United Management Training School

Certificate In
Marketing Management
Daw Khin Yee Mon Thant
Founder and Lecturer at Yangon Management Training School
Master of Business Administration
(University Of Northampton, UK)
Postgraduate Diploma in Strategic Management and Leadership
(Pearson, UK)
B.A (English)
Diploma in Business Management and Administration (ICM, UK)
Certificate in Advanced Business Calculation (UK)
Certificate in Business Statistics (UK)
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Marketing Management
Certificate in Marketing Management Course
Guidelines
Introduction Of Marketing Management
Marketing Management Theory
Product life Cycle
Marketing Management Process
Marketing Management Channel
Marketing Mix
Chapter 1 - Introduction of Marketing Management, Marketing
Management Theory, Product Life Cycle
Chapter 2 - Marketing Management Process
Chapter 3 - Marketing Management Channel
Chapter 4- Marketing Mix
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Chapter 1
Introduction of Marketing Management
What is Marketing Management?
Marketing is the process of providing and distributing goods and
services to customers in efficient and economical manner.
Marketing makes organization to get better financial performance
by creating differential advantages.
Marketing is the process of identifying and fulfilling human needs
and they also defined marketing as meeting needs profitably.
Marketing also involves analyzing consumer needs, securing
information needed to design and produce goods or
services that match buyer expectations and creating and
maintaining relationships with customers and suppliers.

Marketing Management Theory

Porter’s Five Forces
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The five forces are:

1. Supplier power. An assessment of how easy it is for suppliers to

drive up prices. This is driven by the: number of suppliers of each
essential input; uniqueness of their product or service; relative size and
strength of the supplier; and cost of switching from one supplier to
another.

2. Buyer power. An assessment of how easy it is for buyers to drive

prices down. This is driven by the: number of buyers in the market;
importance of each individual buyer to the organisation; and cost to the
buyer of switching from one supplier to another. If a business has just a
few powerful buyers, they are often able to dictate terms.

3. Competitive rivalry. The main driver is the number and capability of

competitors in the market. Many competitors, offering undifferentiated
products and services, will reduce market attractiveness.

4. Threat of substitution. Where close substitute products exist in a

market, it increases the likelihood of customers switching to alternatives
in response to price increases. This reduces both the power of suppliers
and the attractiveness of the market.

5. Threat of new entry. Profitable markets attract new entrants, which

erodes profitability. Unless incumbents have strong and durable barriers
to entry, for example, patents, economies of scale, capital requirements
or government policies, then profitability will decline to a competitive
rate.
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Product Life Cycle

The product life cycle is an important concept in marketing. It describes

the stages a product goes through from when it was first thought of until
it finally is removed from the market. Not all products reach this final
stage. Some continue to grow and others rise and fall.

What are the main stages of the product life cycle?

The main stages of the product life cycle are:

1. Research & development - researching and developing a product

before it is made available for sale in the market.
2. Introduction – launching the product into the market.
3. Growth – when sales are increasing at their fastest rate.
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4. Maturity – sales are near their highest, but the rate of growth is
slowing down, e.g. new competitors in market or saturation.
5. Decline – final stage of the cycle, when sales begin to fall.
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Chapter 2
Marketing Management Process
A strategic marketing process is just as it sounds – it’s a plan that
lays out all of the elements connected with and impacted by business’s
marketing initiatives. The marketing management process goes through
various stages to ensure the success of a product in an organization.

1) Conduct market research

The very first step in the marketing management process starts

with conducting a market research. As previously mentioned, if a
product is a new launch, then the company is likely to be in the blind for
the future prospects of the product. They do not know what product the
market needs, should they go for a new product or do a product
extension, what will be the expected turnover increase from the new
product, etc.

2) Develop a marketing strategy

Before making a marketing strategy, you need to know the market.

As market research has already been done, marketing strategy forms the
second step in marketing management process. The marketing strategy
takes several points in consideration. Simple things such as
segmentation, targeting and positioning are a part of Marketing strategy.
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3) Make a marketing plan

After marketing strategy, a written marketing plan is made. This is

the third and a very important step in marketing management process. A
written marketing plan is made to analyze where the company is and
where it wants to reach in a given time period.

4) Feedback and control

Step 1, 4 and 5 are interrelated. Once a product is in the market,

customers might give further ideas for the improvement of the product.
These ideas are usually considered by the marketing department and a
market research is conducted to find the validity of the ideas.

