Marketing Management

The Marketing Concept

The term marketing concept holds that achieving

organizational goals depends on knowing the needs and wants
of target markets and delivering the desired satisfactions.
It proposes that in order to satisfy its organizational objectives,
an organization should anticipate the needs and wants of
consumers and satisfy these more effectively than
competitors. 
Marketing Philosophies

• Production Oriented
• Sales Orientation
• Market Orientation
 Production Oriented

• The focus of the business is not the needs of the customer, but of
reducing costs by mass production.
• By reaching economies of scale the business will maximize profits by
reducing costs.
• Hence, a product oriented company put in maximum effort on
producing quality product and fixing them at the right price so that
consumer differentiates the company’s products and purchase it.

• Gillette Company focuses on producing the best possible disposable razors

at an economic rate.
• Ex- Production-orientated companies include Ford Motor and McDonald's.
 Sales Orientation

• The focus here is to make the product, and then try to sell it to the target market.
• It is basically a push concept of marketing concerned with selling the produced
products and making profits, without caring what the customer needs are?

The characteristics of a sales-oriented business are:

• More reliance on promotional activity to sell the products/services the

company has already produced.
• Aggressive selling tactics
• More share of the original budget is given to the Promotion of the
products/services
• It focuses mostly on short term planning.

• Auto Dealers- Toyota, Nissan, Honda, Ford and every other auto dealer relies
heavily on sales-oriented approaches to sell vehicles.

• Example of a sales-oriented approach can be of “one plus one free” offers given
to the customers.
 Market Orientation

• Puts the customer first and at the heart of the business.

• Market orientation is about adopting a customer-centred

approach for designing and creating products. It includes
detailed research to understand the view, personal
preferences, and primary concerns of the target consumers
within a specific product category.

• In essence all activities in the organization are based around

the customer. The customer is the truly king.

• Apple is a great example of a marketing company as are

Coke, Nike also
• Apart from these there can be many
concepts of marketing like societal
concept, product concept, branding
concept, etc.
 Meaning and definition of Marketing

• "Marketing Management is the analysis, planning,

implementation and control of programmes designed to bring
about desired exchanges with target audiences for the purpose
of personal and of mutual gain.
• It relies heavily on the adoption and coordination of product,
price, promotion and place for achieving responses."

Philip Kotler
Scope of Marketing
Marketing has a very wide scope. Some of them as
discussed as below:
Product Planning
• It includes the activities of product research, marketing
research, market segmentation, product development,
determination of the attributes, quantity and quality of
the products.
Branding
• Branding of products is adopted by many reputed enterprises
to make their products popular among their customer and for
many other benefits.
• Marketing manager has to take decision regarding
the branding policy, procedures and implementation
programs.
 Packaging
• Packaging is to provide a container or wrapper to the
product for safety, attraction and ease of use and
transportation of the product.

Channels of Distribution:

• Decision regarding selection of most appropriate channel

of distribution like wholesaling, distribution and retailing
is taken by the marketing manager and sales manager.

Sales Management
• Selling is a part of marketing.
• Marketing is concerned about all the selling
activities like customer identification, finding
customer needs, persuading customer to buy
products, customer service, etc.
Advertising

• Advertisement decisions like scope and time of

advertisement, advertisement message, selection
of media, etc comes into marketing.
Finance
• Marketing is also concerned about the finance,
as for every marketing activity be it packaging,
advertising, sales force budget is fixed and all
the activities have to be completed with in the
limit of that budget.
After Sales services
• Marketing covers after sales services given to
customers, maintaining good relationships with
customers, attending their queries and solving their
problems.
Nature of Marketing
 Dynamic Process

• Marketing is an ongoing activity which does not stop at any

step.
• After finding customer’s needs and wants it needs to develop
such products or services which can satisfy these needs and
after this there is need to advertising, promotion, distribution,
Customer Oriented
etc the process goes on.
• Marketing is customer oriented.
• Marketing is the process of finding needs and wants of
customers and satisfying those needs profitably.

Integrating & Creative

• It integrates all the departments of an enterprise be it production,
finance, IT, HR, etc.
• Marketing is creative in nature, it looks out for new ideas, views and
activities and solves problems or encash opportunities in a creative
way.