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Marketing Management

Marketing Management

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Published by Sanjog Devrukhkar
By Sanjog Devrukhkar (ॐकार)
By Sanjog Devrukhkar (ॐकार)

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Published by: Sanjog Devrukhkar on Apr 17, 2009
Copyright:Attribution Non-commercial

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06/20/2013

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1
 
Marketing Management
Reference books
n
Marketing management, A South Asian Perspective
– Kotler, Kellin, Koshy,Jha
n
Marketing Management
– Arun Kumar, Minakshi
n
Marketing Management
– Rajan Saxena**
 
Syllabus
n
Introduction to marketing concepts, its relevance in India, marketing mix,structures and systems
n
Environment scanning and market opportunity analysis
n
Buyer behavior – household, and industrial / organizational
n
Market segment and segmental analysis
n
Market estimation – Market potential, demand forecasting, and sales forecasting
n
Marketing information systems**
n
Marketing research
n
Market planning
n
Product mix decisions – product identification, product lifecycle, branding and packaging
n
New product development and management
n
Pricing policies, structures and methods
n
Concept of regulated prices in selected industries**
n
Promotion decision- communication process, promotion mix, promotion strategieswith reference to consumer and industrial products
n
Advertising and personal selling decision
n
Distribution management – importance of distribution in developing country(Role of middleman, identification, selection, and managing dealers, distributionchannels, channel management – Physical distribution
n
Performance and control – Marketing audit*****
 
Mother tongue
n
You do not have to learn it
n
You learn it automatically because…
n
You grow in its surrounding right from your birth
n
Similarly you grow in the surrounding of Marketing “as a customer” right fromyour childhood
n
You have therefore already learnt Marketing…and you are expert in marketing**
 
Marketing plan
n
Assume yourself a Marketing Manager 
n
Your company is planning to manufacture a bathing soap
n
Make a program for selling that soap for the next one year (Think of the factorsthat make you buy the soap that you use)
n
Time 20 minutes
n
Randomly chosen 5 students to present their plans**
 
2
5 of 30
ProductPricePromotionPlace**
 
Marketing mix
n
P
roduct (kites)
n
P
rice
n
P
romotion
n
P
lace
n
4 P’
s of marketing – Marketing mix**
 
Cause effect relationship
n
Cause / Trigger – Marketing
n
Effect – Sales (Top line in the profit and loss account)
n
Sales therefore is a barometer of marketing
n
Consistent higher sales means marketing was good and vice versa**
 
Effect of sales on profits
 
3
8 of 30
 
Effect of sales on profits
n
 
Sales Rs 800 Cr 
n
 
Cost of goods sold Rs550 Cr 
n
 
Overheads Rs 120 Cr 
n
 
Profit Rs 130 Cr 
n
 
Sales Rs 750 Cr (discounts)
n
 
CGS 550 Cr 
n
 
Overheads 120 Cr 
n
 
Profit Rs 80 Cr 
n
 
Reduction in sales
 6.25%
n
 
Reduction in Profit
 38.46%
A mere 6.25% drop in sales results in massive 38.46% drop in profits !!!Imagine your this month’s salary will be 40% lower!! Profit isorganization’s salary.**
 
DNA 3/9/08
n
Shoe tycoon Thomas J Bata dies
n
Age 94
n
He introduced himself in his business card as “Chief Salesman”
n
No wheel moves unless a sale is made
n
Salespeople are the bread earners for the organization
n
Assist salespeople in selling**
 
Concepts
n
Production concept
– Customers queue up. The critical aspect is to produce asmuch as possible at lowest cost.
n
Selling concept-
Sell what you produce.
n
(You can choose any color as long as it is black. Ford)
n
Marketing concept
 1. Customer orientation. Customer is king2. Competition orientation3. Respond to environmental changes before the competition**
 
Marketing concept
n
The business should start with the determination of consumer wants..
n
And end with the satisfaction of those wants
n
The marketing concept thus puts customer at both the beginning and the end of the business cycle**
 
Definition of marketing?

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