This slides contains Marketing Concepts, Strategic Planning & Marketing Environment

1. Marketing Management
Basic Concepts & Environment
Dharmesh Motwani
dharmeshmotwani9@gmail.com

2. What is Marketing?
Marketing is a human activity directed at
satisfying needs & wants through exchange
process.

3. Exchange
 The provision or transfer of goods, services, or
ideas in return for something of value

4. Marketing Mix
 The tools available to a business to gain the
reaction it is seeking from its target market in
relation to its marketing objectives.
 Traditional 4 P’s v/s Modern 7 P’s

6. Concepts in Marketing
1.Production Concept
2.Product Concept
3.Selling Concept
4.Marketing Concept
5.Societal Marketing Concept (includes CRM)

7. COMPONENTS OF MARKETING ORIENTATION
 3 components:
 customer
orientation
 competitor
orientation
 inter-functional co-
ordination

8. Marketing Tasks
 Exchange Tasks
 Buying & Procurement
 Assembling
 Selling
 Physical Distribution Tasks
 Storage
 Transportation
 Inventory Management

9. Marketing Tasks
 Product Planning & Development Tasks
 Determining Needs & Wants
 Defining Product Size/Design/Quality
 Packaging & Labeling
 Supporting Tasks
 Market Research
 Segmentation
 Risk Bearing
 Promotion Tasks

10. Strategic Planning
 Strategic planning is defined as:
 “The process of developing and maintaining a
strategic fit between the organization’s goals
and capabilities and its changing marketing
opportunities.”

11. Strategic Planning
 Defining the purpose & mission
 Setting Objectives & Goals
 Designing the business portfolio
 Developing detailed marketing plans

12. Strategic Planning
 Identify strategic
Designing Business business units (SBUs)
Portfolio  Assess each SBU:
 The BCG growth-
 Step 1: share matrix
Analyze the classifies SBUs into
one of four categories
current business using the:
portfolio  Market growth rate
 SBU’s relative
market share within
the market.

13. BCG Growth-Share Matrix
High
Market Question
Growth Stars
Marks
Low
Cash
Market Dogs
Cows
Growth
High Relative Low Relative
Market Share Market Share

14. Strategic Planning
 Determine the future
Designing Business role of each SBU and
choose the
Portfolio appropriate resource
 Step 2: allocation strategy:
Shape the future  Build
 Hold
business portfolio
 Harvest
 Divest
 SBUs change
positions over time

15. Strategic Planning
Product/Market Expansion Grid
Existing Products New Products
Existing Market Product
Markets Penetration Development
New Market Diversification
Markets Development

16. Marketing System
 The marketing system consists of an
organization engaged in marketing & serving
a market comprising direct and indirect
consumers & customers.
 Exchange System
 Organizational (Micro Environment) System
 Macro environment System

17. Marketing Environment
 It consists of the actors & forces to the
marketing that affect marketing
management's ability to develop and
maintain successful exchanges with its
customers"

18. Components of Marketing Environment
 Internal Environment
 External Environment
 Micro
 Macro

19. Components of Marketing Environment
 Micro Environment
 Customers
 Suppliers
 Intermediaries
 Employees
 Competitors
 Shareholders

20. Components of Marketing Environment
 Macro Environment
 Economic Environment
 Political Environment
 Social & Cultural Environment
 Demographic Environment
 Technological Environment

21. Marketing Planning
 The process that leads to the development of
the marketing plan. (i.e. Strategic Planning
for marketing department)
 SWOT Analysis

22. Marketing Process
 Analyzing marketing opportunities
 Selecting target markets
 Developing the marketing mix
 Managing the marketing effort