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MARKETING

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MARKETING MANAGEMENT A ... Little or No Customer Input Rarely Examine Competitor's Product Management commit Better-mousetrap Leads To marketing Myopia HMT, ... – PowerPoint PPT presentation

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Title: MARKETING


1
MARKETING MANAGEMENT
2
Why do we need to learn marketing management?
3
Can you sell these products Easily ?

4
How about these products?

5
Is there any difference in types of these
products?
6
How about Marketing them?

7
How about their films ?

8
  • Learning Process of Marketing Facilitate
    Marketing of
  • Products
  • Persons
  • Services
  • Places
  • ..
  • ..

9
Let us know more about marketing Process
10
There are 10 offerings which can be marketed
Can you name them?
11
PERSONS
PROPERTIES ORGANISATIONS INFORMATION IDEA
S
GOODS SERVICES EXPERIENCES EVENTS
MARKETING
PLACES
12
These can be marketed if there is a demand for
them ?
What is Demand?
13
NEGATIVE DEMAND
NO DEMAND
LATENT DEMAND
DECLINING DEMAND
DEMAND STATES
DEMAND STATES
Unwholesome demand
OVERFULL DEMAND
FULL DEMAND
IRREGULAR DEMAND
14
Consumer
Types of Markets
Business
Nonprofit/ Government
Global
15
Can we apply the same marketing process to these
markets ?
16
Marketing Concepts
Competition
Marketing Environment
Marketing Channels
Target markets and segmentation
Relationship Network
Needs, Wants Demand
Marketers Prospects
Exchange Transactions
Marketing Mix
Value and Satisfaction
Products or Offering
Supply Chain
17
Customer Delivered Value
Total Customer value
Total Customer Cost
Monetary cost
Product value
Time cost
Service Value
Personal value
Energy cost
Image value
Psychic cost
18
MARKETING MIX
PLACE Channels Coverage Assortments Locations In
ventory Transport
PRODUCT Variety Quality Design Features Brand Pa
cking Sizes Services Warranties Returns
PRICE List price Discounts Allowances P.
Period Credit terms
PROMOTION Sales Advertising Sales
force P.R,S Direct mktg
19
Four P,s
Four C,s
CUSTOMER SOL. CUSTOMER COST CONVENIENCE COMMUNI
CATION
PRODUCT PRICE PLACE PROMOTION
20
product
Competing Concepts
Selling
Production
SOCIETAL MARKETING
MARKETING
21
PRODUCTION CONCEPT
  • Concentrate on achieving high production
  • efficiency, low cost mass distribution
  • Consumers prefers inexpensive items in
  • Developing countries
  • Used also in expanding Market
  • Over Populated Counties-
  • Inexpensive Toys, electronics

22
PRODUCT CONCEPT
  • Consumers Favors quality, performance
  • or innovative features
  • Managers focus on producing superior Products
  • Little or No Customer Input
  • Rarely Examine Competitor's Product
  • Management commit Better-mousetrap
  • Leads To marketing Myopia
  • HMT, Ambassador Car

23
Marketing -myopia
  • Ignoring The Demand ,Taste, Liking of Consumers
  • Looking Into Mirror than looking out
  • Colored and crooked perception of marketing
  • Short sightedness about business
  • Obsession with the product
  • Inadequate understanding of market

24
SELLING CONCEPT
  • Consumers businesses if left alone, will not
    buy enough
  • Undertake aggressive Selling Promotion
  • Consumers shows buying inertia until coaxed
  • Many use it at the time of over capacity or
    Competition
  • CONSUMER DURABLES

25
MARKETING CONCEPT
  • More effective than competitors in creating,
    Delivering, and communicating superior customer
    Value
  • Putting People First
  • Fulfilling Buyers Needs

26
Customers may need
  • Stated..an inexpensive mobile
  • Real..operating cost be less
  • Unstated good service
  • Delight gift from dealer
  • Secret.. esteem before friends

27
Start focus means ends
Profit through Sales Volume
Selling Promotion
Factory
Products
(a)The selling concept
Profit Through Customer satisfaction
Target market
Customer needs
Integrated marketing
(b) The marketing concept
28
Customer Concept
Starting Focus Means
Ends Point
Growth through Customer Share/ Loyalty Lifetime/
Value
Individual customer
Needs values
One To One Mktg Integration
29
Traditional Organisational chart
CUSTOMERS
TM
FRONT LINE PEOPLE
MM
MM
Modern Organisational chart
FRONT LINE PEOPLE
TM
CUSTOMERS
30
Factors leading to Marketing Concept
  • Sales decline
  • Slow growth
  • Changing buying patterns
  • Increasing competition
  • Increasing marketing expenditure

31
SOCIETAL CONCEPT
To determine the needs, wants and interest of
the Target Market and deliver the desired
Satisfaction that preserves the society's well
being
  • Environment deterioration
  • Resource Shortages
  • Population Growth
  • Unhealthy Food

32
RECENT SCENARIO OF THE SOCIETY
  • Environment
  • Terrorism
  • Corruption
  • Neglected Social Services
  • Poverty
  • Population Explosion
  • Working Couples
  • Work Place Exploitation

33
Marketing Other Functions
34
A) MARKETING AS AN EQUAL FUNCTION
FINANCE
PRODUCTION
MARKETING
HUMAN RESOURCE
35
B) MARKETING AS A MORE IMPORTANT FUNCTION
PRODUCTION
FINANCE
HUMAN RESOURCE
MARKETING
36
C) MARKETING AS THE MAJOR FUNCTION
PRODUCTION
MARKETING
HR
FINANCE
37
D)CUSTOMER AS THE CONTROLLING FUNCTION
PROD
CUSTOMER
FINC
MKG
HR
38
E) CUSTOMER AS CONTROLLING MKTG AS A
INTEGRATIVE FUNCTION


P
MKG
CUSTOMER
F
MKG
MKG
MKG
HR
39
Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering and
exchanging products and services of value with
others
40
Marketing Management is the process of
planning and executing the conception,
pricing distribution and promotion of ideas,
goods, servicesthat satisfy individual and
organizational goals
41
???
42
Prepare a summary of the topic on marketing-10
minutes any one can be asked to make a
presentation..
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