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Marketing Management

Marketing Management. Why do we need to learn marketing management ?. Can you market these products easily ?. How about these products ?. Is there any difference in types of these products?. How about Marketing them?. How about their films ?.

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Marketing Management

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  1. Marketing Management

  2. Why do we need to learn marketing management?

  3. Can you market these products easily ?

  4. How about these products?

  5. Is there any difference in types of these products?

  6. How about Marketing them?

  7. How about their films ?

  8. How about the products they endorse ?

  9. Why do we need to market…………..? Singapore Malaysia Sydney Mumbai Beijing Paris

  10. How about these………?

  11. Learning Process of Marketing Facilitate Marketing of • Products • Persons • Services • Places • …….. • ……..

  12. Let us know more about marketing Process

  13. There are 10 offerings which can be marketed Can you name them?

  14. Goods or Products

  15. Services

  16. Experiences

  17. Events

  18. Properties

  19. Organizations

  20. information

  21. ideas

  22. PERSONS

  23. PLACES

  24. PERSONS PROPERTIES ORGANISATIONS INFORMATION IDEAS GOODS SERVICES EXPERIENCES EVENTS MARKETING PLACES

  25. Write5 examples of each of these offerings…

  26. These can be marketed if there is a demand for them ? What is Demand?

  27. NEGATIVE DEMAND NO DEMAND LATENT DEMAND DECLINING DEMAND DEMAND STATES DEMAND STATES IRREGULAR DEMAND FULL DEMAND OVERFULL DEMAND Unwholesome demand

  28. We need some market to create a demand

  29. Consumer Nonprofit/ Government Types of Markets Business Global

  30. Can we apply the same marketing process to these markets ?

  31. Marketing Concepts Competition Target Markets and Segmentation Products or Offering Marketers & Prospects

  32. Marketing Concepts Marketing Environment Needs, Wants & Demand Marketing Mix Supply Chain

  33. Marketing Concepts Marketing Channels Exchange & Transactions Relationship & Network Value and Satisfaction

  34. MARKETING MIX PLACE Channels Coverage Locations Inventory Transport PRODUCT Variety Quality Design Features Brand Packing Sizes Services Warranties Returns PRICE List price Discounts Allowances P. Period Credit terms PROMOTION Sales Advertising Sales force P.R,S Direct mktg

  35. Four P,s Four C,s Customer Solutions Customer Cost Customer Convenience Comm with Customer PRODUCT PRICE PLACE PROMOTION

  36. What should a manufacturer does to strengthen 4 C’s for each of 4 P’sin case of

  37. product Competing Concepts Selling Production Societal Marketing Marketing

  38. Production Concept • Concentrate on achieving high production • efficiency, low cost & mass distribution • Consumers prefers inexpensive items in • Developing countries • Used also in expanding Market • Over Populated Counties- • Inexpensive Toys, electronics

  39. Product Concept • Consumers Favors quality, performance • or innovative features • Managers focus on producing superior Products • Little or No Customer Input • Rarely Examine Competitor's Product • Management commit Better-mousetrap • Leads to marketing Myopia HMT Watches

  40. What is Marketing –myopia? • Ignoring The Demand ,Taste, Liking of Consumers • Looking Into Mirror than looking out • Colored and crooked perception of marketing • Short sightedness about business • Obsession with the product • Inadequate understanding of market

  41. Selling Concept • Consumers & businesses if left alone, • will not buy enough • Undertake aggressive Selling & • Promotion • Consumers shows buying inertia until • coaxed • Many use it at the time of over capacity • or Competition • CONSUMER DURABLES

  42. Marketing Concept • More effective than competitors • in creating, Delivering, and • communicating superior • customer Value • Putting People First • Fulfilling Buyers Needs

  43. Start focus means ends Profit through Sales Volume Selling Concept Selling & Promotion Factory Products Profit Through Customer satisfaction Selling Concept Target market Customer needs Integrated marketing (

  44. Customer Concept Starting Focus Means Ends Point Growth through Customer Share/ Loyalty Lifetime/ Value Individual customer Needs & values One To One Mktg Integration

  45. Traditional Organisational chart CUSTOMERS TM FRONT LINE PEOPLE MM MM Modern Organisational chart FRONT LINE PEOPLE TM CUSTOMERS

  46. Factors leading to Marketing Concept • Sales decline • Slow growth • Changing buying patterns • Increasing competition • Increasing marketing expenditure

  47. Societal Concept To determine the needs, wants and interest of the Target Market and deliver the desired Satisfaction that preserves the society's well being • Environment deterioration • Resource Shortages • Population Growth • Unhealthy Food

  48. Marketing & Other Functions

  49. A) Marketing as an Equal Function FINANCE PRODUCTION MARKETING HUMAN RESOURCE

  50. B) MARKETING As a most Important Function PRODUCTION FINANCE HUMAN RESOURCE MARKETING

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