Marketing management

Marketing
Meeting needs profitably.

According to American marketing Association,”

Marketing is an organizational function and a
set of processes for creating, communicating
and delivering value to customers and for
managing customer relationships in a way
that benefit the organization and its stake
holders.”
 Marketing concepts
Social definition of marketing-
“Deliver a higher standard of living”.

Managerial definition of marketing-

“ The art of selling products.”
 Marketing Concepts and Tools
• Marketplace,
• Marketspace, and Metamarket
• Marketers and Prospects
• Needs, Wants, and Demands
• Product, Offering, and Brand
• Value and Satisfaction
 Key customer markets
• Consumer markets- Goods and services

• Business markets- Reselling of products

• Global Markets- to different countries

• Non-profit and governmental markets-

charitable organisations
 Scope of marketing
• Study of consumer wants and needs
• Study of consumer behavior
• Production, planning and development
• Pricing policies
• Distribution channels
• Promotion
• Consumer satisfaction
• Marketing control
A Simple Model of Marketing Process

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the a integrated profitable from
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and r-driven program that ps and to create
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Figure 1-1: A Simple Marketing System
 Company Orientations Toward the
Marketplace
• Production Concept
• Product concept
• Selling Concept
• Marketing Concept
• Societal Marketing Concept
 Marketing mix

• The Marketing mix is a set of four decisions

which needs to be taken before launching
any new product. These variables are also
known as the 4 P’s of marketing. These four
variables help the firm in making strategic
decisions necessary for the smooth running
of any product / organization
These 4 variables comprise the Marketing mix.
• Product – What the company is
manufacturing?
• Price – What is the pricing strategy used by
the company?
• Place – Where is the company selling?
• Promotions – How is the company promoting
the product?
 Two types of Marketing mix
1) Product marketing mix – Comprised of
Product, price, place and promotions. This
marketing mix is mainly used in case of
Tangible goods.
2) Service marking mix – The service marketing
mix has three further variables included
which are people, physical evidence and
process.
 The Marketing
Intelligence System
• A Marketing Intelligence System
is a set of procedures and sources used by
managers to obtain everyday information
about developments in the marketing
environment.
Microenvironment
Macro environment
 The Marketing Process

• Steps in the Planning Process

The marketing process
• Analyzing Market Opportunities
• Developing Marketing Strategies
• Planning Marketing Programs
• Managing the Marketing Effort
Annual-plan control
Profitability control
Strategic control
Steps in Marketing Planning