mahesh embadi:s power point

1. Mahesh embadi
BBA -A1
Adm. no:14607
Chaitanya. Degree college,
1

2. C A I I B
General Bank Management
Marketing Management for Bankers
MODULE D

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What is Marketing…??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!

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Marketing = ?
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, services to create exchanges that satisfy
individual and organizational goals
American Marketing Association

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Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

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The 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience

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Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what the
customer wants

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Needs, wants
demands
Markets Marketing &
Marketers
Utility, Value &
Satisfaction
Xchange, Transaction
Relationships
Products
Core Concepts of Marketing

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In order to understand Marketing let us begin with the
Marketing Triangle
Customers
CompetitionCompany

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Who is a Customer ??
Anyone who is in the market looking at a product /
service for attention, acquisition, use or consumption
that satisfies a want or a need
CUSTOMER IS . . . . .

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Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength/ Weakness analysis)
Goal FormulationBusiness Mission

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The Marketing Plan
A written document that acts as a guidebook of
marketing activities for the marketing manager

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CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target Market Strategy
 Marketing Mix
 Positioning
 Product
 Promotion
 Price
 Place – Distribution
 People
 Process
Implementation, Evaluation and Control

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The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Implementation
Evaluation, Control
Target Market
Strategy
Marketing Strategy
Product
Promotion
Place/Distribution
Price
Marketing Mix

15. Marketing Environment

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Anything that is offered to the market for
attention, acquisition, use or consumption that
satisfies a want or a need
Product is . . . . .

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Types of Products
Consumer
Products
Industrial
Products
PRODUCTS
Services

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Product Items, Lines, and Mixes
Product Item
Product Line
Product Mix
A specific version of a product
that can be designated as a
distinct offering among an
organization’s products.
A group of closely-related
product items.
All products that an
organization sells.

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Product Mix
Width – how many product lines a company has
Length – how many products are there in a product line
Depth – how many variants of each product exist within a
product line
Consistency – how closely related the product lines are in
end use

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Classification of Services
Pure Tangible Product
Materials / Components
Computers
Major Product with
Minor Services
Product = Service
Major Service with
Minor Product
Business Hotels
Good Transportation
Banking
Pure Intangible
Service

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