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M M - Unit I

M M - Unit I

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Published by arakalabharath
basics of marketing management
basics of marketing management

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Published by: arakalabharath on Dec 23, 2009
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01/29/2014

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MARKETING
Marketing is the process of 
planning
and
executing
the conception,promotion and distribution of 
ideas, goods, services, organizations
and
events
to create and maintain relationships that will
satisfy
 individual and
organizational objectives
.
 
- Boone & Kurtz
.
Marketing is the social process by which individuals and groupsobtain what they
need
and
want
through creating and exchangingproducts and value with others.
- Kotler 
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing the customer relationships in ways that benefit theorganization and its stake holders. 
- American Management Association
 
 
IMPORTANT ELEMENTS OF MARKETING
Marketing focuses on the
satisfaction of customer needs, wants
 and
requirements
.The Philosophy of Marketing needs to be
owned
by everyone fromwithin the organization.Future
needs
to be
identified and anticipated
.Focus on the
Profitability
in case of Corporate Sectors.Recent definitions
recognizes
the influence of Marketing uponsociety.
 
 
SCOPE OF MARKETING
Spot and choose right
marketing segment
.Know how to
differentiate
our offerings.Handle
Price
Objections.Compete against lower cost and lower price
competitors
.
Customize
the offerings.
Grow
on Business.
Build
stronger Brands.
Reduce the cost
of customer acquisitions.Keep the customers
loyal
for long.
Measure
the effects of Advertisement , Sales Promotion & PR.Improve Sales Force’s
Productivity
.Establish and Manage multiple
channels
.Effectively resolve channel
conflicts
and remain customer oriented.

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