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Marketing (Balaji) PDF
Marketing (Balaji) PDF
MANAGEMENT
July-August 2005
Understanding
Marketing Management
n MARKETING IS A PROCESS OF
EXCHANGES TO SATISFY NEEDS &
WANTS TO GENERATE CUSTOMER
SATISFACTION AND FULFILLING THE
ORGANISATIONAL OBJECTIVES
n B2B
n B2C
n C2C
n C2B
n
tio
Production Finance
uc
od
Pr
Marketing H.R.D Marketing R.
D
Finance
H.
Production
Production Finance
HRD
H
e
RD
anc
Marketing Fin
Fin Production
an
ce
n
tio
Marketing
uc
od
Pr
Customer Customer
HRD
M
ark
e
eti
nc
ng
na
RD
Fi
H
v OTHERS
• USE OF COMPETITIVE INTELLIGENCE
• CUSTOMER PROFITABILITY
• TOTAL QUALITY MANAGEMENT (TQM)
• RETURN ON MARKETING (USE OF MARKETING RATIOS)
-- MAHATMA GANDHI
Analyzing Marketing
Opportunities
n Industrial Marketing
n Consumer Marketing
n Services Marketing
n OE marketing
n Spares marketing
n Systems marketing
n Turnkey projects
n Substantiality
n Accessibility
n Measurability
Developing marketing
strategies
n Alternatives
n Defending the market share
n Expanding the market share
n Marketing warfare
n Mergers & acquisitions
§ Developing the right amalgam of
customer and competition orientation
Designing Marketing
Program
Agriculture 27 4
Manufacturing 22 24
Service 51 72
n Reliability
n Responsiveness
n Assurance
n Empathy
n Tangibles
n Why channels?
n Wider market coverage
n Generation of volumes and benefit of economies of
scale
n After sales service
n Promotion
n Financial assistance
n Affordable method
n Percentage of sales method
n Competitive parity method
n Objective and task method
§ Money
§ Message
§ Media
§ Measurement
n Marketing objectives
n Sales objectives
n Corporate objectives
n Social objectives
n Any others
n Stage in PLC
n Market share
n Consumer base
n Competition and clutter
n Advertising frequency
n Product substantiality
July- August 2005 Dilip M. Sarwate Ph.D. 91
Message
n Message generation
n Message evaluation and selection
n Message execution
n Social, ethical and legal issues
S Salute
E Excite interest
L Let go
L Loop through
n Functional basis
n Territory basis
n Product basis
n End use basis
n Combination
Marketing control
APPLICATIONS
• Trend analysis
• Budgeting
• Comparison with major competitors
• Comparison with industry