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Marketing Management
Module 1: Introduction to Marketing
Marketing___________________________________
defined
•Marketing is...the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, services, organizations, and events to create
exchanges that will satisfy individual and organizational
objectives. (AMA 1985)
Marketing defined as...
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Process by which individuals and groups obtain
what they need and want through creating and
exchanging products and value with others.
Simply put: Marketing is the delivery of customer satisfaction at a profit.
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And…
“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. ”
)2008 ,relleK & reltoK(
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Marketing Process
Capture value
from
Create value for customers and customers in
build customer relationships return
Capture
Understand Design a Construct a Build value from
the customer- marketing profitable customers
marketplace driven program relationships to create
and marketing that and create profits
customer strategy delivers customer and
needs&want superior delight customer
s value quality
Core Concepts of Marketing
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Needs, wants,
and demands
Markets Products
and services
Exchange,
Value and
transactions,
satisfaction
and relationships
What do ___________________________________
marketers do?
• Identify needs and wants
• Choose which/whose needs to focus on
• Create and manage products
• Communicate about products
• Price products
• Distribute products
• Follow up
What besides goods can we market?
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• People
• Places
• Causes
• Events
• Organizations
• profit
• nonprofit
Marketing Management
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• Marketing management - the art and science of
choosing target markets and building profitable
relationships with them.
• This definition must include answers to 2 questions:
• What customers will we serve?
• How can we serve these customers best?
• Getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value
• Marketing management involves
• managing demand
• managing customer relationships
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Marketing Management
• Marketing management can be defined in broader
terms as “demand management”;
• Marketers aim to influence the level, timing and composition
of demand to meet organizational goals.
• Marketing management is concerned
• not only with finding and increasing demand,
• but also with changing or even reducing it : demarketing!
• Demarketing’s aim is to reduce the number of customers or to
shift their demand temporarily or permanently
• (e.g. move traffic away from a popular tourist attraction during peak demand
times)
The 4 P’s & The 4 Cs
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Customer Solution Convenience
Communication
Customer Cost
Evolution___________________________________
of Marketing Thought
• Production Era (1850s-1920s)
• Industrial revolution; mass production
• Few products and little competition
• Sales Era (1920s-1950s)
• The focus was on personal selling and advertising
• Sales seen as the major means for increasing profits
• Mktg Era (1950s-present)
• Customer orientation replaced the “hard sell” of the sales-led era
• Determination of the needs and wants of customers before introducing products or services
• Relationship Marketing Era: 1990s-
• Marketing era has recently shifted from being “transaction-based” to focusing on “relationships”
• The traditional marketing practices focused on attracting new customers rather than retaining existing ones.
• Well, it is equally important to hang on to existing customers so that they become repeat buyers and long-
term loyal customer.
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In a Gist;
Consumers prefer products that are
Production Concept widely available and inexpensive
Consumers favor products that
Product Concept offer the most quality, performance,
or innovative features
Consumers will buy products only if
Selling Concept the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
Marketing Concept markets & delivering value
better than competitors
The Marketing Relationship Era/Concept
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•Movement away from the single transaction as cornerstone
of marketing
•A focus on building long term relationships with customers
•Why?
• cost of getting a new customer is very high
• cost of keeping an old customer is relatively low and brings more
loyalty and in turn more customers
•Activities that build long term relationships
Contemporary Issues in Marketing Management
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• Digital Transformation & Consumer Behavior
- Adoption of AI, marketing automation, and analytics.
- Shift toward personalized, customer-centric marketing.
- Need for real-time engagement in a fast-changing
environment.
- Visual: Split image – one side showing AI/analytics, other
side showing a shopper using multiple devices.
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5
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• Digital Transformation & Consumer Behavior
- Adoption of AI, marketing automation, and analytics.
- Shift toward personalized, customer-centric marketing.
- Need for real-time engagement in a fast-changing
environment.
- Visual: Split image – one side showing AI/analytics, other
side showing a shopper using multiple devices.
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6
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• Digital Transformation & Consumer Behavior
- Adoption of AI, marketing automation, and analytics.
- Shift toward personalized, customer-centric marketing.
- Need for real-time engagement in a fast-changing
environment.
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• Social Media & Influencer Marketing:
- Platforms like Instagram, TikTok, LinkedIn drive
engagement.
- Influencers amplify brand reach and credibility.
Challenges: Authenticity, ROI measurement, brand
reputation management.
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• Sustainability & Ethical Marketing
- Eco-friendly products and corporate social responsibility
gaining importance.
- Transparency in marketing builds consumer trust.
Challenge: Balancing sustainability with profitability.
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• Data Privacy & Globalization
- Compliance with GDPR, CCPA, and secure consumer data
handling.
- Global expansion requires cultural sensitivity and
localization.
Risk: Cultural missteps and legal compliance issues.
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0
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• Omni-channel Marketing & AI Innovation
- Seamless integration of online and offline channels for
better customer experience.
- AI-powered tools for market segmentation, chatbots, and
predictive analytics.
Challenge: Maintaining human touch while leveraging
technology.
2
1
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• Sustainability & Ethical Marketing
- Eco-friendly products and corporate social responsibility
gaining importance.
- Transparency in marketing builds consumer trust.
Challenge: Balancing sustainability with profitability.
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2
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Relationship between Marketing and Strategic Planning
What is Strategic Planning in Marketing?
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• A long-term roadmap to achieve business and marketing goals.
• Aligns mission, vision, and objectives with market opportunities.
• Ensures resources are allocated effectively.
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Companywide Strategic Planning:
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Defining Marketing’s Role
•Marketing strategies are guided by broader
companywide strategic plans.
•Strategic planning is the process of developing
and maintaining a strategic fit between the
organization’s goals and capabilities and its
changing marketing opportunities.
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Key Components of Strategic Marketing
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• Situation Analysis (SWOT, PESTEL, Market Research)
•Target Market & Positioning
•Marketing Mix (4Ps / 7Ps)
•Implementation & Control
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Benefits of Strategic Marketing
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• Provides clear direction and focus
• Improves competitive advantage
• Enhances resource efficiency
• Builds long-term customer relationships
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Steps in Strategic Planning
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