Marketing Management : Marketing Management School of Business Management Rojhe 1
Customer Solution : Customer Solution The marketing concept holds that the main task of the company is to determine what a given set of customers’ needs, wants, and values are and to dedicate the organization to delivering the solution. Rojhe 2 BSNL Computers
Customer Requirements & Profit : Customer Requirements & Profit The management process responsible for identifying , anticipating and satisfying customer requirements profitability’
The Chartered Institute of Marketing Rojhe 3 Pizza Hut & Dominos
Mutual Gain : Mutual Gain The American Marketing Association offers the following formal definition:
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 stake holders. Rojhe 4 ICICI Lombard
Profits from needs : Profits from needs Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is "meeting needs profitably.” Rojhe 5 Reva
Satisfaction : Satisfaction American Marketing Assn. Definition:
“The process of planning and executing the conception, pricing, promotion an distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.” Rojhe 6 ebay
Exchange : Exchange Philip Kotlers definition of marketing is‘satisfying needs and wants through an exchange process’
Kotler 1980 Rojhe 7 Amway / Tupperware etc
The right product, in the right placeat the right timeand at the right price : The right product, in the right placeat the right timeand at the right price Keep Right Rojhe 8 Barbie
‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’Kotler 1991 : ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’Kotler 1991 Rojhe 9 Pygmy Market
Ultimate Consumer : Ultimate Consumer All the activities involved in the transfer of goods & services to ultimate consumer Rojhe 10 Dell
Marketing, Sales & Advertisement : Marketing, Sales & Advertisement Marketing is managing profitable customer relationships
Attracting new customers
Retaining and growing current customers
“Marketing” is NOT synonymous with “sales” or “advertising” 1 - 11 Rojhe Honda
Marketing is Empathy : Marketing is Empathy Who are our existing / potential customers?
What are their current / future needs?
How can we satisfy these needs?
Can we offer a product/ service that the customer would value?
Can we communicate with our customers?
Can we deliver a competitive product of service?
Why should customers buy from us? Rojhe 12 Not creation of needs
Marketing Tasks : Marketing Tasks Identifying Customer Needs
Designing Goods & Services to meet those needs
Communicating information to potential buyers
Making products available at time & place
Pricing wrt Costs, Competition & ability to buy
Post buying satisfaction Rojhe 13 Makemytrip.com
Marketing effort : Marketing effort Rojhe 14 CRY / Helpage India/ 1411
Overlapping area : Overlapping area Rojhe 15
Comprehensive : Comprehensive Marketing Management is
Analysis
Planning
Implementation &
Control
Of programs designed to bring about desired exchange with target audiences for the purpose of personal & mutual gain. It realizes heavily on adoption & coordination of
Product
Price
Place &
Promotion
for achieving effective response. Rojhe 16
Slide 17 : Doubts & Clarifications? Rojhe 17