Marketing Management
Overview
Moses Gomes
+91 9833961636
Gust Faculty and Marcomm
Consultant

Course Overview
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Concepts of present day marketing
Segmentation in Business and consumer markets
Product Management,
Brand Positioning, Competition & Strategy
Pricing Strategies.
Distribution
Marketing Communication
Product Planning: Marketing plan
Tapping Global markets
Consumer Behavior

Learning Objectives
1. Why do we need to learn marketing?
2. What is a market and its types?
3. What is Marketing?
4. What is Marketed?
5. What is demand and its types?
6. What are some Core Marketing Concepts?
7. Describe Various marketing management
philosophies?

1. Why do we need to learn
Marketing ?

Why Study Marketing?

Plays an important role in society

Vital to business survival, profits
and growth

Offers career opportunities

Affects your life every day

Why Study Marketing?
“Marketing is too important
to be left to the
marketing department.”
--David Packard
Hewlett-Packard

Why Study Marketing?


1/4th to 1/3rd of the
entire civilian
workforce in the India
performs
marketing activities
Fastest route up the
corporate ladder
• Professional Selling
• Marketing Research
• Advertising
• Retail Buying
• Distribution
Management
• Product Management
• Product Development
• Wholesaling

Why Study Marketing?

Half of every rupee spent
by consumers pays for
marketing costs
 Become a better-informed
consumer

2. What is Market and its
types?

What is a market?
Market ( Market place) A
physical place where buyers
and sellers gather to
exchange goods and services

Types of markets
Consumer
Nonprofit
government
markets
Global
Business

1.Consumer Market : Consists of all individuals
or house holds who buy or acquire offerings
for personal usage.
2.Industrial/Business Market: Consists of
buyers who purchase or acquire offerings for
resell or reproduction to earn profit
3.Global Market/International markets. Import,
export etc.
4.Non Profit & Government Markets

3.What is Marketing?

What is Marketing?

Personal Selling?

Advertising?

Making products available in stores?

Maintaining inventories?
All of the above, plus much more!

What is Marketing?
American Marketing Association Definition
Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individual and
organizational goals.

Kotler’s Definition
The Art & Science of choosing
Kotler’s defination:
target markets and getting,
keeping and growing customers
through creating, delivering and
communicating
superior customer value

4.What is Marketed?

GOODS
SERVICES
PERSONS
PROPERTIES
ORGNISATIONS
MARKETING
INFORMATION
EXPERIENCES
PLACES
EVENTS
IDEAS

What is Marketed?
Basically 10 types of entities are being marketed.
Goods Consumer goods, industrial goods
Services Intangible offerings of people or
organizations
Experiences Tourism, Recreation, adventure
Events Anniversaries, shows, testimonials
Persons Marketing one's self e.g.
celebrities, politicians, artists etc.

Places Cities, states, regions, historical
places, tourism
Properties Intangible rights of ownership
either real property (real estates) or financial
property ( stocks & bonds).
Organizations Firms, Universities, museums.
Information News, views like encyclopedias
news papers etc.
Ideas New ideas/research about production,
services, advertisement etc.

You can market only if there is
demand for them:::
5. What is Demand?

NEGATIVE
NO
DEMAND
LATENT
DEMAND
DEMAND
STATES
DECLINING
DEMAND
DEMAND
STATES
IRREGULAR
DEMAND
FULL
DEMAND
OVERFULL
DEMAND
Unwholesome
demand

1.Negative Demand consumer dislike product and may even
pay a price to avoid it. The marketing task is to analyze why
the market dislike product and adopt the strategy to change
the attitude of consumer.
2.No Demand consumer may be unaware or uninterested In
product. The marketing task is to find ways to connect the
benefits of the product with the person’s natural needs and
interests.
3.Latent Demand Want of consumers exist but not marketing
offer to satisfy need. The marketing task is to measure
the size of potential market and develop goods and
services to satisfy that want.

4.Declining Demand Consumers begin to buy the product
less frequently or not at all. Marketing task is to reverse
declining demand through creative marketing.
5.Irregular demand Variations in demand on
seasonal, daily or even hourly bases. The marketing task
called Synchromarketing is to find the ways to alter the
pattern of demand through flexible pricing, promotion and
other incentives.
6.Full Demand supply= demand. The marketing task is to
maintain the pattern of demand

7. Overfull Demand :Demand level is high as compare
to organizational production capacity. Marketing task
is called demarcating is to find ways to reduce
demand temporarily or permanently.
8. Unwholesome Demand Consumers may be
attracted to products that have undesirable social
consequences. The marketing task is to organize
activities eg. Fear messages, price hikes or reduced
availability.

6.What are some Core
Marketing Concepts?

The Concept of Exchange
At Least Two
Parties
Necessary
Conditions
for Exchange
Something of
Value
Ability to
Communicate
Offer
Freedom to
Accept or Reject
Desire to Deal
With Other Party

Exchange involves obtaining a desired product from
someone by offering something in return.
 A person can obtain a product by 4 ways
– Self Produce
– By Force
– Beg
– Exchange ( Core of Marketing )
Transaction A trade of values between two or more
parties, involves at least two things of value, agreed –
upon conditions, a time of agreement, and a place of
agreement.
Transfer A gives something to B but doesn’t
receive anything tangible in return.

