MARKETING MANAGEMENT CAIIB-GBM Module D by Dr. Onkar Nath

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MARKETING MANAGEMENT CAIIB-GBM Module D
by Dr. Onkar Nath Faculty Sir SPBT College, MUMBAI
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MARKETING CONCEPT A situation where buyers and
sellers of a commodity interact. Coming together
of buyers and sellers of the same or similar
commodities MARKETING Marketing is the process
of determining consumer demand for a product or
service, motivating its sale and distributing it
into ultimate consumption at a profit
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• EVOLUTION OF MODERN MARKETING
• Barter System
• Industrial revolution
• Digital revolution
• Customer and market driven
• Wants of customers
• CRM
• Customer Satisfaction
• Nothing is worthwhile unless it touches the
  customer

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• The Core Concepts of Marketing
• Needs, wants and demands
• Products (Goods, Services, and Ideas)
• Value, Cost and Satisfaction
• Exchange and transactions
• Relationship and Networks
• Marketers and Prospects

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• MARKETING MANAGEMENT
• A process of planning and executing the
  conception, pricing , promotion and distribution
  of goods and services and ides to create
  exchanges with target groups that satisfy
  customer and organizational objectives.
• Processes involved
• Analysis, planning, implementation, and
  control
• Covers goods, services, and Ideas
• Rests on the notion of exchange and
• Goal is to produce satisfaction for the parties
  involved

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• Company Orientation towards the Marketplace
  (Marketing Concepts)
• Production Concepts/Orientation
• Product Concept/Orientation
• Selling Concept/Orientation
• Marketing Concept/Orientation
• Societal Marketing Concept

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• SERVICE
• A service is any act or performance that one
  party can offer to another that is essentially
  intangible and does not result in the ownership
  of anything. Its production may or may not be
  tied to physical product.
• CHARACTERISTICS OF SERVICES
• Intangibility
• Inseparability
• Heterogeneity
• Perishability

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• Marketing Planning
• Macro- and Macro-Factors influencing the market
  for an organization's goods and services
• Controllable Marketing Variables and the
  Macro-Environment
• Demographic Factors
• SKIPPIES School Kids with Income and
  Purchasing Power
• MOBYS Mother Older, Baby Younger
• DINKS Dual Income No Kids
• DEWKS Dual Earners With Kind
• PUPPIES Poor Urban Professionals
• WOOFS Well-Off Older Folks

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• Economic Factors
• Natural Factors
• Technological factors
• Political and Legal factors
• Social and Cultural Factors

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• Proximate Macro-Environment
• Competitive Environment
• Supplier Environment
• Distributive Environment
• Scanning and Adaptive to the Environment
• Intra-Firm (Micro) Environment

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• Applicability to Banking
• The competition environment in banking
• Retail Banking
• Technology impact on product/service scenario
• The changes in distribution plans
• The outsourcing or contracting out of non-core
  bank services
• Privatization
• Globalization
• Corporate banking
• Insurance

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• Meaning and importance of planning in marketing
• Traditional planning
• Difference between a marketing plan and a
  companys corporate plan
• Market-oriented strategic planning
• Difference between marketing plan and
  marketing planning process
• Marketing planning (process)
• Marketing plan
• Annual-plan control

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• Banking regulation and its impact on marketing
  strategies
• Open market operations
• Current scenario

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• Consumer behaviour
• Consumer behaviour A directional Force
• The complexity of consumer Buying Decisions
• Needs and Motives
• Physiological needs
• Safety needs
• Social needs
• Esteem needs
• Self-actualization
• Individual Perception
• Selective perception
• Theory of cognitive dissonance

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• Learning and Habit development
• Habit-breaking
• Habit-acquisition
• Habit-reinforcement
• Behaviour Models for Analyzing Buyers
• The Marshallian Economic Model
• The Pavlovian Learning Model
• The Freudian psychoanalytic Model
• The Veblenian Social Psychological Model
• Culture
• Sub-cultures
• Social Class
• Reference Groups
• Face-to-Face Groups
• Parent
• Hobbesian Organizational Factors Model

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• Swinging singles to solitary survivors
• Family buying roles
• Initiator
• Influencer
• Decider
• Purchaser
• User

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• Factors Influencing Consumer Behaviour in Banking
• Location
• Safety
• Returns
• Customer Service
• Range of Services
• Easy Documentation and well-defined
  Eligibility Criteria

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• The art of customer service as applied to banking
• Building customer satisfaction through quality,
  service, and value
• Customer Value satisfaction
• Defining service quality
• Managing Quality
• Delivering Customer Value and Satisfaction
  Moments of Truth
• Well-conceived strategy for service
• Customer-oriented front-line people
• Customer-friendly systems

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• The Triangle Of Service
• Customer-service strategy connection
• customer-people organization connection
• Customer-system connection
• Systems-people Strategy-systems
  Strategy- people Connections

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• Customer Relationship in Services Marketing
• Giving Promises The traditional or External
  Marketing
• Fulfilling Promises Internal and Interactive
  Marketing
• Customer Care

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• Consumer and Market Segmentation
• Criteria for market segmentation
• Meaningful
• Measurable
• Useful and reachable

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• Consumer and Market Segmentation
• Mass Markets and Segmentation
• Types of Consumer Segments
• Characteristics of segments
• Benefits and Disadvantages of Market
  Segmentation
• Alternative Strategies
• Evaluation
• Marketing Segmentation Strategy Techniques
• Application of Segmentation of Banking Services

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• Marketing Research
• Marketing research is research all about the
  market its size, composition, structure and so
  on
• Marketing Research Process
• Types of data Primary and Secondary data
• Quantitative and Qualitative Research
  Methodologies
• Time and cost constraints
• The major uses of Marketing Research
• Marketing Information System

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• Marketing Mix
• Marketing of financial services
• Bank marketing
• Service marketing mix
• Current development

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• Competitor Analysis
• Gap Psychiatry A structural Methodology
• Build a strategic planning knowledge base
• Creating a sustainable advantage
• Speeds as Strategy
• Competitive Strategies

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• Product Strategy
• Nature of product
• Product and service
• Elements of Product Mix
• Product Life Cycle and Product Strategies
• Product Analysis
• New Product Development
• Branding and Marketing
• Role of Brand in Bank Marketing

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• The Concept of Product/Service Delivery
• Process Cycle in Product Development
• Packaging and Delivery

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• Pricing Strategy and its Application in Banking
• Pricing for Profitability
• Elasticity of demand
• Pricing Methods/Strategies
• Pricing Decisions
• Pricing Concept in Banking
• Pricing Review and Committees
• Concept of Service Fees

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• Bank Distribution Strategies
• Distribution of Financial Services
• Barriers
• Channels of Distribution for Banks

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• Promotion Strategy
• Communication Process
• Goals of Communication
• Advertising and Sales Promotion
• Sales Promotion
• Publicity
• Internal Communication
• Marketing Information System (MIS)
• Moments of Truth Customer Care

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• Sales Training and HRD in Marketing
• Proper Attitude Orientation of Staff
• Selling Skills Required
• Need and Importance of Sales Training
• Sales Training and Strategy
• Selling process
• Impact of Training as HRD Intervention in
  Marketing
• Direct Sales Force
• Importance of Quality Service
• Public Relation and Institution Image

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Q
? ueries
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