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Amity Business School

Amity Business School

MBA(E&L), Semester I

Marketing Management I

Sunetra Sahassaha1@amity.edu

http://www.marketingteacher.com/

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Definitions of marketing

Marketing is the management process thatidentifies, anticipates and satisfies

customer requirements profitably

The Chartered Institute of Marketing

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Marketing is an organizational function & a

set of processes for creating,

communicating & delivering value to

customers & for managing customer

relationships in ways that benefit the

organization & the stakeholders.

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The right product, in the right

place, at the right time, and at

the right price

Adcock et al

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Marketing is the human activity

directed at satisfying human

needs and wants through anexchange process

Kotler 1980

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Marketing is a social andmanagerial process by which

individuals and groups obtain

what they want and need

through creating, offering and

exchanging products of valuewith others

Kotler 1991

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Purpose of Marketing

To create customer

Peter Druc ker

To create , recreate ,hold and attract

the customer

people dont buy products, they buy

expectation of benefits

Theodore levi t t

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Implications of marketing

Who are our existing / potential

customers? What are their current / future needs?

How can we satisfy these needs?

Can we offer a product/ service that the customerwould value?

Can we communicate with our customers?

Can we deliver a competitive product of service?

Why should customers buy from us?

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Scope of Marketing

. Physical Goods

. Services

. Experienc es

. Events

. Persons

. Places

. Properties

. Organizations

. Info rmation

. Ideas

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The marketing concept

choosing and targeting appropriate

customers positioning your offering

interacting with those customers

controlling the marketing effort

continuity of performance

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Successful marketing requires:

Profitable

Offensive (rather than defensive)

Integrated

Strategic (is future orientated)

Effective (gets results) Hugh Davidso n1972

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Marketing management processes

Analysis/Audit - where are we now?

Objectives - where do we want tobe?

Strategies - which way is best?

Tactics - how do we get there?

(Implementation - Getting there!)

Control - Ensuring arrival

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Why is marketing planningnecessary? Systematic futuristic thinking by

management better co-ordination of a companys efforts

development of performance standards for

control sharpening of objectives and policies

better prepare for sudden developments

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Amity Business SchoolCompany orientation

towards the market place

The production concept

The product concept

The selling concept The marketing concept

The Holistic marketing concept

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Amity Business SchoolCore marketing

concepts Needs, wants & demands

Target markets, positioning & segmentation

Offerings & brands

Value & satisfaction

Marketing channels

Supply chain

Competition

Marketing environment

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Amity Business SchoolMarketing management

tasks Developing marketing strategies & plans

Capturing marketing insights

Connecting with customers

Building strong brands

Shaping the market offerings

Delivering value

Communicating value

Creating long-term growth

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