Marketing management mba ppt
-
Upload
mba-corner-by-babasab-patil-karrisatte -
Category
Business
-
view
4.842 -
download
60
description
Transcript of Marketing management mba ppt
Marketing Management
Changing Role of Marketing within Firm
Focus on lower cost & physical efficiency
Marketing shift from physical efficiency to selling
Adoption of marketing approach
Marketing and Four Functions of Management
Planning Function Organizing Function Controlling Function Directing Function
4 Ps of Marketing
4 Ps of marketing Product Price Place Promotion
Marketing Mix
Marketing Mix: Combination of 4 controllable variables
Product Price Place Promotion
The Business Plan
Consumer Needs
Firm’s Purpose
Marketing Plan
Values
Firm’s Purpose
What firm is going to do
Firm’s Objective
How to accomplish its purpose
Marketing Plan
Analyzing current market situation opportunities and issues implementation finance control
Marketing Plan
I. Current Market Situation
~Market Situation
~Competitive Situation
~Macroeconomic Environment
II. Opportunities and Issues Analysis
~Opportunities & Threats outside firm
~Strengths & Weaknesses within firm
~Issues Analysis
~Financial & Marketing Objectives
Marketing Plan
Marketing Plan
III. Marketing Strategy
~ID Target Market ~Sales Promotion
~Product Positioning ~Res. & Develop
~Product Line ~Market Research
~Price ~Distribution
~Sales Force ~Level of Service
~Advertising—when and where
Benefits of A Good Marketing Plan
Firms achieve higher rates of return on invested capital when they have
--A clear business purpose
--A clear business objective
that is reflected in a well-thought-out marketing plan with
an effective marketing mix
Benefits of A Good Marketing Plan
Analyzing Market Potential
Transition mass to target marketing Estimating market potential
Macroeconomic approach Population approach Consumption approach