Part 1 Understanding Marketing Management Resource Person - - PowerPoint PPT Presentation

▶
part 1 understanding marketing management
SMART_READER_LITE
LIVE PREVIEW

Part 1 Understanding Marketing Management Resource Person - - PowerPoint PPT Presentation

Feb 05, 2023 118 likes •675 views

Part 1 Understanding Marketing Management Resource Person MATHISHA HEWAVITHARANA MBA (Col),BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF (IBSL), AIB

slide-1
SLIDE 1

Part – 1 Understanding Marketing Management

slide-2
SLIDE 2

MATHISHA HEWAVITHARANA MBA (Col),BBA Sp.Mktng (Col), PPG DIP. In Mktng (UK), MCIM (UK), Chartered Marketer (UK), Practicing Marketer (SL), ACMA, CGMA CIMA (UK), DBF (IBSL), AIB (IBSL), MSLIM(SL), Head of Branches - Siyapatha Finance PLC

Resource Person

slide-3
SLIDE 3

You Your Name Work Place Work Profile Academic & Professional Qualifications Other Details

Self Introduction

slide-4
SLIDE 4

Chapter Contents

  • Marketing Concept
  • Company Orientation towards Marketing
  • Macro Environmental Scanning
  • Micro Environmental Scanning
  • Porter’s Competitive Forces
slide-5
SLIDE 5

What Is Marketing?

Is it a Theory ? Is it a Concept ? Is it Selling Goods & Services ? Is it creating unnecessary Needs ? Is it Done by You ?

01

slide-6
SLIDE 6

What Is Marketing?

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

slide-7
SLIDE 7

What Is Marketing?

Marketing is the systematic management process that is responsible for identifying, anticipating and satisfying customer needs and wants competitively, effectively and profitably in a socially acceptable manner.

slide-8
SLIDE 8

What Is Marketing?

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

slide-9
SLIDE 9

What Is Marketing Management?

Marketing management is the art and science

  • f choosing target markets

and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

NC 03

slide-10
SLIDE 10

What Is Marketed?

  • Goods
  • Services
  • Events
  • Experiences
  • Places

NC 04

slide-11
SLIDE 11

What Is Marketed?

  • Persons
  • Properties
  • Organizations
  • Information
  • Ideas

NC 05

slide-12
SLIDE 12

Markets

  • Marketplace
  • Marketspace
  • Meta-Market
slide-13
SLIDE 13

Demand States

  • Negative

(Carbonated Drinks)

  • Nonexistent

(Medicine)

  • Latent

(Space Travelling)

  • Declining

(Manual Camera)

  • Irregular

(Christmas Decorations)

  • Full

(Mobile Phones)

  • Overfull

(Motor Cars – Alto / Quid)

  • Unwholesome

(Alcohol / Cigarettes)

slide-14
SLIDE 14

Structure of Flows in Modern Exchange Economy

slide-15
SLIDE 15

A Simple Marketing System

slide-16
SLIDE 16

Key Customer Markets

  • Consumer markets
  • Business markets
  • Global markets
  • Nonprofit / Government markets
slide-17
SLIDE 17

Chapter Contents

  • Marketing Concept
  • Evolution of Marketing
  • Macro Environmental Scanning
  • Micro Environmental Scanning
  • Porter’s Competitive Forces
slide-18
SLIDE 18

Evolution of Marketing

slide-19
SLIDE 19

Evolution of Marketing

The Holistic Marketing Concept The Production Concept The Product Concept The Selling Concept The Marketing Concept

slide-20
SLIDE 20

The Production Concept

Evolution of Marketing

Beginning of Capitalism to Mid 1950’s

Henry Ford Model “T” $ 950 NC 07

slide-21
SLIDE 21

The Production Concept

Evolution of Marketing

slide-22
SLIDE 22

The Product Concept

Evolution of Marketing

1950’s – 1960’s

NC 08

slide-23
SLIDE 23

Product Concept

Evolution of Marketing

slide-24
SLIDE 24

The Selling Concept

Evolution of Marketing

1960’s – 1970’s

NC 09

slide-25
SLIDE 25

Sales Concept

Evolution of Marketing

slide-26
SLIDE 26

The Marketing Concept

Evolution of Marketing

NC 10

slide-27
SLIDE 27

Marketing Concept

Evolution of Marketing

slide-28
SLIDE 28

Evolution of Marketing

Holistic Marketing Concept

slide-29
SLIDE 29

Hotistic Marketing Concept

Evolution of Marketing

slide-30
SLIDE 30

Company Ori rientations

  • Customer orientation
  • Competitor orientation
slide-31
SLIDE 31

Lim imitations of f Mark rketing Concept

  • Difficulty in Accurate identification of real needs
  • Internal business capacities & constraints
  • Social & Environmental constrains

