LECTURE # 3

What is Marketing
Management
The analysis , planning ,
implementation and control of
programs design to create,
build and maintain beneficial
exchange with target buyers.
• Demand Management
• Customer relationship
• Marketing Management
Practice
MARKETING
MANAGEMENT
PHILOSPHIES
• Production Concept
• Product Concept
• Selling Concept
• Marketing Concept
• Societal Marketing
Production Concept
• The concept that consumers will
favour products that are available
and highly affordable and that
management should therefore focus
on improving production and
distribution efficiency.
Product Concept
The idea that consumer will favour
products that offer most ,
performance and features and that
the organization should therefore
devote its energies to making
contineous product improvement.
Selling Concept
The idea that consumer will not buy
enough of the organization products
unless the organization undertake a
large scale selling and promotional
efforts.
Marketing Concept
Achieving organization and
management philosphy that holds
that achieving organizational goals
depends upon determining the need
and wants of target market and
delivery the desired satisfaction
more efficiently and effectively than
competitors do.
Societal Marketing
The idea that organization should
determine the need, want and
interests of target market and deliver
the desired satisfaction more
effectively and effectively than
competitors.
Sales
Sales :
VS
Factory
Marketing
Existing Products
Sales & Promotional activities
Profitability through sales Volume
Marketing : Market
Customer Need
Integrated Marketing Efforts
Profits through customer
satisfaction
MARKETING
PROCESS
• Analyzing Marketing Opportunities
• Selecting Target Markets
• Developing Marketing Mix
• Managing the Marketing Efforts
Analyzing Marketing Opportunities

• Market segmentation
• Market Segment
• Market Targeting
• Marketing Positioning
Market Segmentation

Dividing the markets into distinct group of

buyers on the basis of need,
characteristics or behavior
Market Segment
A group of consumers who respond
in a similar way to a given set of
marketing efforts
Market Targeting
The process of evaluating each
market segment attractiveness and
selecting one or more segment to
enter
Market Positioning
• Arrange for a product to occupy a
clear, distinctive and desirable place
relative to competing products in the
mind of consumer
Developing Marketing
Mix
What is Marketing Mix

A set of controllable tactical

marketing tools that the firm blend
to produce the response it wants in
target market.
Elements of Marketing
Mix
Product (Variety, quality, brand name,
service, packaging)
Price (Discount, allounces, credit terms)
Place (coverage, locations, assortment,
inventory, transportation)
Promotion (Advertising, Personal selling,
Sales Promotion, PR)
FOUR C,S
• Customer solution
• Customer Cost
• Convenience
• Communication
Managing Marketing
Efforts
• Marketing Efforts
• Marketing Planning
• Marketing Implementation
• Control
MARKETING
ENVIRONMENT
The actors and forces outside
marketing that effect
marketing management ability
to develop and maintain
successful transaction with
target consumer.
Micro Environment

The forces close to the

company that effect its ability
to serve its customers
Company Micro Environment
• The Company
• Supplier
• Marketing Intermediaries
• Customers
• Competitors
• Publics
Macro Environment

• Demographic Environment (The study of

human population in terms of size, location,
age, gender etc.
• Economic Environment
• Natural Environment
• Technological
• Political & cultural