Introduction to

Marketing

Management

Marketing management involves planning, directing, and overseeing

various marketing activities to achieve organizational goals. It
encompasses market research, product development, pricing
strategies, promotional efforts, and distribution channels.

Successful marketing management requires a deep understanding of

consumer behavior, market trends, and competitive dynamics.

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What is marketing

management?

Marketing management involves planning, implementing, and

overseeing the process of identifying, anticipating, and satisfying
customer demands profitably. It includes analyzing market trends,
developing marketing strategies, and managing the product lifecycle.

This role also encompasses creating and maintaining strong customer

relationships, understanding consumer behavior, and adapting to
changing market conditions.

Overall, marketing management is crucial for organizations to achieve

their business objectives and stay competitive in the market.
Importance of Marketing Management

Strategic Decision Making Customer Satisfaction

Marketing management guides business It ensures that products and services meet
decisions to achieve long-term goals. customer needs and expectations.

Market Competitiveness Revenue Generation

Effective marketing management helps Successful marketing strategies lead to

businesses stay competitive in the market. increased sales and revenue.
Key components of marketing

management

Market Analysis Marketing Strategy

Understanding market trends, consumer Creating plans to reach target markets and
behavior, and competitors. achieve business goals.

Product Development Brand Management

Designing and enhancing products to meet Developing and maintaining a strong brand
consumer needs. identity and equity.
Philosophies of Marketing

Marketing philosophies encompass the guiding principles and concepts

that underpin a company's marketing efforts.

The philosophies emphasize customer orientation, societal

responsibility, and long-term relationships with clients.
Marketing strategies and

implementation

Market Research 1

Conduct thorough market research to

understand consumer needs and
industry trends. 2 Strategy Development

Create a comprehensive marketing

strategy based on the research
Execution and Analysis 3 insights and business objectives.
Implement the strategy across various
marketing channels and analyze the
results for optimization.
Consumer Decision Making Process

Information Evaluation of Purchase Post-Purchase

Gathering Alternatives Decision Evaluation

Consumers collect They assess different Consumers make the After purchasing,
information before options based on final decision, consumers evaluate
making a purchase price, quality, and influenced by factors their experience and
decision, using brand reputation to like price, decide whether to
online research, make an informed promotions, and repurchase or
reviews, and choice. personal recommend the
recommendations. preferences. product/service.
Market Segmentation

Target Audience Market Divisions Research & Analysis

Identifying specific consumer Breaking the market into Utilizing data to understand
groups for tailored marketing. distinct segments based on customer needs and
characteristics. preferences.
Market targeting

Demographic Targeting
1
Targeting based on age, gender, income, etc.

Geographic Targeting
2
Targeting based on location and region.

Behavioral Targeting

3 Targeting based on consumer behaviors and

patterns.
Product positioning

Product features and benefits Competitors' offerings comparison

Target customer's needs and preferences Price and value differentiation

Product positioning involves strategically placing a product in the minds of consumers. It's about
identifying the unique features and benefits, understanding the target audience, and creating a
competitive advantage through effective differentiation. By comparing product attributes with
competitors, addressing customer needs, and determining the right pricing, a successful product
position can be achieved.