A Hearty Welcome to all…..

Total Marks
Hours/

Exam
week
Sl.

IA
Course code Course title L T P S
No

Management Process
1 16MBA1CMOB and Organizational 4 0 0 0 4 50 50 100
Behavior

2 16MBA1CMEC Managerial Economics 4 0 0 0 4 50 50 100

Accounting for
3 16MBA1CAFM 4 0 0 0 4 50 50 100
Managers
4 16MBA1CMMG Marketing Management 4 0 0 0 4 50 50 100
Business
5 16MBA1CBCO 4 0 0 0 4 50 50 100
communication
6 16MBA1CBAS Business Analytics 4 0 0 0 4 50 50 100

7 16MBA1SCIM Seminar I 0 0 1 0 1 50 50 100

    Total         25     700
 About Me…….
• Any Questions???

• I love cooking food

• I am an avid traveler
• I have an elder sister
• I know 7 languages

• Mobile Number: 9591988151

• Email Id: ganeshkumarr.mba@bmsce.ac.in
• Facebook / WhatsApp
 Marketing Management
• IA
• QUIZ
• Assignments

• SEE
Marketing – Introduction
 Marketing
• Dettol

• Savlon

• Why do you think the market did not accept Savlon’s

soothing product?
• Should Savlon be re-introduced as a product with
attributes similar to Dettol?
• Is there any particular market segment that Savlon should
try to appeal to? Give Reasons for your answers.
 What is Marketing??
• Good Marketing is no Accident

• Helps introduce and gain acceptance of new

products that have eased and benefitted
people

• Identifying and meeting human needs

profitably
 American Marketing Association
• “Marketing is the activity, conducted by organizations
and individuals, that operates through a set of
institutions and processes for creating, communicating,
delivering, and exchanging market offerings that have
value for customers, clients, marketers, and society at
large.” (2004)

• “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.” (Pre 2004)
 Marketing Management
• The art and science of choosing target markets
and getting, keeping, growing customers
through creating, delivering and
communicating customer value.
What is Marketed?
 Who Markets?
• Demands
– Negative Demand
– Non-Existent Demand
– Latent Demand
– Declining Demand
– Irregular Demand
– Full Demand
– Over Full Demand
– Unwholesome Demand
 Market
• Key Customer Markets
– Consumer Market
– Business Market
– Global Market
– Non – Profit & Government Markets
• Market Places
• Market Spaces
• Meta Markets
– Automobile Meta market
 Which Brand
• Adolf Dassler
 Core Marketing Concepts
• Needs
– Stated
– Real
– Unstated
– Delight
– Secret
• Target Markets, Positioning and Segmentation
• Offerings and Brand
• Value and Satisfaction
 Core Marketing Concepts
• Marketing Channels
– Communication Channels
– Distribution Channels
– Service Channels
• Supply Chain
• Competition
• Marketing Environment
– Task Environment
– Broad Environment
 Which Brand
• Japan
Functions of Marketing
 Components of Marketing
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical Environment
Which Brand
 Concepts of Marketing
• Production Concept
• Product Oriented Concept
• Selling Concept
• Marketing Concept
• Holistic Marketing Concepts
– Relationship Marketing (Customers, Employees, Marketing
Partners, Financial Community)
– Integrated Marketing
– Internal Marketing
– Performance Marketing
 Marketing Environments
• Micro Environment
– Publics
• Financial Publics
• Media Publics
• Government Publics
• Citizen Action Publics – Mining etc.
• Local Publics
– Intermediaries
– Customers
– Competitors – Facebook vs Orkut
– Company
– Suppliers
 Marketing Environments
• Macro Environment
– Demographic
– Economic
– Cultural
– Political / Legal
– Technological
– Natural
 Techniques used in Environment Analysis

• Environmental Scanning
• SWOT Analysis
• PEST Analysis
• Porter’s Five Force Model
– Threat of New Entrants
– Competition
– Bargaining Power of Consumers
– Bargaining Power of Suppliers
– Threat of Substitutes
Marketing to the 21st Century Customer
• Network Information Technology
• Globalization
• Deregulation
• Heightened Competition
• Industry Convergence
• Retail Transformation
• Disintermediation
• Consumer Buying Power
• Consumer Information
• Consumer Participation
• Consumer Resistance
La Fin