An Introduction to

Marketing 001
Management
Pramod Kumar Singh
B Tech: IIT BHU Varanasi
MBA: IIM Calcutta
Ex-PwC, Ex-B&V
 Welcome to CEOs /
Future Leaders of
Industry
Marketing Management
Prof Pramod Kumar Singh
( B Tech – IIT, MBA – IIM Calcutta)

SVKM’s Narsee Monjee Institute of Management Studies

Mukesh Patel School of Technology Management & Engineering
Mumbai
 Introduction
B Tech ( IIT BHU Varanasi)
Studies

PhD(R) MBA ( IIM Calcutta)

Contract Law ( Harvard University)
Industry

BHEL, PwC, Abengoa SA, Black & Veatch, Various Start-ups

Value Chain

Marketing, Operations, ERP, Management Consulting, Finance, Projects &

Contracts

World Bank, ADB, JICA, DfID, Govt of India, Govt of MP, AP, Bihar,
Countries Clients

TNEB, NTPC, IOCL, ONGC, SEBs, NHAI, etc.

India, Sri Lanka, Bangladesh, Nepal, USA, Japan, UAE, Kuwait, Oman, Spain
 My Alma mater

https://www.youtube.com/watch?v=4qjQGb3wqRI&t=61s
A Decade with Maharatna: BHEL
MY GURU
Big 4
PwC
World Bank Project

8
 ABENGOA, Seville, Spain

Masdar UAE
100 MW solar
thermal power
plant: World’s
9
Largest in 2013
Cost Control

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So what? Return to our Course please…
Bayerische Motoren Werke AG, Maserati is made in Modena, Italy today,
abbreviated as BMW, is a German but they were founded in Bologna. One
multinational manufacturer of luxury of Bologna's most famous symbols is the
vehicles and motorcycles headquartered in fountain that depicts Neptune, a god of
Munich, Bavaria, Germany. The company the seas, complete with his signature
was founded in 1916 as a manufacturer of trident. The Maserati logo is inspired by
aircraft engines this powerful icon, which symbolizes
mastery over the water's raw power.
Acura is the luxury and performance
Genesis Motor, LLC, commonly
division of Japanese automaker Honda,
referred to as Genesis, is the luxury
based primarily in North America. The
vehicle division of the South Korean
brand was launched on March 27, 1986,
vehicle manufacturer Hyundai
marketing luxury and performance
Motor Company.
automobiles. Acura sells cars in the United
States, Canada, Mexico, Panama, and
Kuwait.
Lexus is a
prominent luxury
brand, owned by
Toyota Motor
Company
The Scope of Marketing
• Marketing is about identifying and meeting human and social needs

• 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
Marketing Management
• The art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior
customer value

TOTAL CUSTOMER VALUE MANAGEMENT

What is Marketed? (1 of 2)

• Goods
• Services
• Events
• Experiences
• Persons
What is Marketed? (2 of 2)

• Places
• Properties
• Organizations
• Information
• Ideas
Who Markets?
• A marketer is someone who
seeks a response—attention, a
purchase, a vote, a donation—
from another party
Five Basic Markets
• Resource markets
• Manufacturer markets
• Consumer markets
• Intermediary goods markets
• Government markets
Structure of Goods, Services, and Money Flows in a Modern Exchange
Economy
The Market Exchange
• Marketers view industry as a group of sellers and use the
term market to describe customer groups
A Simple Marketing System
The New Marketing Realities

• The market forces that

shape the relationships
among the different market
entities
• The market outcomes that
stem from the interplay of
these forces
• The emergence of holistic
marketing as an essential
approach to succeeding in
the rapidly evolving market
Major Market Forces

