This document provides an overview of marketing management concepts including the marketing mix elements of promotion, product strategies, market segmentation, and distribution strategies. It defines promotion as communication to inform and persuade about products. Product strategies involve questions around target markets, positioning, and differentiators. Market segmentation refers to grouping people with similar characteristics. Distribution strategies determine the channel to distribute products, whether direct or indirect, and may include exclusive, selective or intensive approaches.

1. Anu Mishra M.B.A(Finance and International Business) ,IA+ anu.mishranu@gmail.com

2. MARKETING MANAGEMENT PRESENTED BY: Anu Mishra M.B.A B.U

3. THOSE ACTIVITIES DIRECTLY INVOLVED IN OBTAINING , CONSUMING AND DISPOSING OF PRODUCTS AND SERVICES, INCLUDING THE DECISION PROCESSES THAT PRECEDE AND FOLLOW THESE ACTIONS Consumer Behavior

4. PROMOTION Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image

5. The combination of promotion types represents a product’s PROMOTIONAL MIX

6. Consumer Analysis. 1. Target Market - you have to decide on which segment 2. Look at competitors, what are they doing 3. Market research required 4. Develop a unique marketing plan Marketing Plan : Factor’s Involved

7. When an organization introduces a product into a market they must ask themselves a number of questions. Who is the product aimed at? What benefit will they expect? How do they plan to position the product within the market? What differential advantage will the product offer over their competitors? PRODUCT STRATEGIES

8. “Grouping people according to their similarity related to a particular product category” Market Segmentation

9. Characteristics age gender geographic location income spending patterns cultural background demographics marital status education language mobility Market Segmentation

10. Refers to how an organization will distribute the product or service they are offering to the end user. What channel of distribution will they use? Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary. Direct distribution involves distributing direct from a manufacturer to the consumer e.g. For example Dell Computers . PlacePlace strategies

12. Exclusive distribution:Involves limiting distribution to a single outlet. The product is usually highly priced, and requires the intermediary to place much detail in its sell. An example of would be the sale of Electronic equipments through exclusive dealers.

13. Selective Distribution: A small number of retail outlets are chosen to distribute the product. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing to shop around and where manufacturers want a large geographical spread. Distribution Strategies