mm2- session 1,2 & 3
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Program :
Faculty :
Course :
Trimester :
Session/s :
Week :
1,2,3
1
PGDM 15
Prof. Dr.Latha Krishnadas Mazumder
Marketing Management I (MS1111)
I
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Refresher class- Concepts of Marketing Delivery of marketing programs.
Topics to be covered in this session:
The concept of delivering of marketing programs.
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Understand and critically analyze the delivery of marketing programs.
At the end of this session you should be able to:
Session Learning Objectives
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Class Participation and Views
https://www.youtube.com/watch?v=BtUZv1Iggcg
https://www.youtube.com/watch?v=sgjHm3UTCCY
https://www.youtube.com/watch?v=Nxe-HRnaCpw
https://www.youtube.com/watch?v=Knm-kuI_Pmk
https://www.youtube.com/watch?v=Fo6onMCWBNc
Fill up the working sheet given to you after
viewing the video.
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A Philosophy
An Attitude
A Perspective
A Management Orientation
A Set of Activities, including:
Products
Pricing
Promotion
Distribution
MARKETING- REFRESH
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WHAT IS MARKETING?
American Marketing Association Definition
Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individual and
organizational goals.
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The Concept of Exchange
The idea that people give up
something to receive
something they would rather
have.
Both buyer and seller are
better off after the trade.
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Market All people with both the desire and ability to buy a specific product
Target Market One or more subgroups one can satisfy
WHO DO I AIM AT?
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THE CONTROLLABLE MARKETING
FORCES
Price
Promotion
Place
Product
The Four Ps
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Social
Natural
Economic
Technologic
Political and Legal
Competitive
External Environmental
Factors
THE UNCONTROLLABLE
MARKETING FORCES
Helps identify market opportunities
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Summary of factors that affect an
organizations marketing program
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Marketings task: satisfying consumer needs
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HOW MARKETING BECAME
SO IMPORTANT
Evolution of the Market Orientation
Production Era
Societal Era
Sales Era
Marketing Concept Era
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Orientation Key Ideas
Production
Sales
Market
Societal
Focus on efficiency of internal operations if we make it, they will buy it
Focus on satisfying customer needs and wants while meeting objectives - if they will buy it, we will make it
Focus on satisfying customer needs and wants while enhancing individual and societal well-being. I.e.-mfg using recyclables
Focus on aggressive sales techniques and believe that high sales result in high profits
MARKETING MANAGEMENT
PHILISOPHIES
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Who Buys and Uses What Is Marketed?
Ultimate Consumers
Organizational Buyers
THE BREADTH & DEPTH OF
MARKETING
What Is Marketed?
Goods Services Ideas
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HOW DO CONSUMERS BENEFIT
Utility the benefits or customer value received
by users of the product
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Offer products that perform
Give consumers more than they expect
Avoid unrealistic pricing
Give the buyer facts
Offer organization-wide commitment in service and after-sales support
Customer value-benefits received by targeted buyers that include quality, price, convenience, on-time
delivery, and both before-sale and after-sale service.
HOW TO DELIVER VALUE
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Meet or exceed customers expectations
Provide solutions to customers problems
Cultivate relationships,
NOT one-time transactions
KEEPING THE CUSTOMER
SATISFIED
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1. What is marketing?
A: 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.
Concept Check
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Concept Check
1. An organization cant satisfy the
needs of all consumers, so it must
focus on one or more subgroups,
which are its ____________. target markets
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Concept Check
2. What are the four marketing mix
elements that make up the
organizations marketing program?
A: product, price, promotion, place
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Concept Check
3. What are environmental forces?
A: Environmental forces are those that
the organizations marketing
department cant control. These
include social, economic,
technological, competitive, and
regulatory forces.
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Concept Check
1. What are the two key characteristics
of the marketing concept?
A: (1) strive to satisfy the needs of
consumers (2) while also trying to
achieve the organizations goals.
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Concept Check
2. What is the difference between goods
and services?
A: Goods are physical objects whereas
services are complex intangible
items, such as legal advice, a college
education, or airline travel.
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Exchange is the trade of things of value
between buyer and seller so that each is
better off after the trade.
Exchange
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A market consists of people with both the
desire and ability to buy a specific
product.
Market
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Customer value is the unique combination
of benefits received
by targeted buyers that includes quality,
price, convenience, on-time delivery, and
both before-sale and after-sale service.
Customer Value
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The marketing concept is the idea that an
organization should (1) strive to satisfy
the needs of consumers (2) while also
trying to achieve the organizations goals.
Marketing Concept
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An organization that has a market
orientation focuses its efforts on
(1) continuously collecting information
about customers needs, (2) sharing this
information across departments, and
(3) using it to create customer value.
Market Orientation
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The societal marketing concept is the
view that an organization should satisfy
the needs of consumers in a way that
provides for societys well-being.
Societal Marketing Concept
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Organizational buyers are those
manufacturers, wholesalers, retailers,
and government agencies that buy goods
and services for their own use or for
resale.
Organizational Buyers
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Utility is the benefits or customer value
received by users of the product.
Utility
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T H A N K Y O U
End of Refresher Class
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NEXT SESSION
DELIVERY OF MARKETING PROGRAMS.
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DESIGNING THE DELIVERY SYSTEM
NEXT CLASS DISCUSSION
PRE-READING
P Y and the Dome Case Study.pdf
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