Basics concept of Marketing management for MBA

Basics concept of Marketing management for MBA

1. Basics of Marketing Management

2. What is Marketing?
Why do we need to study it?
What all it covers?
What are the fundamental marketing
concepts and terms?

3. Marketing is an organizational function and a set
of processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.

4. 1-4
1.Consciousness One
2. Consciousness Two
3. Consciousness Three
•For more details please consult:
Kotler, P. (1972). A Generic Concept of Marketing.
Journal of Marketing, Vol. 36, April, pp. 46-54.

5. Value
Exchange & Transfer
Needs, wants, and
demands
Marketing vs. Selling
Positioning
Segmentation
Branding vs.
Commoditization
Metamarket
Megamarketing
Marketplace
Market space
Competition

6. 1-6
1.Stated Needs.
2. Real Needs.
3. Unstated Needs.
4. Delight Needs.
5. Secret Needs

7. Negative
Nonexistent
Latent
Declining
Irregular
Unwholesome
Full
Overfull
AND HOW DO WE HANDLE THESE?

8. Consumer markets
Business markets
Global markets
Nonprofit/Government markets

9. Production
Product
Selling
Marketing
Holistic Marketing
- relationship, integrated, internal, performance.

10. 1-10
How it is defined?
Customer perceived value, total
customer benefit, total customer cost
 Challenges associated with value:
-Creation
-Communication
-Delivery

11. 1-11
1.List the benefits and attributes valued by customers.
2. Assess relative significance of each of these.
3. See where you stand on each of these parameters
as compared to the rivals.
4. Put a price tag accordingly.
5. Monitor and reassess over time.

12. 1-12
Customer satisfaction/delight
 Customer Retention
 Customer Loyalty
Customer Profitability Analysis & ABC
 Customer Life-time Value
 Measurement of CLV
 Customer Relationship Management

13. Periodic surveys
Customer loss rate
Mystery shoppers
Monitor competitive performance

14. Acquisition
-customer insights
Retention
-Customized Marketing
Add-on selling
-cross-selling

15. Basic
Reactive
Accountable
Proactive
Partnership
1.Potentials
2.Prospects
3.First-time customers
4.Repeat customers
5.Clients
6.Members
7.Advocates
8.Partners

16. 1-16