MARKETING MANAGEMENT

A Marketing Management
overview by
Dr.M.S.Subhas
What is Marketing?

Marketing is an organizational function

and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships
in ways that benefit the
organization and its stakeholders.

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What is Marketing
Management?

Marketing management is the

art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

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What is Marketed?

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

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Marketing Mix and the
Customer

Four Ps Four Cs
 Product  Customer solution

 Price  Customer cost

 Place  Convenience

 Promotion  Communication

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Product Mix Strategies

What is Product Mix

 Set of all products offered by an organisation to its
customers
Consists of
 Width
 Length
 Depth
 Consistency
Strategy of Product Mix

 Expansion of product mix

 Contraction of product mix
 Altering existing products
 Positioning the product
Place

Is concerned with all the decisions involved in the getting right product to
the target market’s place.

 Distribution Channels – any series of firms that participate

in the flow of products from producer to its final consumers.

Manufactures or producer
Toyota Raymond's Nestle

Wholesaler Wholesaler

Wholesaler

Retailer Retailer Retailer

Consumer
Promotion Mix Strategy
 Push Strategy
 directing communications to channel members

 Pull Strategy
 directing communications to end users

 Factors
 type of product/market

 buyer readiness stage

 product life-cycle stage

 Pricing Strategy

PRICE
HIGH MEDIUM LOW

HIGH 1) Premium 2) High-value 3) Super-value

Strategy strategy strategy
QUALITY

MEDIUM 4) Overcharging 5) Medium-value 6) Good-value

Strategy strategy Strategy

LOW 7) Rip-Off 8) False economy 9) Economy

Strategy strategy Strategy
Core Concepts

 Needs, wants, and  Marketing channels

demands  Supply chain
 Target markets,  Competition
positioning,  Marketing
segmentation environment
 Offerings and brands  Marketing planning
 Value and
satisfaction

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Marketing Management Tasks

 Developing marketing  Shaping market

strategies offerings
 Capturing marketing  Delivering value
insights
 Connecting with
 Communicating
customers value
 Building strong brands
 Creating long-term
growth

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