NC 11

slide-32
SLIDE 32

Marketing Environment

  • Internal Environment
  • External Environment
  • Micro environment
  • Macro environment
slide-33
SLIDE 33

Macro Micro

Marketing Environment

Internal Environment NC 12

slide-34
SLIDE 34

Marketing Environment - Internal

  • Shareholders
  • General Employees
  • Managerial Employees
  • Departments
  • Structure / Policies / Culture

NC 13

slide-35
SLIDE 35

Chapter Contents

  • Marketing Concept
  • Evolution of Marketing
  • Macro Environmental Scanning
  • Micro Environmental Scanning
  • Porter’s Competitive Forces
slide-36
SLIDE 36

Marketing Environment – External (Micro)

  • Customers
  • Distributors
  • Intermediaries
  • Financial Service Providers
  • Competitors

NC 14 A NC 14 B

slide-37
SLIDE 37

Chapter Contents

  • Marketing Concept
  • Evolution of Marketing
  • Macro Environmental Scanning
  • Micro Environmental Scanning
  • Porter’s Competitive Forces
slide-38
SLIDE 38

Marketing Environment – External (Macro)

  • Political Environment
  • Economical Environment
  • Social & Cultural Environment
  • Technological Environment
  • Ecological Environment
  • Legal Environment
slide-39
SLIDE 39

Marketing Environment – External (Macro)

  • Taxation
  • Political Philosophies
  • Political Based Relationships
  • Political Structure / Stability

POLITICAL ENVIRONMENT

slide-40
SLIDE 40

Marketing Environment – External (Macro)

  • Interest Rates
  • Exchange Rates
  • Inflation
  • Level of Employment

ECONOMICAL ENVIRONMENT

slide-41
SLIDE 41

Marketing Environment – External (Macro)

  • Social Perceptions
  • Cultural values
  • Religious Believes
  • attitudes

NC 15

SOCIAL & CULTURAL ENVIRONMENT

slide-42
SLIDE 42

Marketing Environment – External (Macro)

  • Production Technology
  • Communication Technology
  • CRM
  • Data Base Management

NC 16

TECHNOLOGICAL ENVIRONMENT

slide-43
SLIDE 43

Marketing Environment – External (Macro)

  • Green Concept
  • Sustainable Growth
  • Positive Externalities

NC 17

ECOLOGICAL ENVIRONMENT

slide-44
SLIDE 44

Marketing Environment – External (Macro)

  • Incorporation
  • Reporting
  • Human Resource Management
  • Managing Externalities

NC 17 B

LEGAL ENVIRONMENT

slide-45
SLIDE 45

Competitors

  • Direct Competitors
  • Indirect Competitors
slide-46
SLIDE 46

Chapter Contents

  • Marketing Concept
  • Evolution of Marketing
  • Macro Environmental Scanning
  • Micro Environmental Scanning
  • Porter’s Competitive Forces
slide-47
SLIDE 47

Porter’s Competitive Forces

slide-48
SLIDE 48

Porter’s Competitive Forces

  • Sharing of Resources
  • Sharing of Market
  • Sharing of Profits
  • Sharing of Success

Higher the Threat of New Entrance, lesser the Industry Attractiveness would be.

NC 18

THREAT OF NEW ENTRANCE

slide-49
SLIDE 49

Porter’s Competitive Forces

  • Delivering High Quality
  • Customization
  • Offering for the Best Price
  • Related & Supporting Services

Higher the bargaining Power

  • f Customers, lesser the

Industry Attractiveness would be. BARGAINING POWER OF CUSTOMERS

slide-50
SLIDE 50

Porter’s Competitive Forces

  • Quality of Input
  • Price of Input
  • Lead Time of Input
  • Credit terms

Higher the bargaining Power of Suppliers, lesser the Industry Attractiveness would be. BARGAINING POWER OF SUPPLIERS

slide-51
SLIDE 51

Porter’s Competitive Forces

  • Availability of Substitutes
  • Importance of the Original Product
  • Switching Cost

Higher the Threat of Substitutes, lesser the Industry Attractiveness would be. THREAT OF SUBSTITUTES

slide-52
SLIDE 52

Porter’s Competitive Forces

  • Number of Competitors
  • Capacity of Competitors
  • Number of Customers
  • Industry Regulations

Higher the Competitor Rivalry, lesser the Industry Attractiveness would be.

NC 19

COMPETITOR RIVALRY

slide-53
SLIDE 53

Review

  • Marketing Concept
  • Evolution of Marketing
  • Macro Environmental Scanning
  • Micro Environmental Scanning
  • Porter’s Competitive Forces
slide-54
SLIDE 54

Thank You ! 0773 – 29 20 29 mathihewa@yahoo.com