marketing management unit 1 ppt

MARKETING MARKETING MANAGAEMENTMANAGAEMENT

by a. sandhya raniby a. sandhya raniasst. prof.asst. prof.

MARKETING DEFINITIONSMARKETING DEFINITIONS

““Marketing is a social and Marketing is a social and managerial process by which managerial process by which

individuals and groups obtain what individuals and groups obtain what they need and want through they need and want through

creating, offering and exchanging creating, offering and exchanging products of value with others.” products of value with others.”

By Philip KotlerBy Philip Kotler

MARKETING DEFINITIONSMARKETING DEFINITIONS

““Marketing is the application, Marketing is the application, management and satisfaction of management and satisfaction of demand through the exchange demand through the exchange process.” process.”

By Evans and By Evans and BurmanBurman

MARKETING MANAGEMENT MARKETING MANAGEMENT DEFINITIONDEFINITION

““Marketing (management) is the Marketing (management) is the process of planning and executing the process of planning and executing the

conception, pricing, promotion and conception, pricing, promotion and distribution of ideas, goods and distribution of ideas, goods and

services to create exchanges that services to create exchanges that satisfied individual and organizational satisfied individual and organizational

objectives.” objectives.”

By American Marketing By American Marketing AssociationAssociation

MARKETING MANAGEMENT DEFINITIONMARKETING MANAGEMENT DEFINITION

Peter DruckerPeter Drucker, , a leading management a leading management theorist, puts marketing in this way:theorist, puts marketing in this way:

‘‘There will always, one can assume, be There will always, one can assume, be need for some selling. But the aim of need for some selling. But the aim of

marketing is to make selling superfluous. marketing is to make selling superfluous. The aim of marketing is to know and The aim of marketing is to know and

understand the customer so well that the understand the customer so well that the product or service fits him and sells itself. product or service fits him and sells itself.

Ideally, the marketing should result in a Ideally, the marketing should result in a customer who is ready to buy. All that customer who is ready to buy. All that should be needed then is to make the should be needed then is to make the

product or service available.’product or service available.’

ELEMENTS OF MARKETINGELEMENTS OF MARKETING

The marketing thinking starts with The marketing thinking starts with customer’s needs. Today the customer is customer’s needs. Today the customer is on the driver’s seat. Each marketer wants on the driver’s seat. Each marketer wants to retain and satisfy each and every to retain and satisfy each and every customer because of intense competition. customer because of intense competition. Following are the marketing elements:Following are the marketing elements:

Needs, wants and demandsNeeds, wants and demands ProductsProducts Value, cost and satisfactionValue, cost and satisfaction Exchange, transactions and relationshipExchange, transactions and relationship MarketMarket MarketersMarketers

NEEDS AND TYPES OF NEEDSNEEDS AND TYPES OF NEEDS

A Need is something, which cannot be A Need is something, which cannot be created by Marketer but unspeakable and created by Marketer but unspeakable and known part of human biology. It is a state known part of human biology. It is a state of feeling of some basic satisfaction. of feeling of some basic satisfaction. Need is a compulsory activity without Need is a compulsory activity without which, human cannot live or sustain.which, human cannot live or sustain.

Generally a person will be in a need of Generally a person will be in a need of Food, Water, Shelter and clothes. These Food, Water, Shelter and clothes. These are basic needs. In marketing a Need can are basic needs. In marketing a Need can be in different nature. For a particular be in different nature. For a particular product, there can be so many needs and product, there can be so many needs and those are mentioned below.those are mentioned below.

TYPES OF NEEDSTYPES OF NEEDS There are five types of Needs, which There are five types of Needs, which

differ from person to person and differ from person to person and place to place.place to place.

Eg: Eg: Taking example in case of a Taking example in case of a CAR.CAR.

I STATED NEEDSI STATED NEEDS

These needs are something can be These needs are something can be stated i.e., expressive in nature.stated i.e., expressive in nature.

A Customer can be in a position to A Customer can be in a position to express his needs. He can express express his needs. He can express his need of extra fittings in the car. his need of extra fittings in the car. I.e. A/c, Music System, paintings on I.e. A/c, Music System, paintings on his car etc.,his car etc.,

II REAL NEEDSII REAL NEEDS

These needs are real needs, These needs are real needs, which are compulsory. which are compulsory.

A customer needs low A customer needs low maintenance of car. i.e., maintenance of car. i.e., without repairs frequently without repairs frequently and low petrol consumption.and low petrol consumption.

