Marketing Management

How can we define BUSINESS?

Business is exchange of values!!
Barter System
What is a value?
Value is the usefulness of
something
 Value is at the center of any
business….. If there is no value
there is no business.
 Value in business is in the form of a
product or a service that has a capacity
to satisfy the need.
 If business is a exchange of values
what is the first step in doing business?
First step:
Creating Value
Second step?
Communicating value
Third step?
Delivering value.
So there are three things you
do in marketing ! Hence, you
can define marketing as
CCDVTP
Create, communicate and deliver value
to a target market at a profit.
-Philip Kotler
Creating Value Product Management

Communicating Value Brand Management

Delivering Value Customer Management

 Product Brand Customer
Management Management Management
Wait! How is product management a part
of marketing? Is marketing not all about
selling????

Well! Marketers identify the needs and

needs lead to product and services.
 How have these areas evolved?
Creating Value Product Management Open Innovation/
Reverse Innovation

Brand Management Branding is the DNA

Communicating Value

Delivering Value Customer Management Multiple ways to deliver value!