturesBrandPackingSizesServicesWarrantiesReturns

PRICE

List priceDiscountsAllowancesP. PeriodCredit terms

PROMOTION

SalesAdvertisingSales forceP.R,SDirect mktg

PLACE

ChannelsCoverageLocationsInventoryTransport

Four P,s Four C,s

PRODUCT

PRICE

PLACE

PROMOTION

Customer Solutions

Customer Cost

Customer Convenience

Comm with Customer

What should a manufacturer does to strengthen 4 C’sfor each of 4 P’s in case of

CompetingConcepts

Production

product

Selling

Marketing SocietalMarketing

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 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 Watches

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

Factory ProductsSelling &Promotion

Profit throughSalesVolume

Start focus means ends

Target

market Customerneeds

Integratedmarketing

ProfitThroughCustomersatisfaction

(

SellingConcept

SellingConcept

Customer Concept

Starting Focus Means EndsPoint

Individualcustomer

Needs &

values

One To OneMktg

Integration

Growth through

CustomerShare/Loyalty

Lifetime/ Value

TM

MM

FRONT LINEPEOPLE

CUSTOMERS

CUSTOMERS

FRONT LINEPEOPLE

MM

TM

TraditionalOrganisational

chart

ModernOrganisational

chart

Factors leading to Marketing Concept

Sales decline

Slow growth

Changing buying patterns

Increasing competition

Increasing marketing expenditure

Societal Concept

•Environment deterioration•Resource Shortages•Population Growth•Unhealthy Food

To determine the needs, wants and interest of the Target Market and deliver the desired Satisfaction that preserves the society's well being

Marketing &

Other Functions

A) Marketing as an Equal Function

PRODUCTION FINANCE

MARKETING HUMAN RESOURCE

B) MARKETING As a most Important Function

PRODUCTION FINANCE

HUMAN RESOURCEMARKETING

C) MARKETING AS THE MAJOR FUNCTION

MARKETING

PRODUCTION

FINANCEHR

D)CUSTOMER AS THE CONTROLLING FUNCTION

CUSTOMER

PROD

FINC

HR

MK

G

CUSTOMER

MKG

MKG

MKG MKG

P

F

HR

E) CUSTOMER AS CONTROLLING& MKTG AS A INTEGRATIVE FUNCTION

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, keepingand growing customers through creating, delivering and communicating superior customer value

CustomerDelivered

ValueTotal

Customervalue

TotalCustomer

Cost

Productvalue

ServiceValue

Personalvalue

Imagevalue

Monetary cost

Time cost

Energycost

Psychiccost

???

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