marketing management presentations

WELCOME

OUR PRESENTATIONTO

Black Box

Group Member• Sumaiya Akhter.• Jafrin Akter.• Muhammad Hasibur Rahaman.• Md. Mahabub Hasan.

Presentation On

Defining Marketing for the 21st Century

Discussion Questions

1.Why is marketing important?

2.What is the scope of marketing?

3.What are some fundamental marketing concepts?

4.How has marketing management changed in recent years?

5.What are the task necessary for successful marketing management?

Why is marketing important?

Why is market ing important?

Marketing is playing a key role in addressing the 21st century challenged that firm to prosper financially and even survive in the face of an unforgiving economic environment.

Financial success often depends on marketing ability. Finance, operations, accounting, and other business functions won’t really matter without sufficient demand for products and services so the firm can make a profit.

Marketing has helped introduce and gain acceptance of new products that have eased or enriched people’s lives.

Successful marketing builds demand for products and services, which, in turn, creates jobs.

Successful marketing also allows firms to more fully engage in socially responsible activities.

What is the scope of marketing?

What is the scope of market ing?

What Is Marketing? What Is Marketing Management? What Is Marketed? Who Markets?

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.

What Is Marketing Management? Marketing management is the art and science of

choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

What Is Marketing Management?

What Is Marketed?

Goods

What Is Marketed?

Services

What Is Marketed?

Events

What Is Marketed?

Experience

What Is Marketed?

Persons

What Is Marketed?

Places

What Is Marketed?

Properties

What Is Marketed?

Organizations

What Is Marketed?

What Is Marketed?

GoodsServicesEvents Experience Persons

Places PropertiesOrganizationsInformation Ideas

Who Markets?

Marketers And ProspectsMarketsKey Customer MarketsMarketplaces, Market spaces And

Metamarkets

Marketers And Prospects

Marketer Prospect

Attention

Purchase

Donation

Vote

Response

Marketers And Prospects

Negative demand Consumers dislike the product and may even pay to avoid it.

Nonexistent demand Consumers may be unaware of or uninterested in the product.

Latent demand Consumers may share a strong need that cannot be satisfied by an existing product.

Declining demand Consumers begin to buy the product less frequently or not at all.

Types of Demand

Marketers And Prospects Irregular demand

Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.

Full demand Consumers are adequately buying all products put into the marketplace.

Overfull demand More consumers would like to buy the product than can be satisfied

Unwholesome demand Consumers may be attracted to products that have undesirable social consequences.

Five basic markets and their connecting flows

Simple Marketing System

Key Customer Markets

Consumer Market

Consumer Market The aim of buying is to consume for their own or somebody who has something to do with in consumer market.

Business MarketBusiness buyers buy goods for their utility in enabling them to make or resell a product to others for the purpose of making profits.

Business Markets

Key Customer Markets

Global MarketsCompanies selling their goods and services in the global marketplace face additional decisions and challenges.

Government MarketCompanies selling their goods to nonprofit organizations such as churches, universities, charitable organizations, or government agencies.

Global Markets

Government Market

Marketplaces, Market spaces And Metamarkets

MarketplacesMarketplace is physical, as when one goes shopping in a store

MarketspaceMarketspace is digital, as when someone shopping on the internet.

Marketplaces

Marketspaces

Marketplaces, Market spaces And Metamarkets

MetamarketsCluster of complementary products and services closely related in the minds of consumers, but spread across a diverse set of industries. Metamarkets

What are the Fundamental Marketing Concepts?

Needs, Wants & Demand Segmentation, Targeting & Positioning Offering & Branding Value & satisfaction Marketing channelCompetition

Core Marketing Concepts

Needs, Wants & Demand Needs −

Are states of felt deprivation

Needs, Wants & Demand Wants −

are choices choosed by individual.

Needs, Wants & Demand

So want is totally different from need


Want Money Demand=+

Creation of Demand


Need want demand

Segmentation, Targeting & Positioning


Target Markets


Differentiation


Yes!!! I’m different from others.


Position

Now It’s Mine.

Offering & Branding

Value & satisfaction

Marketing channel

Competition

How has marketing management changed in recent years?

Company Orientation Toward the Marketplace

Production concept Product concept Selling concept Marketing Concept Holistic Marketing Concept

Production concept

Produce more & more

Product concept

Offer the best quality

It’s all about

selling

Selling concept

Marketing Concept

Holistic Concept

Marketing mix

Product

Customer solution

Price

Customer cost

Place

convenience

Promotion

Communication

What are the task necessary for successful marketing management?

Marketing Management Tasks

Develop market strategies and plansCapture marketing insightsConnect with customersBuild strong brandsShape market offeringsDeliver valueCommunicate valueCreate long-term growth

Develop market strategies and plans

Creative strategies and plans that can guide marketing activities.

Right marketing strategy is a blend of discipline and flexibility.

Firms must stick to a strategy but also constantly improve it.

Develop strategies for a range of products and services within the organization.

Capture marketing insights

Collecting Information and Forecasting Demand

Conducting Marketing Research

Connect with customers Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Build strong brands

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Shape market offerings

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Deliver value

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Communicate value Designing and Managing Integrated

Marketing Communications

Managing Mass Communications

Managing Personal Communications

Create long-term growth

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run.

The End