Marketing Management

Module -1

Presented By:
Nilesh Tripathi
Sonam Sengar
Soumya Saxena
Ankit Haldar
Vaishali Choithani
Marketing Management….
Marketing management is concerned with
direction of purposeful activities towards the
attainment of marketing goals.

• There are three kinds of Goals:

Satisfaction of Customers Needs.
 Increase in sales Volume.
 Increase in Organizational profits
CORE MARKETING CONCEPT…

Needs, wants and demands

Products
Value and satisfaction
Exchange transactions and relationships
Market
 Marketing Selling
The Marketing concept is focused on The Selling concept is focused on the
consumers needs. product

Marketing shows how to reach to the Selling is the ultimate result of

customers and build marketing.
long lasting relationship.

Longer term relation Short term relation

Fulfill customer's wants and needs through Fulfill sales volume objectives
products and/or services the
company can offer.
MARKETING MIX ….
"Marketing mix" is a general phrase used to describe the different kinds
of choices organizations have to make in the whole process of bringing
a product or service to market.
The 4Ps is one way probably the best-known way of defining the
marketing mix.

• Product
• Price
• Place
• Promotion

Extended marketing mix :

• People
• Process
• Physical Evidence
7 P’s (MARKETING MIX)

PRODUCT PRICE

PLACE PROMOTION
7 P’S (MARKETING MIX)

PEOPLE PROCESS PHYSICAL

EVIDENCE
 MACRO-ENVIRONMENT

Demographic Forces Technological Factors

Population, Age, Gender, New Add On, Upgraded,
Education, Income, Level and Pace Expenditure
Religion Culture. and Trends Availability and
Transferability.
Economic Factors
Size, Inflation, Recession,
Interest Rate, Exchange Socio-Cultural Forces
Rate, Value of currency, Values, Norms, Behavior
Income and employment. Perceptions, Preference,
Core beliefs , Secondary beliefs
Legal & Physical or Natural
Forces {Natural
Political Forces Resources}
This involves laws, Natural resources which are
government agencies and needed as inputs by marketers
pressure groups. These or which are affected by their
marketing activities.
influence and restrict
organizations and
individuals in a society.
Issues and challenges of marketing in
India…..
Price instability
Customer engagement
High tariffs and protectionist policies
Indian global brands
Low levels of literacy
Different way of thinking
Warehousing problem