MARKETING MANAGEMENT I

Prof. Sharad Kamra, Visiting Faculty, ICFAI University, Jaipur

Chapter 1 Marketing: The Development of a Concept

Definition of Marketing Evolution of Marketing Marketing Myopia Marketing Dynamics Significance of Marketing

Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.

Definitions of Marketing
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Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably - The Chartered Institute of Marketing
The right product, in the right place, at the right time, and at the right price - Adcock et al

Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.

Definitions by Philip Kotler

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Marketing is the human activity directed at satisfying human needs and wants through an exchange process - Kotler 1980 Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others - Kotler 1991
Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.

Definitions of marketing
Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably - The Chartered Institute of Marketing The right product, in the right place, at the right time, and at the right price Adcock et al

Why Study Marketing?

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Marketing is the area of management responsible for researching and satisfying customer needs, through product and service development, planning, pricing, advertising, promotion and distribution.

Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.

Why Study Marketing?

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What will you Learn Marketing focuses on developing and managing ongoing relationships with customers, competitors, partners, suppliers and other shareholders. The teaching approach emphasizes the strong functional linkages that exist in practice between marketing and finance, accounting, operations, personnel, information systems, business communications and strategic management. Areas of study Advertising, Sales Management & promotion, marketing Communications, Market Research, retail Management, Marketing of Services, International Marketing, Consumer Behaviour

Career opportunities: Business Development Manager, Client Acquisition Manager, Sales/Marketing Manager, Advertising Manager, Marketing Researcher, Product And Brand Manager, Public Relations Manager and Retail Manager. An academic role is also a career path open to you.

Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.

Implications of marketing

Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs?
Can

we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product of service?

Why should customers buy from us?

The marketing concept

choosing and targeting appropriate customers positioning your offering interacting with those customers controlling the marketing effort continuity of performance

Marketing Evolution & Concept

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The Market Concept

Finance

Marketing

Market Evolution
Customer

Production Concept Product concept Selling Concept Marketing concept

Production, Human Marketing Resource & Finance

Human Resources

Production

Marketing, HR, Finance & Production

HR, Finance & Production

HR, Finance & Prod. Marketin g

Societal Marketing Concept (SMC) Copyright, Prof.

Marketing
Custom er

Sharad Kamra 2011. All Rights Reserved.

Marketing management process

Analysis/Audit - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we get there? (Implementation - Getting there!) Control - Ensuring arrival

Successful marketing requires: Profitable Offensive (rather than defensive) Integrated Strategic (is future orientated) Effective (gets results)

1972

Hugh Davidson

Marketing Myopia
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Excessive focus on product and loosing sight on Customer needs and wants Lack of

Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.

Marketing Department
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Source: Rosemary Remacle, WWW.SRFUNDS.COM .

Geographic Sales Organization

National Sales Manager
Sales Training Manager

Eastern Region Sales Manager

Western Region Sales Manager

Zone Sales Managers (4)

Zone Sales Managers (4)

District Sales Managers (20)

District Sales Managers (20)

Salespeople (100)

Salespeople (100)

Source: Professional Selling: A Trust-Based Approach by Ingram et al

Product Sales Organization

National Sales Manager

Office Equipment Sales Manager

Office Supplies Sales Manager

District Sales Managers (10)

District Sales Managers (10)

Salespeople (100)

Salespeople (100)

Source: Professional Selling: A Trust-Based Approach by Ingram et al

Market Sales Organization

National Sales Manager
Commercial Accounts Sales Manager Government Accounts Sales Manager

Sales Training Manager

Zone Sales Managers (4) District Sales Managers (25) Salespeople (150) Source: Professional Selling: A Trust-Based Approach by Ingram et al District Sales Managers (5) Salespeople (50)

Functional Sales Organization

National Sales Manager

Field Sales Manager Regional Sales Managers (4) District Sales Managers (16) Salespeople (160)

Telemarketing Sales Manager District Sales Managers (2) Salespeople (40)

References

Ingram, La Forge, Avila, Schwepker Jr., Williams, Module 4: Sales Organization Structure and Sales Force, Deployment Professional Selling:A Trust-Based Approach. Rosemary Remacle, WWW.SRFUNDS.COM .

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Thank You
For any queries, please contact: sharadkamra3101@gmail.com # 93140 24652

Copyright, Prof. Sharad Kamra 2011. All Rights Reserved.