Marketing Management

Defining Marketing for the New Realities

Chapter 1
By Md. Tahmidur Rahman Kadery
Outline
• What is Marketing?
• What is Marketing Management?
• What is Marketed
• Demand states
• Types of Market
• Marketing concept
• Marketing orientations
• Marketing tools
• Developing Marketing Strategies & plans
2
 What is Marketing?

Marketing is about managing profitable

customer relationships
- Attracting new customers
- Retaining and growing new
customers

3
 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.

4
What is Marketed?

Goods Services Places Experienc Persons

es
Tangible objects Uber , Pathao Tourism, Cities Museum , Park Lionel Messi ,
Steve jobs

5
Demand States

Negative demand Latent demand Irregular demand

Dental work , Vaccination Harmless cigarettes, fuel efficient cars Hotels , Mass-transit

No demand Declining demand Full demand

Foreign language courses Land phone, DSLR
Changing preference, Increasing
competition

Overfull demand Unwholesome demand

Rice Cigarettes , Alcohol

6
 WHO MARKETS ?

Marketers Prospects

• Whole seller • Consumer

• Retailer

7
 MARKETING CONCEPT

Marketplace Marketspace
• Physical • Digital
• Store • Internet

8
 Types of Market

Consumer Market
Business Market
Consumer product and
Joint venture business
service

Global Market Non-profit Market

Franchise (Pizza hut) BRAC

9
 Marketing System

Goods and service

Industry Market
Money and Information
 Marketing Concepts

Need Want Demand

Basic human requirements Directed at specific objects Backed by ability to pay

11
Target Markets, Positioning & Segmentation

Offerings & Brands

Value & Satisfaction

Marketing Channel

12
 Marketing Orientations

Production Product Selling

Concept Concept Concept

Societal
Marketing
Marketing
Concept
Concept
13
 Marketing Senior Other Products &
Communications Channels
Department Management Departments Services

Internal Integrated
Marketing Holistic Marketing
Marketi
ng
Concep
Performanc Relationshi
e
t p
Legal
Marketing Commodity
Marketing
Sale Revenue Environment Customer Channels Markets
Brand & Customer
Ethics 14
Equity
 Marketing tools

4P 4A 4C
• Acceptability • Customer value
• Product
• Affordability • Cost
• Price
• Accessibility • Convenience
• Place
• Awareness • Communication
• Promotion

• People
• Process
• Program
• Performance 15
Developing
Marketing • Capturing
Strategies & plans
marketing insight
• Connecting with
customer
• Building strong
brands
• Creating value
• Delivering value
• Communicative
value 16
Thank
you
17