marketing

1. MMaarrkkeettiinngg MMaannaaggeemmeenntt
Basic Concept
Economic Justice For All . . . All
economic life should be shaped by moral
principles.

2. Philip Kotler and Kevin Lane
Keller

3. Major Business Functions
PPRROODDUUCCTTIIOONN
FINANCE
HUMAN RESOURCES
MARKETING
In theory, business functions are “equal” in importance

4. Marketing Is the Integrating Customer Function
Human Resources Production
Marketing directly interacts with the
CUSTOMER
Finance Legal Collaborators

5. Marketing - Definition
Marketing is
Meeting Consumer Needs Profitably

6. Marketing Management - I

7. Marketing Management - I

8. Marketing - Defined
TThhee CChhaarrtteerreedd IInnssttiittuuttee ooff MMaarrkkeettiinngg ddeeffiinnee
MMaarrkkeettiinngg aass;;
‘‘TThhee mmaannaaggeemmeenntt pprroocceessss rreessppoonnssiibbllee ffoorr
iiddeennttiiffyyiinngg ,, aannttiicciippaattiinngg aanndd ssaattiissffyyiinngg
ccuussttoommeerr rreeqquuiirreemmeennttss pprrooffiittaabbiilliittyy’’

9. Philip Kotler on ‘Marketing’
K Philip Koottlleerr ddeeffiinneess mmaarrkkeettiinngg aass;;
‘Satisfying needs and wants
through an
Exchange process’

10. P.Tailor on ‘Marketing’
‘Marketing is not about providing
products or services it is essentially
about providing changing benefits to
the changing needs and demands of
the customer’

11. MMaarrkkeettiinngg MMaannaaggeemmeenntt :: DDeeffiinniittiioonn
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

12. Marketing - Definition
Marketing is the process
of communicating
the value of a product to customers, for the
purpose of selling that product (goods or
services).
Another simple definition of "marketing"
is "Managing profitable customer
relationships".

13. MMaarrkkeettiinngg MMaannaaggeemmeenntt :: DDeeffiinniittiioonn

14. The Evolution of Marketing

15. Company Orientations Toward the Marketplace
PPrroodduuccttiioonn CCoonncceepptt
PPrroodduucctt CCoonncceepptt
SSeelllliinngg CCoonncceepptt
MMaarrkkeettiinngg CCoonncceepptt
HHoolliissttiicc MMaarrkkeettiinngg CCoonncceepptt
SSoocciieettaall MMaarrkkeettiinngg CCoonncceepptt

16. Evolution of Business Philosophies
1980s
Industrial
Revolution
Mid-1920s
1950s
Production Era
Sales Era
Marketing Era

17. Orientation Profit
driver Timeframe Description
Production Production
methods
until the
1950s
A firm focusing on a production orientation
specializes in producing as much as possible of a
given product or service. Thus, this signifies a firm
exploiting economies of scale until the minimum
efficient scale is reached. A production orientation
may be deployed when a high demand for a product
or service exists, coupled with a good certainty that
consumer tastes will not rapidly alter (similar to the
sales orientation).
Product
Quality of
the
product
until the
1960s
A firm employing a product orientation is chiefly
concerned with the quality of its own product. A
firm would also assume that as long as its product
was of a high standard, people would buy and
consume the product.

18. Selling Selling
methods
1950s and
1960s
A firm using a sales orientation focuses primarily on the
selling/promotion of a particular product, and not determining new
consumer desires as such. Consequently, this entails simply selling an
already existing product, and using promotion techniques to attain the
highest sales possible. Such an orientation may suit scenarios in which
a firm holds dead stock, or otherwise sells a product that is in high
demand, with little likelihood of changes in consumer tastes that would
diminish demand.
Marketing
Needs and
wants of
customers
1970s to
the present
day
The 'Customer orientation' is perhaps the most common orientation
used in contemporary marketing. It involves a firm essentially basing
its marketing plans around the marketing concept, and thus supplying
products to suit new consumer tastes. As an example, a firm would
employ market research to gauge consumer desires, use R&D (research
and development) to develop a product attuned to the revealed
information, and then utilize promotion techniques to ensure persons
know the product exists. R&D companies often parallel customer
orientation with R&D phases to ensure the desired customer
specifications are produced. Customization Maximization (similar to
profit maximization in economics,) is the measurable approach to more
efficiently sustaining specific customer needs, in effort to maximize the
customization of the product or service offered to the customer, by the
measure of data relating to responses, feedback, and elasticity.

19. Selling
concept TThhee pphhiilloossoopphhyy oorr oorriieennttaattiioonn ooff aann
oorrggaanniizzaattiioonn wwhhiicchh eemmpphhaassiizzeess
aaggggrreessssiivvee sseelllliinngg ttoo aacchhiieevvee iittss
oobbjjeeccttiivveess.. FFiirrmmss cchhaarraacctteerriizzeedd bbyy tthhiiss
aapppprrooaacchh oofftteenn rreellyy uuppoonn pprreessssuurree
sseelllliinngg aanndd mmaanniippuullaattiivvee ssaalleess
tteecchhnniiqquueess ttoo wwiinn bbuussiinneessss..

20. Customer Delivered Value
Holistic Marketing Concept
Target
Market
Integrated
marketing
Profits through
customer
satisfaction
Customer
needs

21. HHoolliissttiicc MMaarrkkeettiinngg CCoonncceepptt
Holistic
Marketing
Internal
Marketing
Marketing
Department
Other
Departments
Senior
Management
4 Ps
Integrated
Marketing
Socially
Responsible
Marketing
Legal
Ethics
Environment Community
Relationship
Marketing
Customers
Channel Partners

22. MacroM Macaror kMeatriknegti.n.g i’ss bar obardoera vdie vwiew:
An Economic role. . . to allocate resources among
competitors so that supply equals demand.
“The delivery of a standard of living to society.”
It is the process of bringing Buyers and Sellers
together
PRODUCERS
MARKETING
CCOONNSSUUMMEERRSS

23. Micro Marketing
The process of planning and executing the
conception, pricing, promotion and distribution of
ideas, goods and services to create exchanges that
satisfy (individual + organizational) objectives.
AMA Board (1985)
An organizational function and a set of processes
for creating, communicating & delivering value to
customers & for managing customer relationships in
a way that benefit the organization and its
stakeholders. (AMA 2005)

24. Micro Marketing (Contd.,)
The process of creating, distributing, promoting, and
pricing goods, services, and ideas to facilitate satisfying
exchange relationships with customers in a dynamic
environment
Convenience store
“Having the right goods
or services at the right time
and the right place
in the right assortment.”

25. The Scope of Marketing
 PPllaacceess
 OOrrggaanniizzaattiioonnss
 IInnffoorrmmaattiioonn
 IIddeeaass
 GGooooddss
 SSeerrvviicceess
 EExxppeerriieenncceess
 EEvveennttss
 PPeerrssoonnss

26. The Marketplace isn’t what it used to be. . .

27. Assignment - 2
WWrriittee aa ddeettaaiilleedd eessssaayy oonn::
The market place has changed
dramatically from the past and
is not what it used to be. Do you
agree to the statement? Use the
sub-titles in the previous slide
Submission Date :
NOTE : Late Submission of
Assignments will be summarily