Single Diploma in Business Management

Principles of Marketing

Dr. Nwe Ni Aung

Lecturer
Department of Management Studies
Yangon University of Economics
Role of Marketing and Marketing
Strategies
Meaning of Market
Marketing
Role of Marketing
Marketing Management Functions
 Meaning of Market
• Common usage – a place
• goods or service – buy
• not necessary- a place of exchange
• Buyers – sellers – together – transaction
• An area of operation of commercial demand
 Marketing
• Human activity to satisfy needs and wants
• Demand – a want - consumer – to pay price
• Want – consumer – desires or seeks – become –
demand – purchasing power
• Need – to keep – alive & healthy
• Creation – delivery – std of living
• Business Purpose - identification of consumer
needs
- organizing business to meet these needs
 Needs, Wants, and Demands
• Needs describe basic human requirement:
food, air, water, clothing and shelter to
survive.
• Needs become wants when they are directed
to specific objects that might satisfy needs.
• Demands are wants for specific products
backed by an ability to pay.
 What is Marketing?

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 – management process – identifies,
anticipates, supplies customer requirements
efficiently and profitably.
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.
Marketing Management Functions
 Marketing Research
 Product Design
 Pricing
 Advertising
 Distribution
 Customer Service
 Packaging
Market Size
Market Growth
Market Share
Brand Leader
Marketing Strategies
Marketing To Consumer
Marketing To Business
Marketing Approaches - Market Oriented
- Product Oriented
Marketing Strategies
Thanks You!