To identify marketing mix elements of 4p To discuss the concept of marketing management To describe the elements and scopes of marketing management To assess the challenges of marketing management

1. 1
TOPIC 1
MARKETING IN THE
NEW ERA

2. 2
MARKETING: DEFININITON
MARKETING
Process by which companies create value
for customers and build strong customer
relationships in order to capture from
customer in return.

3. 3
MARKETING MANAGEMENT
 Process of planning and
implementing the product
conception, pricing, promotion
and distribution (place) of
ideas, goods and services to
create exchanges that satisfy
individual and organizational
goals.

4. 4
CONCEPTS IN MARKETING
NEEDSNEEDS
WANTSWANTS
OFFER
(4Ps)
OFFER
(4Ps)
TRANSACTIONTRANSACTION

5. 5
4PS – MARKETING MIX
PRODUCT
PLACE
PROMOTION
PRICE
Depending on
type, size and
store

6. 6
DEVELOPMENT OF
MARKETING CONCEPT
PRODUCTION
CONCEPT
Consumers favor products that are available and highly
affordable.
Improve production and distribution.
PRODUCT
CONCEPT
Consumers favor products that offer the most quality,
performance, and innovative features.
SELLING
CONCEPT
Consumers will buy products only if the company promotes/
sells these products.
MARKETING
CONCEPT
Focuses on needs/ wants of target markets & delivering
satisfaction better than competitors.
SOCIETAL
MARKETING
CONCEPT
Focuses on needs/ wants of target markets & delivering
superior value.

7. 7
SELLING VS MARKETING
CONCEPT
Selling Concept Marketing Concept
• Emphasis is on the product. • Emphasis is on customers’ wants.
• Company first makes the product
and then figures out how to sell
it.
• Company first determines customers’
wants and then figures out how to
make and deliver a product to satisfy
those wants.
• Management is sales-volume
oriented.
• Management is profit oriented.
• Stresses needs of seller. • Stresses wants of buyers.

8. 8
MARKETING
MANAGEMENT
PLANNING
ORGANIZING
LEADING
CONTROLLING
PRODUCT
PROMOTION
PLACEPRICE
AIM TO BENEFIT
CONSUMER COMMUNITY MARKETER

9. 9
Marketing Management Tasks
• Develop market strategies and plans
• Capture marketing insights
• Connect with customers
• Build strong brands
• Shape market offerings
• Deliver value
• Communicate value
• Create long-term growth

10. 9
Marketing Management Tasks
• Develop market strategies and plans
• Capture marketing insights
• Connect with customers
• Build strong brands
• Shape market offerings
• Deliver value
• Communicate value
• Create long-term growth