1.
Session 1
Marketing Management

2.
Disruption of the times : A major factor impacting marketing
Breaking Down of entry barriers
Has marketing lost its way ??

3.
Basics of marketing revisited?
• Marketing as a
• Practice
• Process
• Process of interaction between environment and firms marketing mix
• Marketing is an orientation
• Business = Marketing ?
• Understanding Marketing by checking
• Marketing’s Task is “meeting customer needs”
• Marketing Means generating customer satisfaction
• Marketing is about generating customer satisfaction at a ‘Profit”
• Measuring the satisfaction is also a part of marketing
• Marketing is building “relationship with customers
• Marketing = Customers ?
• “Meeting Competition” part of marketing

4.
Different Concepts of Marketing
• Exchange Concept
• Production Concept
• Product Concept
• Sales Concept
• Marketing Concept

5.
• Marketing Myopia
• The Value Concept
• Benefits Translate into value
• People buy value
• Total Customer Cost
• Customer Value has two facets
• Initially perceived value
• Finally perceived value
• Value is “Benefits Relative to Costs”
• In marketing all value “is perceived value”

6.
The Value Delivery Process
• Selecting the Value to be offered
• “Now an upstream marketing task
• “Customer driven or customer driving
• Value driven is a better alternative
• Decide the intensity of the value
• Creating the Value
• Delivering the value
• Capturing the value back from the market
• Communicating the value
• Working out a value proposition and communicating it