mm mktg concept

8/14/2019 MM Mktg Concept

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MARKETING MANAGEMENT


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Session 1:

Evolution of Marketing Concept


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EPYP-MM- Session 1 4

Three Stages of Marketing Evolution

Productionorientation

Productorientation

Some industries and organizations remain at the product-orientation stage.

Sales

orientation

Other industries and organizations have progressed only to the sales-orientationstage.

Production

orientation

Productionorientation

Salesorientation

Marketingorientation

Many industries and organizations have progressed to the marketing-orientation stage.

?


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The Societal Marketing Concept

Consumers(Want satisfaction)

Company(Profits)

Society(Human Welfare)

SocietalMarketingConcept


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ProductionOrientation Focus: Produce more tolower the cost

Marketing Perspectives


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SalesOrientationFocus: Push products to

beat competition

ProductionOrientation Focus: Produce more tolower the cost



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MarketingDepartment

OrientationFocus :

SalesOrientationFocus: Push products to

beat competition

ProductionOrientation Focus: Sell what its easyto produce

Coordinate all

customer contacts



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MarketingCompanyOrientation

Focus :

MarketingDepartmentOrientation

Focus :

Sales-orientation

Focus: Push products to

beat competition

Production-orientation Focus: Sell what its easyto produce

Coordinate allcustomer contacts

Long-run customersatisfaction



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Profit

CustomerSatisfaction

TotalCompanyEffort

TheMarketingConcept

TheMarketingConcept

The Marketing Concept


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What is Marketing?

Marketing begins with potential customerneeds

It is more than just persuading customers

It focuses on facilitating exchanges byoffering a benefit(s) to customersneed(s)

It aims at managingprofitable customerrelationships.


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In short, Marketing is so basic that it cannot be

considered a separate function. It is thewhole business seen from the point of viewof its final results, that is, from the

CUSTOMERS point of view- Peter Drucker

MARKETING CONCEPT

CustomerOrientation

OrganisationsPerformance

objectives

Coordinatedmarketingactivities

+

+

+

Customer

satisfaction

Organisationalsuccess


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Difference Between Marketingand Selling Concepts

Selling

Emphasis is on the product Company first makes the

product and then figures out

how to sell it.

Management is sales-volume-oriented.

Planning is short-run-oriented,

in terms of todays productsand markets. Stresses needs of seller. Aims at selling more volumes.

Marketing

Emphasis is on customers wants. Company first determines

customers wants and then

figures out how to make anddeliver a product to satisfy thosewants.

Management is profit-oriented.

Planning is long-run-oriented, interms of new products,tomorrows markets, and futuregrowth.

Stresses wants of buyers. Builds profitable relationships.


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How Should a Business be Defined?

Company Product-OrientedAnswer Market-OrientedAnswerKodak We make cameras

and filmsWe help preservebeautiful memories

Revelon We make cosmetics ?

Voltas AC We make ACs ?

Xerox We make photocopyingmachines

?


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A Need and a Benefit


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Marketing Defined

Marketing is the process by whichcompanies create value for customers andbuild strong (and profitable) customer

relationships in order to capture valuefrom customers in return.


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The Goal : Satisfaction ?no no

Customer DELIGHT !


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How does it happen?

SuperiorCustomer Value

ProfitableRelationship

With Customer

CustomerSatisfaction

Delight

CustomerRetention


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The Customer Satisfaction / LoyaltyRelationship

Zone of Defection

Zone of Indifference

Zone of Affection

Loyalty100

051 2 3 4

20

40

60

80

SatisfactionTerrorist

Apostle

Near Apostle

V.D.S D.S --------- S V.S


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The Marketing ManagementProcess

Analyzingmarketing

opportunities

Researching andselecting target

markets

Designingmarketing

strategies

Planning marketingprograms

Organizing,implementing, and

controllingmarketing effort


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Thank You

mm mktg concept

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