B.B.A. L.L.B. (HONS.

)
SEM – 1
MINOR - II

MARKETING MANAGEMENT
Margie Acharya
Assistant Professor
Faculty of Law
 UNIT - 1 INTRODUCTION TO MARKETING
MANAGEMENT
FLOW OF TOPIC:

 Marketing - definition, what is marketed, who markets

 Marketing process

 Marketing as a managerial function

 Companies Orientation towards the market place

 Fundamental marketing concepts, trends and taste

 Managing the marketing effort

 Marketing for lawyers – reasons and techniques

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA
MARKETING - DEFINITION & CONCEPT
 Dr Philip Kotler defined marketing as “The science and art of exploring, creating,
and delivering value to satisfy the needs of a target market at a profits”

 Marketing management is the art and science of choosing target markets and
getting, keeping and growing customers through creating, delivering and
communicating superior customer values of management.

 Marketing is concerned with the people and activities involved in the flow of
goods and services from producer to consumer. —American Marketing
Association

 Because the purpose of business is to create and keep customers, it only has two
central functions – marketing and innovation. The basic function of marketing is to
attract and retain customers at a profit.’ Peter Drucker.
FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA
 WHAT DOES MARKETING DO??
 Marketing identifies unfulfilled needs and desires.

 Defines, measures and quantifies the size of the identified market and the profit
potential.

 Pinpoints which segments the company is capable of serving best and it designs
and promotes the appropriate products and services.
 creates utility in terms of time, place and possession.
 Converts customer needs into product and service and demand creation.
 Matches consumers and products.

 creative management function involving production of goods and services, pricing

them, promoting them and distributing them to the consumers to satisfy their wants.

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

WHAT IS MARKETED & WHO MARKETS

 People market different entities like goods, services, experiences, events,

persons, places, properties, organization, information, and ideas.
 Marketing is not done only by the marketing department.
 Marketer is someone who seeks a response—attention, a purchase, a vote,
a donation—from another party, called the prospect.
 If two parties are seeking to sell something to each other, we call them
both marketers.

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

MARKETING PROCESS

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

 MARKETING AS A MANAGERIAL FUNCTION
 Marketing as a managerial activity involves analysing the market opportunities, planning
the marketing activities, implementing marketing plans, and setting control mechanisms in
such a way that organizational objectives are accomplished at minimum cost.

 Marketing is :
1. Understanding consumer needs
2. Environmental scanning and market opportunity analysis
3. Developing a competitive marketing plan and strategy such that an organization is able
to satisfy not only the consumer’s needs but also achieve its own objectives.
4. Implementing the marketing plan and development of tactical plans to overcome
problems at the market place
5. Developing of control mechanisms

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

 COMPANIES ORIENTATION TOWARDS
MARKETPLACE
 Companies activities to address the market affects- organization, customers, society. Interest of each group may be
different and in conflict to each other.

 Different orientation by companies towards market:

1. Production concept - Consumers will favour those products that are widely available and low in cost. Hence, focus is on
efficiency and wide distribution.

2. Product concept - Consumer will favour those products that offer superior quality, innovation, performance features. Eg.-
Gillete, Nokia, Intel, Sony, Toyota.

3. Selling/ Sale concept - Consumers, if left alone, will ordinarily not buy enough of the organization product. Hence, focus is
on aggressive selling & promotion effort.

4. Marketing concept - Integrate marketing activities towards determining & satisfying needs/ wants of target market more
effectively than competition.

5. Societal concept - Organization’s task is to determine Needs/ Wants/ Demands/ interests of target market. While
delivering desired satisfaction more efficiently & effectively than competition and meanwhile ensuring that consumer
and society wellbeing is preserved.

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

TRENDS IN MARKETING
OLD NEW
Reengineering D2C eCommerce Sales
Outsourcing Live Content
E-commerce Influencer Marketing
Benchmarking Metaverse Marketing
Alliancing Short-form Videos
Partner – Supplier Interactive Content
Market- centered Storytelling Tools
Global & Local
Decentralised

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

MANAGING THE MARKETING EFFORT

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

MARKETING FOR LAWYERS? THE WHY &
HOW
 WHY DO LAWYERS NEED TO MARKET THEMSELVES?
 Many small & Large firms/lawyers in the market – Competitive field
 It is important to make your skills &services taken note of in the law field

BUT, Law firms in India are not even allowed to advertise. So how can a law firm generate business
without advertising?

 HOW TO INDIRECTLY MARKET YOURSELF AS A LAWYER?

 Build your brand
 Capitalize on Good Reviews
 SEO Optimization
 Competitor research
 Create original content
 Embrace Social Media
 Networking at events

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA

FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA
 YOUTUBE VIDEOS YOU COULD LISTEN
TO:
 Marketing Management | Marketing | Business Studies | Marketing Mix:
https://www.youtube.com/watch?v=UMfWG1meBBc
 Defining Marketing | Marketing Process | Needs | wants | Demand |
Principles of Marketing | Kotler:
https://www.youtube.com/watch?v=uDHkdlx1K8g&t=301s
 The Marketing Process - Step 1 | 5 Steps Marketing:
https://www.youtube.com/watch?v=rwxUyNH_lE4
 Marketing Management | Marketing Philosophy :
https://www.youtube.com/watch?v=4Luwa-NLbVI
 Trends in Marketing | Marketing Management:
https://www.youtube.com/watch?v=lLgI72NTDaA
 5 HUGE Digital Marketing Trends To Watch In 2022:
https://www.youtube.com/watch?v=Yc_NuPB4EQY
FACULTY OF LAW - BBA LLB (HONS.), MARGIE ACHARYA