Principle of Marketing (MKT231) Principle of Marketing
(MKT231)
Engr. Subrata Majumder
(Research Associate) Dept. of Textile Engineering
Faculty of Engineering
Daffodil International University
Cell: 01710541657
[email protected]
What is Marketing Management?
What is Marketing Management?
Marketing management is the art and science
of choosing target markets
and getting, keeping, and growing customers through
creating, delivering, and communicating
superior customer value.
Marketing Management Marketing Management
Marketing Management
Implementing programs to create exchanges with target buyers to achieve organizational
goals
Finding and increasing demand, also changing or reducing demand
Demand Management
Attracting new customers and
Profitable Customer Relationships
Marketing Management Orientation Marketing Management Orientation
Marketing Management
Orientation Product
Concept
Marketing Concept
Selling Concept
Societal Marketing
Concept Production
Concept
Holistic Marketing
Concept
Marketing Management Philosophies
Philosophies
Production Concept Production Concept
Product Concept Product Concept
Selling Concept Selling Concept
Marketing Concept Marketing Concept
Societal Marketing Concept Societal Marketing Concept
• Consumers favor products that are available and highly affordable
• Improve production and distribution
• Consumers favor products that offer the most quality, performance, and innovative features
• Consumers will buy products only if the company promotes/ sells these product
• Focuses on needs/ wants of target markets & delivering satisfaction better than competitors
• Focuses on needs/ wants of target markets & delivering superior value
Concepts Contrasted Concepts Contrasted
Factory Existing Products
Selling and Promoting
Profits through
Volume
Market Customer
Needs
Integrated Marketing
Profits through Satisfaction
Th e Se lli
ng C on cep
t cep on g C in ell e S Th
t
Th e M ark
eti ng C on cep
t cep on C ng eti ark e M Th
t Starting
Point Focus Means Ends
Society
(Human Welfare ) Society
(Human Welfare )
Consumers Consumers
(Wants) Company Company
(Profits)
Social
Marketing
Concept
O M P A N Y O R IE N T A T IO
Holistic Marketing
Concept Internal
Marketing
Performance Marketing
Relationship Marketing Integrated Marketing
Customers Partners
Sales Revenue
Brand & Customer
Ethics Environment Legal
Commodity
Communications Channels Marketing
Dept.
Other Depts
M A R K E T IN G T A S K S
Capturing Marketing Insights Connecting with CustomersBuilding strong brands
Shaping the market offering
Delivering Value
Communicating Value
