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Marketing Management
Marketing Management
Marketing Management
The term was first academically defined in 1937 when the newly born American Marketing Association (AMA) asserted:
Marketing consists of those activities involved in the flow of goods and services from the point of production to the point of consumption.[2]"
Adding to Kotler's and Norris' definitions, the Chartered Institute of Marketing's (CIM) definition claims marketing to be the "...management process of anticipating, identifying and satisfying customer requirements profitably .
For a marketing plan to be successful, the mix of the four "Ps" must reflect the desires of the consumers in the target market
Types of markets
Consumer markets. Business markets. Global markets. Non-profit and governmental markets.
Marketing mix
product
price
promotion
place
Seven ps
In addition to the traditional four ps three more ps are added by Booms and Britner. people process physical evidence
Eighth p
packaging
People: all people that are directly or indirectly involved in the consumption of a service. e.g.: knowledge workers, employees ,management. process : procedures ,mechanisms and flow of activities by which the flow of services is consumed physical evidence the ability and environment in which service is delivered.
Segmentation based on demographic, physiographic and behavioral differences among buyers. Market place is physical shopping in a store. Market space is digital shopping on the internet. Meta market is a cluster of complementary goods and services. e.g.: automobile insurance ,loan ,accessories, dealers.
Needs ,wants and demand. Brand image. Offering. Marketing channels. Competition.
Needs become wants when they are directed to specific objects that satisfy the need. Wants are shaped by the ones society. Demands are wants for specific products backed by an ability to pay. E.g.: many people want mercedez .
CompetitionBrand competition. Industry competition. Form competition. Generic competition. Offering combination of products, services, information, experience. E.g. :offer from the Mercedes Benz
Brand competition :a company sees its competitors as other companies that offer similar products and services to the same customers at similar prices. E.g.: wagon r from Maruti and santro from Hyundai. Industry competition : a company sees its competitors as all companies that make the same product or class of products. MARUTI AGAINST HYUNDAI
Form competition : a company sees its competitors as all companies that manufacture products that supply the same service.
Generic competition: a company sees its competitors as all companies that compete for the same consumer group. e.g. :Volkswagen would see itself competing with companies that sell major consumer durables , foreign vocations, new homes.
Stages in marketing .
Entrepreneurial marketing. Formulated marketing. Intrepreneurial marketing.
The scope of marketing. marketing people are involved in marketing 10 types of entities. goods. services. experiences. events. persons. places. properties.
Ideas. Every market offering includes a basic idea at its core. e.g.: Charley Revson of Revlon: in the factory we make cosmetics in the store we sell hope.
Marketing management ?
Marketing management ? Is the process of planning and executing the conception, pricing , promotion and distribution of ideas , goods ,services , to create exchanges that satisfy individual and organizational goals.
Evolution of marketing.
The stage of barter. The stage of money economy. e.g. :pricing The stage of industrial revolution. The stage of competition . The emergence of marketing .
Three stages in the evolution of marketing. Product orientation stage. Sales orientation stage. Market orientation stage.
Product orientation stage. Focused on the quality, design and quantity of the product. sales orientation stage. consumer had limited resources and selling equipped more place through advertisement efforts.
Market orientation stage. In this stage companies identify what the customers want and accordingly they will shape their products.
The exchange concept. The production concept. The product concept. Marketing myopia. Sales concept.
The exchange concept. product exchange buyer-seller. distribution, pricing concepts lies .
The product concept. improved products , new products Focused on the quality, design and quantity of the product
Marketing myopia. excessive preoccupation with the product , production or selling , ignoring the customer.
Sales concept.. as promotional methods are having more importance ,advertising, personal selling, discounts ,sales promotion , public relations etc lies on this.
Selling revolves around the interests of seller whereas marketing around the buyer. Views as a goods producing process. Whereas mktg views as a customer satisfying process. Firm must make the product and figures how to sell it whereas mktg shape its products on the customers demand.
The key to achieve the organizational goals consists of the company being more effective than its competitors in creating , delivering and communicating customer value to its chosen target markets.
Meeting needs profitably. Youre the boss (united airlines). putting people first (British airways). Have it your way . (burger king )
Target market
Customer needs
Integrated marketing
Integrated marketing. when all the companys department work together to serve the customers interests the result is integrated marketing. e.g. :sales dept, advertising , customer service , product mgmt, marketing research.
Top management
Middle management
Front-line people
customers
customers
Middle management
Top management
Proper attention is not there for employees and suppliers. It gives priority to customer satisfaction secondary how to compete , how to perform marketing activities.
Value driven marketing is an orientation for achieving objectives by developing superior value to customers. An extension of marketing orientation that attempts to overcome the problems of marketing orientation refers to value driven marketing. Six principles lies for value driven marketing.
Customer principle. Competitor principle. Proactive principle. Cross-functional principle. Continuous improvement principle. Stakeholder principle
Customer principle: focus marketing activities on creating and delivering customer value. (direct & indirect ) Competitor principle: offers customers superior value to competitive alternatives. (icici bank ). Proactive principle : change environments to improve the chances for success when appropriate.
Cross-functional principle :.use cross functional teams (bring people from other business functions i.e. finance , r&d ) when they improve efficiency and effectiveness of marketing activities. Continuous improvement principle: continuously improve marketing planning , implementation and control.
Stakeholder principle : Stakeholders are individuals and groups who are influenced and can influence marketing decisions. e.g. : customers, employees, suppliers ,