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Marketing management
- 1. Marketing management Unit 1
- 3. Selling
- 4. • Marketing is “identifying needs and wants and also satisfying it with the right marketing mix” Marketing mix = Product +price +place +promotion Selling is marketing but marketing is not selling.
- 5. Marketing definitions • Social definition – satisfying needs and wants through creating, offering and freely exchanging products and services of value with others. • Managerial Definition – the art of selling product. • Philip Kotler - “satisfying needs and wants through an exchange process”.
- 6. How people get products? Self produce Exchange Transaction Transfer Exchange is the core concept of marketing
- 7. What is marketed? 1) Goods 2) Services 3) Events 4) Experiences 5) Persons 6) Places 7) Properties 8) Organizations 9) Information 10) Ideas
- 8. Demand 8 types of demands 1) Negative demand 2) Non existent demand 3) Latent demand 4) Declining demand 5) Irregular demand 6) Full demand 7) Overfull demand 8) Unwholesome demand
- 9. Philosophies of marketing • Production concept • Product concept • Sales concept • Marketing concept • Societal Marketing Concept • Holistic marketing • Socially responsible marketing
- 11. Market environment analysis • SWOT analysis • PEST analysis • 5 c analysis
- 12. Marketing Strategy • Segmentation • Targeting (target market selection) • Positioning the product within the target market • Value proposition to the target market
- 13. Marketing Mix
- 15. Marketing Environment Internal • The Company • Suppliers • Marketing Intermediaries • Customers • Competitors • Publics External • Demographic • Economic • Natural • Technological • Political • Cultural
- 17. An Indian Perspective Current Population of India in 2012 1,220,200,000 (1.22 billion) Total Male Population in India 628,800,000 (628.8 million) Total Female Population in India 591,400,000 (591.4 million) Sex Ratio 940 females per 1,000 males Age structure 0 to 25 years 50% of India's current population Currently, there are about 51 births in India in a minute. India's Population in 2011 1.21 billion India's Population in 2001 1.02 billion Population of India in 1947 350 million
- 18. Economic Environment • Monetary and Fiscal policy. • Indian environment:- – CRR – 6% – SLR – 24% – Bank rate – 6% – Repo rate – 8.5% – Reverse repo rate – 7.5%
- 20. Political environment • Mullai periyar issue. • Koodankulam issue. • Central government plans. • State government plans – Giving freebies. • Legal changes – Banning lotteries, tobacco advertisement ban etc.
- 21. Technological Environment • Motorola phone - Apple’s Iphone • Radios - 3D TV • Postal - Emails • Clubs - Social medias.
- 22. Natural environment • Oil resources in Gulf countries. • Agriculture strength of India. • Kimberly diamonds in South Africa.