MARKETING

MANAGEMENT
“We are no longer a country of one billion people
to be fed and subsidized but one billion hungry
customers”
– Capt. GR Gopinath
Founder, CEO???

Be hungry for Knowledge !!!

 Understanding Marketing
Management (MM)
1. Why is marketing important?
2. What is the scope of the marketing?
3. What are the fundamentals marketing concepts?
4. How has marketing management changed?
5. What are the tasks necessary for successful marketing
management?
Definition
 Marketing – is about identifying and meeting human and
social needs. In short “meeting needs profitably”
 Marketing Management – The process by which
companies create value for customers and build strong
customer relationships in order to capture value from
customers in return.
- Philip Kotler.
Conceptual Framework of
Marketing
 Process of Conceptual
framework

Construct an Capture
Build
Understand Design a integrated value from
profitable
marketplace customer marketing customers to
relationships
& customer driven program that create
and create
needs & marketing delivers profits and
customer
wants strategy superior customer
delight
value equity
Marketing concepts
 Production concept
 Product concept
 Selling concept
 Societal marketing concept
Core marketing concepts
 NDW - Needs, Wants and Demands.
 STP – Segmenting, Targeting, Positioning.
 Offerings (PSE) and Brands
 Value and Satisfaction
 Marketing channels
 Supply chain
 Competition
 Marketing environment
What is marketed?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organisations
 Information
 Ideas
Who Markets?
 Marketers & Prospects
 Market places
 Market spaces
 Meta market
 Key customer markets – consumer, business, global,
nonprofit & governmental markets.
Holistic marketing concept
IMC

Performance Relationship
Internal Marketing Integrated Marketing
Marketing Marketing

1..Marketing Sales, brand,

Communication ,
2.Senior customer, ethics, Customers, channel,
pdt& services,
management environment, legal, partners
channels
3. others community
Assignment No: 02
Identify the organisations which
owns following brands
Power Bed &
Manzoni Salome Aim HiQ Manjal
Ade Bath

Brown
Nature’s
& Amul Alfa Pass Pass Vaxlit Stamina
Basket
Polson

Simply Fair
Domex Anlene Just 4 her Tex Medimix
Imlee Glow

Crest Sparsh Premium Chikkers Gatorade Asans Nihar

Be mRepublic Dettol Breeze Cuticura Vaseline Catch

Marketing system
Communication

Goods
/Services

Industry Market
(a collection of sellers) (a collection of buyers)

Money

Information
Marketing mix (4P’s & 4C’s)
Product

Promotion
Target Place
Customer

Price
4C’s
Customer
Customer Cost
Solution

Convenience Communication
Ansoff’s Product/Market
expansion Grid
Existing products New products
Existing markets

Market Penetration Product Development

Product/Market
Expansion Grid
New markets

Market Development Diversification

BCG MATRIX
 RELATIVE MARKET SHARE

HIGH LOW
MARKET GROWTH RATE

HIGH ??
QUESTION MARK
STAR (PROBLEM CHILD)

LOW

CASH COWS DOGS

SWOT ANALYSIS
 Positive Negative

Internal

STRENGTHS WEAKNESSES
External

OPPOURTUNITIES THREATS
Marketing in practice
 Strengthening the brands
 Measuring marketing effectiveness
 Driving new product development based on customer
needs
 Gathering meaningful customer insights
 Utilizing new marketing technology
Selling Vs Marketing
Selling
Emphasises on the product
Sales are the primary motive
Production first
Internal, company oriented
Company’s need is motive
Cost determines price
Customer as last link
Converts goods into cash
Seller is core of business
Marketing
Emphasises on customer’s wants
Satisfaction of customer is primary
Needs first
External, market oriented
Buyer’s need is motive
Price determines cost
Customer is first
Consumer needs into goods
Buyer is core for all activities
Marketing Environment
Marketing Environment
 To know where the environment is heading
 What trends are emerging therein
 To understand the opportunities & threats hidden
 What should be co’s response to the changes
 Monitoring the present & forecasting the future
 Scanning the environment
 Importance of the environment
 Need for analysis
 Concept of micro and macro
Micro-environment (Internal)
 The company
 Suppliers
 Intermediaries
 Customers
 Competitors
 Public
Macro-environment (External)

S • Socio-Cultural factors
T • Technological factors
E • Economic factors
P • Political/Governmental factors
I • International factors
N • Natural factors
D • Demographic factors
Characteristics of MM
 Marketing as a specialised business function
 Marketing as a social function
 Marketing as a integrative function
 Marketing reflects the business mission
 Marketing is a basic law of economics
 Marketing is an universal function
 Marketing is a management function- market research,
product planning development, standardization & grading,
product pricing, packaging, advertising & sales
promotion, distribution, sales forces.
Functions of marketing
 Determination of goals
 Market analysis
 Formulation
 Evaluation
 Organizing
 Sales plan and budgets
 Determination of distribution
 Employee relation
 Effective marketing communication
 Product planning to meet and match the demand
 Periodical review, control & co-ordination
 Comparing actual vs. standards
 Plan to do right things
Demand situations
 Negative demand
 No demand
 Latent demand
 Falling demand
 Irregular demand
 Full demand
 Overall demand
 Unwholesome demand
Global Marketing
International Marketing
 What factors should a company review before deciding to
go abroad?
 How can companies evaluate and select specific foreign
market to enter?
 What are the major ways of entering a foreign markets?
 To what extent must the company adapt its product and
marketing program to each foreign country?
 How should the company manage and organize its
international activities?
Definition
 The exchange of goods and services among individuals
and businesses in multiple countries.
Why global market?
 Product presence in different markets of the world
 Production bases across the globe
 HR to contain high diversity
 Investment in international services like banking,
advertising, tourism, retailing, and construction.
 Transactions involving IPR such as copyrights, patents,
trademarks and process technology.
Market entry strategies
 Import & Export
 Licensing
 Franchising
 Strategic alliance
 Joint ventures
 Partnership
 M&A
 FDI
 Wholly owned subsidiary
Prospects of Marketing
 Market needs and effort
 Technology
 Cost
 Quality
 Communication & Transportation
 Leverage
 Deregulation & Privatizations
 Regional economic agreements
 World economic growth
Challenges in Global Marketing
 Self-reference criterion
 Market differences – Political & Legal, cultural,
Economic, Currency, Language, Infrastructure, Trade
practices, High cost of distance.
 Management myopia
 Brand history
 Organisational culture
 National controls &barriers
Marketing & Other functional
areas
 Production
 Finance
 Human Resource
 Information System
 Research & Development