Marketing and Services Management

Marketing and Services
Management
By Prof.Sunil B Rao, Principal - IAME

-Bangalore
You will be learning;

Meaning and definition of market, concept of
market, meaning and definition of marketing,
Principles of marketing , nature of marketing, scope
of marketing, importance of marketing, role of
marketing in economic growth, advantages of
marketing, approaches to study of marketing and
economic development, distinction between
marketing and selling, functions of marketing, steps
in marketing management process, recent trends in
marketing,E-business,principles of e-business,
advantages of e-business, tale-marketing-business,
green marketing, retailing, relationship marketing,
customer relationship management.
-Bangalore
Market
An actual ornominal place whereforcesofdemand and
supplyoperate, and wherebuyers andsellersinteract
(directly or throughintermediaries) to
tradegoods,services, orcontracts orinstruments,
formoney orbarter.
Markets includemechanismsormeansfor
(1) determiningpriceof thetraded item,
(2) communicating the priceinformation,
(3) facilitatingdealsandtransactions, and
(4) effectingdistribution. The market for a particular item
is made up of existing and
potentialcustomerswhoneeditand have
theabilityandwillingness to pay for it.
-Bangalore
Concept of market
A Market is one of many varieties of
systems,Institutions,procedures,socia
l relations and infrastructures
whereby parties engage in exchange.
While parties may exchange goods
and service by barter.

-Bangalore
Meaning and Definition of marketing

Definition of Marketing What is
Marketing: According to Philip Kotler,
The term Marketing is defined as a
social and managerial process by
which individuals and groups obtain
what they need and want through
creating, offering and exchanging
products of value with others is
known as Marketing.
-Bangalore
Principles of marketing
Marketing is a business strategy that
organizations use to promote their products
and services to the target audience and it
also plays a big role in determining the
success or failure. According to marketing
professionals, a successful marketing plan
should comprise of the five different
elements also known as the five P's or
principles of marketing. The five Ps are;
product, price, promotion, place and people.
-Bangalore
Marketing management includes
those activities by which
management is able to satisfy
customers with a view to earn profits.
The main principles of marketing
management are as follows
1. Sound Planning
2. Motivation
3. Proper directions
-Bangalore
4. Decision Making
5.Effective Organization
6.Sales promotion
7. Research and Development

-Bangalore
Nature of marketing,
The Nature of Marketing are described as
below Customer Focus As we know
that the main focus of marketing is the
customers. Thus, the marketing intends
to satisfy the needs or wants of the
customers. Due to this, a marketer can
optimise its cost for the customer and
allowing the organization to focus on its
core competencies in order to achieve its
goals - See more
-Bangalore
Scope of marketing
Marketing concept holds that
achieving goals of the organization
depends on determining the needs
and wants of the target markets and
delivering the desired satisfaction
more effectively and efficiently than
do the competitors

-Bangalore
Traditional Concept of
Marketing
1.
2.
3.
4.
5.
The
The
The
The
The
exchange orientation
product orientation
production orientation
Sales Orientation
Marketing Concept

-Bangalore
Modern Concept of
Marketing
1. Customer Orientation
2. Integrated Marketing
3. Profitable Sales through customers
satisfaction
4. Customer Welfare

-Bangalore
Importance of marketing
Marketing to Society
Marketing to the firm
Marketing in underdeveloped
Marketing in developed economy
Marketing in a seller market

-Bangalore
Importance of Marketing to the firm
a) Helpful in business planning and
decision making
b) Helpful in increasing the profits
c) Helpful in communication between
firm and society

-Bangalore
Society
a) Raises Standard of living
b) Provides employment
c) Decreases Distribution Cost

-Bangalore
Importance of marketing in
underdeveloped/Developing
Economy
Importance of marketing in
developed Economy
Importance of marketing in seller or
buyers market

-Bangalore
Goals of Marketing
As an economics activity, marketing has
four objective
1. Creation of utility
Place Utility
Time Utility
Possession Utility
2.Cost Reduction
3.Price Stability
4.Maximizes life quality
-Bangalore
Distinguish b/w Sales and Marketing

