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Before We Start…
It is assumed that after going through the earlier session
you are now able to:

 Understand how to do Marketing generally

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Session 1

Marketing Management

 Topics to be covered in this session:

 What is marketing
 General understanding about marketing,
 Core concept of marketing
 Marketing myopia
 Marketing mix
 Demand states
 Markets

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Market-ing

No accident, but careful planning

and execution using state-of-the-art
tools and techniques

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What is marketing?
 Marketing is the science and art of exploring,
creating, and delivering value to satisfy the needs
of a target market at a profit
 Meeting needs profitably
 Activity, set of institutions or processes for
creating, communicating, delivering and
exchanging offerings that have value
 Identification, creation, communication, delivery
and monitoring of customer value (tangible or
intangible)

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Is marketing art or science?

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Steps to Marketing and Management

 Choosing TG

 Getting

 Keeping

 Growing

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What can be marketed?

 Goods  Places
 Services  Properties
 Events  Organizations
 Experiences  Information
 Persons  Ideas

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Demand states
 Negative
 Non-existent
 Latent
 Declining
 Irregular
 Full demand
 Overfull demand
 Unwholesome

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Business Markets
 Manufacture
 Resource
 Intermediary
 Government

Industry market

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Key customer markets

 Consumer
 Business
 Global
 Non profit and government

Customer versus consumer/

Marketplace/space/meta

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Needs/ wants/desires
 Stated
 Real
 Unstated
 Delight
 Secret

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Do marketers create needs?

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Maslow’s hierarchy of needs

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Marketing myopia
 Marketing myopia refers to a short-sighted
approach to marketing that focuses more on
the business and the product than the
customer. When he wrote the details, Levitt
was thinking specifically of businesses in ‘high-
growth industries’, who can become stuck in
the belief that their industry will always be
‘high-growth’ and therefore never falter. Of
course, complacency is the reason they do.

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How to avoid myopia

 “Corporation(s),” he wrote, “must be viewed
as a customer-creating and customer-satisfying
organism. Management must think of itself not
as producing products but as providing
customer-creating value satisfactions… the
organisation must learn to think of itself not as
producing goods or serving but as buying
customers, as doing the things that will make
people want to do business with it.”

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Key marketing ecology

Offerings and brands

Value (quality/
service/price) - satisfaction

Marketing channel
(communication/distribution/servic
e)

Supply chain

Competition

PESTEL

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New marketing realities

 Network information  Disintermediation
technology  Consumer buying
 Globalization/ power
competition  Consumer
 Deregulation information
 Sector/  Consumer
media/segment participation
 Industry convergence  Consumer resistance

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New company capabilities

 Use of internet as tool (social media) and
information gathering
 Speed up and facilitate (buzz, micro targeting)
external & internal communication
 Mobile marketing
 Customized goods and services
 Recruitments
 Cost efficiency through internet

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Marketing in turbulence
 Secure your core customers
 Push budgets aggressively for MS
 Research about customer trends
 Provide confidence, security and emphasize
core values
 Save the strong services (don’t discount), cut
off the weak services

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Before We End…
It is assumed that after going through this session you are
now able to:

 Understand the Basics of Marketing

 Comprehend different terms of Marketing
 Apply the concepts of marketing to real life world

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Crib Sheet

Markets

Business-
Definition of marketing Manufacture
Resource
Marketing is the science and Intermediary
art of exploring, creating, and Government
delivering value to satisfy the
needs of a target market at a Consumer
profit Consumer
Business
Global
Non profit and government

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Crib Sheet

Marketing myopia

Marketing myopia refers to a short-sighted approach to

marketing that focuses more on the business and the product
than the customer. When he wrote the details, Levitt was
thinking specifically of businesses in ‘high-growth industries’,
who can become stuck in the belief that their industry will
always be ‘high-growth’ and therefore never falter. Of course,
complacency is the reason they do.

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THANK YOU…

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