rahul s vemula
TRANSCRIPT
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Mahesh embadi
BBA -A1 Adm. no:14607 Chaitanya. Degree
college,
C A I I B
General Bank ManagementMarketing Management for Bankers
MODULE D
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What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories?
All of the above, plus much more!
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Marketing = ?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
American Marketing Association
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Simple Marketing System
Industry(a collection
of sellers)
Market(a collection
of Buyers)
Goods/services
Money
Communication
Information
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The 4 Ps & 4Cs
MarketingMix
Product
Price Promotion
Place
CustomerSolution
CustomerCost
Communication
Convenience
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Difference Between - Sales & Marketing ?
Salestrying to get the customer to want what the company produces
Marketing trying to get the company produce what the customer wants
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Needs, wantsdemands
Markets Marketing &Marketers
Utility, Value &Satisfaction
Xchange, TransactionRelationships
Products
Core Concepts of Marketing
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In order to understand Marketing let us begin with the Marketing Triangle
Customers
CompetitionCompany
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Who is a Customer ??
Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption
that satisfies a want or a need
CUSTOMER IS . . . . .
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Business Strategic-Planning Process
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength/ Weakness analysis)
Goal FormulationBusiness Mission
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The Marketing Plan
A written document that acts as a guidebook of marketing activities for the marketing manager
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CONTENTS of MARKETING PLAN Business Mission StatementObjectivesSituation Analysis (SWOT)Marketing Strategy
Target Market Strategy Marketing Mix
Positioning Product Promotion Price Place – Distribution People Process
Implementation, Evaluation and Control
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The Marketing Process
Business Mission Stateme
nt
Objectives
Situation or SWOT Analysis
Implementation Evaluation,
Control
Target Market Strategy
Marketing Strategy
Product
Promotion
Place/Distribution
Price
Marketing Mix
Marketing Environment
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Anything that is offered to the market for attention, acquisition, use or consumption that
satisfies a want or a need
Product is . . . . .
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Types of Products
ConsumerProducts
IndustrialProducts
PRODUCTS
Services
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Product Items, Lines, and Mixes
Product Item
Product Line
Product Mix
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A group of closely-related product items.
All products that an organization sells.
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Product Mix
Width – how many product lines a company has
Length – how many products are there in a product line
Depth – how many variants of each product exist within a product line
Consistency – how closely related the product lines are in end use
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Classification of Services
Pure Tangible Product
Materials / Components
Computers
Major Product withMinor Services
Product = Service
Major Service withMinor Product
Business Hotels
Good Transportation
Banking Pure Intangible Service
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Thank You