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Marketing Management Overview and Concepts

Marketing has evolved as a business function from entrepreneurial marketing to formulated marketing to intrapreneurial marketing. Key decisions for marketing include determining what to offer, which market to target, how to differentiate offerings, how to price, promote, and distribute products and services. Early definitions viewed marketing as selling, but it is now understood as understanding customer needs to create demand. Modern definitions see marketing as planning, pricing, promoting, and distributing ideas, goods and services to create value for customers, organizations, and stakeholders.

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Bakrudeen Ahamed
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9 views12 pages

Marketing Management Overview and Concepts

Marketing has evolved as a business function from entrepreneurial marketing to formulated marketing to intrapreneurial marketing. Key decisions for marketing include determining what to offer, which market to target, how to differentiate offerings, how to price, promote, and distribute products and services. Early definitions viewed marketing as selling, but it is now understood as understanding customer needs to create demand. Modern definitions see marketing as planning, pricing, promoting, and distributing ideas, goods and services to create value for customers, organizations, and stakeholders.

Uploaded by

Bakrudeen Ahamed
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Marketing Management

Batch: 2011( B)
Faculty:Dr. [Link] kumar
Evolution of
Prdn HR
Prodn HR
Fin
marketing as a
Mktg
function in
Fin Mktg
business
organisations
Prdn
Prdn
Fin CUS HR
Mktg
Fin HR Mktg

Prdn

Mktg

Customer
HR
Fin
Crucial decisions
• What to offer ?
• Which market ?
• What differentiation ?
• Where to sell ?
• How to price ?
• How to communicate ?
• How to retain ?
3 stages
• Entrepreneurial Marketing
• Formulated Marketing
• Intrapreneurial Marketing
Marketable entities
• Goods
• Services
• Experiences
• Events
• Persons
• Places
• Organisations
• Ideas
• Properties
• Information
Early definitions of Marketing

• “The art of selling products”


• “Task of creating, promoting and delivering
goods and services to consumers and
businesses”
• “ The aim of marketing is to make selling
superfluous”
Selling is only the tip of the iceberg

“There will always be a need for


some selling. But the aim of marketing is to
make selling superfluous. The aim of
marketing is to know and understand the
customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer who
is ready to buy. All that should be needed
is to make the product or service
available.”
Peter Drucker
Marketing
• AMA:
“ 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 organisational
goals ”
Marketing
• AMA:
“ Marketing is an organisational
function and a set of processes for
–Creating
–Communicating and
–Delivering
Value to customers and for Managing
Customer Relationships in ways that
benefit the organisation and its
stakeholders”
Structure of Flows in a Modern
Exchange Economy
A Simple Marketing System
Key Customer Markets
Consumer Markets Global Markets

Business Markets Nonprofit/ Government Markets

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