Marketing Management implement effective marketing strategies

This Marketing Management PowerPoint Presentation offers a complete, ready-to-use resource for students, professionals, or businesses looking to understand and implement effective marketing strategies. The presentation includes well-organized slides that cover key aspects of marketing management, from foundational concepts to practical tools and tactics. presentation is designed to be engaging, visually appealing, and informative, with a clear structure that can be easily customized for specific needs.

1. Content - Scope of marketing management process Definitions of Marketing Roles of marketing Importance of marketing What is marketd Marketing vs selling Marketing Mix challengers of marketing

2. Introduction Marketing is a business orientation based on a principle where the customer requirements are placed first.it is not confined to a particular department or office .it is an attitude of mind. This approach to business where the customer considered to be centre of all activities.

3. Customer Marketing HRM Finance Production

4. Definitions of marketing Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.” The American Marketing Association - Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Philp Kotler - art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others .

5. meeting needs profitably.”

6. Importance of marketing Financial success mostly depends on marketing ability. Marketing has helped to introduce and gain acceptance of new products that have eased or enriched people’s lives. Successful marketing builds demand for products and services, which, in turn, creates jobs. successful marketing also allows firms to more fully engage in socially responsible activities. It can inspire enhancements in existing products as marketers innovate to improve their position in the market place. incease qualty of life.

7. No/Less marketing oriented company

8. What is marketed ? Goods – physical things that can satisfy customer needs & wants

9. What is marketed Service

10. What is marketed Events

11. What is marketed Idea –

12. What is marketed Experience

13. What marketed Information

14. What marketed Organizations

15. What is marketed Properties

16. What marketed Persons

17. What marketed Places

18. three stages through which marketing practice might pass in Business Entrepreneurial marketing - Most companies are started by individuals who visualize an opportunity and knock on every door to gain attention. Ex. victor Hettigoda - siddhalapa

19. cont: Entreprenurial marketing Victor was a student of Rahula College, Matara and later apprenticed in the family profession under his father’s tutelage. He spent nearly twelve years learning the theory and practice of ayurveda, consulting ancient manuscripts and books and acquiring practical experience. His dedication and devotion to the subject convinced his father, Hendrick de Silva Hettigoda, to share with Victor a family secret: the formula for a balm with powerful healing and analgesic properties, known as Siddhalepa. A modern young man with an ancient practice handed down three generations, Victor set out to do what his forebears had never attempted before: manufacture and market Siddhalepa on a commercial scale. With seed-money from a relative, he launched his venture in 1971. He worked hard, crisscrossing the country to persuade ayurveda apothecaries, pharmacies and other retailers to try the product for themselves and recommend it to customers based on their own experience with it. His efforts paid off: today the Hettigoda Group is a large, diversified conglomerate based on ayurveda medicine, with its flagship brand Siddhalepa.

20. Cont.. Formulated marketing: - As small companies achieve success, they inevitably move toward more formulated marketing.

21. cont... formulated marketing Our pioneer venture into modern trade in 1983 was a unique innovation of our company’s longstanding trading legacy. We continued to challenge the norm by revolutionizing what was traditionally an affluent affair by offering products of a higher value for the lowest prices. Today, the retail operation has evolved significantly and operates throughout every corner of the island through ‘Cargills Food City’ supermarkets and ‘Cargills Food City Express’ convenience stores. Now we are Sri Lanka’s largest and most complete modern retailer. While some supermarket chains focus solely on providing value and others focus on the very best product, we have always strived and worked tirelessly to bring both under one roof.

22. Intrepreneurial marketing . Intrepreneurial marketing: Many large companies get stuck in formulated marketing, poring over the latest ratings, scanning research reports, trying to fine-tune dealer relations and advertising messages. These companies lack the creativity and passion of the guerrilla marketers in the entrepreneurial stage.3 Their brand and product managers need to start living with their customers and visualizing new ways to add value to their customers’ lives.

23. Marketing vs selling “Marketing is too often confused with selling. Selling is only the tip of the marketing iceberg. What is unseen is the extensive market investigation, the research and development of appropriate products, the challenge of pricing them right, of opening up distribution, and of letting the market know about the product. Thus, Marketing is a far more comprehensive process than selling.” (Kotler) selling planning/sartegy

24. core marketing concepts Needs -Needs are the basic human requirements such as for air, food, water, clothing, and shelter. wants - the specific objects that might satisfy the need Demand -Demands are wants for specific products backed by an ability to pay STP - segementaion,targeting ,postioning offerings & brands - Companies address customer needs by putting forth a value proposition, a set of benefits that satisfy those needs. The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences.

25. cont.. value & satisfaction - Value, a central marketing concept, is primarily a combination of quality, service, and price (qsp), called the customer value triad. Value perceptions increase with quality and service but decrease with price.Satisfaction reflects a person’s judgment of a product’s perceived performance in relationship to expectations.

26. cont.. Marketing channels - To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver and receive messages from target buyers and include newspapers, magazines, radio,television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet.The marketer uses distribution channels to display, sell, or deliver the physical product orservice(s) to the buyer or user. These channels may be direct via the Internet, mail, or mobile phoneor telephone, or indirect with distributors, wholesalers, retailers, and agents as intermediaries.To carry out transactions with potential buyers, the marketer also uses service channels that in_x0002_clude warehouses, transportation companies, banks, and insurance companies

27. cont.. supply chian -The supply chain is a longer channel stretching from raw materials to components to finished products carried to final buyers. competiion -Competition includes all the actual and potential rival offerings and substitutes a buyer might con_x0002_sider Market eniovoinment - The marketing environment consists of the task environment and the broad environment.

28. Marketing mix startegies Marketing mix essentially deals with a combination of detailed startegies ,tactices,operational policies ,programmes,techniques and activites ,to which resourses may be aocated so that the company’s marketing objectives are achieved . This complexity of elements & activities should be managed so that it ensures that the right product is available at the right price at the right place at right time to satisfy the needs of target customers in the choosen market segments. The term marketing mix was first introduced in 1960 by professor E. Jerome McCarthy, a professor at Michigan State University.

29. Example - marketing mix video

30. Marketing mix - example - i phone 11 Right product - I phone 11 I phone pro I phone pro max

31. Right Price

32. Right place - brick & click method

33. Right promotion - Apple mysterybox / buzz

34. Marketing mix - marketer’s view vs customer’s view

35. forces behind marketing becomes challenging Network information technology. - The digital revolution has created an Information Age thatpromises to lead to more accurate levels of production, more targeted communications, and more relevant pricing. Globalization. Technological advances in transportation, shipping, and communication havemade it easier for companies to market in, and consumers to buy from, almost any country in the world. International travel has continued to grow as more people work and play in other countries. Deregulation. Many countries have deregulated industries to create greater competition and growth opportunities.

36. Privatization. Many countries have converted public companies to private ownership and management to increase their efficiency, Heightened competition. Intense competition among domestic and foreign brands raises marketing costs and shrinks profit margins Industry convergence. Industry boundaries are blurring as companies recognize new opportunities at the intersection of two or more industries. The computing and consumer electronics industries are converging,

37. Thank you !