III UNSTATED NEEDSIII UNSTATED NEEDS These needs are These needs are not expressivenot expressive as as

these are some extra feelings of these are some extra feelings of customer which makes him happy customer which makes him happy and satisfied apart from the benefits and satisfied apart from the benefits of car.of car.

A customer may require better & good A customer may require better & good service from the company or showroom. service from the company or showroom. Such as he may feel happy, if company or Such as he may feel happy, if company or showroom management sends him showroom management sends him festival greetings or birthday greetings festival greetings or birthday greetings and when ever customer goes to them, and when ever customer goes to them, he may be honored and well received by he may be honored and well received by them with welcome drinks etc.,them with welcome drinks etc.,

IV DELIGHT NEEDSIV DELIGHT NEEDS

These needs are like fringe These needs are like fringe benefits or windfall benefits to benefits or windfall benefits to the customer.the customer.

surprise gifts, discounts, lucky surprise gifts, discounts, lucky draws or schemes given to draws or schemes given to customer as offers that makes customer as offers that makes him delight.him delight.

vv SECRET NEEDS SECRET NEEDS

These needs are which above the These needs are which above the unstated needs and very secret in unstated needs and very secret in nature.nature.

A customer can expect same honor A customer can expect same honor & respect from the company or & respect from the company or showroom management to his friend showroom management to his friend or relative who is introduced by him.or relative who is introduced by him.

NEEDS, WANTS AND DEMANDSNEEDS, WANTS AND DEMANDS

NeedsNeeds are basically like food, are basically like food, water, cloth and shelter, without water, cloth and shelter, without which a human cannot live and which a human cannot live and

survive.survive.


WantsWants are desires, to have more are desires, to have more satisfaction and comfort than the basic satisfaction and comfort than the basic

needs. needs.

Instead of taking rice or chapatti to satisfy Instead of taking rice or chapatti to satisfy hunger, a person will go for Chinese or hunger, a person will go for Chinese or Italian food. Needs are few but Wants Italian food. Needs are few but Wants

are many. These wants are shaped and are many. These wants are shaped and reshaped continuously by the social reshaped continuously by the social forces, institutions and marketers.forces, institutions and marketers.


DemandsDemands are Wants for specific products are Wants for specific products that are backed by the that are backed by the

a) ability to buy anda) ability to buy andb) willingness to pay b) willingness to pay

Wants becomes demands when supported Wants becomes demands when supported by the purchasing power of the customers. by the purchasing power of the customers. The marketers must not only know the The marketers must not only know the consumer’s taste and preference but also consumer’s taste and preference but also the purchasing power of the consumer and the purchasing power of the consumer and how many are willing to buy.how many are willing to buy.

DEMAND STATES AND MARKETING DEMAND STATES AND MARKETING TASKSTASKS

11 Negative DemandNegative Demand: Eg., vaccinations, : Eg., vaccinations, aids treatment, dental work, aids treatment, dental work, vasectomies and employees such as vasectomies and employees such as alcoholics, ex-convicts has negative alcoholics, ex-convicts has negative demanddemand

22 No DemandNo Demand: Eg., farmers not : Eg., farmers not interesting in new cultivating methods, interesting in new cultivating methods, students not interested in new foreign students not interested in new foreign courses because of unaware or courses because of unaware or ignorance. ignorance.


33 Latent DemandLatent Demand: Eg., harmless : Eg., harmless cigarettes, fuel efficient cars, fat-cigarettes, fuel efficient cars, fat-free pizzas and burgers, excess free pizzas and burgers, excess usage of cell phones etc.,usage of cell phones etc.,

44 Declining DemandDeclining Demand: Eg., at : Eg., at present software jobs are facing present software jobs are facing declining demand declining demand


55 Irregular DemandIrregular Demand: Eg., seasonal : Eg., seasonal demand like raincoats, umbrellas, a/c’s, demand like raincoats, umbrellas, a/c’s, theaters face demand only at weak theaters face demand only at weak endsends..

66 Full DemandFull Demand: Eg., any new product : Eg., any new product with reasonable price and good quality with reasonable price and good quality


77 Overfull DemandOverfull Demand: Eg., Because of : Eg., Because of good advertising and promotion, a good advertising and promotion, a product can have overfull demand product can have overfull demand which is very difficult to handle. which is very difficult to handle.

