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Program :

Faculty :

Course :

Trimester :

Session/s :

Week :

1,2,3

1

PGDM 15

Prof. Dr.Latha Krishnadas Mazumder

Marketing Management I (MS1111)

I

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Refresher class- Concepts of Marketing Delivery of marketing programs.

Topics to be covered in this session:

The concept of delivering of marketing programs.

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Understand and critically analyze the delivery of marketing programs.

At the end of this session you should be able to:

Session Learning Objectives

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Class Participation and Views

https://www.youtube.com/watch?v=BtUZv1Iggcg

https://www.youtube.com/watch?v=sgjHm3UTCCY

https://www.youtube.com/watch?v=Nxe-HRnaCpw

https://www.youtube.com/watch?v=Knm-kuI_Pmk

https://www.youtube.com/watch?v=Fo6onMCWBNc

Fill up the working sheet given to you after

viewing the video.

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A Philosophy

An Attitude

A Perspective

A Management Orientation

A Set of Activities, including:

Products

Pricing

Promotion

Distribution

MARKETING- REFRESH

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WHAT IS MARKETING?

American Marketing Association Definition

Marketing is the process of planning and

executing the conception, pricing, promotion,

and distribution of ideas, goods, and services

to create exchanges that satisfy individual and

organizational goals.

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The Concept of Exchange

The idea that people give up

something to receive

something they would rather

have.

Both buyer and seller are

better off after the trade.

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Market All people with both the desire and ability to buy a specific product

Target Market One or more subgroups one can satisfy

WHO DO I AIM AT?

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THE CONTROLLABLE MARKETING

FORCES

Price

Promotion

Place

Product

The Four Ps

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Social

Natural

Economic

Technologic

Political and Legal

Competitive

External Environmental

Factors

THE UNCONTROLLABLE

MARKETING FORCES

Helps identify market opportunities

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Summary of factors that affect an

organizations marketing program

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Marketings task: satisfying consumer needs

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HOW MARKETING BECAME

SO IMPORTANT

Evolution of the Market Orientation

Production Era

Societal Era

Sales Era

Marketing Concept Era

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Orientation Key Ideas

Production

Sales

Market

Societal

Focus on efficiency of internal operations if we make it, they will buy it

Focus on satisfying customer needs and wants while meeting objectives - if they will buy it, we will make it

Focus on satisfying customer needs and wants while enhancing individual and societal well-being. I.e.-mfg using recyclables

Focus on aggressive sales techniques and believe that high sales result in high profits

MARKETING MANAGEMENT

PHILISOPHIES

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Who Buys and Uses What Is Marketed?

Ultimate Consumers

Organizational Buyers

THE BREADTH & DEPTH OF

MARKETING

What Is Marketed?

Goods Services Ideas

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HOW DO CONSUMERS BENEFIT

Utility the benefits or customer value received

by users of the product

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Offer products that perform

Give consumers more than they expect

Avoid unrealistic pricing

Give the buyer facts

Offer organization-wide commitment in service and after-sales support

Customer value-benefits received by targeted buyers that include quality, price, convenience, on-time

delivery, and both before-sale and after-sale service.

HOW TO DELIVER VALUE

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Meet or exceed customers expectations

Provide solutions to customers problems

Cultivate relationships,

NOT one-time transactions

KEEPING THE CUSTOMER

SATISFIED

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1. What is marketing?

A: 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.

Concept Check

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Concept Check

1. An organization cant satisfy the

needs of all consumers, so it must

focus on one or more subgroups,

which are its ____________. target markets

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Concept Check

2. What are the four marketing mix

elements that make up the

organizations marketing program?

A: product, price, promotion, place

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Concept Check

3. What are environmental forces?

A: Environmental forces are those that

the organizations marketing

department cant control. These

include social, economic,

technological, competitive, and

regulatory forces.

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Concept Check

1. What are the two key characteristics

of the marketing concept?

A: (1) strive to satisfy the needs of

consumers (2) while also trying to

achieve the organizations goals.

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Concept Check

2. What is the difference between goods

and services?

A: Goods are physical objects whereas

services are complex intangible

items, such as legal advice, a college

education, or airline travel.

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Exchange is the trade of things of value

between buyer and seller so that each is

better off after the trade.

Exchange

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A market consists of people with both the

desire and ability to buy a specific

product.

Market

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Customer value is the unique combination

of benefits received

by targeted buyers that includes quality,

price, convenience, on-time delivery, and

both before-sale and after-sale service.

Customer Value

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The marketing concept is the idea that an

organization should (1) strive to satisfy

the needs of consumers (2) while also

trying to achieve the organizations goals.

Marketing Concept

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An organization that has a market

orientation focuses its efforts on

(1) continuously collecting information

about customers needs, (2) sharing this

information across departments, and

(3) using it to create customer value.

Market Orientation

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The societal marketing concept is the

view that an organization should satisfy

the needs of consumers in a way that

provides for societys well-being.

Societal Marketing Concept

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Organizational buyers are those

manufacturers, wholesalers, retailers,

and government agencies that buy goods

and services for their own use or for

resale.

Organizational Buyers

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Utility is the benefits or customer value

received by users of the product.

Utility

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T H A N K Y O U

End of Refresher Class

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NEXT SESSION

DELIVERY OF MARKETING PROGRAMS.

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DESIGNING THE DELIVERY SYSTEM

NEXT CLASS DISCUSSION

PRE-READING

P Y and the Dome Case Study.pdf