1. MARKETING MANAGEMENT PRESENTED ON BEHALF OF: INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA BY: PROF. HIMMAT G. ADISARE CORE TEXT: MARKETING MANAGEMENT BY PHILIP KOTLER (11 th Edition)

2. INTRODUCTION TO MARKETING MANAGEMENT Ref: Chapter 1 of Core Text

5. A SIMPLE MARKETING SYSTEM INDUSTRY (A collection of sellers) MARKET (A collection of buyers) COMMUNICATION INFORMATION GOODS & SERVICES MONEY Ref: Chapter 1 of Core Text

6. STRUCTURE OF FLOWS IN A MODERN EXCHANGE ECONOMY RESOURCE MARKETS CONSUMER MARKETS INTERMEDIARY MARKETS MANUFACTURER MARKETS GOVERNMENT MARKETS MONEY RESOURCES MONEY RESOURCES MONEY MONEY GOODS & SERVICES GOODS & SERVICES TAXES & GOODS SERVICES & MONEY S&M TAXES & GOODS SERVICES TAXES S&M T&G

10. MARKETING CONCEPTS-II The Core Concepts of Marketing Needs Wants Demands Products Value Cost Satisfaction Exchanges Transactions Relationships Markets Marketing Marketers 1 2 3 4 5 6

11. CUSTOMER RELATIONSHIPS Ref: Chapter 2 of Core Text

15. THE NATURE OF HIGH PERFORMANCE BUSINESSES STAKEHOLDERS PROCESSES RESOURCES ORGANIZATION Set strategies to satisfy key stakeholders … … by improving critical business processes … … and aligning resources and organization.

16. MARKET-ORIENTED STRATEGIC PLANNING Ref: Chapter 4 of Core Text

18. THE STRATEGIC PLANNING, IMPLEMENTATION & CONTROL PROCESSES PLANNING IMPLEMENTING CONTROLLING Corporate Planning Division Planning Business Planning Product Planning Organizing Implementing Measuring Results Diagnosing Results Taking Corrective Action

24. THE BCG GROWTH-SHARE MATRIX 10% 0% 20% 1x 10x 0.1x STARS QUESTION MARKS CASH COWS DOGS RELATIVE MKT SHARE MKT GROWTH

27. MARKETING ENVIRONMENT & SYSTEM Ref: Chapter 6 of Core Text

35. ANALYZING CONSUMER BEHAVIOR Ref: Chapter 7 of Core Text

41. TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT LOW HIGH DEGREE OF DIFFERENCES IN BRANDS HIGH LOW COMPLEX BUYING BEHAVIOR DISSONANCE- REDUCING BUYING BEHAVIOR VARIETY- SEEKING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR

50. EVALUATION OF ALTERNATIVES TOTAL SET AWARENESS SET CONSIDERATION SET CHOICE SET BUYING DECISION Ref: Chapter 7 of Core Text

54. MARKET SEGMENTATION Ref: Chapter 10 of Core Text

60. THANK YOU ALL FOR YOUR PARTICIPATION IN THIS PROGRAMME