Marketing Management

MBA-B
Lingaya’s University
Foundation Campus
 What Marketing is…..
 Process of planning & executing the
conception, pricing, promotion &
distribution of ideas, goods & services to
create exchanges to satisfy individuals &
organisational goals.
 Marketing Management
 The art & Science of choosing target
markets and getting, keeping & growing
customers through creating, delivering &
communicating superior customer value.
 Stages of Marketing Practices
 Entrepreneurial Marketing.
 Formulated Marketing.
 Intrepreneurial Marketing.
 Entrepreneurial Marketing
 Wit Feeling.
 Opportunity of Self Visualisation.
 Aggressive Marketing Practices.
 Approaching every door to acquire
attention.
 Formulated Marketing
 Set Policies & Procedures.
 Defined path of proceeding.
 Settled ways.
 Intrepreneurial Marketing
 Stucked Formulated Marketing techniques
 Lack of creativity/Passion.
 Stagnant Visualisation
 Scope of Marketing
(Involvement in 10 types of Entities)

 Goods  Places
 Services  Properties
 Experiences  Organisations
 Information
 Events  Ideas
 Persons
 Corporate Orientation towards
Market Place
 Production Concept.
 Product Concept.
 Selling Concept.
 Marketing Concept.
 Societal Marketing Concept.
 Production Concept
 Widely available
 Low cost
 Mass distribution
 Product Concept
 Highly innovative
 Most quality
 High performance
 Best features
 Selling concept
 Aggressive Selling.
 High Promotional Efforts.
 For unsought goods.
 Marketing Concept
 Understand Target Market
 Consider customer first
 Get Customer needs/Demands
 Know Customer value
 Integrated Marketing
 Societal Marketing Concept
 Environment Consideration
 Resource Management
 Social consideration
 Ethical Values
Building & Delivering
Customer Value
 Customer Perceived Value
 Difference between prospective customer
evaluation of all product’s benefits & the
total cost of the product.
 Total Customer Value
 Perceived monetary value of the sum total
of economic, functional & psychological
benefits a customer expect from the
market
 Total Customer Cost
 Sum total of costs a customer expects to
incur in evaluating, obtaining, using &
disposing of the given market offering.