Sales
Marketing
Sales

-Bangalore
Functions of Marketing
Exchange Functiona) Buying
b) Assembling
c) Selling
) Physical Supply Function
a) Transportation
b) Warehousing or Storage
-Bangalore
Functions of Marketing
Facilitating functions
a) Branding
b) Packing and Packaging
c) Grading
d) Labeling
e) Standardization
f) Market Finance
g) MIS
h) Market Research
i) Market Risk
-Bangalore
Recent Trends in Marketing

A. E business
B. Tele-Marketing
C. M-Business
D. Green Marketing
E. Retailing
F. Relationship Marketing
G. Customer Relationship Management
-Bangalore
E Business
Electronic business, commonly
referred to as e-business may be
defined as the utilization of the
information and communication
technology in support of all the
activities of business

-Bangalore
E-Marketing
E-Marketing is one aspect of an
organization function and a set of
process for creating, communicating
and delivering value to customers
and for managing customer
relationships in ways that benefit the
organization and its stakeholders

-Bangalore
Tele-Marketing
Use of the telephone to market
goods or services directly to
prospective customers

-Bangalore
M-Business
Mobile business developmentis a category
ofbusiness development which focuses on
attracting new customers in theMobile Web
markets. There are large efforts being made to
make innovative mobileICT services work.
Examples of these services include mobiletourist
guides and shopping guides for consumers. As an
emerging trend, technology and service providers
combine their expertise and resources to design
these services. This incorporates designing several
models: theValue network, aValue proposition,
aRevenue modeland aTechnological architecture
-Bangalore
Green Marketing
Green marketingis the marketing of products that
are presumed to be environmentally preferable to
others. Thus green marketing incorporates a broad
range of activities, including product modification,
changes to the production process,sustainable
packaging, as well as modifying advertising. Yet
defining green marketing is not a simple task where
several meanings intersect and contradict each other;
an example of this will be the existence of varying
social, environmental and retail definitions attached to
this term. Other similar terms used
areenvironmental marketingandecological
marketing.
-Bangalore
Retailing
Retailis the sale of goods and services from
individuals or businesses to theend-user. Retailers
are part of an integrated system called the supply
chain. A retailer purchases goods orproductsin
large quantities frommanufacturers directly or
through a wholesale, and then sells smaller
quantities to theconsumerfor a profit. Retailing
can be done in either fixed locations like stores or
markets,door-to-dooror bydelivery. In the 2000s,
an increasing amount of retailing is done using
online websites, electronic payment, and then
delivered via acourieror via other services
-Bangalore
Relationship Marketing
Relationship marketingwas first defined as a form of marketing
developed from direct response marketing campaigns which
emphasizescustomer retentionand satisfaction, rather than a
dominant focus on sales transactions.
As a practice, relationship marketing differs from other forms of
marketing in that it recognizes the long term value of customer
relationships and extends communication beyond intrusive
advertising and sales promotional messages.
With the growth of the internet and mobile platforms, relationship
marketing has continued to evolve and move forward as technology
opens more collaborative and social communication channels. This
includes tools for managing relationships with customers that goes
beyond simple demographic and customer service data. Relationship
marketing extends to include inbound marketing efforts, (a
combination of search optimization and strategic content),PR, social
media and application development.
-Bangalore
Customer Relationship Management

Customer relationship
management(CRM) is a system for
managing a companys interactions
with current and futurecustomers. It
involves using technology to
organize, automate and
synchronizesales,marketing,custom
er service, andtechnical support.
-Bangalore
CRM

-Bangalore
You have learnt

Meaning and definition of market, concept of market,
meaning and definition of marketing, Principles of
marketing , nature of marketing, scope of marketing,
importance of marketing, role of marketing in
economic growth, advantages of marketing,
approaches to study of marketing and economic
development, distinction between marketing and
selling, functions of marketing, steps in marketing
management process, recent trends in marketing,Ebusiness,principles of e-business, advantages of ebusiness, tale-marketing-business, green marketing,
retailing, relationship marketing, customer relationship
management.
-Bangalore

Marketing and Services Management

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Marketing and Services

By Prof.Sunil B Rao, Principal - IAME

You will be learning;

By Prof.Sunil B Rao, Principal - IAME

Meaning and Definition of marketing

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

Distinguish b/w Sales and Marketing

By Prof.Sunil B Rao, Principal - IAME

Recent Trends in Marketing

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

By Prof.Sunil B Rao, Principal - IAME

Customer Relationship Management

By Prof.Sunil B Rao, Principal - IAME

You have learnt

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