88 Unwholesome DemandUnwholesome Demand: Eg., Without : Eg., Without proper advertisements, marketing proper advertisements, marketing products,products, attract consumers such as attract consumers such as cigarettes, alcohol, drugs, x-rated cigarettes, alcohol, drugs, x-rated movies, pirated cd’s etc.,movies, pirated cd’s etc.,

PRODUCTSPRODUCTSAccording to Philip Kotler, “a According to Philip Kotler, “a

product is anything that can be product is anything that can be offered to satisfy a need or want”.offered to satisfy a need or want”.

According to W.J. Stanton, “ a According to W.J. Stanton, “ a product is a set of tangible and product is a set of tangible and intangible attributes, including intangible attributes, including packaging, color, price, packaging, color, price, manufacturer’s prestige, retailer’s manufacturer’s prestige, retailer’s prestige and manufacturer’s and prestige and manufacturer’s and retailer’s services”.retailer’s services”.

EXCHANGEEXCHANGE

Exchange is a process of, giving and Exchange is a process of, giving and taking the goods and services in taking the goods and services in return between two parties or return between two parties or persons who are agreed to act upon persons who are agreed to act upon the certain terms and conditions for the certain terms and conditions for the benefit of the both. The the benefit of the both. The ‘Exchange’ is further called ‘Exchange’ is further called “Transaction”.“Transaction”.

TRANSACTIONTRANSACTION Transactions are of two typesTransactions are of two types

1] Monetary transaction: 1] Monetary transaction: In return of In return of products and services the buyer products and services the buyer offers cash to the seller.offers cash to the seller.

2] Barter system:2] Barter system: Instead of cash Instead of cash transaction, there will be transaction, there will be products and services exchange products and services exchange in between the two parties.in between the two parties.

VALUE, COST & SASTISFACTIONVALUE, COST & SASTISFACTION The product will be successful only if it The product will be successful only if it delivers the satisfaction to the target delivers the satisfaction to the target buyers. It is a ration between the buyers. It is a ration between the customers ‘customers ‘gets’ gets’ and what heand what he ‘gives’ ‘gives’. .

Value = Benefits / CostsValue = Benefits / Costs

I.e., I.e., Functional Benefits + Emotional Functional Benefits + Emotional BenefitsBenefits

--------------------------------------------------------------------------------------------Monetary costs + Time costs + Energy Monetary costs + Time costs + Energy

costs + Psychic costscosts + Psychic costs

MARKET & MARKETERSMARKET & MARKETERS

MarketMarket is place where is place where buying and selling takes place buying and selling takes place and where buyers and sellers and where buyers and sellers exist to exchange the goods exist to exchange the goods and services for a value.and services for a value.

MarketersMarketers are those who are those who takes the products to the end takes the products to the end users through promotional users through promotional activities.activities.

TYPES OF MARKETSTYPES OF MARKETS

CONSUMER MARKETSCONSUMER MARKETS BUSINESS MARKETSBUSINESS MARKETS GLOBAL MARKETSGLOBAL MARKETS NON-PROFIT AND GOVT., NON-PROFIT AND GOVT., MARKETSMARKETS

CONSUMER MARKETCONSUMER MARKETCONCENTRATES MORE ONCONCENTRATES MORE ON

@@ SELLING MASS CONSUMER SELLING MASS CONSUMER GOODS AND SERVICESGOODS AND SERVICES

@@ FEATURES OF THE PRODUCTFEATURES OF THE PRODUCT

@@ QUALITY OF THE PRODUCTQUALITY OF THE PRODUCT

@@ DISTRIBUTION COVERAGEDISTRIBUTION COVERAGE

@@ PROMOTION EXPENDITURES - PROMOTION EXPENDITURES -

HELPS TO ACHIEVE BRAND HELPS TO ACHIEVE BRAND

IMAGEIMAGE

BUSINESS MARKETBUSINESS MARKETCONCENTRATES MORE ONCONCENTRATES MORE ON

@@ SELLING BUSINESS GOODS AND SELLING BUSINESS GOODS AND SERVICESSERVICES

@@ RE-SELL THE PRODUCTS TO RE-SELL THE PRODUCTS TO OTHERS OR END USERSOTHERS OR END USERS

@@ FEATURES & QUALITY OF THE FEATURES & QUALITY OF THE PRODUCTPRODUCT

@@ ADVT., PLAYS MAIN ROLE TO ADVT., PLAYS MAIN ROLE TO ACHIEVE BUSINESS CUSTOMERSACHIEVE BUSINESS CUSTOMERS@@ STRONG ROLE BY SALES FORCE, STRONG ROLE BY SALES FORCE,

