Managing the Marketing

Function
 What does marketing means?

• Marketing is the business process of creating

relationships with and satisfying customers. With its
focus on the customer.
• Marketing must be understood not in old sense of
making a sale “selling” but in new sense of satisfying
customers needs.
 Marketing Management
Can you sell these products easily?
 Marketing Management

How about this products?

 Marketing Management

How about marketing them?

 Marketing Management

How about marketing thier films?

 Traits to manage marketing

• They are remarkable observers. Great marketers

love to observe people’s behaviors – what makes
them tick, what makes them feel special, what makes
them feel calm, what makes them fall in love with a
product, and so on. In fact, successful marketers are
obsessed with market behaviors.
 Traits to manage marketing

They are extremely curious. Marketers want to know

what you think of things, what you like and
dislike. Skillful marketers always have more questions
to ask and keep wondering about what your reaction
would be in a different scenario.
 Traits to manage marketing

• They are good sales people. Talented marketers

can sell ice to Eskimos. One can’t be a good
marketer and not be a good sales person. Whatever
the conversion might be – the sale of a product,
donation for a cause, or a subscription to a service –
marketers are the ones behind the scenes guiding the
sales process, and they can only be successful if they
can convey their message in an effective manner.
 Traits to manage marketing

• They are not afraid to try something new. As

mentioned above, great marketers are as curious as
they come and love to try something new. Expert
marketers seek challenges, they don’t run away from
them. There’s nothing more exciting in the life of a
marketer than testing a new way to convey a message
and observing the outcomes.
 Traits to manage marketing

• They are not afraid to try something new. As

mentioned above, great marketers are as curious as
they come and love to try something new. Expert
marketers seek challenges, they don’t run away from
them. There’s nothing more exciting in the life of a
marketer than testing a new way to convey a message
and observing the outcomes.
 Traits to manage marketing

• They are good planners, but even better

doers. Great marketers love to be in the trenches –
it’s where the adrenaline comes from! They don’t just
regurgitate buzz words and quotes from the latest
books – they’ve been there, done that, and are
currently trying something new. Actually, great
marketers never stop; they are always working on
something fresh and exciting.
 Traits to manage marketing

• They can spot red flags from afar and are bluntly
honest. Marketers are innate strategists, they love to
play chess, and are always thinking about their next
move. They can spot red flags from far, far away and
will tell you what to expect. Any marketer worth
your dime won’t promise what they can’t deliver.
•
 Traits to manage marketing

• They are involved with their communities.

Because they are good observers, and very much
aware of their surroundings and the needs of the
market, successful marketers are highly involved in
their communities. They love challenges and get a
huge sense of accomplishment by sharing their skills
in a meaningful manner.
 Traits to manage marketing

• They have their ego in check. Sure everyone loves

a pat on the back, but most successful professionals,
including marketers, are not seeking glory. Great
marketers never begin a conversation with a list of
their achievements, they are mostly interested in the
client’s challenges and how they can help them solve
them.
 Traits to manage marketing

• They have their ego in check. Sure everyone loves

a pat on the back, but most successful professionals,
including marketers, are not seeking glory. Great
marketers never begin a conversation with a list of
their achievements, they are mostly interested in the
client’s challenges and how they can help them solve
them.
There are 10 offerings which can be
marketed
• Goods • Properties
• Services • Information
• Experiences • Organizations
• Events • Ideas
• Persons
• Places
 6 Functions of Marketing

• Channel Management
• Marketing Information Management
• Pricing
• Product/Service Management
• Promotions
• Selling
Channel Management

 Channel management is the identifying,

selecting, monitoring, and evaluating the
sales channels.
Channel Management

 This function determines who will offer the

products and where they will be offered.
 It also develops relationships with channel
members and assesses the quality of vender
performance.
 Marketing-
Information
Management
 Marketing-information management involves
the gathering, accessing, synthesizing,
evaluating, and disseminating of information.
 Marketing-
Information
Management
 This function of marketing provides data that
can be used to business decision-making.
 It also provides data about effectiveness of
marketing efforts.
 Lastly it provides data about customer
satisfaction, customer loyalty, needs, and
wants.
 Pricing

 Pricing is involves determining, gathering,

accessing, synthesizing, evaluating, and
disseminating information.
 Pricing

 Pricing in marketing also establishes products’

prices, while it determines whether prices
need to be adjusted.
 It also sets policies and objectives for prices.
 Pricing in marketing must be competitive.
 Product/Service
Management
 involves obtaining, developing, maintaining,
and improving a product or service mix in
response to market opportunities.
 Product/Service
Management
 This marketing function helps to determine
which products a business will offer and in
what quantities.
 Product/service management also aids in
determining and developing a
company’s/product’s image.
 Also it provides directions for other marketing
activities based on changes in a products life
cycle.
Promotion

What

Is

It?
 Promotion

 Promotion is the communication link between

sellers and buyers for the purpose of
influencing, informing or persuading a
potential buyer’s purchasing decision.

 Promotion is divided into two categories:

Above the Line Promotion, and Below the
Line Promotion.
Promotion
 Promotion

 In Above the Line Promotion, you will find

promotion using the media.
 They include sources such as TV, radio,
newspapers, internet, and mobile phones.
 An advertiser for whichever company that he
or she works for would pay an adverting
agency that will place the ad for the product or
company.
 Promotion

• Many times companies will have a contest that

you can win after buying some of their
products, or will place special discounts on
different items to attract buyers into buying
more of that item.
• An example of this would be “Pepsi’s” contest
called “Pepsi Stuff”. The goal of these contests
or discounts is to; to present information to
consumers and others, to increase demand,
and to differentiate a product.
Selling
 Selling

• Selling is a major aspect in marketing,

because it is where the money is made.
• Selling means the “offering to exchange
something of value for something else.”
The exchange in this instance is the
exchange of money from the consumer
and some product from a company.
• There are two terms used to describe different
salespersons; “Farmers “and “Hunters”.
 Selling

• A sales farmer is someone who creates sales

demand by activities that directly influence and
alter the buying process.
• A hunter has an aggressive personality who
uses aggressive sales techniques.
• In terms of his selling method a hunter refers
to a person whose focus is in bringing deals
and closing deals. This is called “sales
capturing”..
 Selling

• The selling portion of marketing is considered to be

a completely human process.
• In places like flea markets, there are no set prices
for everything.
• Sellers will try to keep their price as high as the
buyer is willing to pay, and buyers want to try and
by it for the lowest price possible.
• There is a lot of interaction between people in the
field of sales, it requires certain skills.
 Selling

• An electronic store would be an excellent

example for selling. When you go into an
electronic store you are almost instantly
approached by a sales representative an
asked the question they all ask “May I help
you?” or sometimes “Can I help you find
anything?” If you dare to answer “Yes.” you will
be showed different products, told about
different features, and they will try to convince
you that the most extravagant and expensive
product is “right’ for you.
 Ethical and Legal
Issues in Marketing
There are many ethical issues in marketing and
companies can prevent these issues by:
• Being involved in the community.
• Being honest, truthful and fair in the market.
• Having a degree of safety built into product design.
• Donating to good causes.
• Accepting responsibilities for mishaps, spillages
and leaks.
 Ethical and Legal
Issues in Marketing
There are also many types of legal issues in
marketing that could hurt companies. A few of
these legal issues are:
• Lack of clarity in pricing.
• Dumping, or selling at a loss to increase market
share and destroy competition in order to
subsequently raise prices.
• High pressure selling, especially in relation to
groups such as the elderly.
• Deceptive advertising.