MARKETING

MANAGEMENT

Marketing Management
Marketing management is a
business discipline focused on the
practical application of
marketing techniques and the
management of a firm's marketing
resources and activities.
Marketing managers are often
responsible for influencing the
level, timing, and composition of
customer demand.

Four Elements of
Marketing
Four Elements of
Marketing
Product Policy
Product Policy
Price Policy
Price Policy
Distribution Policy
Distribution Policy
ommunication
Policy
ommunication
Policy
All aspects of the product which the customer receives
including the physical product and all of the service
enhancements. Sometimes the "product" is purely a
service.
All aspects of the product which the customer receives
including the physical product and all of the service
enhancements. Sometimes the "product" is purely a
service.
he total financial cost of the product to the customer
including such things as discounts, rebates, and the like,
and the price to
the wholesalers or retailers, or both, who earn" the
product..
he total financial cost of the product to the customer
including such things as discounts, rebates, and the like,
and the price to
the wholesalers or retailers, or both, who earn" the
product..
. Which are the intermediaries through which the
product flows to the consumers. hey include retail stores,
wholesalers,and industrial distributors as well as a wide
range of other organi!ations.
. Which are the intermediaries through which the
product flows to the consumers. hey include retail stores,
wholesalers,and industrial distributors as well as a wide
range of other organi!ations.
"hich is the means by which the organi!ation
"talks to" its customers, prospective customers, and other
people important to the organi!ation such is distributors.
"hich is the means by which the organi!ation
"talks to" its customers, prospective customers, and other
people important to the organi!ation such is distributors.

Product
Product
Prior
Prior
Promotion
Promotion
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Place
Four P"s of Marketing
Four P"s of Marketing

T#e
Partici$ants
T#e
Partici$ants
Market Task
Market Task
#ompany
#ompany
#onsumers
#onsumers
#hannels
#hannels
#ompetitors
#ompetitors
the protagonist organi!ation which can be a non$profit
organi!ation or governmental entity.
the protagonist organi!ation which can be a non$profit
organi!ation or governmental entity.
the person or people who use, buy, or influence the
purchase a product or service.
the person or people who use, buy, or influence the
purchase a product or service.
we spoke before about distribution channels.
%istribution channel policy is an element of the
marketing mi& and the channels arc participants.
we spoke before about distribution channels.
%istribution channel policy is an element of the
marketing mi& and the channels arc participants.
other organi!ations which attempt to satisfy the
same consumer needs.
other organi!ations which attempt to satisfy the
same consumer needs.

'ualitative marketing research

'uantitative marketing research

(bservational techniques

)&perimental techniques
Functions and Acti%ities of
Marketing Management

Marketing Managers

*s responsible for
market research,
advertising, public
relations, sales and
client services.

Thank You!