Marketing Management

By:Tulika
17 June 2020
Please participate – for your own good 
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Expectation setting
What you can expect:

• Real life examples of how organisations / startups work

• Minimal lecturing, more of discussions and knowledge/idea sharing sessions

What is expected from you:

• Involvement and relevant participation in the class (virtual or otherwise)

• Completion of given exercises on time

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● Do you know of the following
brands/ companies?
● How did you get to know about
them?
● How about these brands?

● How did you first hear / know

about them?

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So what is Marketing
according to you?
 Social
Definition of Marketing Definition of
Marketing
A social definition shows
Marketing is the activity, set of institutions, and processes for
the role marketing plays
creating, communicating, delivering, and exchanging offerings
in society
that have value for customers, clients, partners, and society at
large. Marketing is a societal
process by which
• Formally or informally, people and organizations engage in a individuals and groups
vast number of activities we could call marketing. obtain what they need
and want through
• Good marketing has become increasingly vital for success.
creating, offering and
• But what constitutes good marketing is constantly evolving freely exchanging
and changing products and services of
value with others.
What is Marketing Management
The art and Science of choosing target markets and getting, keeping and growing
customers through creating, delivering and communicating superior customer value
Marketing does not equal to Advertising
• Marketing refers to preparing a product for the
marketplace. It is the process of developing,
promoting, selling, and distributing a product or
service to a target audience
• Giving that product / service a larger identity
and relationship with the customer is called
branding.
• And the way of promoting, making your brand,
product and service known to an audience or
marketplace is called advertising.

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Difference Between Marketing and Sales
Why do you think
Marketing is important?
Why marketing is necessary
● It helps a business to earn profits by enabling
more people to know about the brand, products
and services and thus resulting in more sales
● It helps companies develop better products and
services by understanding and developing
products for a chosen viable target market
● It’s the link between the product and
consumer
● For consumers it is a way of understanding
your key proposition and whether the product/
brand fits into their requirement or not
Negative publicity - Case of Domino’s
• Two employees in Conover, North Carolina, posted a YouTube video showing
themselves preparing sandwiches while putting cheese up their noses and violating
other health-code standards.
• The employees claimed the video was just a gag and the sandwiches were never
delivered- the company anyway fired them.
• In just a few days, however, there had been more than a
million downloads of the video and a wave of negative
publicity.
• When research showed that perception of quality for the
brand had turned from positive to negative in that short
time, the firm aggressively took action through social
media such as Twitter, YouTube, and others
Viral Publicity
• What the second largest search engine next to Google?
It's actually YouTube
• Example of brilliant video marketing – Dollar Shave club. Dollar Shave Club is an
online subscription for razor blades. The company saw impressive growth after they
posted a comedic viral video on YouTube. Within the first 48 hours of posting the
video, they had over 12,000 new customers. And in the first three months, they racked
up over four and a half million video views. fact Dollar Shave Club recently sold for $1
billion to Unilever reinforces the potential value of a video.
• Video
• https://www.youtube.com/watch?v=ZUG9qYTJMsI
Can you think of any
companies that markets its
products well?
Steve Jobs - Marketing is About Values

● 1997 speech by Steve Jobs

● https://www.youtube.com/watch?v=Np6OQi8WGqs
Scope of marketing
What is marketed?
Marketers are involved with marketing ten types of entities :
1. Goods – Physical, tangible products
2. Services – Non tangible products
3. Events – Events such as Trade shows, performances, etc.
4. Experiences – Disney’s magic kingdom
5. Persons – person being managed as a Brand (Oprah Winfrey, David Bechkham, etc.)
6. Places – Tourist attractions
7. Properties – Real estate
8. Organizations – Apple, Nike, Tesco
9. Information – production, packaging and distribution of information, TED
10. Ideas – Social marketeers
Idea
Place
Event or Person – Rolling stones
Who Markets?
• A marketer is someone who seeks a response, attention, purchase, vote, donation etc
from another party called the prospect.
• Marketers are responsible for demand management. They seek to influence the level,
timing, and composition of demand to meet the organization’s objectives.
• Eight demand states are possible:
1. Negative demand—Consumers dislike the product and may even pay to avoid it.
2. Nonexistent demand—Consumers may be unaware of or uninterested in the
product.
3. Latent demand—Consumers may share a strong need that cannot be satisfied by
an existing product.
Who Markets?
4. Declining demand—Consumers begin to buy the product less frequently or not at
all.
5. Irregular demand—Consumer purchases vary on a seasonal, monthly, weekly,
daily, or even hourly basis.
6. Full demand—Consumers are adequately buying all products put into the
marketplace.
7. Overfull demand—More consumers would like to buy the product than can be
satisfied.
8. Unwholesome demand—Consumers may be attracted to products that have
undesirable social consequences.
What is a market
● Traditionally, a ―market‖ was a physical place where buyers and sellers gathered to buy
and sell goods.
● Economists describe a market as a collection of buyers and sellers who transact over a
particular product or product class
● Markets includes both place and region in which buyers and sellers are in free
competition with each other
Questions?