Marketing Management

Dr Mamta Mohan
Amity University

"I hear and I forget; I see and I remember;

I do and I understand. Confucius

Course goals
To outline the marketing function and its role within a
corporations business strategies, also hopefully
generating a passion for the Marketing discipline and
empowering you to evaluate Marketing as a possible
career choice
To introduce you to marketing strategy and to the
elements of marketing analysis: customer analysis,
company analysis, and competitor analysis
To familiarize you with the elements of the marketing
mix (product, pricing, promotion, and distribution
strategies) and enhance your problem solving and
decision making abilities in these operational areas of
marketing tactics

HAVE LOTS OF FUN!

02/19/15

Dr Mamta Mohan

What is Marketing
Many definitions, but for the purposes of this class well
follow Kotler et al:
From a managerial point of view Marketing is a process
of planning and executing the conception pricing
and promotion and distribution of ideas and goods/
services to create exchanges that satisfy individual
and organizational goals. MM is art and science of
choosing target markets, and getting , keeping and
growing customers through creating , delivering and
communications superior customer value.
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Dr Mamta Mohan

What is Marketing
..the process of discovering and translating consumer
needs and wants into product and service specifications,
creating demand for these products, services, and in turn
expanding the demand

Marketer is skilled at managing customer demand , they

seek to influence the level , timing and composition of
demand.
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Dr Mamta Mohan

Celebrating 50 years of independence with every Indian

household

NIRMA
Better Products. Better value, Better
living
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Dr Mamta Mohan

With due apologies to small cars ,size does matter.

(so do power, economy, safety and style)

TATA

Indica
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Dr Mamta Mohan

Purpose of Marketing
To create customer
Peter Drucker
To create , recreate ,hold and attract
the customer
people dont buy products, they buy
expectation of benefits
Theodore levitt
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Dr Mamta Mohan

Scope of Marketing
.Physical Goods
. Services

. Experiences
. Events
. Persons
. Places
. Properties
. Organizations
. Information
. Ideas
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Dr Mamta Mohan

The Company orientations towards

market place

The production concept

The product concept
The selling concept
The marketing concept
-customer orientation
-competitor orientation

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Dr Mamta Mohan

The Marketing Orientation

What business are we in?

marketing myopia
-customer orientationcustomer centeredness
-competitor orientation.
Intregrated Marketing
Marketing mix
Relationship marketing
Societal marketing.
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Relationship Marketing
Acquiring new customers v/s Retaining old customers

Acquiring new customers can be 5 times more

expensive than the costs involved in satisfying
and retaining existing customers.
Average company loses 10 % of its customers
each year.
A decrease of 5% in the customer defection rate
can increase profits by 25% to 85% depending
on the industry.
profits will depend on Customer lifetime value
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Marketing Mix
Marketing mix
Product
Variety
Quality
Design
Features
Brand name
Packaging
Size
Service
Warranties

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Price
list price
Discounts
Allowances
payment period
credit terms

Promotion
Sales promotion
Advertising
sales force
public relations
Direct Marketing

Dr Mamta Mohan

Place
Channels
coverage
Assortments
locations
inventory
transport

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 Marketing Mix Strategy

Offering/mix
Company/
product
services
prices

Communication
mix
Advertising
sales promotion

Distribution
Channels

Target
Customers

Events
Public relations
Direct marketing
personal selling

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Dr Mamta Mohan

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Selling vis--vis Marketing

Criteria

Selling

Marketing

orientation

Production capability

Market acceptability

Approach

selling

Need identification

Direction

push

pull

4
5

Emphasis

aggressive

Creating a niche

Business definition In terms of product

In terms of market the

company operates in.

Time frame

Medium

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Short run

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14

Core Marketing Concepts1

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Needs, Wants, and Demands

Target market , positioning, segmentation
Offerings and brand.
Products and Services
Value, Satisfaction (QSP triad)
Marketing Channels
Supply chain
Competition
Marketing Environment
Marketing planning
Please go through the definitions from the text book
Understand the words, the meanings
and forget about them!
Important to understand that marketing is all about conceptsthe
clearer they are, the easier your lives are going to be

Course Note: In this course, you will be tested on concepts, not as sterile
definitions but on real-life application
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Core Marketing Concepts2

Needs, Wants, and Demands
Discussion: whats the difference between
these?
Discussion: why is it important to
understand the difference?

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Core Marketing Concepts3

Products and Services
Discussion:
Whats the difference?
Can services be made into products?
Can products be made into services?

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Core Marketing Concepts4

Value, Satisfaction and Quality

how would you calculate consumer value in:
Consuming a can of Coca-Cola?
Joining a health club?
Buying a lottery ticket?
Enjoying a massage at a spa?
think of talk about an experience where as a
consumer, you felt:
Satisfied with the value you received?
Dissatisfied with the value you received?

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Continued Value
Total customer value: the bundle of benefits
customers expect from a given product or service.
Total customer cost: the bundle of costs customers
expect to incur in evaluating, obtaining, using, and
disposing of the product or service.

CREATING CUSTOMER VALUE AND SATISFACTION

Customer Satisfaction: Whether a customer is satisfied after

purchase depends on the offers performance in relation to the
buyers expectations. We may define it as:
Customer satisfaction or dissatisfaction is a persons feeling
of pleasure or disappointment resulting from comparing a
products perceived performance (or outcome) in relation to the
persons expectations.
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Core Marketing Concepts5

Exchange, Transactions and
Relationships
Discussion: an example of a non-monetary business
transaction in our day-to-day life
Recently, as the owner of a particular brand of car, my
friend received an invitation to an exclusive preview of
their new luxury car, accompanied by cocktails and hors
doeuvres:
What is the company trying to do?
How will it help themimmediately and in the future?
The ultimate marketing asset: an entire marketing
network
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Dr Mamta Mohan

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Evolution of Business Models and the role of

Marketing

Product

Production

Selling

Marketing

Societal
Mktg

As
As business
business philosophy
philosophy has
has evolved,
evolved, so
so
has
has the
the role
role of
of marketingcustomer
marketingcustomer
satisfaction
satisfaction is
is now
now at
at the
the core
core of
of most
most
successful
successful corporations
corporations

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Drivers of new economy

Business must adjust to the Empowered
Customer
Increase in buying power.
Huge amount of information
Greater variety of products / services.

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Recap
Today weve covered module1 of the text
Weve reviewed definitions of some basic
conceptsremember we have not yet
reached the marketing terminology we will
be dealing with for the majority of the
course
Theres lots to come and lots to learnthe
fun has just begun!
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Dr Mamta Mohan

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