Introduction to marketing management and definition of marketing

1. Introduction to Marketing Management
and
definitions of Marketing
BY
SMART LEARNING WAY

2. Flow of presentation
 Preface
 Introduction to Marketing Management
 Case studies or examples
 Definitions of Marketing
 Summary
 Review of the topic

3. PREFACE
The term ‘market’ originates from the Latin noun
“Marcatus” which means “a place where business is
conducted.” A layman has somewhat similar
connotations of the word ‘market’ which brings to his
mind the vista of place where the buyers and sellers
personally interact and finalize.
The word of marketing refers to the processes
involved in the distribution of exchange of goods and
services. Marketing activities are those most directly
concerned with the demand.

4. INTRODUCTION
We already know a lot about marketing –it’s all around
us. We see the results of marketing in the abundance of
products in our nearby shopping mall. We see marketing in
the advertisements that fill our television screen, magazines,
and mailbox. At home, at school, where we work, where we
play-we are exposed to marketing in almost everything we
do. Yet, there is much more to marketing than meets the
consumer’s casual eye.
Marketing is recognized as a special management
function just like organizing, staffing, financing, and
producing. But the significance of marketing as a vital
function has been understood not by many. In fact, the
marketing function is closely related to the basic objective of
business.
Marketing Management is a business discipline which is
focused on the practical application of marketing techniques
and the management of a firm's marketing resources and
activities.

5. A business may have many objectives, including that of
making profits. But on a deeper analysis it can be said that
the most sensible objective of the business must be
consumer satisfaction. It should be its main objective too. All
other objectives are important bur only ancillary.
Marketing is as old civilization. Its started with the use of
symbols and signs to transact and communicate with
consumer.
Marketing is challenging and exciting. The solving of
marketing problems requires insight, experience and
analytical ability.
Marketing is very important for company and consumer.
Company has selling the goods by market and customers
have buying the goods by market. Market is coordinate
between company (business) and consumer.

6. So we see the diagram between
Company-Market-Consumer

7.  Coca-cola is certainly no stranger to marketing. Long
the world’s leading soft drink maker, the company now
sells its brands in more than 200 countries. In fact, in
recent years, as its domestic markets have lost their
fizz, Coca-cola has revved up every aspect of its
global marketing. The result; near world dominance of
the soft drink market.

8.  In food items we can also take example of
healthy breakfast “KHAKHRA”

9. DEFINITIONS OF MARKETING
There are many definitions of marketing.
1. “Marketing is nothing but demand creation and
customer satisfaction.”
In which,
Discover and translate consumer need and wants
into product and service and further expand the
demand.
2. Managerial definition:
“ Marketing is the art of selling products.”

10. 3. American Marketing Association defines:
“Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution and
ideas, goods, services to create exchange that satisfy
individual and organizational goals.”
4. Social (societal) definition:
“Marketing is a societal process by which individuals
and groups obtain what they need and want through
creating, offering and freely exchanging products and
services of value with others.”

11. 5. The American marketing Association defines:
“Marketing as the performance of business activities
that direct the flow of goods and services from
producer to consumer or user.”
or
6. “Marketing is the performance of business activity that
direct the flow of goods and services from the
producer to the consumer.”
7. “Marketing consist of all activities designed to
generate and facilitate any exchange intended to
satisfy human needs and wants.”

12. 8. P.Kotler defines “Marketing as the set of human
activities directed at facilitating and consummating
exchange. The essence of marketing is exchange of
products and the transactions to satisfy human needs
and wants. All business activities facilitating the
exchange are included in marketing.”
9. “Marketing is defined as an ongoing social process for
the creation and delivery of standards and style of
life.”

13. 10. “Marketing is a social and managerial process by
which individuals and groups obtain what they need
and want through creating and freely exchanging
products and services of value with others.”
11. “Marketing is a system of integrated business
activities designed to develop strategies and plans to
the satisfaction of customer wants of selected market
segments or targets.”

14. 12. P. Drucker says that, “ Marketing is not merely a
function of business entire but it is the business and it
is synonyms with the whole business unit or a view of
the entire business as the economic organ to provide
goods and services .”
13. Leslie Rodger define: “Marketing is the primary
management function which organizes and directs the
aggregate of business activities involved in converting
customer purchasing power into effective demand for
a specific product or service and in moving the
product or service to the final consumer or user so as
to achieve the company-set or other objectives.”
14. Paul Mazur defines, “The delivery of a standard of
living to society.”

15. 15. Hansen defines that, “The process of discovering
and translating consumer needs and wants into
product and service specifications, creating demand
for these products and services, and then in turn
expanding this demand.”
16. “Marketing is the management task of strategically
planning, directing and controlling the application of
enterprise effort to profit-making programmes which
will provide customer satisfactions-a task which
involves the integration of all business activities into a
unified system of action.”
17. “The analysis, planning, implementation, and control
of programs designed to create, build, and maintain
beneficial exchanges with target buyers for the
purpose of achieving organizational objectives.”

16. 18. Clark and Clark defined market as a, “A center
about which or an area in which the forces leading to
exchange or title to a particular product operate and
towards which the actual goods tend to travel.”
19. Philip Kotler defined market as “The set of actual
and potential buyers of a product.”
20. According to Chapman, “The term Market refers
not to a place but a commodity or commodities and
buyers and sellers who are in direct competition with
one another.”

17. 21. According to Converse, Hugey and Mitchell,
“Marketing includes all activities involved in the
creation of place, time and possession utilities. Place
utility is created when goods and services are
available at the places they are needed; time utility
when they are needed; and possession utility when
they are transferred to those who need them.”
22. Buskirk Richard defines that, “An integrated system
of action that creates value in goods through the
creation of form, place, time and ownership utilizes.”
23. Duddy and Reizan define marketing as, “It is the
economic process by which goods and services are
exchanged and their values determined in terms of
money.”

18. 24. Cundiff E.W. and Still R.S. have defined the term of
marketing, “A marketing is the process by which
products are matched with markets and through which
products are matched with markets and through which
transfer of ownership are effected.”
25. Peter F.Drucker:
“Marketing is not a function of business, but a view
of the entire business seen as the economic organ to
provide goods and services.”

19. 26. American Heritage Dictionary's Definition of
Marketing :
“The commercial functions involved in transferring
goods from producer to consumer.”
27. Marketing Definition From MSN Encarta
Dictionary:
“The business activity of presenting products or
services to potential customers in such a way as to
make them eager to buy. Marketing includes such
matters as the pricing and packaging of the product
and the creation of demand by advertising and sales
campaigns.”

20. SUMMARY
Marketing is a societal process by which
individuals and groups obtain what they (consumers)
need and want through creating, offering and freely
exchanging products and service of value to each
other.
Today competitions are very high and consumer
demand increase. Thus Marketing management is
very important for take sure decisions for business
and set objectives. Marketing is the main pillar to
achieve business goals.

21. BIBLIOGRAPHY
1. Marketing management
 S.A. SHEPLEKAR
- HIMALAYA PUBLISHING HOUSE
2. An Introduction to Marketing
 D AMARCHAND
 B VARADHARAJAN
3. Marketing Management – a Finance Emphasis
 B.K. CHATTERJEE
-Jaico Publishing House

22. 4. Principles Of Marketing
 PHILIP KOTLER
 GARY ARMSTRONG
5. Modern Marketing Management
 DR. RUSTOM S. DAVAR
 SOHRAB R. DAVAR
 NUSLI R. DAVAR
6. Introduction to Marketing
 N.G. KALE
 M. AHMED
- Vipul prakashan