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Marketing Management for Dummies- B.V.Raghunandan, SVS College, Bantwal. ITI Students ,MSME, Mangalore, February 4, 2011
Marketing Management-what is it….. Study of the market for intended products Understanding the target customers Approach to customers Developing relevant product features Establishing effective channels of distribution Suitable promotion of the product Regular collection of market information Post Sale customer satisfaction
Market Study Size of the market Sustainability of demand Level of competition Social acceptance Environmental clearance Government policy Scalability of the demand
Understanding the Target Group Income level Lifestyles Demographic profile Geographic spread/concentration Frequency of consumption Likely changes in tastes Creation of identities
Approach to Customers Production concept Product concept Sales concept Marketing concept Societal concept
Developing Relevant Product Features Branding Packaging Performance Price Promotion Distribution Service Centers Grievance Redressal
Channels of Distribution Direct channel Use of wholesaler Wholesaler and retailer Agent middleman Franchisees
Channel Strategies Salesmanship Joint-venture Franchise Take-over Joint marketing Portals Taking stake Outsourcing
Promotion: Advertisement Media Newspapers Magazines & Journals Postal Covers Radio TV Internet Outdoor Advertisement
Sales Promotion Rebates Lottery Schemes Trade-off Festival offers Sale or Return offer Demonstration Bonus offer
Promotion: Others Sponsorship of events Publicity with a social cause Social advertisement Infrastructure Development At the point of sales Exhibitions
Regular Collection of Market Information Dealers Market Reports Customer contact programmes Salesmen Competitors reports Demographic studies Opinions of analysts
After-Sale Customer Service Installation Home Delivery Demonstration Training Programmes Maintenance Warranty Relationship marketing
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Marketing management for dummies b.v.raghunandan

  • 1. Marketing Management for Dummies- B.V.Raghunandan, SVS College, Bantwal. ITI Students ,MSME, Mangalore, February 4, 2011
  • 2. Marketing Management-what is it….. Study of the market for intended products Understanding the target customers Approach to customers Developing relevant product features Establishing effective channels of distribution Suitable promotion of the product Regular collection of market information Post Sale customer satisfaction
  • 3. Market Study Size of the market Sustainability of demand Level of competition Social acceptance Environmental clearance Government policy Scalability of the demand
  • 4. Understanding the Target Group Income level Lifestyles Demographic profile Geographic spread/concentration Frequency of consumption Likely changes in tastes Creation of identities
  • 5. Approach to Customers Production concept Product concept Sales concept Marketing concept Societal concept
  • 6. Developing Relevant Product Features Branding Packaging Performance Price Promotion Distribution Service Centers Grievance Redressal
  • 7. Channels of Distribution Direct channel Use of wholesaler Wholesaler and retailer Agent middleman Franchisees
  • 8. Channel Strategies Salesmanship Joint-venture Franchise Take-over Joint marketing Portals Taking stake Outsourcing
  • 9. Promotion: Advertisement Media Newspapers Magazines & Journals Postal Covers Radio TV Internet Outdoor Advertisement
  • 10. Sales Promotion Rebates Lottery Schemes Trade-off Festival offers Sale or Return offer Demonstration Bonus offer
  • 11. Promotion: Others Sponsorship of events Publicity with a social cause Social advertisement Infrastructure Development At the point of sales Exhibitions
  • 12. Regular Collection of Market Information Dealers Market Reports Customer contact programmes Salesmen Competitors reports Demographic studies Opinions of analysts
  • 13. After-Sale Customer Service Installation Home Delivery Demonstration Training Programmes Maintenance Warranty Relationship marketing