<Marketing Management>

<Dr Meenakshi Kharb>

Department of Management
What is
Marketing?
Marketing has been derived from word “Market”.
Place where buyers and sellers meet to exchange
products and services for money.
In old days Marketing was process of telling and
selling goods and services produced by a business.
All those activities related to market.
(producing, selling, advertising, after sales services)
Meaning
Meeting needs profitably.(Google-powerful search
engine to access information)
Process by which individuals and groups obtain
what they need and want through creating and
exchanging products and value with others.

More simply: Marketing is the delivery of

customer satisfaction at a profit.
Eg. IKEA Global leader in home furnishing(Sweden in1943)
(Ingvar Kamprad , Elmtaryd Agunnaryd -Place)
What is Marketed?(geesop3)
1. Goods- Cars, TV
2. Services- Airlines, Hotels, Banks, Beauticians
3. Events-Olympics, World Cup
4. Experience-KOD,WOW
5. Persons-CEO, Lawyers, Doctors
6. Places- Chandni Chowk, Lajapat nagar, India Gate,
Pink city,
7. Properties-Residential, Commercial
8. Organizations-College, University, Museum, DU
Key Customer Market
Consumer Market-mass consumer goods and services
(shoes, cosmetics, juice)
Business Market-business goods & services (spare
parts, industrial goods)
Global Market-different countries (China, Japan)
Non- Profit and Govt. Markets –ltd Purchasing
(churches, temples, charitable organizations,
universities)
Core Marketing
Concepts
Products
Needs, wants, and
and demands Services

Core
Marketing
Concepts
Markets
Value, satisfaction,
and quality

Exchange, transactions,
and relationships
What Motivates a
Consumer
Needs – Basic human requirements such as for
to Take
air, food,Action?
water, clothing, shelter. i.e. Buy a car
Stated needs ( Inexpensive car)
Real needs (Low Price)
Unstated needs (Good Service)
Delight needs (Onboard GPS system
Secret needs (friends see- savvy customer)
Continued…..
Wants - form that a human need takes as shaped by culture
and individual personality. i.e. I want a BMW.

Demand - human wants backed by buying power. i.e. I

have money to buy a Mercedes.
What Will Satisfy
Consumer’s
Needs and
Products Wants?
- anything that Services - activities or
can be offered to a benefits offered for sale
market for attention, that are essentially
acquisition, use or intangible and don’t
consumption and that result in the ownership
might satisfy a need or of anything.
want. Examples: banking,
Examples: persons, airlines, haircuts, and
places, organizations, hotels.
activities, and ideas.
How do Consumers choose
among Products and
Services?
Customer Value - benefit that the customer gains
from owning and using a product compared to
the cost of obtaining the product.

Customer Satisfaction - depends on the product’s

perceived performance in delivering value
relative to a buyer’s expectations. Linked to
Quality and Total Quality Management (TQM).
How do Consumers Obtain
Products and Services?
Exchanges - act of obtaining a desired object from
someone by offering something in return.

Transactions - trade of values between parties.

Usually involves money and a response.

Relationships - building long-term relationships with

consumers, distributors, dealers, and suppliers.
Who Purchases
Products
and Services? Actual
Market - buyers
Buyers
who share a
particular need
or want that can
be satisfied by a
company’s products Potential
or services. Buyers
 End User
Market
Marketing
Intermediaries

Environment
Environment

Company
Competitors
(Marketer)
Suppliers
System
Modern Marketing
 Marketing Management-
Philosophies
• Inexpensive and easily available
Production Concept • Large scale production to reduce cost
(HUL)

• High quality, performance, and

Product Concept innovative features(APPLE)
Focus on quality and improvisation

• Goods are not bought, but sold

Selling Concept • Focus on Aggressive selling and
Promotional efforts (SALE)

• Focuses on needs/ wants of target

Marketing Concept markets
Delivering satisfaction better than
competitors
• Consumer satisfaction of target
Societal Marketing Concept markets
• Environment friendly
Marketing &
Sales
Starting
Concepts
Point
Focus Means Ends

Contrasted
Factory
Existing
Products
Selling
and
Promoting
Profits
through
Volume
The Selling Concept

Profits
Customer Integrated
Market through
Needs Marketing
Satisfaction
The Marketing Concept
Examples
Philips India started with audio system ,forayed into
household kitchen appliance.
Fast food industry-Hamburger offers tasty but unhealthy
foods.(wrapped leads to waste and environment
degradation.)

According to Jagdish Seth & Rajender Sisodia- 4A

Acceptability,
Affordability,
Accessibility,
Awareness
Societal Marketing
Concept Society
(Human Welfare)

Societal
Marketing
Concept
Consumers Company
(Wants) (Profits)
New Marketing
Challenges
New
Marketing
Landscape &
Information Nonprofit
Technology Marketing

Emerging
Ethical
Concerns
Challenges Globalizatio
n
Changing
World
Economy
Today’s companies also have new capabilities as given below:-
• Ability to operate powerful information and sales channels.
• Ability to collect fuller and richer information about
markets, customers, prospects, and competitors.
• Faster internal communication amongst employees.
• Two way communication with customers and prospects.
• Send ads, coupons, samples, and information to customers.
• Customize offerings and services to individual customers.
• Improved, purchasing, recruiting, and training.
• Improved external communication.
• Improved logistics and service quality
Marketing Process
Understand the market
Design Products to satisfy Needs & Wants
Develop an integrated marketing program
Build profitable relationship with customer and offer
customer delight
Capture value from customers to create profits from
customers to create profits and customers loyalty
Draw a positioning map to describe the
Shampoo,
Handsets,
TV,
Washing Powder
.Choose any two characteristics to show how the
different brands can be viewed based on these traits
on four axis.
THANK YOU

<Dr Meenakshi Kharb>

Department of Management