Fundamentals in Marketing

Management (001)

Marketing Mx Concepts & Marketing

Mix
Si Thu Aung
What is a Market?
Communicati
on

Industry Goods/Servic
Market
(a collection es
(a collection
of sellers) Money of buyers)

Information
What is Marketed?
Goods Places

Services Properties

Events Organization

Experiences s

Persons Information

Ideas
What is Management ?
Peter Drucker

Management is getting
things done through
people or with people.
Frederick Taylor
Henry Ford
What is Marketing ?

The aim of
marketing is to make
selling unnecessary
What is Marketing ?
The aim of marketing
is to know and
understand the
customer so well that
the product or service
fits him and sells
itself. (Peter Drucker)
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. (American
Marketing Association)
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. (American
Marketing Association)
What is Marketing ?

Philip
Kotler
Marketing is
Meeting
Needs
Profitably
 Marketing Concepts
Production Concept

Product Concept

Selling Concept

Marketing Concept

Holistic Marketing Concept

Holistic Marketing Concepts
The holistic marketing concept is based on
the development, design, and
implementation of marketing programs,
processes, and activities that recognize
their breath and interdependencies.
Everything matters with marketing
Marketing Mix
 Marketing Mix (Product)
Product Packaging
Variety Sizes
Quality Services
Design Warranties
Features Returns
Brand Names
 Marketing Mix (Price)
List Price

Discounts

Allowances

Payment Period

Credit Terms
 Marketing Mix (Place)
Channels

Coverage

Locations

Inventory

Transport
Marketing Mix (Promotion)
Sales Promotion

Advertising

Sales Force

Public Relations

Direct Marketing
Marketing Mix (People)
Employees

Management

Customer Service

Culture
Marketing Mix (Process)
Especially relevant to service
industries
How are the service consumed?
Marketing Mix (Physical Evidence)

Smart

Run-down

Interface

Comfort

Facilities
Holistic Marketing Concept
1. Relationship Marketing
To build mutually satisfying long-term
relationships with key constituents
Customers, Employees, marketing
partners & members of the financial
community
The ultimate outcome is to build a
marketing network
Build and effective network of relationship
2. Internal Marketing
Everyone in the organization embraces
appropriate marketing principles, especially
senior management.
Internal marketing is the task of hiring, training
and motivating able employees who want to
serve customers well.
Two levels Sales & Marketing related teams and
then all departments
3. Socially Responsible Marketing

Incorporates performance marketing and

understanding
the business returns

Legal effects

Ethical effects

Social effects

Environmental effects
4. Integrated Marketing
To devise marketing activities and
assemble fully integrated marketing
programs that create, communicate and
deliver value for customers.
Change the view from seller to view from
buyer ( 4 P to VISA)
 SVAI
1. Solution
How can I solve my problem ?
2. Value
What is my total sacrifice to get this solution?
3. Access
Where can I find it?
4. Information
Where can I learn more about it?
How is Marketing Done ?
1. Analyzing marketing opportunities

2. Selecting target markets

3. Designing marketing strategies

4. Developing marketing programs

5. Managing the marketing effort