Important definitions
• Marketer is a some one who is seeking a response
(attention, a purchase, a vote, a donation) from another
party called prospect.
• Prospects means future potential buyer
• Need, Wants, and Demand
Need Basic human requirement
Want Need becomes want when it is directed to
specific object that satisfies need.
Demand want for specific product backed
by purchasing power.

• Market ( Market place) A physical place
where buyers and sellers gathered to
exchange goods.
• Market Space exchange of goods without
physical market (digital, Virtual) e.g.
ecommerce, internet etc.

• Target Market People/place for whom seller
designs his particular offering.
• Segmentation Division of market in small
groups keeping on any base (Purchasing
power, age, social values etc.)
• Metamarket refers to a cluster of
complementary goods and services that
are closely related in the minds of
consumers but are spread across a
diverse set of industries.

Customer Value
It is ratio between what
consumer gets & what
he gives
Value = Benefits / Costs

Total
Customer
value
Customer
Delivered
Value
Total
Customer
Cost
Product
value
Monetary
cost
Service
Value
Time
cost
Personal
value
Energy
cost
Image
value
Psychic
cost

Customer Satisfaction
The feeling that a
product has met or
exceeded the customer’s
expectations.
Its related with how
well the product
performance lives up to
customers expectation.

Relationship Marketing
Maintaining satisfying
and long term
relationship with
customers, partners,
Suppliers and other
channel members.

Relationship Marketing’s
Importance
Attracting a new customer
may be
TEN TIMES
the cost of keeping
an old customer

7. What are Various Marketing
philosophies?

product
Selling
Competing
Concepts
Production
MARKETING
SOCIETAL
MARKETING

Marketing Management
Philosophies
Production Concept
Product Concept
Competing
Philosophies
Selling Concept
Marketing Concept

1.Production Concept holds that
consumers will prefer products that are
widely available and inexpensive.
Therefore, management should focus
on improving production and
distribution efficiency.
Focused on high production efficiency, low cost
and mass distribution.

Useful in/if :
 competition is weak. Demand exceeds
supply
 Developing countries, where customers are
more interested in product rather then
features.
 generic products competing on price
narrowly focused customer satisfaction,
Poor quality, no
market.

2.Product Concept holds that consumers will
favor products that offer the most in quality,
performance, and innovative features. Thus, an
organization should devote energy to make
continuous product improvements.
A General Motors executive said years ago: “How
can the public know what kind of car they want until
they see what is available?”

But A new or improved product will not
necessarily be successful unless the
product is priced, distributed, advertised
and sold properly
Product oriented companies often design
products with no or very little consumer
input. They give more importance to
products rather then consumers.

3. The Selling Concept holds that consumers will
not buy enough of the firm’s products unless it
uses a large-scale selling and promotion effort.
The concept is typically practiced with unsought
goods those that buyers do not normally think of
buying, such as insurance or blood donations,
encyclopedias, fund-raisers, college admissions
offices and by specially political parties etc.

Coca-cola’s VP said “ The purpose of
marketing is to sell more stuff to more
people more often for more money in
order to make more profit”.
Their aim is to sell what they make rather
than make what the market wants

4. The Marketing Concept holds that achieving
organizational goals depends on knowing the
needs and wants of target markets and
delivering the desired satisfactions better than
competitors do. Under the marketing concept,
customer focus and value are the paths to
sales and profits.

Marketing concept is a customer-centered “sense
and respond” philosophy. It views marketing not
as “hunting,” but as “gardening.” The job is not to
find the right customers for your product, but the
right products for your customers
The marketing concept starts with a well-defined
market, focuses on customer needs, and
integrates all the marketing activities that affect
customers. In turn, it yields profits by creating
long-term customer relationships based on
customer value and satisfaction.

5. The Societal Marketing Concept holds that the
organization should determine the needs, wants,
and interests of target markets. It should then deliver
superior value to customers in a way that maintains
or improves the consumer’s and the society’s wellbeing.
• It questions whether the pure marketing concept
overlooks possible conflicts between consumer
short-run wants and long-run welfare of
consumer and society.

The fast food industry offers tasty but
unhealthy food with high fats, salts starch.
The products are wrapped in convenient
packaging, but this leads to waste and
pollution. Thus, in satisfying short-term
consumer wants, the highly successful fastfood chains may be harming consumer
health and causing environmental problems

6. Holistic Marketing Concept is based on
development, design and implementation of
marketing programs, processes and activities
that recognizes their extent and
interdependencies. It holds that “everything
matters" in marketing and a broad an
integrated perspective is often necessary.

a. Relationship Marketing has aim to build
mutually satisfying long-term relationship with
key parties like customers, suppliers, distributors
etc. for making a strong marketing network.
b.Integrated Marketing Activities to create,
communicate and deliver value to customers
through diversified set of integrated activities eg.
4 P’s of Marketing, communication mix, offering
mix etc.

c. Internal Marketing It ensures that every one in the
organization embraces appropriate marketing
functions like sales force, advertising, customer
service, product management, marketing research,
hiring, pricing etc.
d. Social Responsibility Marketing Understanding
social, ethical, environmental & legal concern of
society.

Different marketing concepts
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Affiliate Marketing
Referral Marketing
Loyalty Marketing
Visual Marketing
Viral Marketing
Word – Of – Mouth
Relationship Marketing
Multi Level Marketing
Peripheral Marketing
Umbrella marketing
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Sample marketing
POS Marketing
Online marketing
Up-sale marketing
Direct marketing
Event marketing
Cross marketing
Inbound Marketing
Permission Marketing
Guerrilla marketing