marketing management

Marketing
Management
Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,

Jai guru dev
Announcement
• Teachers’ Day celebration – all students can participate
either individually or in group ,NOT COMPULSORY
• Interested students kindly give your name to the in-charge
teacher ,Mrs. Sandhya
• The completed work can be posted either on 4th or 5th
September before 9am in the Google class room
• XII B – short film on “Teachers behind the screen during
online classes”
• XI B and A– short film on “ students behind the screen
during online classes “

Marketing Concept
• Traditionally , marketing refers to the performances
of business activities that direct the flow of goods
and services from producers to consumers.
• Thus, merchandising , selling and distribution are all
parts of a large numbers of activities undertaken by a
frim, collectively called marketing,
• Marketing refers to a social process, where by people
exchange goods and services for money or for
something of value to them.

Definitions
• “a social process by which individual groups obtain
what they need and want through creating offerings
and freely exchanging products and services of value
with others “ – Philip Kotler

Features of marketing
1. Needs and wants
2. Creating a market offering
3. Customer value
4. Exchange mechanism

Related concepts of Marketing
What is a Market?
In modern marketing sense, it refers to the set of actual
and potential buyers of a product or service.

What can be Marketed?
• Physical products
• Services
• Ideas
• Persons
• Places
• Experiences
• Properties
• Information
• Organization

Who is Marketer ?
• Marketer refers to a person who takes more active
part in the process of exchange
• Usually it is the seller who is more active in the
exchange process, as he analysis the needs, develops a
product and persuades the buyers to buy the
products.
• But sometimes it is the buyer who puts in more
efforts in the marketing process.

Marketing Management
• Marketing management refers to planning,
organizing, directing , and control of the activities
which facilitate exchange of goods and services
between producers and consumers of products and
services.
• The focus of marketing management is the
satisfaction of consumers needs and wants.

Process of Marketing Management
1. Choosing a target market
2. To create demand for a product and keep them
satisfied with the products
3. Creating, developing and communicating superior
values for the customers’ satisfaction.

Functions of marketing management
• Analyzing and planning the marketing activities
• Implementing marketing plans
• Setting control mechanism.

Objectives of marketing
• Creation and management of demand
• Consumer satisfaction
• Attainment of organizations objectives

Selling and Marketing
Basis Selling Marketing
Scope It has a limited scope . It is
concerned with transfer of
ownership of goods from
the sellers to the buyers
through promotion and
salesmanship. Thus it is just
a part of marketing .
It has a wider scope. It is
concerned with identifying
customer’s needs developing
the product, pricing, selling
and providing after sales
services to satisfy the
customers.
Focus It focuses on transferring the
title and ownership of goods
from seller to the buyer
It focuses on maximum
satisfaction of customer’s
needs and wants

Selling and MarketingBasis Selling Marketing
Aim It aims at maximizing the profit
by increasing sales
It aims at increasing profit by
satisfying the consumers
Start and end Selling activities start after the
production of products and
end with their sale
marketing activities start much
before production of products
and continue even after their
sale .
Emphasis Under selling, the emphasis is
on bending the customer
according to the product
Under marketing, the emphasis
is on developing the products
and other strategies according
to the need of the customers.
Strategies Promotion and persuasion are
the main strategies under
selling
It involves strategies related to
products, promotion, pricing
and physical distribution

Marketing management Philosophies
/concepts
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Societal marketing concept

Functions of Marketing• Gathering and analyzing market information / market research
• Marketing planning
• Product designing and development
• Standardization and grading
• Packaging and labelling
• Branding
• Customer support services
• Pricing of product
• Promotion
• Physical distribution
• Transportation
• Storage and warehousing

Role of Marketing
1. Role in a firm
Marketing emphasizes customer satisfaction as the key
to survival and growth of an organization.
It helps to focus the activities of the organization on
fulfilling the needs and wants of consumers, by
designing the product according to them.
This help to develop brand loyalty and bring prosperity
for the firm.

Role of Marketing
2. Role in the Economy
Marketing acts as a catalyst in economic development of a
country and helps in raising living standard of the people.
Marketing inspires people to undertake various activities and
to set-up enterprises for producing goods that are demanded
in the market, and ensure smooth flow of goods through
efficient distribution system
It helps to establish linkages between the business,
accelerating economic activity, leading to higher incomes,
more consumption, increased savings and investment.

