Dr. R.A.N.M ARTS AND SCIENCE COLLEGE�Affiliated to Bharathiar University , Accredited with “ B+” NAAC

Mrs.R.Christy Priyanka M.Com(CA)

Assistant Professor,

Department of Commerce (CA)

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Course Name : Marketing Management

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Welcome You All

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Marketing Meaning

Marketing refers to all activities a company does to promote and sell products or services to consumers. Marketing makes use of the "marketing mix," also known as the four Ps—product, price, place, and promotion.

Marketing:

Definition:

According to William J. Stanton “ Marketing is a total system of interacting business activities designed to plan, price, promote and distribute want- satisfying products and services to present and potential customers”

Features of Marketing:

 Marketing is consumer oriented

 Marketing precedes and succeeds production

 Marketing starts and ends with the buyer

 Marketing guides business

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Objectives of Marketing

Customer Satisfaction

 Ensure Profitability

 Building Organizational Goodwill

 Create Demand:

Increase Sales Volume

Enhance Product Quality

Create Time and Place Utility

Global Marketing

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Meaning of global marketing:

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 Globalization means integrating the economy of a country with the Global/World Economy. It means our economy is open to foreign direct investment by providing facilities to foreign companies to invest in different fields of Indian industry/commerce.

Features of global marketing

 1.  Multiple currencies differing in stability and real value.

2. Diverse, changing policies and procedures.

 3. Political factors play a major role.

 4. Exchange controls and tariffs obstacles.

5. Payment and credit risks

Changing business environments.

 6. Markets are diverse and fragmented.

 8. Marketing research is expensive and many not give accurate information.

 9. Many languages, many nations and many cultures.

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Classification of Market:

Geographic Area:

a)Local market

b)National Market

c)International Market

 Economic:

a)Perfect Market

b)Monopolistic Market

c)Monopoly Market

d)Oligopoly Market

 Volume of Business:

a)Wholesale Market

b)Retail Market

Time:

a)Very short period Market

b)Short period Market

c)Long period Market

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Importance:

a)Primary Market

b)Secondary Market

c)Terminal Market

Nature of goods:

a)Commodity Market

b)Capital market

Regulation:

a)Regulated Market

b)Unregulated Market

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FUNCTIONS OF MARKETING

 Selling

 Buying and Assembling

 Transportation

 Storage

 Standardization and Grading

 Financing

 Risk Taking

 Market Information

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4P's of Marketing Mix

Thank You