1. Introduction to Marketing
Management

2. Introduction to Marketing
Management
 Definition
 According to Philip Kotler,
“Marketing Management is the process
of planning and executing the
conception, pricing and promotion
and distribution of goods, services
and ideas to create exchanges with
target groups that satisfy customer
and organizational objectives.”

3. Definition
 According to American Marketing
Association,
 “ Marketing Management is process of
Planning and executing the conception,
pricing, promotion, and distribution of
goods, ideas and services to create
exchanges that satisfy individual and
organizational objectives.”

4. Definition
 According to Cundiff and Still,
 “Marketing Management as a branch broad
area of management. Marketing
management is concerned with direction of
purposeful activities towards the attainment
of marketing goals.”
 There are three kinds of Goals,
4. Satisfaction of Customers Needs.
5. Increase in sales Volume.
6. Increase in Organizational profits.

5. Objectives of Marketing Management
 Creating New Customers.
 Satisfying the Needs of Customers.
 Enhancing the Profitability of
Business.
 Raising the standards of living People.
 Determining the Marketing Mix.

6. Steps in Marketing Management Process
 Setting the Marketing Objectives.
 Analyzing Marketing Opportunities.
 Researching and selecting Targets
Markets.
 Designing Marketing Strategies.
 Planning Marketing Programmes.
 Organizing, Implementing and
Controlling the Marketing Efforts.

7. Marketing Mix.
 Meaning and Definition of Marketing Mix
 Marketing Mix means to collect and mix the
resources of marketing in the manner that
objects of the enterprise may be achieved
and maximum satisfaction may be provided
to the customers.
 According to Stanton,
 “Marketing mix is the term used to describe
the combination of the four inputs which
constitute the core of companies marketing
system- the product the price structure, the
promotional activities and the distribution
system.”

8. Marketing Mix
 The Marketing Mix Principles (also known as the 4p’s)
are used by business as tools to assist them in
pursuing their objectives. The marketing mix
principles are controllable variables, which have to be
carefully managed and must meets the needs of the
defined target group. The marketing mix is apart of
the organizational planning process and consists of
analyzing the defined
2. Product Strategies:- How will you design, package
add value to the product?
3. Price Strategies:- what pricing strategies is
appropriate to use?
4. Place Strategies:- Where will the firm locate?
5. Promotion Strategies:-How will the firm promote its
product?

9. 4P’s of Marketing Mix
 Product
 Price
 Place
 Promotion

10. Extended/Augmented Service Mix
 People.
 Physical Evidences.
 Process.

11. Factors Affecting Marketing Mix.
 Controllable factors.
2. Product Planning.
3. Brand Policy.
4. Packaging Policy.
5. Personal Selling.
6. Physical Distribution.

12. Factors Affecting Marketing Mix.
 Uncontrollable Factors.
3. Consumers Buying Behavior.
4. Competition.
5. Pattern of distribution System.
6. Government Control.

13. Importance of Marketing Mix in
Competitive Environment.
 Guide For Resource Allocation.
 Allocation of Accountability.
 Provide Opportunity to Analyze cost
Benefits Analysis.
 Facilitation of Communication
Process.

14. Thank you.