Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.

1. Marketing Management
Asst Prof. Parasmani Jangid
SDJ International College

2. Meaning
Sale: A sale is a transaction between two parties
where the buyer receives goods (tangible or
intangible), services, and/or assets in exchange for
money. A sale functions as a contract between the
buyer and seller of the selected good or service.
Sales Management: The attainment of sales force
goals in an effective and efficient manner through
planning, staffing, training, directing, and evaluating
organizational resources.

3. Meaning
• Market: A market is a medium that allows buyers
and sellers of a specific good or service to interact
in order to facilitate an exchange. This type of
market may either be a physical market place
where people come together to exchange goods
and services in person or a virtual market where
in buyers and sellers do not interact, as in an
online market.
• Marketing: Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and exchanging
offerings that have value for customers, clients,
partners, and society at large.-AMA

4. Characteristics of Marketing
• Economic Function (exchange of Money)
• Legal Function (legally transfer the ownership)
• Consist of various activities (pricing, planning of sales,
distribution, after-sale services, product decision, research,
sales, etc.)
• It is a System (which sub parts are interdependent and
interrelated)
• Its Function is to Satisfy Customers
• Useful for non-business units (donation, charity, collection
for social work)
• It is a Social Process (serve the society according to their
satisfy)
• Everything Business does is Marketing (economic organ)

5. Definition
• Marketing Management
• “Marketing Management is the Analysis, Planning,
Implementation & Control of the program designed to
create, build & maintain beneficial exchanges with
target buyers for the purpose of achieving
organizational objectives.”–Philip Kotler
• “Marketing management includes all those activities
which are required for converting peoples purchasing
power into effective & real demand.”

6. Difference between Marketing and Selling
Sr.
No.
Point of
Difference
Marketing Selling
1 Scope Wider scope as covers all the activities
including selling.
Exchange of goods or services in
terms of money
2 Focus On needs of customers On transferring the ownership
3 Objective Earn profits through customers
satisfaction
Maximize profit through increase in
sales volume.
4 Begin when and
continue till
Before production and continue even
after sales.
After production and with sale of
the product
5 Strategy Product promotions, pricing and
distribution
Promotion to sell more
6 Emphasis On development of products according
to customer’s needs
On bending the customers
according to product

7. Scope of Marketing Management
1. Market Research (for collecting information)
2. Sales Planning (forecast the market demand & set the
sales target)
3. Product Planning (changing needs, tastes, preference,
etc.)
4. Inspecting Raw-materials (inspecting quality, quantity,
etc.)
5. Pricing (Competitors’ price, Cost of Production, Return
of Investment, etc.)
6. Sales Policy (Credit Policy, Collection Policy, etc.)
7. Determining Channels of Distribution (select the
proper channel)

8. 8. Advertising & Publicity
9. Sales Promotion
10. After Sales Service (separate department is
maintained)
11. Budgeting (estimate for various marketing
activities)
12. Managing Sales Force (Recruitment, Selection,
Motivation, directing, Controlling, etc.)
13. Preparing Marketing Strategy (Pricing policy,
Credit policy, Cash & Trade Discount policy, etc.)
14. Marketing Control (control over marketing
management)

9. Importance
1. Industrial Development
2. Conversion of potential Needs into Effective Demand
3. Development of Managers and Entrepreneurs
4. Development of small scale Industries
5. Division of labour and specialisation

10. 6. Large scale consumption
7. High Living Standard
8. Development of Business Standards
9. Growth of Exports
10.Employment Generation

11. Various Concept of Marketing
1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept

12. • Production Concept
• The first thirty years of 20th century, most of the manufacturers and
industrialist were following the production concept of more supply
creates demand.
• Production Concept is a belief that the customers would always
acquire products which are cheaper and more readily available (or
widely available). The production concept advocates that more the
products or production, more would be the sales.
• Point to be focused
• Low price goods
• Consumer know all the supplier of the product
• Price to be charged is important for consumer
• Concentrate on low cost production.

13. • Product Concept
• In the 1930s, manufacturers were facing the challenge of winning
the customers. With the passage of time, they realized that the
customers were willing to pay more for the better products.
• Product concept is the understanding of the dynamics of
the product in order to showcase the best qualities and maximum
features of the product. ... Marketers will look into a product
concept before marketing a product towards their customers
• Here is an example of a product concept statement for a company
that is introducing a new in-cup tea brewing system: Example: Many
people enjoy drinking tea, but are concerned about the
environmental impact of discarding teabags, some of which are
made from bleached paper or contain non-biodegradable materials

14. • Selling Concept
• Put more stress on sales promotion efforts
• The selling concept holds the idea- “consumers will
not buy enough of the firm's products unless it
undertakes a large-scale selling and promotion effort.”
• the management focuses on creating sales
transactions rather than on building long-term,
profitable customer relationships.
• In other words, the aim is to sell what the company
makes rather than making what the market wants.
Such an aggressive selling program carries very high
risks.

15. • The Marketing Concept
• The marketing concept is the concept of competition. It is a
marketing concept that believes that the success of a business
depends on the marketing efforts that deliver a better value
proposition than its competitors.
• This concept focuses on the needs and wants of target marketing
as well as delivering value better than its competition. Through
marketing, it’s your goal to be the preferred option compared to
your competitors. Competitive advantage is key!
• We find typically this in the 1950s era of companies trying to carve
themselves out in the industry. We also can look at modern-day
competition between Pepsi and Coke who sell similar items but
their value propositions are completely different!