Marketing Mix

Marketing mix
• It is a combination of four elements – product, price
, promotion and place.
• Marketing mix refers to the tools or ingredients
which the marketer mixes in order to interact with a
particular market

Elements of Marketing Mix
Product
mix
Price mixPlace mix
Promotion
mix

Product mix
product means goods or services or anything of value
which offered to the market for saleProducts
Consumer products industrial products
Durability basis shopping efforts involved
Non durable
durable
service convenience shopping specialty

Industrial product
the products which are used as inputs for
producing other goods
• Characteristics of industrial products
1. Number of buyers
2. Channel levels
3. Geographic concentration
4. Derived demand
5. Technical consideration
6. Reciprocal buying
7. Leasing out

Industrial goods
• Materials and parts
• Raw materials
1. Farm products
2. Natural products
• Manufactured materials and parts
1. Component material
2. Component parts

Industrial goods
• Capital items
1. Installations
2. Equipment's
• Supplies and business services
1. Maintenance and repair items
2. Operating supplies

Product Mix
• A product is not just, a physical tangible object, it is
rather a ‘bundle of services’ associated with the
utilization of that product. Apart form the physical
product/service, product mix consist of
• Branding , Packaging , Labelling

Branding
• A brand is a name, term, sign, symbol, design or
some combination of them used to identify the
products and differentiate it form that of its
competitors
• Branding is not only done to identify the seller or
producer but also to make your product superior
than competitor’s product

Terms related to branding
• Brand
• Brand name
• Brand mark
• Trade mark

Advantages to the Marketers
1. Enables marking product differentiation
2. Help in advertising and display programs
3. Differential pricing by building brand
4. Ease in introduction of new product.

Advantages to customers
• Helps in product identification
• Ensures quality
• Status symbol

Characteristics of good brand name
• Short and easy
• Suggestive
• Distinct
• Adaptable to packaging
• Versatile
• Capable of registration
• Staying power

Packaging
• It refers to the act of designing and producing the
container or wrapper of a product
• Packaging implies placing products in suitable
packages for delivery of the product to customer or
for the purpose of storage and transport

Levels of packaging
1. Primary packaging
• it means the immediate container of a product
• it may be kept till the customer is ready to use the
product
• E.g. toothpaste tube or bottle of perfume
• It provides protection and facilitates the use of the
products

2. Secondary packaging
• It means additional layer of protection
• E.g. toothpaste tube is packed in a cardboard box.
• When the consumer begins to use the product, the
box is disposed off.

3. Transportation packaging
• It means packaging done to protect the product and
help in the process of transportation and storage
• E.g. toothpaste boxes are sent to retailers in
corrugated boxes each contains 50 or 100 units .

Primary packaging
Secondary packaging
Transportation packaging

Importance of Packaging
1. Rising standards of health and sanitation
2. Self-service outlets
3. Innovational opportunity
4. Product differentiation

Function of packaging
1. Product identification
2. Product protection
3. Facilitating use of the product
4. Product promotion

Labelling
• The term ‘labelling’ means designing a label to be put
on the package
• A label may be a small slip attached or placed to the
product to complex graphics that are part of package
• It is a medium, through which the manufacture
• gives necessary information to the user or consumer.

Function of labeling
• Describes the product and specify its contents
• Identification of the product or brand
• Grading of product
• Helps in promotion of products
• Providing information required by law

PRICE

Price
• Pricing refers to the process of determining the price
of a product
• Price of a product refers to the amount of money
that he customer has to pay to obtain a product from
the market.

Price Mix
1. Price range
2. Profit range
3. Discounts to be offered
4. Credit terms
5. Pricing strategies and policies

Factors affecting price determination
• Product cost
• The utility and demand
• Extent of competition in the market
• Government and legal regulation
• Pricing objectives
• Marketing methods used

PLACE/PHYSIC
AL
DISTRIBUTION

• Physical distribution is concerned with making the
goods and services available at the right place
• There are two important channels
I. Channels of distribution
II. Physical movement of goods

I Channels of distribution
• A large number of middlemen not only result in
economy of effort, but also helps to cover a large
geographical area and bring efficiency in distribution,
including transportation, storage and negotiation

Function of channels of distribution
• Sorting
• Accumulation
• Allocation
• Assorting
• Product promotion
• Negotiation
• Risk – taking

