Transcript Document
MARKETING MANAGEMENT Why do we need to learn marketing management? Can you sell these products Easily ? How about these products? Is there any difference in types of these products? How about Marketing them? How about their films ? Learning Process of Marketing Facilitate Marketing of Products Persons Services Places …….. …….. Let us know more about marketing Process There are 10 offerings which can be marketed Can you name them? PERSONS PROPERTIES GOODS ORGANISATIONS SERVICES MARKETING INFORMATION EXPERIENCES PLACES EVENTS IDEAS These can be marketed if there is a demand for them ? What is Demand? NEGATIVE DEMAND NO DEMAND LATENT DEMAND DEMAND STATES DECLINING DEMAND DEMAND STATES IRREGULAR DEMAND FULL DEMAND OVERFULL DEMAND Unwholesome demand Consumer Nonprofit/ Government Types of Markets Global Business Can we apply the same marketing process to these markets ? Marketing Concepts Competition Marketing Environment Target markets and segmentation Needs, Wants & Demand Relationship & Network Marketers & Prospects Marketing Mix Exchange & Transactions Supply Chain Value and Satisfaction Products or Offering Marketing Channels Total Customer value Customer Delivered Value Total Customer Cost Product value Monetary cost Service Value Time cost Personal value Energy cost Image value Psychic cost MARKETING MIX PLACE PRODUCT Variety Quality Design Features Brand Packing Sizes Services Warranties Returns PRICE PROMOTION List price Discounts Allowances P. Period Credit terms Sales Advertising Sales force P.R,S Direct mktg Channels Coverage Assortments Locations Inventory Transport Four P,s Four C,s PRODUCT CUSTOMER SOL. PRICE CUSTOMER COST PLACE PROMOTION CONVENIENCE COMMUNICATION product Selling Competing Concepts Production MARKETING SOCIETAL MARKETING PRODUCTION CONCEPT •Concentrate on achieving high production efficiency, low cost & mass distribution •Consumers prefers inexpensive items in Developing countries •Used also in expanding Market •Over Populated Counties• Inexpensive Toys, electronics PRODUCT CONCEPT •Consumers Favors quality, performance or innovative features •Managers focus on producing superior Products •Little or No Customer Input •Rarely Examine Competitor's Product •Management commit Better-mousetrap Leads To marketing Myopia •HMT, Ambassador Car…… Marketing -myopia •Ignoring The Demand ,Taste, Liking of Consumers •Looking Into Mirror than looking out •Colored and crooked perception of marketing •Short sightedness about business •Obsession with the product •Inadequate understanding of market SELLING CONCEPT •Consumers & businesses if left alone, will not buy enough •Undertake aggressive Selling & Promotion •Consumers shows buying inertia until coaxed •Many use it at the time of over capacity or Competition • CONSUMER DURABLES MARKETING CONCEPT •More effective than competitors in creating, Delivering, and communicating superior customer Value •Putting People First •Fulfilling Buyers Needs Customers may need Stated…..an inexpensive mobile Real……..operating cost be less Unstated… good service Delight…… gift from dealer Secret….. esteem before friends Start focus means ends Profit Factory Products Selling & through Promotion Sales Volume (a)The Target market selling concept Customer Integrated needs marketing (b) The marketing concept Profit Through Customer satisfaction Customer Concept Starting Point Individual customer Focus Needs & values Means One To One Mktg Integration Ends Growth through Customer Share/ Loyalty Lifetime/ Value Traditional Organisational chart TM MM FRONT LINE PEOPLE CUSTOMERS FRONT LINE PEOPLE MM TM CUSTOMERS Modern Organisational chart Factors leading to Marketing Concept Sales decline Slow growth Changing buying patterns Increasing competition Increasing marketing expenditure SOCIETAL CONCEPT To determine the needs, wants and interest of the Target Market and deliver the desired Satisfaction that preserves the society's well being •Environment deterioration •Resource Shortages •Population Growth •Unhealthy Food RECENT SCENARIO OF THE SOCIETY Environment Terrorism Corruption Neglected Social Services Poverty Population Explosion Working Couples Work Place Exploitation Marketing & Other Functions A) MARKETING AS AN EQUAL FUNCTION PRODUCTION FINANCE MARKETING HUMAN RESOURCE B) MARKETING AS A MORE IMPORTANT FUNCTION PRODUCTION MARKETING FINANCE HUMAN RESOURCE C) MARKETING AS THE MAJOR FUNCTION PRODUCTION MARKETING HR FINANCE D)CUSTOMER AS THE CONTROLLING FUNCTION CUSTOMER HR E) CUSTOMER AS CONTROLLING& MKTG AS A INTEGRATIVE FUNCTION P MKG MKG CUSTOMER MKG HR MKG F Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and exchanging products and services of value with others Marketing Management is the process of planning and executing the conception, pricing distribution and promotion of ideas, goods, services…that satisfy individual and organizational goals ??? Prepare a summary of the topic on marketing-10 minutes any one can be asked to make a presentation………..