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Marketing Management


Marketing Management Lecture Lesson By Chinmay Das Syllabus Module I (10 hours) Marketing Management: Concept, Process, Functions and relevance in the current ... – PowerPoint PPT presentation

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Title: Marketing Management

Marketing Management
  • Lecture Lesson
  • By
  • Chinmay Das

  • Module I (10 hours)
  • Marketing Management Concept, Process, Functions
    and relevance in the current context.
  • Marketing Environment Elements of micro and
    macro environment
  • Competition Analysis Factors contributing to
    competition, porters five forces model,
    Identifying and analyzing competitors.
  • Marketing Planning Exploring Opportunity,
    Product market selection, Marketing Planning
  • Market Research and Information Systems Research
    Process, The Internet and World Wide Web based
    Information collection and processing, Database,
    Data Warehouses and Data Mining, Global Market
  • Consumer Behavior Factors influencing consumer
    behavior, consumer decision process.
    Organizational buying behavior.

  • Module II (10 hours)
  • Market Segmentation, Targeting and Positioning
    Definition, Bases of segmenting consumer and
    Industrial markets. Target Market strategies
    Market Positioning.
  • Market Demand Forecasting Key Terms, Forecasting
    Tools Short term tools Moving average and
    Exponential smoothing methods, Long-term
    forecasting Tools Time series analysis,
    Econometrics methods, Qualitative tools Buying
    Intention Survey, Sales Force Opinion and Delphi
  • Product Planning Product Life Cycle, New
    Product Development Process, Branding
  • Strategy, Positioning a Brand, Brand Equity,
    Packaging and Labeling, Product-mix and Product
    Line, Planned Obsolescence.

  • Module III (10 hours)
  • Pricing Decision Objectives and Factors
    influencing pricing, Pricing method and
  • Integrated Marketing Communication (IMC)- Concept
    of IMC, the marketing communication process,
    Promotion Mix, elements of promotion mix, Direct
  • Channels of Distributions Types of
    intermediaries, functions of distribution
  • channel levels, Designing Distribution Channels,
    Physical Distribution, Supply Chain
  • Management (Basic only).
  • Trends in Marketing Green Marketing, Customer
    Relationship Management, E-marketing, Rural
    Marketing and Service Marketing (concepts only)

Study Materials
  • Lecture notes of Chinmay Das
  • Text Book
  • 1. Etzel , Walker ,Stanton and Pandit, Marketing,
    14/e, Tata McGraw Hill.
  • 2. Saxena, Marketing Management Tata McGraw
    Hill, 4/e.
  • Reference
  • 1. Grewal, Levy, Marketing Tata McGraw Hill,
    special Indian edition.
  • 2. Karunakaran Marketing Management, Himalaya
    Publishing House, 2010/e.
  • 3. Kotler, Keller,Koshy and Jha, Marketing
    Management, 13/e, Pearson Education.
  • Online Resources
  • Website of Chinmay Das
  • Wikipages at

  • What do you mean by
  • Marketing?

Fundamental Concept
  • One can obtain product through anyone of below
    mentioned processes
  • Self Production
  • Beg, Burrow, Steal or Coerce
  • Exchange

Fundamental Concept
  • Marketing can occur any time a person or
    organisation strives to exchange something of
    value with another person or organisation.
  • The core of marketing is a transaction or
  • It consists of activities designed to generate
    and facilitate exchanges intended to satisfy
    human or organisational needs or wants.

  • Two or more people or organisation must be
    involved, and each must have needs or wants to be
  • Each party must have something of value to
    contribute in the exchange, and each must believe
    that it will benefit from the exchange.
  • The parties to the exchange must be involved
  • The parties must communicate with each other
  • ( even through third party) for awareness and

Some Definitions
  • It is a total system of business activities
    designed to plan, price, promote and place want
    satisfying products to target markets in order to
    achieve organisational objectives.
  • Etzel, Walker, Stanton, Pandit
  • Marketing is the social process by which
    individuals and organizations obtain what they
    need and want through creating and exchanging
    value with others.
  • Kotler and Armstrong (2010)

Some Definitions
  • Marketing is the management process for
    identifying, anticipating and satisfying customer
    requirements profitably.
  • The Chartered Institute of Marketing (CIM).
  • 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.
  • American Marketing Association

Evolution of Marketing
  • Product Orientation Stage
  • Focus on quality and quantity of outputs
  • Customers would seek out and buy reasonably
    priced, well made products.
  • Demand is more than supply
  • Focus is on efficiency and cost control
  • No need to worry about customers wants
    (necessity items)

Evolution of Marketing
  • Sales-Orientation Stage
  • Customers have limited resources and numerous
  • How to sale output?
  • Advertising consumes large share of resource
  • Hard selling, Unfair practice.

Sales-Orientation Stage
  • Firms that follow this philosophy focus on
    "pushing" the product using advertising and
    promotion. Marketing is not selling selling is
    similar to pushing, and marketing is more like
    pulling. A firm that promotes a product heavily
    after it is manufactured is in danger of creating
    a dissatisfied customer. People are very likely
    to be disappointed in the products performance.
    A dissatisfied customer is likely to complain to
    ten others about a bad experience with a product.

Evolution of Marketing
  • Market Orientation Stage
  • If a firm wants to achieve its goals it has to
    focus on satisfying the needs of its customers.
    These goals do not necessarily have to relate to
    profit earned by the organisation. Libraries,
    politicians, colleges, hospitals, and many other
    kinds of organizations should be
    marketing-oriented. If a firm focuses on
    satisfying the needs of its customers, it does
    not have to "push" its product. The public will
    demand the product and "pull" it through the
    channel of distribution.

Evolution of Marketing
  • The marketing concept is based on three beliefs
  • Customer orientation
  • Coordinated activities
  • Organisational Performance Objectives

Evolution of Marketing
  • Product Concept Stage
  • Focusing too much on ones product and trying to
    make it the best-performing product in the market
    via improvements can also be dangerous.
  • The public does not want rail transportation, it
    wants fast, inexpensive, and convenient
  • Much of their business was taken away by newer
    modes of travel (planes stole much of their
    passenger business planes and trucks took away a
    great deal of their freight shipping business). 

Evolution of Marketing
  • Consumers want energy, not necessarily oil
    education, not necessarily in classrooms
    communication, not necessarily by telephone
    music, not necessarily on cassettes and
    entertainment, not necessarily films or
  • It is dangerous to define one's business too
    narrowly the way the railroads did.

Product Concept Stage
  • Marketing myopia is a term coined by Theodore
    Levitt .

Evolution of Marketing
  • Societal Marketing Concept
  • Win-Win situation for all stake holders
  • Marketing Strategy compatible with Social
  • This requires more time, technology and skill

Implementation of Marketing Concepts
  • Customer Orientation
  • - Relationships
  • - Mass customization
  • Coordinated Marketing Activities
  • -Quality
  • - Value creation
  • Organisational Objectives
  • - Performance objectives

A Facebook Collection
  • A Professor explained Marketing to MBA students
  • You see gorgeous girl in party, you go to her
    say I am rich marry me That's Direct Marketing.
  • You attend party your friend goes to a girl
    pointing at you tells her. He' is very rich,
    marry him - That's Advertising.
  • Girl walks to you says u are rich, ca...n u
    marry me? "That's Brand Recognition"
  • You say I m very rich marry me she slaps u
    "That's Customer Feedback"
  • You say I m very rich marry me she introduces
    you to her husband "That's Demand Supply Gap"
  • Before you say I m rich, marry me, your wife
    arrives That's Restriction from Entering New

  • Thank You.
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