MARKETING MANAGEMENT

Designed and Delivered by

Dr. Rishardh Hussain

P.hD, MBA, BBA (Hons), FCMI (UK), MCIM (UK), Member – AMA (USA), MSLIM, MIM (SL)
Management Consultant & Corporate Trainer
Blue Ocean Business Consultancy (Pvt) Ltd
25, Simon Hewa Vitharana Road
Colombo - 03
PURPOSES
At the end of this session you should be able to

1. Understand importance of managing the marketing

function of your business effectively.

2. Know basic marketing concepts and philosophies

3. Apply the marketing mix to your business management

concepts to your business
ROAD MAP
Part 1. Marketing an Overview

 Why do you need proper Marketing in your

Business?
 How to handle Marketing in your business

 What is Marketing?
ROAD MAP…
Part 2. Marketing Concepts &
Philosophies
 Why do you want to learn the marketing
concepts and Philosophies?
 How to chose the your marketing concepts and
philosophies?
 Marketing Concepts & Philosophies?
ROAD MAP…
Part 3. Marketing Mix
 Why do you need proper marketing mix?

 How to apply the marketing mix?

 What is marketing mixs?

ROAD MAP…
Part 4. Consumer Behaviour
 Why do you need to study consumer behavior?

 How to study consumer behavior?

 What is consumer behaviour?

ROAD MAP…
Part 5. Branding and its implications to your
business success
 Why do you need Brands?

 How to create brand?

 What is a brand?
FOOD FOR THOUGHT
PART 1. MARKETING AN
OVERVIEW

 Why do you need proper Marketing in your

Business?
 How to handle Marketing in your business

 What is Marketing?
MARKETING AT YOUR
EYE
WHY DOES YOUR
BUSINESS NEED
MARKETING?
WHY DOES YOUR
BUSINESS NEED
MARKETING?

Business Customer Sales

Profit Profit
WHY DOES YOUR
BUSINESS NEED
MARKETING?

Every Business Should Create a Customer who

creates customers
WHY DOES YOUR
BUSINESS NEED
MARKETING?

த ொடர்ந்து உயிர்
வொழ் வ ட்கு
UNDERSTAND YOUR CUSTOMER
Customers Come in Different Sizes and Shapes
 HOW TO DO
MARKETING ?

Stakeholders

நிறுவனத்
தில்
அக்கறை
உறையவர்
கள்
HOW TO DO
MARKETING ?
By Managing Expectations of the
stakeholders
WHAT IS MARKETING?

OR

Marketing = Customer Satisfaction +Profit

Customer To Build your

Satisfaction Customer Base
 WHAT IS MARKETING?

Marketing =
Customer Satisfaction +Profit

Customer To Build your

Satisfaction Customer Base
Why Profit?
To continue your
Profit
Business
HOW TO SATISFY THE
CUSTOMER WITH
PROFIT?

Add value to the Life

of customers

வடிக்ககயொளரிகளின்
வொழ் ககக்கு மதிப் கப
சேர் ் ல்
HOW TO SATISFY THE
CUSTOMER WITH PROFIT?
HOW TO ADD THE VALUE TO
CUSTOMER’S LIFE?
CUSTOMER
SATISFACTION

Customer Expectation = Customer

Experience
வொடிக்ககயொளர் எதிர்பொர்ப்பு =
வொடிக்ககயொளர் அனுபவம்
PART 1. MARKETING AN
OVERVIEW

 Why do you need proper Marketing in your

Business?
 How to handle Marketing in your business

 What is Marketing?
PART 2. MARKETING CONCEPTS & PHILOSOPHIES

 Why do you want to learn the marketing

concepts and Philosophies?
 How to chose the your marketing concepts and
philosophies?
 Marketing Concepts & Philosophies?
WHY DO YOU WANT TO LEARN THE MARKETING
CONCEPTS AND PHILOSOPHIES?
WHY DO YOU WANT TO LEARN THE MARKETING
CONCEPTS AND PHILOSOPHIES?
HOW TO CHOSE THE YOUR MARKETING
CONCEPTS AND PHILOSOPHIES?
HOW TO CHOSE THE YOUR MARKETING
CONCEPTS AND PHILOSOPHIES?
MARKETING CONCEPTS & PHILOSOPHIES?
EXCHANGE CONCEPT