PRICE, PRICE, COMPANY REPUTATIONCOMPANY REPUTATION

GLOBAL MARKETGLOBAL MARKETCONCENTRATES MORE ONCONCENTRATES MORE ON

@@ HOW TO ENTER( AS AN EXPORTER, HOW TO ENTER( AS AN EXPORTER, LICENSER, LICENSER, JOINT VENTURE PARTNER, JOINT VENTURE PARTNER, CONTRACT CONTRACT

MANUFACTURER OR SOLO MANUFACTURERMANUFACTURER OR SOLO MANUFACTURER@ @ HOW TO ADOPT PRODUCT OR SERVICEHOW TO ADOPT PRODUCT OR SERVICE@@ PRICING THE PRODUCT IN DIFFT., PRICING THE PRODUCT IN DIFFT., COUNTRIESCOUNTRIES@@ TO ADOPT DIFFT., LEGAL SYSTEMS TO ADOPT DIFFT., LEGAL SYSTEMS @@ TO FOLLOW DIFFT., STYLES OF TO FOLLOW DIFFT., STYLES OF NEGOTIATIONSNEGOTIATIONS@@ DIFFT., REQUIREMENTS FOR BUYING, DIFFT., REQUIREMENTS FOR BUYING, OWNING AND DISPOSING THE PROPERTYOWNING AND DISPOSING THE PROPERTY@@ DIFFT., CURRENCY IN DIFFT., COUNTRIES DIFFT., CURRENCY IN DIFFT., COUNTRIES WITH DIFFT., VALUES WITH DIFFT., VALUES @@ CONDITIONS OF CORRUPTION OR POLITICAL CONDITIONS OF CORRUPTION OR POLITICAL

FAVORITISM AND ETC.,FAVORITISM AND ETC.,

NON-PROFIT AND GOVT., MARKETSNON-PROFIT AND GOVT., MARKETS

CONCENTRATES MORE ONCONCENTRATES MORE ON@@ SELLING GOODS & SERICES TO SELLING GOODS & SERICES TO NON-PROFIT AND GOVT., ORG.NON-PROFIT AND GOVT., ORG.

@@ LIMITED PURCHASING POWER, LIMITED PURCHASING POWER, PRICING IS MOST IMPORTANTPRICING IS MOST IMPORTANT

@@ LOWER PRICES EFFECT THE LOWER PRICES EFFECT THE QUALITY & FEATURES OF THE QUALITY & FEATURES OF THE PRODUCTPRODUCT

@@ SELLING THROUGH BIDS, SELLING THROUGH BIDS, TENDERS, AUCTIONS, ETC.,TENDERS, AUCTIONS, ETC.,

Scope of MarketingScope of Marketing

properties

places persons

events

experiances

services

goods

organisations

information

ideas

CONCEPTSCONCEPTS PRODUCTION CONCEPTPRODUCTION CONCEPT PRODUCT CONCEPTPRODUCT CONCEPT SALES CONCEPTSALES CONCEPT MARKETING CONCEPTMARKETING CONCEPT SOCIETAL MARKETING SOCIETAL MARKETING

CONCEPTCONCEPT

PRODUCTION CONCETPRODUCTION CONCETTHE PRODUCTION CONCEPT HOLDS THE PRODUCTION CONCEPT HOLDS THAT CONSUMERS WILL PREFER THAT CONSUMERS WILL PREFER PRODUCTS THAT ARE PRODUCTS THAT ARE WIDELYWIDELY AVAILABLEAVAILABLE AND AND INEXPENSIVEINEXPENSIVE..

THE PRODUCTION ORIENTED THE PRODUCTION ORIENTED BUSINESS CONCENTRATES ON BUSINESS CONCENTRATES ON ACHIEVING HIGH PRODUCTION ACHIEVING HIGH PRODUCTION EFFICIENCY AND LOW COSTS AND EFFICIENCY AND LOW COSTS AND MASS DISTRIBUTION. I.E., LESS MASS DISTRIBUTION. I.E., LESS INPUTS AND MORE OUTPUTS.INPUTS AND MORE OUTPUTS.

