Lecture on Marketing MANAGEMENT by Dr.

Amit Aggrawal
associate professor, kbs

What is Marketing?
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. --Dr. Philip Kotler

What is Marketing Management?

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. --Dr. Philip Kotler

EVOLUTION OF MARKETING
Agriculture Trade Production Sales Marketing E Marketing Tele Marketing Organised Retail Global Marketing

What is Marketed?
Goods Services Events Experiences Persons Places Properties Organizations Information Ideas

Key Customer Markets

Consumer markets Business markets Global markets Nonprofit/Government markets

Nine Ps
Product Price Place Promotion Packaging People Process Physical Environment Productivity and Quality

Four Cs
Customer solution Customer cost Convenience Communication

Core Marketing Concepts:

Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment Marketing planning

Marketing Management Philosophy

Developing marketing strategies Connecting with customers Building strong brands Shaping market offerings Delivering value Communicating value Creating long-term growth

Product Brand Societal Marketing Advertising Consumer Behaviour Marketing Research Product Mix Product Line Personal Selling Retailing Brand Recognition

Product

Anything that can be offered to a market to satisfy a want or need.

Brand
A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Advertising

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Consumer Behaviour
Consumer Behaviour is defined as activities that people undertake when obtaining, consuming & disposing products & services. Consumer Insights form the basis for all the marketing activities. Consumer Behaviour decides the success of marketing program.

Marketing Research

Systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation being faced by a company.

Personal Selling
Personal selling occurs when salespeople assist customers in satisfying their needs through a person-to-person exchange of information