To identify marketing mix elements of 4p
To discuss the concept of marketing management
To describe the elements and scopes of marketing management
To assess the challenges of marketing management
3. 3
MARKETING MANAGEMENT
Process of planning and
implementing the product
conception, pricing, promotion
and distribution (place) of
ideas, goods and services to
create exchanges that satisfy
individual and organizational
goals.
5. 5
4PS – MARKETING MIX
PRODUCT
PLACE
PROMOTION
PRICE
Depending on
type, size and
store
6. 6
DEVELOPMENT OF
MARKETING CONCEPT
PRODUCTION
CONCEPT
Consumers favor products that are available and highly
affordable.
Improve production and distribution.
PRODUCT
CONCEPT
Consumers favor products that offer the most quality,
performance, and innovative features.
SELLING
CONCEPT
Consumers will buy products only if the company promotes/
sells these products.
MARKETING
CONCEPT
Focuses on needs/ wants of target markets & delivering
satisfaction better than competitors.
SOCIETAL
MARKETING
CONCEPT
Focuses on needs/ wants of target markets & delivering
superior value.
7. 7
SELLING VS MARKETING
CONCEPT
Selling Concept Marketing Concept
• Emphasis is on the product. • Emphasis is on customers’ wants.
• Company first makes the product
and then figures out how to sell
it.
• Company first determines customers’
wants and then figures out how to
make and deliver a product to satisfy
those wants.
• Management is sales-volume
oriented.
• Management is profit oriented.
• Stresses needs of seller. • Stresses wants of buyers.