Marketing management

Anu MishraM.B.A(Finance and International Business) ,IA+

[email protected]

PRESENTED BY: Anu Mishra M.B.A

B.U

MARKETING MANAGEMENT

THOSE ACTIVITIES DIRECTLY INVOLVED IN

OBTAINING , CONSUMING AND DISPOSING OF

PRODUCTS AND SERVICES, INCLUDING THE

DECISION PROCESSES THAT PRECEDE AND

FOLLOW THESE ACTIONS

Consumer Behavior

PROMOTIONAny form of communication a business or company uses to inform, persuade, or remind

people about products and to improve its image

The combination of promotion types represents a product’s

PROMOTIONAL MIX

Consumer Analysis.

1. Target Market - you have to decide on which segment 2. Look at competitors, what are they doing 3. Market research required 4. Develop a unique marketing plan

Marketing Plan : Factor’s Involved

When an organization introduces a product into a market they must ask themselves a number of questions.

Who is the product aimed at? What benefit will they expect? How do they plan to position the product within the market? What differential advantage will the product offer over their

competitors?

PRODUCT STRATEGIES

“Grouping people according to their similarity related to a particular product category”

Market Segmentation

Characteristics age gender geographic location income spending patterns cultural background demographics marital status education language mobility

Market Segmentation

Refers to how an organization will distribute the product or service they are offering to the end user.

What channel of distribution will they use? Two types of channel of distribution

methods are available.◦ Indirect distribution involves distributing your

product by the use of an intermediary.◦ Direct distribution involves distributing direct

from a manufacturer to the consumer e.g. For example Dell Computers .

PlacePlace strategies

Depending on the type of product being distributed these are common distribution strategies available:

Exclusive distribution: Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of Electronic equipments through exclusive dealers.

Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread.

  Distribution Strategies