The four steps above complete the marketing management process. With
the world becoming a small place due to the advent of the internet, the
marketing management process has become simpler.

Important of Marketing Management Process

Marketing management is a process by which a product or service

is introduced and promoted to potential customers.
The process covers advertising, public relations, promotions, and
sales. It represents the “road map” to accomplish greater results,
such as sales growth, brand recognition, higher market percolation,
and much more.
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Marketing process is very beneficial for the transfer, exchange, and

movement of goods. Marketing management today is the most
important function in a commercial and business enterprise.
The most fundamental importance of marketing to an organization
is that it helps build reputation. Marketers find it easier to subdue
the entire market by creating a brand name through which
customers can get to recognize their organization.
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Chapter 3
Marketing Management Channel
The term Channel Management is widely used in sales marketing
parlance.
It is defined as a process where the company develops various
marketing techniques as well as sales strategies to reach the widest
possible customer base.
The channels are nothing but ways or outlets to market and sell
products.
Marketing channels are the ways that goods and services are made
available for use by the consumers.
All goods go through channels of distribution, and your marketing
will depend on the way your goods are distributed.
The route that the product takes on its way from production to the
consumer is important because a marketer must decide which route
or channel is best for his particular product.

Types of Marketing Channel

There are basically four types of marketing channels:

Direct selling;
Selling through intermediaries;
Dual distribution; and
Reverse channels
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Direct Selling

Direct selling is the marketing and selling of products directly to

consumers away from a fixed retail location. Peddling is the oldest
form of direct selling.
Modern direct selling includes sales made through the party plan,
one-on-one demonstrations, and personal contact arrangements as
well as internet sales.

Selling Through Intermediaries

A marketing channel where intermediaries such as wholesalers and

retailers are utilized to make a product available to the customer is
called an indirect channel.
The most indirect channel you can use (Producer/manufacturer –>
agent –> wholesaler –> retailer –> consumer) is used when there
are many small manufacturers and many small retailers and an
agent is used to help coordinate a large supply of the product.

Dual distribution

Dual distribution describes a wide variety of marketing

arrangements by which the manufacturer or wholesalers uses more
than one channel simultaneously to reach the end user.
They may sell directly to the end users as well as sell to other
companies for resale. Using two or more channels to attract the
same target market can sometimes lead to channel conflict.

Reverse Channels

Each one flows from producer to intermediary (if there is one) to

consumer.
Technology, however, has made another flow possible. This one
goes in the reverse direction and may go — from consumer to
intermediary to beneficiary. Think of making money from the
resale of a product or recycling.
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Chapter 4
Marketing Mix
The marketing mix is a crucial tool to help understand what the
product or service can offer and how to plan for a successful
product offering.

1. Product
2. Price
3. Place
4. Promotion
5. Process
6. People
7. Physical Evidence
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1.Marketing Mix – Product

A product is an item that is built or produced to satisfy the needs of

a certain group of people.
The product can be intangible or tangible as it can be in the form of
services or goods.

2.Marketing Mix – Price

The price of the product is basically the amount that a customer

pays for to enjoy it. Price is a very important component of the
marketing mix definition.
It is also a very important component of a marketing plan as it
determines your firm’s profit and survival.
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Adjusting the price of the product has a big impact on the entire
marketing strategy as well as greatly affecting the sales and
demand of the product.

3.Marketing Mix – Place

Placement or distribution is a very important part of the product

mix definition. Must have to position and distribute the product in
a place that is accessible to potential buyers.
Understand them inside out and will discover the most efficient
positioning and distribution channels that directly speak with the
market.

4. Marketing Mix – Promotion

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Promotion is a very important component of marketing as it can

boost brand recognition and sales.
These may include advertising, sales promotions, special offers
and public relations.

5.Marketing Mix – Process

The delivery of your service is usually done with the customer

present so how the service is delivered is once again part of what
the consumer is paying for.

6.Marketing Mix – People

All companies are reliant on the people who run them from front
line Sales staff to the Managing Director.
Having the right people is essential because they are as much a part
of the business offering as the products/services are offering.
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7.Marketing Mix – Physical Evidence

Almost all services include some physical elements even if the

bulk of what the consumer is paying for is intangible.
The role of the marketer is to design and implement such tangible
evidence.
Physical evidence is the material part of a service.