1. PRINCIPLES OF MARKETING MANAGEMENT
Annasaheb Gundeawar College
Katol Road, Nagpur
B.B.A. I
PRINCIPLES OF MARKETING MANAGEMENT
Dr. Kanchan M. Thakre
19/12/2018

2. What is Marketing?
“Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development.  It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.”  — Wikipedia

3. Nature of Marketing Dynamic Process Customer/ Competitor Oriented
Nature of Marketing evolves from its multidisciplinary coverage of activities which is as below :
Dynamic Process
Customer/ Competitor Oriented
All Encompassing
Integrating
Creatives

4. Scope of Marketing Production Planning Branding Packaging
Channels of Distribution
Sales Management
Advertising
Finance
After Sales Service

5. Importance of Marketing
Importance of Marketing is given below:
Marketing Helps in Transfer, Exchange and Movement of Goods.
Marketing is helpful in raising and maintaining the standard of Living of the community.
Marketing creates Employment.
Marketing as a source of Income and Revenue.
Marketing Acts as a Basis for making decisions
Marketing Acts as a source of New Ideas.
Marketing is helpful in development of an Economy.

6. Marketing Management

7. Functions of Marketing
Functions of Exchange 1
Functions of Physical Distribution 2
Functions of Facilities 3

8. Selling Concept
The selling concept essentially mirrors the thought that consumers will not purchase enough of the company’s products unless large-scale promotional and selling efforts are carried out by it. Selling concept is one of the ideologies in marketing like production concept, product concept, holistic concept etc.

9. Microsoft Engineering Excellence
Production Concept
This concept is the oldest of the concepts in business. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency, low costs, and mass distribution.
Microsoft Confidential

10. Modern concepts of marketing
Microsoft Engineering Excellence
Modern concepts of marketing
Six Modern Concept of Marketing are as follows
Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumer Concept
Societal Marketing Concept
Microsoft Confidential

11. THANK YOU