Dr.R.A.N.M Arts And Science College Affiliated Bharathiar University –Accredited With ”B+ “�NACC

Mr. K.Suresh Kumar M.com.,M.phil., P.G.D.C.A .,(Ph D., ) Head and Assistant Professor

Course Name : Marketing Management

Welcome You All

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Meaning and Definition

• Marketing is the activity, set of institutions, and processes for creating, communicating,
• delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
• . The American Marketing Association
• Marketing Management 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 organizational goals.

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Scope of marketing�

• Goods
• Services
• Experiences
• Events
• Place
• Person
• Information
• Organisation
• Ideas
• Properties

Evolution of Marketing Concepts�

• The Exchange Concept
• The Production concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
• The Societal Concept: (April 2011
• Relation ship Marketing Concept

Function of Marketing Management

• Researching
• Buying
• Product development and management
• Production
• Promotion
• Standardization and grading
• Pricing
• Distribution
• Risk bearing
• Financing
• After sales-service

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Importance of Marketing�

• Customer Satisfaction
• Helps to Face Competition
• Corporate Image
• Brand Loyalty
• Generates Employment
• Improves Standard of Livings
• Price Control
• Economic growth
• Creates Social Awareness

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Marketing Concepts

• The concept of marketing has evolved over time. Whilst in today’s business world "the customer is king". In the past this was not the case, some businesses put factors other than the customer first. This article examines factors that businesses may orientate their marketing around, so that you can recognize when your marketing strategy is orientated around something other than the customer

Characteristics of Product�

• A product is a set of Tangible and intangible attributes
• Product includes colour, price, packaging and branding
• Product is a group of utilities
• The product is designed and presented to satisfy some specific consumer needs.

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Types of Product Mix Decisions:�

• Product mix length:
• It is related to the total number of items in the mix
• Product mix width:
• It involves different product lines the company carries
• Product mix depth:
• It involves variants offered for each product in the line

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Concept of the Product Life Cycle�

Need for new product development�

• Meeting Changes in Consumer Demand
• Making New Profits
• Handling the Environmental Threats
• Other Necessities

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Other Necessities : �

• New products can provide the organization a source for gaining competitive edge.
• They can ensure long-term financial return on the investments made. They also help in optimum utilization of the available resources.
• New products make best use of research and development.
• They can provide new opportunities for making changes in the strategic plans of the company.
• New products can bring most out of the marketing practices and brand equity.
• It enhances the corporate image of the organization/brand.

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Objective of Pricing

• Maximization of profit in short run
• Optimization of profit in the long run
• Maximum return on investment
• Decreasing sales turnover
• Fulfill sales target value
• Obtain target market share

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Importance of Pricing

• First Impression
• Right Level Pricing
• Sales Promotion
• Flexible Element
• Profit Generation
• Competitive Edge
• Demand Management

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Pricing Methods�

• Cost Oriented Pricing Method
• Market Oriented Pricing Method

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Special Pricing Strategies

• One price strategy
• Flexible price strategy
• Flat rate pricing strategy
• Single price strategy
• Odd pricing
• Leader pricing
• High low pricing
• Resale price maintenance
• Everyday low pricing
• Price lining

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IMPORTANCE OF CHANNEL OF DISTRIBUTION�

• A channel of distribution for a product is the route taken by the title to goods as they move from the producer to the ultimate consumer or industrial user. It brings maximum profit to all. The channel of distribution is very important to the producer and the consumer. There is a big gap between the producer and the consumer and the gap is shrunked by the channel of distribution.

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FUNCTIONS OF THE WHOLESALERS�

• Buying and Assembling: The wholesalers procures varieties of goods from various producers regularly and preserves them in his shop for resale.
• Warehousing: The wholesaler stores goods in large quantities in his own or hired warehouses. This ensures uninterrupted supply of goods to the retailers.
• Transporting: Transportation involves the bringing of goods from the plant door to his god own and also from his god own to the retailer’s shop.
• Financing: He offers financial assistance to the retailers through extension of credit facilities. On the other hands, he buys from the manufacturers for cash or for relatively shorter period of credit.

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Functions of Retailers�

• Provide personal services to all.
• Provide two way information.
• Facilitate standardization and grading.
• Undertake physical movement and storage of goods.
• Assemble goods from various sources. Etc.

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Role of Channels of Distribution

• In the present widening market, distribution channels play an important role in achieving marketing objectives of an organisation.
• A manufacturer creates value utility in the product or service but time and place utilities are created by distribution channels. In the words of Drucker, “both the market and the distribution channels are often more crucial than the product. They are primary, the product is secondary

common promotional goals

• Increasing brand awareness,
• Bringing more customers on board,
• Building relationships with existing customers,
• Breaking into a new market segment.

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Promotion Decisions�

• Step 1 − Setting of the objectives
• Step 2 − Determining promotion budget
• Step 3 − Target Market
• Step 4 − The appeal
• Step 5 − Promotion Mix

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elements of promotional mix

• Advertising
• Sales promotion
• Public relations and publicity
• Personal selling
• Direct marketing
• Type of product market
• Overall marketing strategy
• Buyer readiness stage
• Product life cycle stage

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Classification of Advertising�

• Advertisement informs the customers about a product
• Advertisement persuades the consumers to buy a products 
• Advertisement reminds existing customers about the presence of the product in the market 

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Importance of sales promotion�

• 1. It is used for spreading information about the brand to the customers in the market.
• 2. It is useful in stabilising sales volume and also required to increase short term sales of the products or services.
• 3. It is helpful in stimulating the demand for a product in the short term by making the product appear as a great deal for the customer.

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• Thank You