S. S.

AGRAWAL INSTITUTE OF ENGINEERING AND

TECHNOLOGY, NAVSARI [123]
SUBJECT : - EEM (2130004)

PREPARED BY:PARMAR SANIKUMAR (141230109020)

1-1

Marketing Management1

Defining Marketing
for the 21st Century

What is Marketing?
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.

What is Marketing Management?

Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

What is Marketed?

Goods
Services
Events
Experiences
Persons

Places
Properties
Organizations
Information
Ideas

Key Customer Markets

Consumer markets
Business markets
Global markets
Nonprofit/Government markets

Key Marketing Concepts

Production
Product
Selling
Marketing
Holistic Marketing

Production Concept
Consumers prefer products widely
available & inexpensive
Cos. Try to achieve high production
efficiency, low costs & mass distribution
Apply- developing countries, when want to
expand market

Product Concept
Consumers favour those products that
offer most quality, performance,
innovative features
Orgns. Focus on superior products &
improving them
Better mouse trap fallacy

Selling Concept
Assumption : Buyers if left alone will not
buy enough from a Company
Cos. : To undertake aggressive selling &
promotional effort
Practised by Mfrs of unsought goods,
when overcapacity is there,

Marketing Concept
Being reactive & proactive
Sense & sell philosophy
Customer centred philosophy
Holds that the key to achieving organizational
goals consists of the Company being more
effective than Competitors in creating, delivering
& communicating superior customer value to its
chosen target markets

Holistic Marketing

4 components:
-Relationship marketing
-integrated marketing
-internal marketing
-social responsibility marketing

Marketing Mix and the Customer

Four Ps
Product
Price
Place
Promotion

Four Cs
Customer solution
Customer cost
Convenience
Communication

Demand Forecasting Methods

Survey of Buyers Intentions
Composite of Sales Force Opinions
Expert Opinion
Past-Sales Analysis
Market-Test Method

4-14

Segment Marketing
Targeting a group of customers
who share a similar set of
needs and wants.

8-15

Segmenting Consumer Markets

Geographic
Demographic
Psychographic
Behavioral

8-16

Demographic Segmentation
Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class

8-17

Behavioral Segmentation

Decision Roles
Initiator
Influencer
Decider
Buyer
User

Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
8-18