Marketing Management

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Marketing Management
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What is marketing

• Marketing is the promotion of business products
  to a target audience.
• Marketing is the delivery of customer
  satisfaction at a profit.
• The management process through which goods and
  services move from concept to the customer. 
• Marketing is the process of attracting
  potential customers and clients in your products
  and/or services. 

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Goal of Marketing

• To attract new customer by promising superior
  value, and to keep current customers by
  delivering satisfaction.

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What is Marketing

• According to American Marketing Association (AMA
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• Marketing is the activity, set of institutions,
  and processes for creating, communicating,
  delivering, and exchanging offerings that have
  value for customers, clients, partners, and
  society at large.

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Philip Kotler

• the science and art of exploring, creating, and
  delivering value to satisfy the needs of a target
  market at a profit.  Marketing identifies
  unfulfilled needs and desires. It defines,
  measures and quantifies the size of the
  identified market and the profit potential. It
  pinpoints which segments the company is capable
  of serving best and it designs and promotes the
  appropriate products and services.

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What Can Be Marketed?

• Goods
• Services
• Experiences
• Events
• Persons

• Places
• Properties
• Organizations
• Information
• Ideas

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Marketing Mix

• A combination of factors that can be controlled
  by a company to influence consumers to purchase
  its products.

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Marketing Mix
Convenience
Customer Solution
Customer Cost
Communication
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Dff
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Extended marketing mix For Service Industry

• People
• In the 7Ps, people refers to the staff of the
  organization. There are staff that will directly
  deal with customers either in a sales role or
  in a customer service role. Think about a
  restaurant as an example, where the quality of
  service and interaction is important to the
  overall experience.
• Process
• Process refers to the steps that the consumer
  needs to go through to acquire the product. A
  good example here is going to a hotel where the
  process includes booking the hotel, front desk
  interaction and check in, getting keys, using
  credit, transfer of luggage, finding the room and
  so on.
• Physical evidence
• Physical evidence includes any components of the
  firm that communicates information about the
  quality of its offering. Pieces of physical
  evidences include signage, business cards,
  brochures, equipment, building and retail design,
  staff uniform, website, advertising, and so on.

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Bases for Segmenting Consumer Markets
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Apple and Nike
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Marketing Concept

• A philosophy that drives what type of marketing
  tools are used by a company

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Marketing Concept

• The Production Concept
• Companies that use the production concept have
  the belief that customers primarily want products
  that are affordable and accessible.
• The Product Concept
• Companies that focus on the product concept
  believe that the most significant priorities for
  a customer are quality and functional
  characteristics of a product.
• The Selling Concept
• The selling concept involves companies that
  are sales oriented. What this means is that they
  can make a product and then sell it to their
  target market without consideration of their
  consumers needs or wants.
• The Marketing Concept
• A company that believes in the marketing
  concept places the consumer at the center of the
  organization. All activities are geared towards
  the consumer. A business, oriented towards the
  market, aims to understand the needs and wants of
  a customer and executes the marketing strategy
  according to market research beginning from
  product conception to sales.
• The Societal Marketing Concept
• The societal marketing concept is a relatively
  new marketing concept. While the societal
  marketing concept highlights the needs and wants
  of a target market and the delivery of better
  value than its competitors, it also underscores
  the importance of the well-being of customers and
  society as a whole (consumer welfare or societal
  welfare).

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Sales vs marketing

• Sales
• Trying to get the customer to want what the
  company produces.
• Marketing
• Trying to get the company produce what the
  customer wants

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Sales and marketing

• Marketing is the sum of all activity that takes
  you to a sales outlet. After that sales take
  over.
• Marketing is all about creating a pull, sales is
  all about push.
• Marketing is all about managing the four Ps
• product
• price
• place
• promotion

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• https//www.youtube.com/watch?vAN-41JjIPEg

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Thank You