This document defines marketing and marketing management. It discusses that marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The goal is to create exchanges that satisfy individual and organizational objectives. Marketing management is also defined as choosing target markets and getting, keeping, and growing customers by creating, delivering, and communicating superior customer value. Marketing can involve goods, services, events, people, organizations, ideas and more. The document also outlines the marketing research process including defining problems and objectives, developing a research plan, implementing the plan, interpreting findings, and reporting them.
2. The process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational
objectives.
DEFINITION OF MARKETING
3. The process by which companies create, communicate and
deliver value for the target customers in order to get value in
return.
WHAT IS MARKETING?
4. Marketing management is the art and science of choosing
target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior
customer value.
WHAT IS MARKETING MANAGEMENT?
7. Goods
Services
Events and experiences
Persons
Places and properties
Organizations
Information
Ideas
WHAT IS MARKETED?
8. ignores public
influences values & ideas
DRAWBACKS OF MARKETING CONCEPT
9. Concerns public welfare and social responsibility
RECENT DEVELOPMENT
-- SOCIETAL MARKETING CONCEPT
10. Marketing Analysis
Marketing Planning
Marketing Implementation
Marketing Control
THE ROLE OF MARKETING
11. Gathering, recording and analysis of data.
To solve a specific problem that is too important to be
answered by guessing.
an informational input to decisions.
MARKETING RESEARCH
12. How satisfied the consumers are
How products are perceived
Evaluate the sales potential
Determine the effectiveness of ad
Predict the impact of price changes
WHAT M.R. CAN TELL ?
13. THE MARKETING RESEARCH PROCESS
Defining the Problem & Research Objectives
Developing the Research Plan
Implementing the Research Plan
Interpreting and Reporting the Findings
14. To find out the real problem but not the symptom
Set the research objectives
Research approaches:
Exploratory
Descriptive
Causal
1. DEFINING THE PROBLEM AND
RESEARCH OBJECTIVES
15. Determine specific information needs
Source of information
secondary data
Internal
External
primary data
2. DEVELOPING RESEARCH PLAN
16. Planning primary data collection
Research approach
contact methods
sampling plan
research instruments
2. DEVELOPING RESEARCH PLAN
20. Sampling Techniques
Probability Sampling
• All population members have a known
probability of being in the sample
Simple Random Sampling
• Each population member, and each possible
sample, has equal probability of being
selected
Stratified Sampling
• The chosen sample is forced to contain units
from each of the segments or strata of the
population
21. Sampling Techniques (Contd.)
Cluster Sampling
• Involves dividing population into subgroups
• Random sample of subgroups/clusters is
selected and all members of subgroups are
interviewed
• Very cost effective
• Useful when subgroups can be identified
that are representative of entire population
22. Research Instrument
The most common instrument is questionnaire
• What questions to ask
• Question structure
• Wording of question
• Order of question
24. Interpreting And Reporting The Finding
• Interpret the findings, draw conclusions and
report to management.
• The manager will utilize these findings
to make decisions.