Lec1

1) What is marketing management? Marketing manager? 10 type of entities?

Ans:

Marketing management: Marketing management is the analysis, planning, implementation

1)product: A product is anything that can be offered to market that might satisfy a want or
need.
2)sevices:services are activities or benefits for sale and do not result in the ownership for
things. anything.expl..bank,medical Experiences is the knowledge or skill of deing or seeing
thank)
3)experiences:people can sell their market experiences.expl..star hotel mgt, Disney land mgt.
4)events:marketer promote time based event, such the Olympic companies anniversaries,
sports events.
5)persons: artist,musicians,physicians and other professionals are aslo getting help from
celebrity marketing mgt consultant advised each person to became a brand.
6)places:place includes companies all activities that makes the product available in target
customer.
7)properties: real property or financial property are bought or sold and this require marketing.
8)organization: organization actively work to build a strong favourable image in the mind of
their target publics.
9)information: information can be produced and distributes a product.
10) ideas: every marketing offering includes basic idea .product and services are platform of
delivering some ideas.

2) Discuss the 4 pillars of holistic marketing concept ?

Ans: Holistic marketing cincept: The holistic marketing concept is based o the development,
design and implementation of marketing programs, processes and activities that organize their
span and interdependencies.
Internal marketing: Employees are internal customers; their satisfaction is key to achieving
the goals of customer satisfaction.Building a skilled and self-motivated workforce, where
everyone understands the philosophy towards customer satisfaction
Relationship marketing: Building long-lasting relationships with various parties connected to a
business.
Integrated marketing: Based on the proposition that rather than utilizing individual marketing
activities, create one integrated marketing program
societal responsible marketing: Marketing activities which are economically profitable but
socially harmful are restricted.Marketing should not adopt an irresponsible behavior towards
the society

3) Importance of marketing ? importance task of marketing?

Ans: Marketing : Marketing is the process of planning and existing the conception, pricing,
promotion and distribution of Ideas, goods and services to create Exchange with target groups,
consumer and organisation objective.
Importance of marketing:
Importance of marketing task

i) Business and market intelligence

4) 14 ps of marketing:

1. Packaging

Packaging is one of the four P’s of marketing. If no one notices your product, no one will buy it.
And if no one wants to buy your product after seeing it, no on will buy it. Many companies
spend millions in packaging design. And for some huge brands that’s a sound investment.

2.Picture

A picture says more than a 1000 words. People notice pictures more easily than words.
Especially close-up pictures of people’s faces capture our attention. This is why women’s
magazines nearly always have a close-up picture of a face on their cover.

3.Pilot

People want certainty and there’s no better way to get certain about a purchase, than to test
the product first. You wouldn’t buy a car without test-driving it first, would you?

4.Planning

The most important part of marketing is the research for it. Understanding your story, your
customers, and the general situation takes time. And most people don’t spend enough time
planning.

5.Pleasure

How will your product make the user’s life happier? People strive for happiness and they make
decisions based on that. Unless they believe your product will make them happier in some,
way for some reason, they won’t buy it.Sometimes the message is as simple as, “Buy this
product and you’ll be happier.”

6.Positioning
7.Preference

If your potential customers use a competitor’s product, you need to convince them to take a
risk. People feel safe with a product they’ve used. They’re unlikely to switch to your product
without a very convincing reason.

8.Premeditation

Nobody can ever guarantee the success of a marketing campaign. But premeditation will make
the success much more likely.

9.Pricing

Pricing is one of the basic four P’s of marketing. Understanding what people are willing to pay
for your product is essential. Even if you nail every other P of marketing, the pricing can screw
up the whole thing.

10. Principles

People have their own principles. And they generally hold on to them tightly. Your marketing
message cannot oppose these principles. Instead you can use the principles to your advantage.

11.Product

12.Promises

A purchase is always a risk. You as the marketer should do whatever you can to make
purchasing your product seem less risky. A specific and simple to understand promise creates
the most certainty for the customer.

13.Purpose

Why do people do charity work? They do it because of the purpose the work gives them. They
feel they’re a part of something bigger than themselves. But giving purpose isn’t reserved for
charities. You can easily market an ecological product with the feeling of purpose.

14.Push

Your marketing should always push people into taking action. You can successfully create the
desire, but still fail at creating action. Ideally you create enough push with the other P’s of
marketing. But some things create push more than anything else.
5 ) Draw the Holistic marketing framework?

6 ) place vs space,wants vs demands, market targeting vs positioning ?

