Marketing Management

Marks break-up:
Internals : 40 marks
MCQ- 6th lecture: 10 marks
Attendance & Class participation: 10 marks
Group presentation- last two lectures: 20 marks
End semester examination: 60 marks
Q1 Compulsory- Case study: 20 marks
Attempt any 4 out of 6 questions: 10 marks each
My contacts:
Email: bikash.ban@gmail.com
Mobile: 9820183718
Our approach to the
subject
3As : Analyze. Adapt. Apply.

Stop learning. Start thinking!

Essentials of Marketing

Session 1

Overview
 Marketing

Managing
profitable
customer
relationships
 Marketing Goals

1. Attract new customers by offering superior

value

2. Retain + Grow customer base

by delivering
satisfaction
 Definition of
Marketing
Social and Managerial Process
+
Individuals and Groups
+
Obtain what they Need and Want
+
Through Creation and Exchange of Value
 The Marketing
Process
1. Understand the marketplace and customer needs and
wants

2. Design a customer-driven marketing strategy

3. Construct a marketing program that delivers superior

value

4. Build profitable relationships and create customer delight

5. Capture value from customers to create profits and

customer equity
 The Marketing
Process
Understanding the marketplace and customer needs

Five Core Concepts (05)

1. Needs, Wants, Demands

2. Marketing Offer Product, Service, Experience

3. Value, Satisfaction

4. Exchange, Relationship

5. Markets
 The Marketing
Process
1st core concept
Need
A state of felt deprivation
Physical + Social + Individual

Want
Form taken by a Need
Shaped by Culture + Individual Personality

Demand
Want backed by Ability & Willingness to buy
Economic concept
 The Marketing
Process
2nd core concept
Marketing Offer/s

Product/s
Physical, tangible object/s

Service/s
Intangible, Activities Benefits - Satisfactions

Experience/s
Events, Persons, Places, Organisations, Ideas
 The Marketing
Process
3rd core concept
Value and Satisfaction

Difference between : Expectations and Performance

P>E
P=E
P< E
 The Marketing
Process
4th core concept
Exchange

Act of obtaining a desired object from someone, in return for

something

Relationship

Actions taken to build and maintain desirable exchanges

 The Marketing
Process
5th core concept
Markets

Company

Suppliers Marketing Intermediaries

Customers

Competitor
Any questions pl?