Business studies +2

1. UNIT – 11
MARKETING MANAGEMENT

2. TOPICS COVERED
Selling,MarketingandSocietal MarketingMgt. Concept
Marketing Management -
 Concept
 Functions
Marketing Management Philosophies
MarketingMix– Concept andElements
 Product
 Price
 Promotion
 Physical distribution

3. MARKETING
Process under which valuable goods and services are created,
offered and by doing transactions independently, the needs are
satisfied.
It is thesumtotal of all the
activities whichmoves goods
andservicesfromproducer
totheconsumer .

4. “Marketing is that social process by which individuals and groups
obtain what they need and want through creating, offerings and
freely exchanging products and services of value with others.”
-Phillip Kotler

5. FEATURES OF MARKETING
NeedandWant
Creating aMarket Offering
Customer Value
ExchangeMechanism

6. MARKETINGANDSELLING
Selling: It refers to the sale of good and services through
advertisment, publicity and salesmanship.
Basis of
Difference
Marketing Selling
1. Part of the process
Vs. Wider term
Broad Narrow
2. Transfer of title Vs.
Satisfying consumer’s
needs
Satisfying consumer’s
needs
Transfer of title
3. Profit through sales
Vs. Customer
satisfaction
Profit through
consumer’s satisfaction
Profit through sales
4. Start and End of the
activities
Start: Idea of
producing goods
End: Consumer
satisfaction
Start: After production
End: With the sale
5. Difference in
emphasis
Consumer’s
satisfaction
Seller’s satisfaction

7. MARKETINGMANAGEMNT
It referstothemanagement of all marketingactivities
Processof MarketingManagement
 Choosingatarget market
 Growing consumers intarget market
 Creating superior values

8. FUNCTIONS OF MARKETING
GatheringandAnalysis of Market information
Marketingplanning
Product Design and Development
Standardization and
Grading
Packaging and Labelling
Branding
Customer Support Service
Pricing of Products
Promotional Activities
Physical Distribution of
Goods
Transportation Channel
Storage and Warehousing
of Material
Produce
r
Consume
r

9. PHILOSOPHIESOF MARKETING
MANAGEMENT
ProductionConcept
Product Concept
SellingConcept
MarketingConcept
Societal MarketingConcept

10. 1. PRODUCTION CONCEPT
Philosophy
Cheap product can be sold easily if it is
made available at many places
•MoreQuantity
•LowCost Of Production
•Perfect DistributionSystem
MainFocus
Profit through MaximumProductionEnds

11. 2. PRODUCT CONCEPT
Philosophy Products of goodqualityattracts customers
Qualityof ProductsMainFocus
Profit through providing QualityProductsEnds

12. 3. SELLINGCONCEPT
Philosophy Goods are not bought by the
customers, they have to be sold to
them
•Attracting Customers
•EducatingCustomers
MainFocus
Profit through maximumSalesEnds

13. 4. MARKETINGCONCEPT
Philosophy Companies do not produce what
they can produce, they produce
what they can sell
Consumer SatisfactionMainFocus
Profitsthrough Consumer SatisfactionEnds

14. 5. SOCIETAL MARKETINGCONCEPT
Philosophy
Mere Customer Satisfaction is not
enough, welfare of whole society should
be kept in mind by the marketer
Consumer WelfareMainFocus
Profit Through Consumer Satisfaction and
Social Welfare
Ends

15. MARKETINGMIX

16. MARKETINGMIX
Aggregate of policies formulated with a view of successfully
completing different marketing activities.
All the marketing activities are associated with products.

17. PRODUCT
Product can be anything which provides some satisfaction to
the buyer which could be:
Functional Satisfaction
Psychological Satisfaction
Social Satisfaction

18. ELEMENTSOF MARKETINGMIX
Product Mix
PriceMix
PromotionMix
PlaceMix

19. PRODUCT MIX
Decisions relatedtotheProduct whichincludes
Branding
Packaging
Labelling

20. Goods and Service Tax (GST)
Please be free to write query at:
Dr.Ramesh Sharma
rameshchandersharma@gmail.com
http://rameshchandersharma.blogsspot.in
+91-94180-45154