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marketing management
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MVS.SRINIVASA RAO, Associate Professor, MRPG College, VZM
Define the term marketing
Describe four marketing management philosophies
Discuss the differences between sales and market orientations
Describe several reasons for studying marketing
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An Overview of Marketing
MVS. Srinivas Rao,Associate Professor of Strategic Marketing,
Member-AIMA,CGPA-UGC.
Define the term marketing
What Is Marketing?What Is Marketing?1
Market
A societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging goods and services of value with others.
- Philip Kotler, 1953.Father of Modern Marketing
Marketing - Definition
The definition emphasizes the society and its orientation.
Marketing is the process of SATISFYING THE NEEDS AND WANTS OF THE CUSTOMERS
Marketing is the process of SATISFYING THE NEEDS AND WANTS OF THE CUSTOMERS
A Philosophy
An Attitude
A Perspective
A Management Orientation
A Set of Activities… Products
Distribution
Promotion
Pricing
Aims at Needs & Focuses on WantsAims at Needs & Focuses on Wants
History of Marketing Thought – The journey
Bartering
First
Marketingis not economics
1800s
CollegeCourses (academics)
Early 1900s
1930s
First marketingtheories
1960s
Marketingresearch
1970s
Becomes major business function
1980s & 1990s
Focus on customer& external environment
It 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.
- American Marketing Association,1939.
Marketing Management Definition
The definition encompasses both the philosophy
and the organization orientation.
ExchangeExchange
Chapter PHOTO
Here
Chapter PHOTO
Here
People giving up something to receive
something they would rather have.
The medium of exchange is money…
It is MARKETING.