Session 1 Marketing Management MBA 10

1. Part 1: Understanding Marketing Management > Importance of Marketing > Scope of Marketing Class Presentation | Session 1 | 12 Aug 2010

2. Importance of MarketingWhy it is required Financial success & Marketing ability Making the right decision Simple? Skillful marketing: A never-ending pursuit MG 220 Marketing Management 2

3. Scope of MarketingWhat is Marketing Some definitions: “Meetingneedsprofitably” AMA: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” MG 220 Marketing Management 3

4. Scope of MarketingWhat is Marketing Some definitions (contd.): Kotler: “Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value” MG 220 Marketing Management 4

5. Scope of MarketingExchanges & Transfers Exchange Process of obtaining a desired product from someone by offering something in return Transaction Trade of values between two or more parties Transfer One party gives something to other but doesn’t receive anything in return MG 220 Marketing Management 5

6. Scope of MarketingWhat is marketed? Goods Services Events Experiences Persons Places Properties Organizations Information Ideas MG 220 Marketing Management 6

7. Scope of MarketingWho markets? Marketer, someone who seeks a response from another party, called Prospect Marketers are responsible for Demand Management Negative Non-Existent Latent Declining Irregular Full Overfull Unwholesome MG 220 Marketing Management 7

8. Scope of MarketingWho markets? Markets, collection of buyers and sellers who transact over a particular product or product class MG 220 Marketing Management 8

9. Scope of MarketingWho markets? Key Customer Markets Consumer Branding | Mass selling | Insights Business Professional buyers | well-informed Global Adaptability | Operational matters N0n-profit & Government Highly price sensitive | Competitive pricing MG 220 Marketing Management 9

10. Scope of MarketingWho markets? Marketplaces, Marketspaces & Metamarkets Marketplaces Physical | buying yourself Marketspaces Online | ‘Ordering’ Metamarkets Complimentary products MG 220 Marketing Management 10

11. Scope of MarketingHow businesses are changing “The Marketplace isn’t what it used to be” Changing technology Globalization Deregulation MG 220 Marketing Management 11

12. Scope of MarketingHow businesses are changing “The Marketplace isn’t what it used to be” Privatization Customer empowerment Customization Heightened competition MG 220 Marketing Management 12

13. Scope of MarketingHow businesses are changing “The Marketplace isn’t what it used to be” Industry convergence Retail transformation Disintermediation MG 220 Marketing Management 13

14. Part 1: Understanding Marketing Management > Company Orientation towards the Marketplace > Fundamental Marketing Concepts, Trends and Tasks > Marketing & Customer Value Class Presentation | Session 2 | 19 Aug 2010