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1. MARKETING MANAGEMENT UNIT 1

2. Introduction to Marketing Management Definition of Marketing 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.

3. Scope of Marketing The scope of marketing is determined by the market offering of an organization. Market offering is a combination of goods, services or ideas, persons, place, information offered to market to satisfy specific needs and wants of people. Market offerings can also includes Idea, person, organization, places as discussed below:

4. 1) Goods: - an item is considered good if it is tangible at a something that could be tasted, heard smelled or seen. The examples are bread, fruits, mobile phone and TV. 2) Services: - these consist of services of professional like doctor, advocate, chartered accountant, electrician and other services such as banking, insurance, and transport. 3) Ideas: - an idea is a mental concept and it is intangible in nature. Marketer makes an idea to change the behaviour of the target people in some way. For example, pulse polio campaign, anti-smoking, campaigns are the example of spreading specific idea to change the behavior of perception of the target audience 4) Persons: - marketing of person has become a specialized job these days. Experts are employed to market specific personality like politicians, actor, and painters. For example, the election campaign by the major political parties generally concentrates on marketing their leader to the voters. 5) Organisation : - many organisation including social political, religious, educational market them to build up their reputation and to make people aware about their activities

5. 6) Places: The marketing of places is also a common feature of the day tour and travel agencies induce people to visit various tourism and health resorts such as Red Fort, Pink City .It is also called as destination marketing. 7) Events: event marketing promotes time base events such as trade fair, social, central events, religious events. Sports events and entertainment night the famous examples include includes International Trade Fair and Book Fair at Pragati Maidan 8) Experience: this marketing includes promoting activities that provide fun filled thrilling experience to people for example the joy rides in amusement park, Water Park at specified locations. 9) Real estate: real estate Builders and Developers use organised marketing to promote their market offering for example plots, flat, commercial shops and offices.

6. Functions of Marketing

7. Concepts of Marketing 1. ’Production’ concept 2. ‘Product’ concept 3. Selling concept 4. Marketing concept 5. Societal Marketing Concept Practical Examples of Production Concept (in big brands) Amazon Another excellent example of a production concept in business is Amazon. Although it doesn't make most of the items it sells (except for Kindles), Amazon works closely with many suppliers. And through these sellers, they ensure everything is made and sent out quickly to customers at affordable prices.

8. Toyota As an example of a production concept, Toyota manufactures its cars in a way that eliminates waste and achieves peak efficiency. They do this with a system they call  lean manufacturing , also known as the "Just-In-Time" system. Essentially, Toyota wants its cars to be good quality but not too expensive. To that end, this production pattern is rooted in the production concept as a marketing philosophy.

9. Product Life Cycle Marketing Menaing The Product Life Cycle (PLC) defines the stages that a product moves through in the marketplace as it enters, becomes established, and exits the marketplace. In other words, the product life cycle describes the stages that a product is likely to experience. It is a useful tool for managers to help them analyze and develop strategies for their products as they enter and exit each stage.

10. Product Life Cycle and their Strategies

11. Marketing Mix

12. Core marketing Concepts

13. Marketing v s Selling