MARKETING MANAGEMENT

Marketing Management is the art

and science of choosing target
markets and building profitable
relationships with them.
 DEMARKETING
“Marketing to reduce demand
temporarily or permanently, the aim is
not to destroy demand but only to
reduce or shift it.”
DEMARKETING is the process of
reducing consumer demand for a good
or service to a level that the firm can
supply.
TRANSACTION-BASED MARKETING

In Transaction Based Marketing,

buyer and seller exchanges are
characterized by limited
communications and little or no
ongoing relationships between the
parties.
 RELATIONSHIP MARKETING
Relationship Marketing is the
development and maintenance of long-
term, cost effective relationships with
individual customers, suppliers and other
partners for mutual benefit.
• Two Components For Relationship
Marketing:-
1) Customer Focus

2) Competitive Advantage
CUSTOMER RELATIONSHIP MANAGEMENT
(CRM)
Customer Relationship Management is
the combination of strategies and tools that
drive relationship programs, reorienting the
entire organization to a concentrated focus
on satisfying customers. CRM leverages
technology as a means to manage customer
relationships and to integrate all
stakeholders into a company’s product
design and development, manufacturing,
marketing, sales and customer service
processes.
 DATABASE
A database is a collection of data
organized to service many
applications. A database provides
convenient access to data for a wide
variety of users and users needs.
DATABASE MANAGEMENT SYSTEM
Database Management System is
the software that centralises data and
manages access to the database.
 DATABASE MARKETING
Use of software to analyze
marketing information, identifying and
targeting messages toward specific
groups of potential customers.
In other words, the use of
information technology to analyze data
about customers and their
transactions is referred to as Database
Marketing.
 FOUR BASIC ELEMENTS FOR BUILDING LONG-
TERM RELATIONSHIPS WITH CONSUMERS AND
OTHER BUSINESS
• First, Database Technology helps a
company to identify current and
potential customers with selected
demographic, purchase and lifestyle
characteristics.

• Second, through Database Marketing,

the firm analyzes this information and
can modify its marketing mix to deliver
differentiated messages and customized
marketing programs to individual
consumers.

• Third, through Relationships Marketing,

the firm is able to monitor each
relationship.

• Finally, CRM uses intimate knowledge of

customers and customer preferences to
orient every part of the organization.
 FORMS OF BUYER-SELLER
INTERACTIONS ON A CONTINUM FROM
CONFLICT TO INTEGRATION
 LIFETIME VALUE OF A CUSTOMER
Revenues and intangible benefits, such
as referrals and customer feedback, that a
customer brings to the seller over an
average lifetime, less the amount the
company must spend to acquire, market to,
and service the customer.