PRODUCT CONCEPTPRODUCT CONCEPT

THE PRODUCT CONCEPT THE PRODUCT CONCEPT HOLDS THAT CONSUMERS HOLDS THAT CONSUMERS WILL FAVOUR THOSE WILL FAVOUR THOSE PRODUCTS THAT OFFER THE PRODUCTS THAT OFFER THE MOST QUALITY, MOST QUALITY, PERFORMANCE, OR PERFORMANCE, OR INNOVATIVE FEATURES.INNOVATIVE FEATURES.

SELLING CONCEPTSELLING CONCEPT

THE SELLING CONCEPT HOLDS THAT THE SELLING CONCEPT HOLDS THAT CONSUMERS AND BUSINESSES, IF CONSUMERS AND BUSINESSES, IF LEFT ALONE, WILL ORDINARILY NOT LEFT ALONE, WILL ORDINARILY NOT BUY ENOUGH OF THE BUY ENOUGH OF THE ORGANIZATION’S PRODUCTS. THE ORGANIZATION’S PRODUCTS. THE ORGANIZATION MUST, THEREFORE, ORGANIZATION MUST, THEREFORE, UNDERTAKE AN AGGRESSIVE UNDERTAKE AN AGGRESSIVE SELLING AND PROMOTION EFFORT.SELLING AND PROMOTION EFFORT.

MARKETING CONCEPTMARKETING CONCEPTThe marketing concept has 4 main featuresThe marketing concept has 4 main features

11 A customer orientedA customer oriented: Management totally : Management totally focuses on customers needs, wants, tastes focuses on customers needs, wants, tastes and preferences and the product is made and preferences and the product is made based on customer’s choice.based on customer’s choice.

22 A market orientedA market oriented: Here the focus is on : Here the focus is on market, that ismarket, that is

~ low level markets~ low level markets~ middle level markets~ middle level markets~ high level markets, ~ high level markets,

the product is made according to the market the product is made according to the market requirements and price, quality also depends requirements and price, quality also depends to satisfy that market customer.to satisfy that market customer.

MARKETING CONCEPTMARKETING CONCEPT33 A support of various departments aimed to A support of various departments aimed to

company’s goalscompany’s goals: Top management: Top managementFormulates different objectives to different Formulates different objectives to different departments to achieve company’s main goals i.e., departments to achieve company’s main goals i.e., firm’s image, market share, brand image or profit firm’s image, market share, brand image or profit oriented.oriented.

44 An overall performance and operations of the An overall performance and operations of the companycompany: Management sets : Management sets ~ Policies~ Policies~ Procedures ~ Procedures ~ Organizational Structures~ Organizational Structures~ Programs~ Programs

to achieve greater total results and applies all to achieve greater total results and applies all functions of functions of management i.e., management i.e., planning, organizing, staffing, directing, coordinating planning, organizing, staffing, directing, coordinating and controlling to entire operations to achieve single and controlling to entire operations to achieve single set of objective applicable to total organization.set of objective applicable to total organization.

SOCIETAL MARKETING SOCIETAL MARKETING CONCEPTCONCEPT

THE THE SOCIETAL MARKETING CONCEPT SOCIETAL MARKETING CONCEPT HOLDS THAT THE ORG., TASK IS TO HOLDS THAT THE ORG., TASK IS TO DETERMINE THE NEEDS, WANTS AND DETERMINE THE NEEDS, WANTS AND INTERESTS OF TARGET MARKETS INTERESTS OF TARGET MARKETS AND TO DELIVER THE DESIRED AND TO DELIVER THE DESIRED SATISFACTIONS MORE EFFECTIVELY SATISFACTIONS MORE EFFECTIVELY AND EFFICIENTLY THAN AND EFFICIENTLY THAN COMPETITIORS IN A WAY THAT COMPETITIORS IN A WAY THAT PRESERVES OR ENHANCES THE PRESERVES OR ENHANCES THE CONSUMER’S AND THE SOCIETY’S CONSUMER’S AND THE SOCIETY’S WELL-BEING.WELL-BEING.

