Vous êtes sur la page 1sur 12

CHAPTER 6

MARKETING AND MARKETING


MANAGEMENT

MARKETING AND ITS MANAGEMENT


Process of planning implementation and
controlling the activities like product related,
price related, promotion related and place
related activities.
Satisfies customer needs and wants
Exchange relationship
Achieve organizational goal
It occurs in dynamic environment

Evolutions of marketing concept


Production concept: Customers prefer widely available and
low cost products.
Product concept: Prefers Products with good quality, high
performance and innovative features, reasonable price.
Selling concept: Customers should be persuaded to buy
through aggressive selling and promotion. We sell what we
make.
Marketing concept: To satisfy needs wants and demands
integrated marketing activities. We make what we can sell.
Customer orientation.
Societal marketing concept: Reactive and proactive
approaches to satisfy social requirements.

Needs, wants and demands


Needs: Basic human requirements; physical,
social, safety, ego, self actualization etc.
Wants: Specific satisfiers of nees; shaped by
different factors like groups, friends, class,
language, religion, family, school, business, life
style etc.
Demands: Wants backed by ability and
willingness to buy.

Marketing environment
1. Internal and external forces affecting marketing
activities.
2. Internal environment: goals, policies, resources
etc.
3. External environment: Task and General
environment.
Task: customers, suppliers, competitors, financial
institutions, labor unions, media etc.
General: Political, legal, social, cultural, and
technological, economic factors.

Four ps of marketing
1. Product: Design, quality, variety, features,
branding, packaging, services, warranties.
2. Price: List price, discounts, allowances, terms of
sale.
3. Promotion: advertising, sales promotion-short
term incentive to promote sales, public
relations, personal selling, direct marketing.
4. Place: channels, warehousing, transportation,
material handling, order processing.

MARKETING TREND
It reveals the shape of
future.
Stable usually for two to five
years.
Direction or sequence of
events with some durability.
Examples: shopping in self
service stores, computer
education crowd etc.

Megatrend
Longer duration
Slow to form
Seven to ten years or more
Privatization
Westernization of life
FAD: Unpredictable sequence
of events., short lived.

Integrated marketing system


Network of interrelated and interacting
components to achieve desired goals.
Inputs: product, price, place and promotion
Processing: Environmental influences, Buyer
decision process.
Output: customer response, profit, ,market
share, social welfare and image etc.

Market segmentation, targeting and posiitioning

Market segmentation is the process of dividing


the total market into large homogenous group of
customers with similar needs and characteristics.
Variables: geographic, psychographic,
demographic etc.
Product positioning: is the output of market
segmentation process. Market segmentation,
segment evaluation, selection and positioning.
Strategies to position: benefit, category, use,
service, quality, price, attributes etc.

Product life cycle


It is an attempt to recognize distinct stages in
the sales history of the product.
Born, live and die.
Different groups of customers buy products at
different periods of time.
Stages: Introduction[slow sales growth],
growth[rapid sales growth],
maturity[slowdown in sales growth] and
decline[decline in sales].

NEW MARKETING CHALLENGES


Competition
Customer satisfaction and retention
Umbrella marketing place
Political disturbances
Service oriented demand
Social responsibility
Customers as a god

RANGE OF MARKEING RELATIONSHIPS


1. Public relation
2. Customer relation
3. Departmental relation
4. Relation with channels and distributors
5. Relation with social figures