Download - 001 MKTG Session
Deepak Sundrani
B.E. (Civil)
M.E. (Construction Management)
M.B.A. (Marketing)
LL.BDoing Ph.D. (Consumer Behaviour in Real Estate)
Experience
15 years in Marketing ( Cement, RMC, etc.)
5 years in teaching
(MBA Institutes + NICMAR)
MCM 116
Marketing Management
Distribution of sessions
Prof Deepak Sundrani : 12 sessions
Prof. Purandare : 8 sessions
Total 20 sessions of 80 minutes each
in first trimester
Tentative Break up of 12 sessions (Prof. Sundrani)
1) Basic Marketing : 7 + 2 = 9
2) Class Test 1
3) Real Estate Marketing : 1 + 1 = 2
---------------------------------------------------------
Total 12
Prof. Purandare : 8 sessions
1) Project Marketing
2) Industrial Marketing
Guidelines for Presentations by students
1) Each group will have 5-6 students
2) Each group to give presentations in
Power Point , using LCD projector.
3) All the members of the group shall give
presentation
4) Each presentation will last for 12 minutes and
remaining 2 minutes for Question Answers
5) Presentation will carry 10 marks.
6) Note : A picture speaks more than a thousand words
Marks
Internal : 30 Marks, Term end : 70 marks
Internal Marks (Prof. Sundrani): 20 marks
10 marks for Presentation
10 marks for Internal test
Internal Marks (Prof. Purandare): 10 marks
Basic
Marketing
Reading Material1) Principles of Marketing : 12th edition
by Philip Kotler & Gary Armstrong
2) Books for South Asian Examples :
(i) Principles of Marketing : A South Asian Perspective, 13th edition
by Kotler, Armstrong, Agnihotri (IIMC), Haque (Lahore)
(ii) Marketing Management, A South Asian Perspective. 13th edition
by Kotler, Keller, Koshy (IIMA) and Jha(IIMB)
Other books
1) Marketing
by Lamb, Hair, McDaniel
2) Marketing Management
by Rajan Saxena
3) Marketing Management
by Arun Kumar
Other sources1) Magazines (4Ps) and Business
Magazines
2) Journals (Indian Journal of Marketing) and others
3) Internet – google, etc
4) PROQUEST data base
5) Newspapers
6) TV : NDTV Profit : All about Ads (Thursday 8.30 pm , Sat 9.30 am, Sunday 6.30 pm),
7) Website : www.madaboutads.com
Basic Concepts
Difference betweenSelling and Marketing
Difference betweenSelling and Marketing
Marketing is much more than selling.
Selling is the tip of the iceberg
The aim of Marketing is to make selling unnecessary.
Peter Drucker
Management Guru
Queue for purchase of iPhone 4on the day of launch
iPhone 4
Definition
Marketing
process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Marketing process
Step I Understand the market place and customer needs and wants
Step II Design a customer-driven marketing strategy
Step III Construct a marketing program that delivers superior value
Step IV Build profitable relationships and create customer delight
Step V Capture value from customers to create profits and customer equity
The first four steps of Marketing process involve Building Customer Relationships by creating and delivering superior customer value.
The final step involves capturing value in return in the form of current and future sales, market share and profits
Step IUnderstanding the market place and
customer needs 1) Needs – basic (Example : Food)
Wants – specifics to satisfy need (Eg. : Pulav)
Demands – Want backed by buying power (Mercedes Benz)
2) Market offering – some combination of products, services, information, or experiences offered to the market to satisfy a need or want.
Marketing Myopia - Theodore Levitt
Marketing Myopia
By Theodore Levitt
Harvard Business Review, Sept-Oct 1975
Full text (pdf) available on Google
3) Customer Value* and satisfaction
The painting The Card Players by Paul Cézanne bought for $ 250 Million ( Rs. 1250 crores) in 2011
by Royal family of Qatar
Mona Lisa by Leonardo da Vinci ( at Louvre, Paris)is worth about $ 750 million (Rs. 3750 crores)
M F Hussain’s Battle of Ganga & Jamuna sold for $ 1.6 million ( Rs. 8 crores)
The Swedish Treskilling yellow stampThe price it sold for in 2011 is estimated to be above £1.7 million GBP
(Rs. 14 crores)
Black on Magenta stampBack in 1980 it was auctioned to the industry magnate John Dupont
for $935,000. Today's value, who knows?
4) Exchanges – obtaining desired object from someone by offering something in return
Relationships – CRM
5) Market : A set of actual and potential buyers of a product
Market
Step IIDesigning a customer driven
Marketing Strategy
6) Marketing Management – art and science of choosing target markets and building profitable relations with them.
Marketing Manager’s aim is to find, attract, keep, and grow target customers by creating, delivering and communicating superior customer value
7) Market segmentation
Target marketing
8) Demarketing
9) Value proposition – set of benefits or values it promises to deliver to consumers to satisfy their needs (differentiation)