QP DISCUSSION KTU MM Module 1

1. MARKETING MANAGEMENT
(20MBA102)
MBA
SEMESTER 2

2. COURSE OUTCOMES
CO 1
Evaluate the importance of Marketing Concepts in an
Enterprise
CO 2
Analyse the Buyer Behaviour in a marketing Ecosystem
CO 3 Appraise the Product and pricing Decisions
CO 4
Develop capability to make Distribution Decisions and
Promotion Decisions.
CO 5
Evaluate the Marketing Control Techniques and Modern
Trends in marketing.

3. Part A Questions
1.Define Marketing. Explain the concept of Need, Want and Demand with example
2.Explain your understanding about Marketing Management
3. Explain Nature and scope of Marketing
4. What is Holistic Marketing
5. What is Marketing mix and explain extended marketing mix
6. What is market and what are the key customer markets
7. What is Market place, Market Space and Meta Market
8. What is value chain concept of marketing
9. What is Marketing environment and what are the basic elements of Marketing
Environment
10. What is marketing plan and list out basic elements of marketing plan
11. Explain Strategic Marketing Plan and list out its Process
11. What is Big data and its importance marketing management

4. PART B Questions
1.Illustrate evolution of Marketing
2.Explain Holistic Marketing with its components, Objective, Importance, Advantages
and Disadvantages
3.Relate different demands with Marketing tasks
4.Explain and Illustrate Marketing Mix with elements and extended marketing mix with
elements
5.Explain Marketing management and various concepts of marketing management
6.Illustrate and Explain classification of market based on various parameters
7.What is market and explain the key customer markets
8.Explain Market place, Market Space and Meta Market concepts with appropriate
examples
9.Illustrate & Explain the value chain concept of Marketing
10.Illustrate and Explain the Marketing environment with elements, Importance and its
Impact of marketing environment
11.Differentiate Marketing and Sales

5. 12.Explain Marketing Research and relate big data analysis with marketing research
13.Explain marketing plan and basic elements of marketing plan
14.Explain Strategic Marketing Plan, its importance and Process
15.Define Marketing information system and Illustrate it’s structure in an Oraganisation
PART C QUESTIONS
1. Marketing Mix
2. Value Chain Concept with Marketing
3. “Marketing is the life blood of success of any business
organization” Infer the statement with your views and
understanding

6. MODULE - 1
CONCEPTS OF MARKETING
Holistic Marketing
Marketing Environment
Strategic Planning

7. MARKETING
Marketing is a social process by which individuals
and groups obtain what they need and want through
creating and exchanging products and value with
others
PHILIP KOTLER

8. Core Concepts :
NEEDS ,WANTS and DEMANDS ---
PRODUCTS------VALUE & SATISFACTION---
EXCHANGE & TRANSACTION---MARKETS &
MARKETERS

10. EVOLUTION OF MARKETING

11. HOLISTIC MARKETING

12. MARKETING TASK
STATE OF DEMAND
1. Negative Demand
2. No Demand
3. Latent Demand
4. Falling Demand
5. Irregular Demand
6. Full Demand
7. Overfull Demand
8. Un-wholesome Demand
MARKETING TASK
1. Conversational Mktg.
2. Stimulational Mktg.
3. Developmental Mktg.
4. Remarketing
5. Synchro-marketing
6. Maintenance Mktg.
7. Demarketing
8. Counter-marketing

13. MARKETING MIX refers to the set of actions, or
tactics, that a company uses to promote its brand or
product in the market.

14. MARKETING MANAGEMENT
All the efforts, activities, process and
procedures of a Firm or an Organization to ensure
the availability of right products at right place at
right time at right price and in a right perspective (to
satisfy the needs, wants and demands of the existing and potential customers).
Dr.KK
There are FIVE competing concepts under which
organizations conduct their marketing activities:
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept

18. MARKET PLACE MARKET SPACE META MARKETS

21. MARKET PLACE : Regular gathering of people for the
purchase and sale provisions, livestock and other
goods
MARKET SPACE : An online space that facilitates bi-
directional commerce
META MARKET : A place where everything connected
with a certain market can be found. It will bring all
buyers and sellers in one place for one purpose only

22. VALUE CHAIN
The process or activities by which a company
adds value to an article, including production,
marketing, and the provision of after-sales service.

23. The term MARKETING ENVIRONMENT
refers to all external and internal
forces or factors which have a direct or
indirect bearing and influence
on the marketing process and activities
of the organization.
An Organisation can survive and grow in the
domain area only when it continuously and quickly
adapts & adopts to changing environment.
MARKETING ENVIRONMENT

26. MARKETING VS SALES
Marketing focuses on moving the product from the
company to the market (through product launches and
awareness campaigns), while sales focuses on moving the
product from the market to the customer.
POSITIONING REVENUE
STRATEGIC TACTICAL
BRAND CUSTOMERS
CUSTOMERS,
INVESTORS &PR CUSTOMERS
TECHNICAL EXECUTION
BRAND CUSTOMERS
MARKETING SALES
FOCUS &
SKILLS
GOAL
THINKING
AFFINITY
AUDIANCE
KNOWLEDGE
PERSPECTIVE

28. MARKETING RESEARCH
Marketing research is the systematic gathering,
recording, and analysis of qualitative and quantitative data
about issues relating to marketing products and services.
The goal is to identify and assess how changing elements of the
marketing mix impacts customer behavior.

29. A Marketing Information System (MKIS) is a part of
management information system (MIS) designed to
support marketing decision making. it as a "system in
which marketing data is formally gathered, stored, analysed and
distributed to managers in accordance with their informational
needs on a regular basis."
MARKETING INFORMATION SYSTEM

30. BIG DATA
Collection of data that is huge in volume, yet growing
exponentially with time. It is a data with so large size and complexity
that none of traditional data management tools can store it or process
it efficiently.

31. When you start out in business, two things are
scarce: time and resources. To create an effective
new business strategy and ensure you're not wasting
time or money, you need a marketing plan.
BASIC ELEMENTS OF MARKETING PLAN
1. Market research.
2. Target market.
3. Positioning.
4. Competitive analysis.
5. Market strategy.
6. Budget.
7. Metrics.
MARKETING PLAN & ELEMENTS

32. A Strategic Marketing Plan is a blue print that elaborates a
systematic, inter connected, logical step by step processes for achieving
marketing goals.
STRATEGIC MARKETING PLANNING
It specifies what should be done today to achieve marketing goals
ahead and it is the marketer’s road map for desired destination.
Corporate Level
SBU Level
Functional Level
Higher organizational level strategic plans provide
direction for strategic plans at lower levels.
Lower-level plans are developed to execute higher-
level plans.

34. ASSIGNMENTS
SEMINAR TOPICS
GG - 1
GG - 2
GG - 3
GG - 4
1.

35. END OF 1ST MODULE