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Marketing Management
Marketing Management
Marketing Management
D(P))
MARKETING MANAGEMENT
MARKET
In early days:
But with the passage of time & introduction of new techniques, there is facility to
buy goods through use of internet.
So, there is no place where buyer & seller meets but also transaction takes
place.
So, today-Market is group or set of consumers who have interest or who is going
to buy/exchange the product.
Total
Populatio
n
Sonia Sardana (MBA, PGDFM, UGC-NET, Ph.D(P))
Marketing
• Marketing is the efforts of doing buying and selling activities.
• Marketing deals with identifying and meeting human and social needs.
(MEETING NEEDS PROFITABLY)
Social Definition:
Managerial Definition:
Other Definitions:
• Marketing starts well before production commences & ends only after
rendering after sales services.
PROCESS OF MARKETING
Sonia Sardana (MBA, PGDFM, UGC-NET, Ph.D(P))
The first and most important step in the process of marketing is the
identification of consumer’s needs. This step provide answer to the
questions such as:
All the answers of these questions help the existing firm to make changes
in the product & to launch new product.
2. ENVIRONMENTAL SCANNING:
• Earlier the Colgate Cream was the leader in the tooth paste market
but the Close-Up came with Close-Up Gel and it became the leader.
• Colgate Cream
• Colgate Gel
3. BUSINESS ANALYSIS:
4. PRODUCT DEVELOPMENT:
Eg. Before launching “Surf Excel” few samples were prepared for testing.
5. ESTIMATION OF COST:
Now the cost for the product is ascertained so that price can be fix easily.
• Competitions Based
1. Showroom
Sonia Sardana (MBA, PGDFM, UGC-NET, Ph.D(P))
8. PROMOTION:
Now the efforts are made to promote the goods or creating demand for
the product.
• Advertisement
• Personal Selling
• Publicity
• Sales Promotion
9. SELLING:
Now the consumer comes to know the product in market which satisfies
them. Now the firm sells the product to customer which leads to
satisfaction of ultimate consumer.
Today Marketing Process not ending at selling but it includes too after
sales services.
Eg. If any problem occurs after the purchasing of any electronic item, the
seller will provide the repair services free of cost.
11. CONSUMER
FEEDBACK: