Vous êtes sur la page 1sur 42

| 

|  |
a 
  
  marketing management
ë 
   

°

  

         
  

°

|   
°

  
ð   
 
|   |  




 

   
 
!!""
!!""
ð 

 
  
 
   #$
       

ë 
   
   


   


| 

 |  




  

        
 
 

a %  
   § §
 

|  |  |  | 
 

| 
 

    nwholesome


|  |  |  demand

ons mer

onprofit/ m 
overnment
Ä siness

 

lobal
ë      
  
   
|  ë
 

|arketing |arketing

ompetition nvironment
hannels

arget markets
and eeds, Wants & elationship &
segmentation emand etwork

|arketers & change &


|  
rospects ransactions
|&

rod cts or al e and


ffering ë  atisfaction

stomer
elivered
al e
otal otal

stomer
stomer
val e
ost

rod ct |onetary
val e cost

ervice ime
al e cost

ersonal nergy
val e cost
mage
sychic
val e
cost
| 
|



 


ariety 

Q ality  |  
hannels
esign
overage
eat res ssortments
Ärand ocations
acking ist price ales
isco nts dvertising nventory
izes
ervices llowances ales force ransport
Warranties  eriod ,
et rns
redit terms irect mktg
o r ,s o r
,s


  | 
 


  |









||
 
 |  
prod ct

 

ompeting

oncepts

rod ction

 

| 
'%(ë'ë'ë

º
oncentrate on achieving high prod ction
efficiency, low cost & mass distrib tion

º
ons mers prefers inepensive items in
eveloping co ntries

ºsed also in epanding |arket

º ver op lated


o nties-

º nepensive oys, electronics


'%(ëë'ë

º
ons mers avors q ality, performance
or innovative feat res

º|anagers foc s on prod cing s perior rod cts

º ittle or o
stomer np t

ºarely amine
ompetitor's rod ct

º|anagement commit Äetter-mo setrap


eads o marketing |yopia

º°|) 
ë!!
|   Ñ

º
  %  ) )ð 
ë
 

ºð

  
|
  

 


ºë

  

   

  

º
  
 

º' 
   


º  *    
 
 


º          

º 
     

º      

º          

º ë'(|%( +ð
| ë'ë

º          


       

º   

º     



stomers may need

D !""  &  




D !!""
  
  

D(  !

  

D%  !!
  

D  !""   
  
tart foc s means ends

rofit
actory rod cts elling & thro gh
romotion ales
ol me
(a)he selling concept

rofit
arget
stomer ntegrated hro gh
market needs marketing
stomer
satisfaction

(b) he marketing concept


ë
 ë
 

 
|   

 


 
' 
  

  ë
 
    '   -

 
, | ð

    
ð  -
.
raditional
  |
|
rganisational
chart
  
||   

||
  
    
!   

|

  |
actors leading to |arketing
oncept

  





ë      

   
 

      & 








     )      

  |      

     
 
  

º 
   


º 
 
 
º



º(  




   


 
 

 


ë


   
   






&


a
 ë
 

a
 &


|  

  
) |   Q 
 

 
   


|  | 
 

Ä) |  |  |   
 

 
   


|   

| 

) |   |   
 

 
 

| 


 

)
  | 
  
 

m!"#


)
  |
 & |
  
 


|

|

  | $% 

|

|arketing

             


         
          
|arketing
|anagement

is the process of planning and eec ting the conception, pricing



and promotion of ideas, goods, services«that satisfy
individ al and organizational goals
 
  
 

  /#$  
 
   
   
!!!""