16. Characteristics of marketing concept
• Consumer-oriented Philosophy
• Emphasis on Research
• Goal of profit to Both Parties
• Market-oriented Organisation
• Change according to market Environment
• Integrated Marketing Policy

17. • Societal marketing concept
• The societal marketing concept is the most progressive and modern-
day applicable marketing mindset to have. It is a marketing concept
that believes in giving back to society by producing better products
that he
• This orientation arose as some questioned whether marketing and
businesses are addressing the massive problems society has
like environmental deterioration, resource shortages, population
growth, poverty, and social disruption. lp the world be a better place.

18. Retail Marketing
• A basic platform to encounter with goods and a shop keeper for the first time.
• Maintaining a certain profit margin, these shop keepers sell goods to their
consumers.
• Customers needs are the basic key factors of retail.
• It consists of 5 basic pillars:
• Save precious time of customers
• Set right price of the goods
• Create a proper connection (emotional)
• Right respect to customers
• Solve the problems of the customer
• Creating customer loyalty is the basic function of retail. Once it has been created,
it would be easier to stay in market for longer period of time.
• It takes years for a brand to create customer loyalty.

19. Definition of Retail Marketing
• According to Philip Kotler,
• “Retailing includes all activities involved in selling goods or services
directly to the final consumers for their personal, non-business use.
Any organisation that does this selling-whether a manufacturer,
wholesaler or retailer is doing retailing. It does not matter how the
goods or services are sold or where they are sold.”

20. Types of Retailers
• Store retailing is when the store uses a space to display
products where customers can purchase them. Such as
Departmental stores, Super markets, General Stores,
Hyper markets, etc.
• Non-store retailing is when the retailer doesn't have a
physical space. Such as Amazon. Non-store
retailing might also be direct sales (the door to door
salesman) or the automatic vending machines

21. Stores Retailing
• Convenience stores
• Specialty Stores
• Departmental Stores
• Super Markets
• Discount Stores
• Off price Stores
• Super Stores
• Catalogue Show Rooms

22. • Specialty store: Specialty stores carry very
limited product lines with deep assortment.
They offer a wide choice in terms of models,
size, style, color and other important at tributes
in the assortment carried.
• Department store: A departmental store is a
large retail out let that handles a wide variety of
lines of product. It has a wide as sort ment in
each line and is organized in to separate
departments for purposes of buying,
promotion, services and control.

23. • Super markets: A super market is designed to
serve the total needs for food, laundry and
household maintenance products. It is relatively
large in size. Its operation is low cost, low
margin, high volume and self service in nature.
• Convenience store: A convenience store is
located near residential area. It is relatively
small. It is kept open for long hours. A limited
lines of convenience products are offered for
sale. The prices charged are slightly higher.

24. • Discount store: A discount store sells standard
merchandise at lower prices. Higher volumes of
sales compensate lower margins and increase the
overall profitability. Discount retailing has moved
into specialty merchandise stores such as sport
goods stores, electronics stores and book shops.
• Off price retailer: An off-price retailer sells left over
goods, over runs, and irregulars obtained at
reduced prices from manufactures or other
retailers. Off price retailers may be of three types.
• 1.Factory outlets
• 2.Independent off price retailer
• 3.Warehouse clubs

25. • Super store: Super stores are retail stores which are
huge in size and have many different categories
under their belt. Think of a Super store having
everything under its roof. These retail stores are not
found in malls. Rather they are malls by themselves.
• Catalogue show room: It usually refers to retail
outlets which deal in hard goods like electronics,
jewellery, house-ware etc. They a relocated next to
or in close proximity to their warehouses

26. Non-Stores Retailing
1. Direct selling
2. Automatic Vending
3. Buying Service Selling
4. Direct Marketing

27. • Direct Selling: Otherwise called as multi level selling
and network selling, that involves door to door
selling or at home sales parties. Here, in this process
the sales person of the company visit the home of
the host, who has invited acquaintances, the sales
person demonstrate the products and take orders.
• Automatic Vending: Vending machines are primarily
found in offices, factories, gasoline stations, large
retail stores, restaurants etc. which offer a variety of
products including impulse goods such as coffee,
candy, newspaper, soft drinks etc.

28. • Buying Service: The retail organization serves a
number of clients collectively, such as
employees of an organization, who are
authorized to purchase goods from specific
retailers that have contracted to give discount, in
exchange for membership.
• Direct Marketing: In this process, consumer
direct channels are employed by the company to
reach and deliver products to the customers. It
includes direct mail marketing, catalog
marketing, telemarketing, online shopping, etc.

29. Retail Organizations
• Company chain Stores (Big companies go for this like Bata Footwear retail
company )
• Voluntary Chain (wholesaler creates their own ecosystem of market)
• Consumer Cooperatives (to just get out of the exploitative tactics used
retailer/wholesaler, consumer create their own co-operatives)
• Franchise Organization (establish the brand's trademark or trade name
and a business system, and a franchisee for the right to do business under
the franchisor's name and system at the same time one has to pay the
royalty)
• Merchandising Conglomerate (corporation that is made up of a number of
different, sometimes unrelated businesses)

30. Thank You