LECTURE SLIDES 2 APRIL

2021
Marketing Management
MARKETING MANAGEMENT
Course Code : MKT 351
 INSTRUCTIONS
 Mark your attendance one time only.
 Login from your official ID
 Follow the below mention pattern for attendance
Name , Reg. ID, Program & Semester
 Meeting will be locked at 9:30 A.M.
 Class will be of 2.5 hrs 09:00 P.M-11:30 A.M.
 Lecture Slides, Videos & Reading Material are available at Kasbit
LMS
 For any query contact me through email/In Person.
 For class clashes/email troubles or any management related issue
kindly contact Student Coordinators/Counselors
Value Based Model
 VALUE CHAIN MODEL
 C---CREATE
 C---COMMUNICATE
 D---DELIVER
 V---VALUE
 T---TARGET

DELIVER VALUE----CUSTOMER COMMUNICATE VALUE---
MANAGEMENT BRAND MANAGEMENT

CREATING VALUE---PRODUCT
MANAGEMENT
 MARKETERS AND
PROSPECTS-

A marketer is someone who seeks a response

it could be an attention, a purchase or a
donation from another party called prospect.

Marketers are skilled at stimulating demand

for their product.
 EIGHT DEMAND STATES-

(1) NEGATIVE DEMAND- Consumer dislike the

product and may even pay to avoid it.

(2) NON EXISTING DEMAND (NO

DEMAND)-
Consumer may be uninterested in the product.

(3)LATENT DEMAND- Many consumer may share

a strong need that cannot be satisfied by an existing
product.
(4) DECLINING DEMAND- Consumers begin to buy
the product less frequently or not at all.

(5)IRREGULAR DEMAND— Consumer purchases vary

on a seasonal, monthly, weekly, daily, or even hourly basis.

(6) FULL DEMAND— Consumers are adequately buying

all products put into the marketplace.
(7) OVERFULL DEMAND- More consumers
would like to buy the product than can be satisfied.

(8) UNWHOLESOME DEMAND —

Consumers may be attracted to products that have
undesirable so-cial consequences.
 CORE
MARKETING
CONCEPTS
NEEDS, WANTS, AND DEMANDS
Needs - state of felt deprivation including physical,
social, and individual needs.
 THIS IS A WANT

WANTS – Needs
become wants when
they are directed to
specific objects
that might satisfy
the need.
 THIS IS DEMAND

Wants Buying Power

DEMAND
CUSTOMER NEEDS

Stated needs

Real needs

Unstated needs

Delight needs

Secret needs
Target market :-Every customer has different choices as per
their needs and identifying market
segments the marketer decides which
present greatest opportunities which
are their target markets.

Positioning
:- Positioning is the process by which
marketers try to create an image or
identity in the minds of their
target market for its product,
service, idea, brand, or
organization.
Segmentation:- When the marketers start dividing the
market in to segments as per customers
choices is known as Segmentation.
 World of Marketing Management

The process of analyzing, planning,

implementing and controlling
programs designed to create, build and
maintain beneficial exchanges with the
target market. In order to solve their
problems and give them satisfaction.
For achieving organizations financial
and commercial objectives.