What is Marketing?

• Meeting needs through exchange

• Art and a science

• Used to create value

• Leads to demand

• Long term
 Marketing Process
•Analyze opportunities
•Select targets
•Design strategies
•Develop programs
•Manage the effort
 Marketing Process
•Analyze opportunities
•Select targets
•Design strategies
•Develop programs
•Manage the effort
 Marketing Process
•Analyze opportunities
•Select targets
•Design strategies
•Develop programs
•Manage the effort
 Marketing Process
•Analyze opportunities
•Select targets
•Design strategies
•Develop programs
•Manage the effort
 Marketing Process
•Analyze opportunities
•Select targets
•Design strategies
•Develop programs
•Manage the effort
 Marketing Process
•Analyze opportunities
•Select targets
•Design strategies
•Develop programs
•Manage the effort
•Needs – basic human requirements.

•Wants – directed to specific objects that

might satisfy the needs.

•Demands – wants for specific products

backed by an ability to pay.
•Needs – basic human requirements.

•Wants – directed to specific objects that

might satisfy the needs.

•Demands – wants for specific products

backed by an ability to pay.
•Needs – basic human requirements.

•Wants – directed to specific objects that

might satisfy the needs.

•Demands – wants for specific products

backed by an ability to pay.
•Needs – basic human requirements.

•Wants – directed to specific objects that

might satisfy the needs.

•Demands – wants for specific products

backed by an ability to pay.
Does marketing
create needs or
satisfy them?
• Segmentation – identify and profile distinct groups
of buyers examining demographic, psychographic,
and behavioral differences.

• Target markets – segments presenting the greatest

opportunity.

• Positioning – what the offering means in the

minds of the target buyers as delivering some
central benefit(s).
• Segmentation – identify and profile distinct groups
of buyers examining demographic, psychographic,
and behavioral differences.

• Target markets – segments presenting the greatest

opportunity.

• Positioning – what the offering means in the

minds of the target buyers as delivering some
central benefit(s).
• Segmentation – identify and profile distinct groups
of buyers examining demographic, psychographic,
and behavioral differences.

• Target markets – segments presenting the greatest

opportunity.

• Positioning – what the offering means in the

minds of the target buyers as delivering some
central benefit(s).
• Segmentation – identify and profile distinct groups
of buyers examining demographic, psychographic,
and behavioral differences.

• Target markets – segments presenting the greatest

opportunity.

• Positioning – what the offering means in the

minds of the target buyers as delivering some
central benefit(s).
• Value proposition – a set of benefits
offered to satisfy customer’s needs.

• Offering – a combination of products,

services, information, and experiences.

• Brand – an offering from a known source.

• Value proposition – a set of benefits
offered to satisfy customer’s needs.

• Offering – a combination of products,

services, information, and experiences.

• Brand – an offering from a known source.

• Value proposition – a set of benefits
offered to satisfy customer’s needs.

• Offering – a combination of products,

services, information, and experiences.

• Brand – an offering from a known source.

• Value proposition – a set of benefits
offered to satisfy customer’s needs.

• Offering – a combination of products,

services, information, and experiences.

• Brand – an offering from a known source.

 Current Marketing Trends
• Society
 Social media
 Technology
 Globalization
• Consumers
 Price sensitivity
 Resislence
 Declining loyalty
 Buying power
• Company
 Customization
 Increased competition (int’l and online)
 Giant power
 OPERATION MANAGEMENT

• Operations management is concerned with converting

materials and labor into goods and services as efficiently
as possible.
• Corporate operations management professionals try to
balance costs with revenue to maximize net operating
profit.
• is concerned with controlling the production process and
business operations in the most efficient manner possible.
 The History of Operations Management

• The Industrial Revolution (1760s to early 1800s) ushered in the foundations

of division of labor and interchangeable parts, keys to efficient production.
Eli Whitney, inventor of the cotton gin, also manufactured 10,000 muskets
by using the concept of interchangeable parts.
• In 1971, FedEx started overnight package deliveries. Nowadays, Amazon
even offers same-day delivery on orders. 
Importance of Operation Management
• Customer service
• Product or service quality
• Correctly-functioning processes
• Market competitiveness
• Technological advances
• Profitability
Function and Roles in Operation
Management
• Managing projects
• Planning for capacity
• Eliminating waste and bottlenecks
• Executing a company’s strategic plan 
• Continuously improving processes
Operations and Supply Chain
Management
• A critical function of operations management
relates to the management of inventory through
the supply chain. To be an effective operations
management professional, one must be able to
understand the processes that are essential to
what a company does and get them to flow and
work together seamlessly. The coordination
involved in setting up business processes in an
efficient way requires a solid understanding of
logistics. 
 Special Considerations
on operation management

• Organization and productivity are two key drivers of

being an operations manager, and the work often
requires versatility and innovation.
E N D
FINANCIAL MANAGEMENT
WHAT IS A FINANCIAL ?

• Finance is a broad term that describes activities associated with banking,

leverage or debt, credit, capital markets, money, and investments.
WHAT IS FINANCIAL MANAGEMENT ?

• Financial Management means planning, organizing, directing and controlling

the financial activities such as procurement and utilization of funds of the
enterprise. It means applying general management principles to financial
resources of the enterprise.
ELEMENTS OF FINANCIAL MANAGEMENT

• Investment decisions
Includes investment in fixed assets (called as capital budgeting).
Investment in current assets are also a part of investment decisions called
as working capital decisions.

Financial decisions
They relate to the raising of finance from various resources
which will depend upon decision on type of source, period of
financing, cost of financing and the returns thereby.
 Dividend decision
The finance manager has to take decision with regards to the net
profit distribution.
Net profits are generally divided into two:
a. Dividend for shareholders- Dividend and the rate of it has to be
decided.
b. Retained profits- Amount of retained profits has to be finalized
which will depend upon expansion and diversification plans of the
enterprise.
 OBJECTIVES OF FINANCIAL
MANAGEMENT
To ensure regular and adequate supply of funds to the concern.

To ensure adequate returns to the shareholders which will depend upon the
earning capacity, market price of the share, expectations of the shareholders.

To ensure optimum funds utilization. Once the funds are procured, they should
be utilized in maximum possible way at least cost.

To ensure safety on investment, i.e, funds should be invested in safe ventures

so that adequate rate of return can be achieved.
• To plan a sound capital structure-There should be sound and fair composition
of capital so that a balance is maintained between debt and equity capital.