Types of channels of distribution
• Direct channel
Manufacture
consumer
• Indirect channels
When one or more intermediary is involved in the
distribution network, then it is referred to as indirect
Channels

Indirect channels
• Manufacturer – retailer- consumer
• Manufacturer – wholesaler – retailer – consumer
• Manufacturer – agent – wholesaler – retailer –
consumer

Factors determining choice of
channels
1. Product related factors
I. Nature of the product
II. Perishability
III. Unit value of the product
IV. Product complexity
2. Company related factors
I. Financial strength of the firm
II. Degree of control

Factors determining choice of
channels
3. Competitive factors
4. Market factors
I. Number of buyers
II. Size of the order
III. Geographical concentration of buyers
V. Environmental factors

II physical distribution
• The physical handling and movement of goods
from place of production to the place of distribution
is called as physical distribution
• It covers all the activities required to physically move
the goods from the manufacturers to the customers

Components of physical distribution
1. Order processing
2. Transportation
3. Warehousing
4. Inventory control

Promotion Mix

Promotion
• Promotion refers to the use of communication with
the twin objectives of informing potential customers
about a product and persuading them to buy it
Medan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,

Promotion mix
• Promotion mix consists of all the activities aimed at
persuading customers to buy the product
• It includes communications activities undertaken to
inform and convince customers

Elements of promotion mix
Advertising
Sales
promotion
Personal
selling
Public
relations

Advertising
• Advertising is an impersonal form of communication
which is paid for by the marketers to promote some
goods or services

Features of Advertising
• Paid form of communication
• Impersonality
• Identified sponsor

Merits / role of advertising
• Mass reach
• Enhancing customer satisfaction and confidence
• Expressiveness
• Economy

Limitations of Advertising
• Less forceful
• Lack of feedback
• Inflexibility
• Low effectiveness

Objection to advertising
• Adds to cost
• Undermines social values
• Confuses the buyers
• Encouragement sale of inferior goods
• Some advertisement are in Bad taste

PERSONAL
SELLING

Personal selling
• Personal selling or salesmanship in the process of
informing, assisting and persuading people to buy a
product or service through direct personal contract
• It involves face-to-face communication between a
seller and a buyer.

Features of Personal selling
• Personal form
• Development of relationship
• Flexible
• Direct feedback

Merits of Personal selling
• Flexibility
• Direct feedback
• Minimum wastage

Role of personal selling
• Importance to businessmen
i. Effective promotional tool
ii. Flexible
iii. Minimum wastage of efforts
iv. Consumer attention
v. Lasting relationship
vi. Personal support
vii. Role in introduction stage
viii. Link with customers

• Importance to customers
i. Helps in identifying needs
ii. Provides latest market information
iii. Expert advice
iv. Induces customers

• Importance to society
i. Converts latest demand into effective demand
ii. Employment opportunities
iii. Career opportunities
iv. Mobility of sales people
v. Product standardization

Qualities of good salesperson
• Physical qualities
• Psychological qualities
• Technical quality
• Communication skills
• Honesty
• Persistent
• Courtesy
• Capacity to inspire trust

Sales promotion

Sales promtion
• Sales promotion refers to all the immediate activities, which are
undertaken for the purpose of increasing immediate sales
• These activities mainly include lowering the price, distributing
the coupons, conducting contests, giving away of gifts, etc.,
• Promote sales among different groups
I. Customers
II. Traders or middlemen
III. Salespersons

Merits of sales promotion
• Attention value
• Useful in new product launch
• Synergy in total promotional efforts

Limitation of sales promotion
• Reflects crisis
• Spoils products image

Commonly used sales promotion
activities
• Rebate
• Discount
• Refunds
• Product combinations
• Quantity gift
• Instant draws and assigned gift
• Lucky draw
• Usable benefits
• Full finance @ 0%
• Sampling
• Contests

Public relations

Definitions
• The Chartered Institute of Public Relations
“public relations as a strategic management function
that adds value to an organizations by helping It to
manage its reputation “

Ways/methods/tools and techniques
of public relation
• Newsletters print or e-mailed newsletters
• Social media
• Press release
• Special events

Role of public relations
• Smooth functioning of business
• Building corporate image and brand equity
• Launching new products
• Press relations
• Corporate commination
• Lobbying
• Counselling

Thank you

marketing management

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie marketing management

Ähnlich wie marketing management (20)

Mehr von madan kumar

Mehr von madan kumar (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

marketing management