1. Amity School of Business Marketing Management Module – I Geetika Jain
Amity Business School
Amity School of Business Marketing Management Module – I Geetika Jain

2. What is Marketing? Marketing means “Meeting needs profitably”
The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.

3. Simple Model of Marketing Process
Understand the market place and customer needs & wants
Design a customer-driven marketing strategy
Construct an integrated marketing program that delivers superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer equity
Create value for customers and build customer relationships
Capture value from customers in return

4. Defining Marketing Management
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.

6. What are Consumers’ Needs, Wants, and Demands?
Needs - state of felt deprivation including physical, social, and individual needs i.e hunger
Wants - form that a human need takes as shaped by culture and individual personality i.e. bread
Demands - human wants backed by buying power i.e. money

7. Understanding the Marketplace and Customer Needs
Customer Needs, Wants and Demand
Needs are states of felt deprivation
Wants are the form human needs take as shaped by culture and individual personality
Demands are human wants that are backed by purchasing power
Stated needs, real needs, unstated needs, delight needs, secret needs
Negative demand, non-existent demand, latent demand, declining demand, irregular demand, full demand, overfull demand, unwholesome demand

8. Understanding the Marketplace and Customer Needs
Key customer markets- consumer markets, business markets, global markets, nonprofit and government markets
Market places, market spaces and metamarkets
Market Offerings-
Some combination of products, services, information, or experiences offered to a market to satisfy a need or a want
Goods, services, events, experiences, persons, places, properties, organizations, information, ideas

9. Understanding the Marketplace and Customer Needs
Customer Value & Satisfaction
The difference between the values the customer gains from owning and using a product and the costs of obtaining the product.
Customer satisfaction depends on a product’s perceived performance in delivering value relative to a buyer’s expectations.
Exchange, Transactions and Relationships
Relationship marketing is the process of creating, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders.

10. Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Market Segmentation and Target Marketing
Choosing a value proposition
Define how a company chooses to differentiate and position itself in the market
Marketing Management Orientations
Define how much weight company gives to interests of the organization, the customers and the society

11. The Marketing Process Marketing Strategy Marketing Mix
Business Mission Statement
Objectives
Situation or SWOT Analysis
Marketing Strategy
Target Market Strategy
Marketing Mix
Product
Place/Distribution
Promotion
Price
Implementation Evaluation, Control

12. Modern Marketing System

13. Marketing Management Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Customer-Driven

14. Marketing Management Orientations
The “Production concept” holds that consumers will favor products that are widely available and highly affordable
DD>SS
Product’s cost is too high
The “Product concept” holds that consumers will favor products that offer the most in quality, performance, and innovative features.
The concept of Marketing Myopia

15. Marketing Management Orientations
The “selling concept” holds that consumers, if left alone, will ordinarily not buy enough of the organization's products unless it undertakes an aggressive selling and promotion effort.
The “marketing concept” holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering and communicating superior customer value to its chosen target market.
Reactive market orientation
Proactive market orientation

16. Marketing Management Orientations
Marketing Dept.
Senior Mgmt
Other Depts.
Communication
Products & services
Channels
INTERNAL MARKETING
INTEGRATED MARKETING
HOLISTIC MARKETING
SOCIALLY RESPONSIBLE MARKETING
RELATIONSHIP MARKETING
Customers
Channel
Partners
Ethics
Environment
Legal
Community

17. Holistic Marketing
Internal Marketing is the task of hiring, training and motivating able employees who want to serve customers well.
Relationship Marketing is to develop deep, enduring relationships with all people or organizations that could directly or indirectly affect the process of the firm’s marketing activities.
Integrated Marketing is to devise marketing activities and assemble fully integrated marketing programs to create, communicate, and deliver value for consumers.
Socially Responsible Marketing is a philosophy that holds that a company should make good marketing decisions by considering consumer wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.

18. Shifts in Marketing Management
From ‘Marketing does the marketing’ to ‘everyone does the marketing’
From organizing by ‘product units’ to organizing by ‘customer segments’
From ‘Making everything’ to ‘outsourcing’
From ‘emphasizing tangible assets’ to ‘emphasizing intangible assets’
From focusing on ‘profitable transactions’ to focusing on ‘customer lifetime value’

19. Shifts in Marketing Management
From focusing on ‘gaining market share’ to focusing on ‘building customer share’
From focusing on just the ‘financial scorecard’ to focusing also on the ‘marketing scorecard’
From focusing on ‘shareholders’ to focusing on ‘stakeholders’
From building brands through ‘advertising’ to building brands through ‘performance’
From focusing on ‘customer acquisition’ to focusing on ‘customer retention’

20. Shifts in Marketing Management
From ‘no’ customer satisfaction measurement to ‘in-depth’ customer satisfaction measurement
From ‘over-promise, under-deliver’ to ‘under-promise, over-deliver’
From focusing on ‘brick-and-mortar’ stores to focusing on the ‘brick-and-click’ and even ‘pure click’ stores.
From ‘being local’ to ‘being glocal- both global and local’

21. Strategic Marketing
Strategic marketing management is concerned with how we will create value for the customer
Asks two main questions
What is the organization’s main activity at a particular time? – Customer Value
What are its primary goals and how will these be achieved? – how will this value be delivered

22. Strategic Planning
Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.

23. The Strategic-Planning, Implementation, and Control Process

24. Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Business Mission
Goal Formulation
Internal Environment
(Strength/ Weakness analysis)

25. Strategy Formulation Environmental Analysis Internal Analysis
Competitor
Customer
Supplier
Regulatory
Social/ Political
Technology Know-How
Manufacturing Know-How
Marketing Know-How
Distribution Know-How
Logistics
Opportunities & Threats
Strength & Weaknesses
Identify opportunity
Identity Core Competencies
Fit internal Competencies with external opportunities
Firm Strategies