Session – 1

Introduction to Marketing Management

Marketing Management – I
PGDM – Term I – 2021
Dr. S. Saibaba
SDMIMD
India
Agenda

I. Course Introduction 3

II. What is Marketing? 11

III. Core Marketing Concepts 16

IV. Company Orientation toward the Marketplace 18

V. Marketing Management Tasks 22

 Meaning and Scope:

• Marketing is about identifying and meeting human

and social needs.
• Marketing is “the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
What is customers, clients, partners, and society at large”

Marketing? - American Marketing Association (AMA)

Marketing Management
• The art and science of choosing target markets and
getting, keeping, and growing customers through
creating, delivering, and communicating superior
customer value
 Marketers market 10 main types of entities:
• Goods • Places
• Services • Properties
• Events • Organizations
• Experiences • Information
• Persons • Ideas
What is A marketer is someone who seeks a response—attention,
Marketing? a purchase, a vote, a donation—from another party,
called the prospect

Eight Demand States

• Negative • Irregular
• Nonexistent • Unwholesome
• Latent • Full
• Declining • Overfull
Structure of
Flows in a
Modern
Exchange
Economy
Structure of
Flows in a
Modern
Exchange
Economy
 A Simple Marketing
System
• Consumer markets
Key Customer Markets • Business markets
• Global markets
• Nonprofit & governmental markets

Marketing can be
performed by
Individuals and
Organizations
Agenda

I. Course Introduction 3

II. What is Marketing? 11

III. Core Marketing Concepts 16

IV. Company Orientation toward the Marketplace 18

V. Marketing Management Tasks 22

Core Marketing Concepts

Needs Wants Demands Target Markets Positioning Segmentation

Media – Paid,
Value Offerings Marketing
Brands Owned and Impressions
Proposition Channels
Earned

Marketing
Engagement Value Satisfaction Supply Chain Competition
Environment
Agenda

I. Course Introduction 3

II. What is Marketing? 11

III. Core Marketing Concepts 16

IV. Company Orientation toward the Marketplace 18

V. Marketing Management Tasks 22

Company Orientation Toward the Marketplace
Product

Production Sales

Marketplace

Societal
Marketing
Marketing
 Integrated
Marketing

Holistic Performance Holistic Relationship

Marketing Marketing Marketing Marketing

Dimensions

Internal
Marketing
 Marketing Mix

Product

Marketing Mix
Place Price
Four Ps

Promotion
Agenda

I. Course Introduction 3

II. What is Marketing? 11

III. Core Marketing Concepts 16

IV. Company Orientation toward the Marketplace 18

V. Marketing Management Tasks 22

Marketing Management Tasks

Developing market strategies

Creating value
and plans

Capturing marketing insights Delivering value

Connecting with customers Communicating value

Creating successful long-term

Building strong brands
growth
 Triple Bottom-Line

Financial Social

Environmental