MARKETING MANAGEMENT

EXCHANGE AND
TRANSACTION
 EXCHANGE

 Two parties

 Offer of value

 Capacity to communicate and deliver

 Freewill for acceptance and rejection

 Appropriation and desirability

 TRANSACTION
 Two things of value

 Agreed conditions

 Time of agreement

 A place of agreement
EVOLUTION OF MARKETING
 Production concept

Customer will prefer products that are

widely available and inexpensive.
 Product concept

Customers prefer those product that

offer most quality, performance,
innovative features.
 Selling concept

The aim is to sell what is made rather

then sell what is wanted.
 Marketing concept

The job is to deliver a right product

for your customer.
 Holistic Marketing
Internal marketing Integrated
marketing

Mktg Communicati
Dept on
Products and
Sn. Mgt Holistic services
marketing

Others Channels

Socially responsible Relationship

marketing marketing

Ethics Environmen Legal Community Customer Channe Partner

t l
 WHAT IS MARKETING?
 The art and science of choosing target
market and getting, keeping and growing
customers through creating, delivering and
communicating superior customer value.
 Marketing is the function that adjusts an
organization’s offering to the changing
needs of the market place.
 Marketing is a civilized form of warfare in
which most battles are won with words,
ideas and disciplined thinking.
 PURPOSE OF MARKETING
 Lowers the cost of attracting new
customers
 Encourages loyalty
 Enhances and promote positive word
of mouth
 Reduces failure cost
 Creates competitive advantage
 Contd..
 Shaping the market offerings

 Building strong brand

 Delivering value

 Capturing market insights

FUNCTIONS OF MARKETING
 Merchandising function
 Product planning and Development

 Standardizing and Grading

 Buying and Assembling

 Selling
 Physical Distribution Function

 Storage

 Transportation
 Auxiliary function
 Arrangement of finance

 Risk Bearing

 Market information

 Pricing
 IMPORTANCE OF
MARKETING
 Delivery of standard of living

 Decrease in distribution cost

 Increase in employment opportunities

 Increase in national income

 Protection against business slump

 WHAT IS MARKETED?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
 Ideas
 WHO MARKETS?
 Marketers are responsible for
demand management.

 They influence the level, timing, and

composition of demand to meet the
organizational objectives.
 MARKET?
Resources Resources

Resource
Money Money
market

Taxes Services

Services Taxes
Manufacturer Govt. market Consumer
market Taxes market
Services

Service Taxes
Money s Money
Intermediary
Goods and services Goods and services
market
 DYNAMICS OF
TRANSFORMATION
 Changing technology
 News paper to e-paper

 Global Markets

 Privatization

 Customer Empowerment
 Cont..
 Competition

 Retailing

 Disintermediation
 MARKETING MIX

PRODUCT PRICE PLACE PROMOTION

FRAMEWORK OF MARKETING
MANAGEMENT

CUSTOME COMPITION COMPAN

R ANALYSIS Y
ANALYSIS ANALYSI
S

TARGET SEGMENT SELECTION AND

POSITIONING

PRODUCT, PRICE, PROMOTION, PLACE

MARKETING ENVIRONMENT
Macro

Technology Socio- cultural

Demograp Political
hic
Economical Personne Legal
l
Marketin capability
Internal Technica
g l
capabilit Financia capabilit
y l y
capabili
Market demand ty Suppliers
Competition
Consumer tastes and preferences
Micro
STRATEGIC MARKETING PLANNING

INTRODUCTION
 STRATEGY
A plan for successful action based on
the rationality and inter -dependence
of the moves of opposing participants
 TACTICS

The procedures adopted to carry out a

scheme or achieve an end
 ADVANTAGES

Clear sense of vision

Focus on the important
Understanding the
environment
 CHALLENGES
 IMPACT OF THE INTERNET
 Customers Networking
• Globalization
• E-commerce  Disintermediation

 Faster business pace

 Boundaries dissolving

 Intellectual capital
 THE BASIC MODEL

ENVIRONMENTAL
SCANNING

FORMULATI
ON
IMPLEMENTATI
ON
EVALUATION &
CONTROL
ENVIRONMENTAL SCANNING

SWOT
Strategic
Factors
 FORMULATION

 MISSION
 OBJECTIVES

 STRATEGIES

 POLICIES
 IMPLEMENTATION

 PROGRAMS
 BUDGETS

 PROCEDURES
 EVALUATION

Performance
 TYPES

 CORPORATE
 BUSINESS

 FUNCTIONAL
 CORPORATE

 STABILITY
 GROWTH
 RETRENCHMENT
 BUSINESS

COMPETITIVE

COOPERATIVE
 FUNCTIONAL

DISTINCTIVE COMPETENCE
 DECISION MAKING APPROACHES

ENTREPRENEU ADAPTIVE
RIAL

PLANNING LOGICAL
INCREMENTALI
SM
 CHARACTERISTICS

 RARE
 CONSEQUENTIAL

 DIRECTIVE
 THE CONCEPT OF SYNERGY

Focus when Diversification Strategy is

chosen
1. VERTICAL INTEGRATION

2. HORIZONTAL DIVERSIFICATION
 EXAMPLES
UPSTRE
AM
FLEET

VERTIC
O
W/S
FISH
MKT

RETAIL RETAIL
FOOD JEWEL
RY

HORIZI
DOWNSTREA
NC