Exchange is the act of obtaining a desired object

from someone by offering something in return.
PRODUCTION CONCEPT
Mass production: The
production concept of marketing
focuses on mass production. It
reduces per unit cost of
production and increases sales
volume.
Mass distribution: The
production concept of marketing
focuses on mass distribution. It
enhances distribution efficiency
and reduces distribution costs. It
also facilities wider ability of
products.
PRODUCTION CONCEPT
Low price: Price is regarded as a critical factor
in marketing. Consumers give high priority to
highly affordable product price than its quality.
Cost of production can be reduced through
mass production, mass distribution, and
improved technology.
PRODUCTION CONCEPT
Production efficiency: The production concept
of marketing gives emphasis on production
efficiency. there must be skilled, experienced,
and qualified human resource and modern
technology to improve production efficiency.
PRODUCT CONCEPT

This concept works on an assumption that customers prefer

products of greater quality and price and availability doesn’t
influence their purchase decision. And so company develops a
product of greater quality which usually turns out to be
expensive.
SELLING COST

The selling concept holds the idea- “consumers will not buy
enough of the firm’s products unless it undertakes a large-
scale selling and promotion effort”.
 MARKETING CONCEPT

The firm should analyze the needs of their customers and then
make decision to satisfy the needs, better than competition

Focuses on needs/wants of target markets & delivering value

better than competitors.
MARKETING CONCEPT
SOCIETAL MARKETING CONCEPT

Societal marketing concept states that marketers should deliver

products/services in such a way that it satisfies the needs of their
target consumers, requirements of the company and maintains
well being of the society at large.
SOCIETAL MARKETING CONCEPT
HOLISTIC MARKETING CONCEPT

acknowledges that everything matters in marketing. The

holistic viewpoint follows that systems—in this case
marketing—somehow function as wholes and that their
functioning cannot be fully understood solely in terms of their
component parts. Therefore, a broad and integrated
perspective is necessary in developing, designing, and
implementing marketing programs and activities.
HOLISTIC MARKETING CONCEPT
HOLISTIC MARKETING CONCEPT
PART 2. MARKETING CONCEPTS & PHILOSOPHIES

 Why do you want to learn the marketing

concepts and Philosophies?
 How to chose the your marketing concepts and
philosophies?
 Marketing Concepts & Philosophies?
PART 3. MARKETING MIX

 Why do you need proper marketing mix?

 How to apply the marketing mix?

 What is marketing mixs?

WHY DO YOU NEED PROPER MARKETING MIX?
WHY DO YOU NEED PROPER MARKETING MIX?
HOW TO APPLY THE MARKETING MIX?
HOW TO APPLY THE MARKETING MIX?
HOW TO APPLY THE MARKETING MIX?
HOW TO APPLY THE MARKETING MIX?
MARKETING MIX

Set of actions, or tactics, that a company uses to promote its

brand or product in the market
MARKETING MIX
PART 3. MARKETING MIX

 Why do you need proper marketing mix?

 How to apply the marketing mix?

 What is marketing mixs?

PART 4. CONSUMER BEHAVIOUR

 Why do you need performance evaluation in

your business?

 How to measure the performance of the people

at your business
 What is performance evaluation?
PART 4. CONSUMER BEHAVIOUR

 Why do you need to study consumer behavior?

 How to study consumer behavior?

 What is consumer behaviour?

WHY DO YOU NEED TO STUDY CONSUMER
BEHAVIOR?
WHY DO YOU NEED TO STUDY CONSUMER
BEHAVIOR?

To design production policies,

Know the effect of price on buying,
Exploit the market opportunities,
Design marketing mix,
Implement STP strategies,
Helps in understanding diversified preference,
Understanding of various roles played by consumer,
Results in consumer satisfaction.
HOW TO STUDY CONSUMER BEHAVIOR?
WHAT IS CONSUMER BEHAVIOUR?
PART 5. BRANDING AND ITS
IMPLICATIONS TO YOUR
BUSINESS SUCCESS

 Why do you need Brands?

 How to create a brand?

 What is a brand?
WHY DO YOU NEED BRANDS?
HOW TO CREATE A BRAND?
WHAT IS A BRAND?
WHAT IS A BRAND?
WHAT IS A BRAND?
WHAT IS A BRAND?

Simply put, your brand is your promise to your customer

It tells them what they can expect from your products

and services, and it differentiates your offering from your
competitors'. Your brand is derived from who you are,
who you want to be and who people perceive you to be.
WHAT IS A BRAND?
PART 5. BRANDING AND ITS
IMPLICATIONS TO YOUR
BUSINESS SUCCESS

 Why do you need Brands?

 How to create a brand?

 What is a brand?