MARKETING

MANAGEMENT
(What is
Marketing)

By
Dr. Rudresh pandey
 • Financial success often depends on marketing ability
The Value • Successful marketing builds demand for products and
of services, which, in turn, creates jobs
Marketing • Marketing builds strong brands and a loyal customer base,
intangible assets that contribute heavily to the value of a
firm
Marketing

Marketing is about identifying and meeting human

and social needs.
AMA’s formal definition: Marketing is the activity, set
of institutions, and processes for creating,
communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and
society at large
 Marketing is

Meeting needs profitably

 The art and science of choosing target
Marketing markets and getting, keeping, and
growing customers through creating,
Management delivering, and communicating superior
customer value
What is Marketed?
Goods
Services
Events
Experiences
Persons
What is Marketed?
Places
Properties
Organizations
Information
Ideas
Identify the
logo?
 A marketer is someone
who seeks a response—
Who attention, a purchase, a
Markets? vote, a donation—from
another party, called the
prospect
 Negative

Nonexistent

Latent

8 Demand Declining

States Irregular

Unwholesome

Full

Overfull
Structure Of
Flows In A
Modern
Exchange
Economy
A Simple Marketing System
 Consumer markets

Key Business markets

Customer Global markets

Markets
Nonprofit & governmental markets
 Activity 1
Slogan/jingle making
• Make a Group of 4 to 5
• You are advising team to Chief Marketing officer
• fitting catchphrase or that catchy tune in order to make a
certain product stand out among the mass consumers.
The first round
Shampoo -1
soda drink - 2
fast food – burger - 3
pain reliever - 4
Coffee - 5
Headphones - 6
Newspaper - 7
Vegetables and fruits - 8
Poultry, meat and fish - 9
Perfumes and body spray - 10
Chocolate bar and candy - 11
Toothpaste  - 12
 second round
1. foot powder,
2. cat litter box,
3. Petrol
4. raincoat and umbrella
5. Term Insurance (on death)
6. Beer drinking contest
7. Special jewelry
8. Wedding planner
9. Wedding dress
10. Divorce lawyer
11. Specialist medical advice
12. TOOTHBRUSH SANITIZER
13. A TEETH-WHITENING CHARCOAL POWDER (THAT TASTES LIKE PEPPERMINT)
14. A TOILET STOOL THAT MAKES IT EASIER TO USE THE BATHROOM
15. SCALP MASSAGER
16. EYE MASK