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    Session# 1

    Uploaded by

    dkmahur99
    4 views12 pages

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    4 views12 pages

    Session# 1

    Uploaded by

    dkmahur99

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 12

    Part 1: Marketing Channel Systems

    Session # 1

    Decision Areas in
    Behavioral
    Marketing
    Processes in
    Marketing Channels
    Dr. Ajay Kumar
    Pandey
    ajay.pandey@fsm.a
    ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or
    Learning Objectives

    • Understanding Marketing Management

    • Core Marketing Concepts from the Global Lens

    • Value Philosophy of Marketing

    2
    What is Marketing?

    • Marketing is about identifying and meeting human and


    social needs profitably

    • American Management Association ’s formal 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”

    3
    The Market Exchange

    • Marketers view industry as a group of sellers and use


    the term market to describe customer groups

    4
    A Simple Marketing System

    Communication

    Goods/Services
    Industry Market
    (a collection of sellers) (a collection of buyers)
    Money

    Information

    5
    Marketing Philosophies

    The
    The Production
    Production
    Concept
    Concept

    The
    The Product
    Product
    The
    The Market
    Market Value
    Value Marketing
    Marketing Concept
    Concept
    Concept
    Concept Philosophies
    Philosophies

    The
    The Selling
    Selling
    The
    The Marketing
    Marketing Concept
    Concept
    Concept
    Concept

    6
    Customer Value

    Product
    Benefit Customer
    Value

    Service Monetary
    Total Benefit Cost
    Customer
    Benefit Time
    Cost Total
    Personnel
    Customer
    Benefit
    Energy Cost
    Cost

    Image Psychological
    Benefit Cost

    7
    Customer Perceived Value (CPV)

    Customer Customer Customer


    Perceived Perceived Perceived
    Value Benefits Cost

    Functional value
    +
    Psychological value
    +
    Monetary value
    8
    Value Philosophy of Marketing
    1) Crating Value
     Develop strong, profitable, long-term relationships with customers

    2) Communicating Value (i.e. promotion)


     Use Integrated Marketing Communication (IMC)
     ads, promo, events

     Use personal communication


     direct, interactive

    3) Delivering Value (i.e. distribution)

     Manage physical distribution firms


     distributors, wholesalers, retailers
    9
    Core Marketing Concepts

    Needs, Wants, and Target Markets,


    Demands Positioning, and
    Segmentation

    Offerings and Brands

    Value and
    Satisfaction10
    Core Marketing Concepts..contd.

    Marketing
    Channels

    Supply Chain

    Marketing Environment
    Competition
    11
    Core Marketing Concepts..contd.

    Paid, Owned and Earned Media

    Impressions and Engagement


    12

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