1. MARKETING MANAGEMENT Ms. Kiran Sharma K.J.Somaiya Institute of Management Studies and Research

6. Selling is only the tip of the iceberg “ There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker

7. What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas

9. Structure of Flows in a Modern Exchange Economy

11. Simple Marketing System

12. Core Marketing Concepts

20. A MARKET People or Organizations Money to Spend Willingness to Spend Needs to Satisfy Market

22. The marketplace isn’t what it used to be… Changing technology Globalization Deregulation Privatization Customization Consumer resistance Competition

24. Company Orientations Production Selling Marketing Product

27. Holistic Marketing Dimensions

28. The Selling and Marketing Concepts Contrasted

30. The Four P’s

31. The Four Ps Marketing Mix The Four Cs Customer Solution Customer Cost Communication Conven- ience Product Price Promotion Place

32. Marketing-Mix Strategy