ADVANTAGES OF MARKETING ADVANTAGES OF MARKETING CONCEPTCONCEPT

It satisfies the customer needs, wants It satisfies the customer needs, wants and desiresand desires

It makes possible improvements in the It makes possible improvements in the existing products existing products

It creates and innovates new products It creates and innovates new products and servicesand services

It increases the comfort level of the It increases the comfort level of the customerscustomers

It makes optimum utilization of all It makes optimum utilization of all resourcesresources

It creates more mediators and It creates more mediators and intermediaries for effective marketingintermediaries for effective marketing

LIMITATIONS OF MARKETING LIMITATIONS OF MARKETING CONCEPTCONCEPT

By too much concentration on the one sector By too much concentration on the one sector of consumers satisfaction , firms may loose of consumers satisfaction , firms may loose the other sector consumers the other sector consumers

By too much concentration on the one By too much concentration on the one segment market, the firm my cause harm to segment market, the firm my cause harm to other segment or to the society as a wholeother segment or to the society as a whole

The firm cannot change its products as fast as The firm cannot change its products as fast as consumer’s taste and preferences changeconsumer’s taste and preferences change

The comforts and desires of consumers may The comforts and desires of consumers may not be good and healthy for the society and not be good and healthy for the society and organizationsorganizations

Objectives of MarketingObjectives of MarketingThe basic objective of marketing is to satisfy The basic objective of marketing is to satisfy the needs and wants of the customers.the needs and wants of the customers.

However, the overall objectives can be However, the overall objectives can be summarized as:summarized as:

To plan and develop the product on the basis To plan and develop the product on the basis of known customer demandof known customer demand

To increase profits and goodwill of the To increase profits and goodwill of the enterprise.enterprise.

To organize, direct and control all marketing To organize, direct and control all marketing activities.activities.

To inform the customers and society about To inform the customers and society about the marketsthe markets

To enable the successful distributionTo enable the successful distribution To supply necessary information for marketing To supply necessary information for marketing

decisions.decisions.

IMPORTANCE OF MARKETINGIMPORTANCE OF MARKETING

>> Organizations fulfill their objectives >> Organizations fulfill their objectives through marketing through marketing

>> Any organization, which is not doing >> Any organization, which is not doing marketing, is not a business marketing, is not a business

>> The success and failure of any organization >> The success and failure of any organization depends on marketingdepends on marketing

>> Marketers are forces to sell the products >> Marketers are forces to sell the products according to the needs and wants of the according to the needs and wants of the CustomersCustomers

>> India is developing through marketing >> India is developing through marketing conceptconcept

>> Global markets also depends upon the >> Global markets also depends upon the marketing conceptmarketing concept

INDIAN MARKETING ENVIRONMENTINDIAN MARKETING ENVIRONMENTTHERE ARE TWO TYPES OF ENVIRONMENTS IN THERE ARE TWO TYPES OF ENVIRONMENTS IN

ANY MARKET. THEY AREANY MARKET. THEY ARE

1.1. TASK ENVIRONMENT, INVOLVESTASK ENVIRONMENT, INVOLVES~~ PRODUCING~~ PRODUCING~~ DISTRIBUTING~~ DISTRIBUTING~~ PROMOTING~~ PROMOTING~~ OFFERING~~ OFFERINGMAIN ACTORS ARE COMPANY, MAIN ACTORS ARE COMPANY,

SUPPLIERS (WHICH INCLUDES SUPPLIERS (WHICH INCLUDES GOODS AS WELL AS SERVICES), GOODS AS WELL AS SERVICES), DISTRIBUTORS, DEALERS, AND THE DISTRIBUTORS, DEALERS, AND THE TARGET CUSTOMERSTARGET CUSTOMERS

INDIAN MARKETING ENVIRONMENTINDIAN MARKETING ENVIRONMENT(CONTD.,)(CONTD.,)

2.2. BROAD ENVIRONMENT, BROAD ENVIRONMENT, INVOLVESINVOLVESSIX COMPONENTSSIX COMPONENTS

~~DEMOGRAPHIC ENVIRONMENT~~DEMOGRAPHIC ENVIRONMENT~~ECONOMIC ENVIRONMENT~~ECONOMIC ENVIRONMENT~~NATURAL ENVIRONMENT~~NATURAL ENVIRONMENT~~TECHNOLOGICAL ENVIRONMENT~~TECHNOLOGICAL ENVIRONMENT~~POLITICAL-LEGAL ENVIRONEMENT~~POLITICAL-LEGAL ENVIRONEMENT~~SOCIO-CULTURAL ENVIRONMENT~~SOCIO-CULTURAL ENVIRONMENT

ReferencesReferences

Marketing ManagementMarketing Management by Philp kotler by Philp kotler

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marketing management unit 1 ppt