Introduction,Nature and Scope of

Marketing management
Definition: AMA new
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.
Marketing in the present
millennium
 Seamless global society
 Basis for competitive advantage
 Bussiness at the speed of thought
 Virtual enterprise
 Customer-co-producer of product &
service
 Customer-a warehouse of information
 The role of distribution channels
CONTD….
 The poor as a market segment
 Environment protection
 Diversity & convergence coexist
The Importance of Marketing in
Our Global Economy
Marketing costs consume a sizable
portion of buyers’ dollars
Marketing is used in nonprofit
organizations
Marketing is important to business
Marketing fuels our
global economy
The Importance of Marketing in
Our Global Economy
Marketing knowledge enhances
consumer awareness
Marketing connects people through
technology
Socially responsible marketing can
promote the welfare of customers and
society
Marketing offers many
exciting career prospects
Marketing Is Important to You!

Important
Important to
to every
every consumer!
consumer!

Important
Important to
to your
your job!
job!

Affects
Affects economic
economic growth
growth and
and
standard
standard of
of living!
living!
Marketing: the big picture
Creating
Value

uct Pl
ac
rod e
P

Exchange
A B

Delivering Pr n Communicating
io
Value
ice ot Value
rom
P
Marketing Management: Definitions

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.
The Scope Of Marketing

Marketers are
involved with 5. Persons
marketing ten
6. Places
types of entities:
7. Properties
1. Physical Goods
8. Organizations
2. Services
9. Information
3. Experiences
10. Ideas
4. Events
Demand States
 Negative  Irregular
 No demand  Unwholesome
 Latent  Full
 failing  Overfull
MARKETING CONCEPTS-I

 The PRODUCTION CONCEPT holds that

consumers will prefer products that are
widely available and inexpensive.
 The PRODUCT CONCEPT holds that
consumers will favor those products
that offer the most quality,
performance, or innovative features.
(continued)
MARKETING CONCEPTS-I

 The SELLING CONCEPT holds that consumers

and businesses, will ordinarily not buy
enough of the organization’s products. The
organization must therefore, undertake an
aggressive selling and promotion effort.
 The MARKETING CONCEPT holds that the key
to achieving its organizational goals consists
of the company being more effective than
competitors in creating, delivering.

(continued)
MARKETING CONCEPTS-I
 The SOCIETAL MARKETING concept
holds that the organization’s task
is to determine the needs, wants,
and interests of the target markets
and to deliver the desired
satisfactions more effectively than
competitors in a way that
preserves the consumers’ and
society’s well-being.
Marketing concept
 Needs,wants & demands of a
customers
 Markets&market place,
 metamarkets
Marketing as a managerial function

 Analyzing Marketing Opportunities

 Researching and Selecting Target
Markets
 Designing Marketing Opportunities
 Planning Marketing Programs
 Organizing, Implementing, and
Controlling the Marketing Effort
QUESTIONS ??????