Place Space
Market place is physical Market space is digital
One’s goes shopping in a store Goes via internet
Touch and feel product Don’t touch and feel product
It is tangible It is intangible
Buyers are physically present Not present

Wants Demands
Wants are desire for specific satisfier Demands are wants that are backed by one’s
ability
Wants are many Demands are not many
Want shape by culture Its not shape by culture
Not depends on buying power Depends on buying power
Market targeting Market positioning
Develop measure of market attractiveness Develop positioning for tsrget segments
Select target segments Select marketing mix

Lec2
1 ) types of demand ?

Negative demand: Negative demand refers to when markets dislike the product and may even
pay a price to avoid it. For example, vaccination, dental work, gallbladder operation,
vasectomies Marketing task:
a) Analyze why the market dislike the product?
b) Whether a marketing program consisting of product redesign, lower price and more
positivepromotion can change beliefs and attitudes.

Latent demand: Latent demand refers when market may share a strong need that cannot be
satisfied by any existing product. For example, latent demand for harmless cigarettes, more
fuel efficient cars. Marketing task:
a) Measure the size of the potential market.
b) if acceptable, developed the goods and. service to satisfy the demand.

Declining demand: Declining demand refers when demand of product or service's reduced
before stage of market demand. For example: college admission fall.

Marketing task:
a) Determine and analyze the causes of the declining demand. b) Whether demand can be re-
stimulated by new target markets, by changing produc.

Irregular demand: Irregular demand refers when organization face demand that varies on a

seasonal, daily or in time basis. For example, cyber café, hotel, restaurant transport etc.
Marketing task: To find ways to alter the pattern of demand through flexible pricing,
promotion and other incentives.

Full demand: Full demand refers when organization pleased with their volume of
business.Marketing task:a) Maintain the current level of demand in the face of changing
consumer preference and increasing competition. b) The organization must maintain or
improve it quality and continuously measure the customers satisfaction.

Overfull demand: Overfull demand refers when organization face a demand level that is
higher than they can or handle. Marketing task: The marketing task also called
demarketinga)Requires finding ways to reduce demand temporarily b) Demarketing seeks to
discourage overall demand and includes such steps as rising prices and reducing promotion
and services. c) Selective demarketing by reducing demand from those parts of the market
that are less profitable.

Unwholesome demand: Unwholesome demand when product will attract organized efforts t
discourage their consumption. For example, Unsealing campaigns have been conducted
against cigarettes, alchole, hard drug, handgun, x rated movies etc. Marketing task

a) To get people when like something to give it up. b) Using such tools as fear price hikes and
reduced available.

Lec 3

1 ) define SBU and SBU process?

SBU: SBU is a unit of a company that has a separate mission and objectives that can be
planned independently from other company business. An SBU has three characteristics:
(1) It is a single business or collection of related businesses that can be planned separately
from the rest of the company;
(2) It has its own set of competitors; and
(3) It has a manager responsible for strategic planning and profit performance who controls
most of the factors affecting profit.

SBU process:
2 ) Michael porters value chain ?

Value chain :Value chain as a tools for identifying ways to create more customer value. Value
chain identifies nine strategically relevant activities that create value in a specific business.

Firms infrastructure

Human resource management

Technology development Margin

Procurement

Inbound Operation Outbound logistics Marketing Services

Lec 4

1 ) BCG model ?
The Boston Consulting Group (BCG), a leading management consulting firm, developed and
popularized the growth-share matrix shown in Figure The eight circles represent the current
sizes and positions of eight business units in a hypothetical company. The dollar volume size of
each business is proportional to the circle's area. The location of each business unit indicates
its market growth rate and relative market share.
The market growth rate on the vertical axis indicates the annual growth rate of the market in
which the business operates. Relative market share, which is measured on the horizontal axis,
refers to the SBU's market share relative to that of its largest competitor in the segment. It
serves as a measure of the company's strength in the relevant market segment. The growth
share matrix is divided into four cells, each indicating a different type of business:

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Lec 7

1 ) market leaders startegies

Main sheet a ase

2 ) distinguish between Imitator and Counterfeitor

Imitator Counterfeiter
Imitator copies somethings from leader Counterfeiter duplicates leaders product
Imitator doesn’t attack leader Try to attack leader
Not sell product in black market Sell product in black markets
Use different packaging Use same style of packaging

3 ) market challaeger strategy \

Sheet a ase
 Lec 8

1 ) define niche marketing and its adv and dis adv?

Niche Marketing : A niche is a more narrowly defined group, typically a small market whose
needs are not being well served. Marketers usually identify niches by dividing a segment into
sub segments or by defining a group seeking a distinctive mix of benefits. For example, a
tobacco company might identify two sub segments of heavy smokers: those who are trying to
stop smoking, and those who don't care.

Adv and dis adv