Marketing management Introduction pptx.1

ppt

1. Kotler on
Marketing
It is no longer enough
to satisfy customers.
You must delight them.
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2. 1-2

3. 1-3

4. The Scope of Marketing
•Places
•Properties
•Organizations
•Information
•Ideas
•Goods
•Services
•Experiences
•Events
•Persons
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5. 1-5

6. 1-6

7. 1-7

8. 1-8

9. 1-9

10. What are Consumers’ Needs, Wants,
and Demands?
Needs -state of felt
deprivation including
physical, social, and
individual needs i.e hunger
Wants-form that a human
need takes as shaped by
culture and individual
personality i.e. bread
Demands-human wants
backed by buying power
i.e. money
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11. 1-11

12. Target markets and Segmentation
•A marketer can rarely satisfy everyone in a market.
•The Target market is the segment which presents
greatest opportunity.
•For each chosen market the firm develops a market
offering.
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13. 1-13

14. 1-14

15. 1-15

16. The 4 P’s & 4 C’s of the Marketing Mix
•4 P’s
–Product
–Price
–Place
–Promotion
•4 C’s
–Customer Solution
–Customer Cost
–Convenience
–Communication
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17. Developing the Marketing Mix
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18. What is a Product?
•A PRODUCTis anything that can be offered to a market
for attention, acquisition, use, or consumption and that
might satisfy a want or need.
•Includes:
–Physical Objects
–Services
–Events
–Persons
–Places
–Organizations
–Ideas
–Combinations of the above
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19. Price
Price is what we pay for what we get
Rent for Home
Tuition fee for Education
Fare for Airline, Taxi, Railway
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20. What is a Distribution Channel?
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Set of interdependent organizations
involved in the process of making a
product or service available for use or
consumption by the consumer or
business user.

21. Marketing Communication Mix or
Promotion Mix
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Product’s
Design
Product’s
Price
Product’s
Package
Stores that Sell
the Product

22. Table 19.1: Common Communication Platforms
1-22
AdvertisingSales
Promotion
Public
Relations
Personal
Selling
Direct
Marketing
Print and
broadcast
ads
Contests,
games,
sweepstakes,
lotteries
Press kits Sales
presentation
Catalogs
Packaging-
outer
Premiums
and gifts
Speeches Sales
meetings
Mailings
Packaging
inserts
Sampling Seminars Incentive
programs
Telemarketin
g
Motion
pictures
Fairs and
trade shows
Annual
reports
Samples Electronic
shopping
The Communication Mix

23. 1-23

24. 1-24

25. 1-25

26. 1-26

27. 1-27

28. 1-28

29. 1-29

30. 1-30

31. 1-31

32. 1-32

33. 1-33

34. 1-34

35. 1-35

36. 1-36

37. 1-37

38. 1-38

39. 1-39

40. 1-40

41. 1-41

42. 1-42

43. 1-43

44. 1-44

45. The Generic Value Chain
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46. 1-46

47. 1-47

48. 1-48

49. 1-49

50. 1-50

51. 1-51

52. 1-52

53. Marketing Management
Philosophies
1-53
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept

54. Marketing and Sales Concepts Contrasted
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55. Societal Marketing Concept
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56. Societal Marketing Concept
•The societal marketing concept holds that the
organization’s task is to determine the needs, wants
and interest of target markets and to deliver the
desired satisfaction more effectively and efficiently
than competitors in a way that preserves and
enhances the consumer’s and society’s well being.
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57. Evolution of Marketing
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58. 1-58

59. 1-59

60. 1-60

61. 1-61

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63. 1-63

64. 1-64

65. 1-65

66. 1-66

67. Marketers and Prospects
•A marketer is someone seeking a response
(attention, a purchase, a vote, a donation)
from another party, called the prospect.
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68. Marketing Myopia
•MarketingMyopiareferstothephenomenonofnotbeing
abletoseealongtermandmoresustainablegoalforan
organisation.
•Fordecades,thetermMyopiaisbeingusedinhuman
sciencesreferringtoNearsightedness–theabilitytoseenear
objectsclearlybutinabilitytoseethefaroffobjects.
•MarketingMyopia,asaterm,makesitverycleartheinability
ofthecompanytobeabletoidentifytheactualbusinessin
whichtheyare.
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69. Determinants of
Customer
Delivered Value
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70. Levi Strauss’s
Value-Delivery
Network
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71. The Customer-
Development
Process
(CRM)
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