• Technology
• Globalization
• Physical environment
• Social responsibility
 A Dramatically Changed Marketplace (1 of 5)
• New consumer capabilities
– Can use online resources as a powerful information and purchasing aid
– Can search, communicate, and purchase on the move
– Can tap into social media to share opinions and express loyalty
 A Dramatically Changed Marketplace (2 of 5)
• New consumer capabilities
– Can actively interact with companies
– Can reject marketing they find inappropriate or annoying
– Can extract more value from what they already own
 A Dramatically Changed Marketplace (3 of 5)
• New company capabilities
– Can use the internet as a powerful information and sales channel,
including for individually differentiated goods
– Can collect fuller and richer information about markets, customers,
prospects, and competitors
– Can reach customers quickly and efficiently via social media and mobile
marketing, sending targeted ads, coupons, and information
 A Dramatically Changed Marketplace (4 of 5)
• New company capabilities
– Can improve purchasing, recruiting, training, and internal and external
communications
– Can improve cost efficiency
 A Dramatically Changed Marketplace (5 of 5)
• New competitive environment
– Deregulation
– Privatization
– Retail transformation
– Disintermediation
– Private labels
– Mega-brands

A private label refers to a product manufactured by one company but sold under the
brand name of another company
Nike, for example, is one of the most successful private label companies that sells its products globally.
An excellent example of a private label product that everybody knows is the Apple iPhone. Apple designs
it, but it's made in China.
What is Holistic Marketing?
• An integrated approach to managing strategy and tactics
– Relationship marketing
– Integrated marketing
– Internal marketing
– Performance marketing
The Concept of Holistic Marketing
Relationship Marketing (1 of 3)
• Relationship marketing aims to build mutually satisfying long-term
relationships with key constituents in order to earn and retain their business
Relationship Marketing (2 of 3)

• Customers
• Employees
• Marketing partners
• Financial
community
Relationship Marketing (3 of 3)
• The ultimate outcome of relationship marketing is a unique company asset
called a marketing network, which consists of the company and its
supporting stakeholders with whom it has built mutually profitable business
relationships
Integrated Marketing

• Devise marketing activities and programs that create,

communicate, and deliver value such that “the whole is
greater than the sum of its parts.”
Internal Marketing
• The task of hiring, training, and motivating able employees who want to serve
customers well
Performance Marketing

• Financial
accountability
• Environmental
impact
• Social impact
Defining the Role of Marketing in the Organization
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Market-value concept Market-Value Definition
We move people and goods.
We help improve office productivity.
We supply energy.
We market entertainment.
We distribute information.
We provide climate control in the home.
Product-Oriented v s Market-Value-Oriented Definitions of a Business
ersu

Company Product Definition Market-Value

Definition
Union Pacific We run a railroad. We move people and
Railroad goods.
Xerox We make copying We help improve office
equipment. productivity.
Hess Corporation We sell gasoline. We supply energy.
Paramount Pictures We make movies. We market
entertainment.
Encyclopedia We sell encyclopedias We distribute
Britannica online. information.
Carrier We make air conditioners We provide climate
and furnaces. control in the home.
Organizing the Marketing Department
• Functional organization
• Geographic organization
• Product or brand organization
• Market organization
• Matrix organization
Functional Organization
The Product Manager’s Interactions
Managing the Marketing Department
• The role of the CEO and the CMO
• Relationships with other departments
The Role of the CEO
• Convince senior management of the importance of being customer focused
• Hire strong marketing talent
• Facilitate the creation of strong in-house marketing training programs
• Appoint a chief marketing officer
The Role of the CMO
• Act as the visionary for the future of the company
• Build adaptive marketing capabilities
• Win the war for marketing talent
• Tighten the alignment with sales
• Take accountability for returns on marketing spending
• Infuse a customer perspective in business decisions affecting any customer
touch point
Relationships with Other Departments
• Marketers must work closely with:
– customer insights and data analytics teams
– different communication agencies
– channel partners
Building a Customer-Oriented Organization
• Create long-term customer value
– Requires managers at every level to be personally engaged in
understanding, meeting, and serving customers
• Customers expect companies to listen and respond to them
Traditional Organization versus Modern Customer-Oriented Company
Organization
 Becoming a Market-Driven Company
• Develop a company-wide passion for customers
• Organize around customer segments instead of products
• Understand customers through qualitative and quantitative research
Characteristics of Customer-Centric Organizations

Low Customer-Centricity High Customer-Centricity

Product driven Market driven

Mass market focused Customer focused

Process oriented Outcome oriented

Reacting to competitors Making competitors irrelevant

Price driven Value driven

Hierarchical organization Teamwork

Discussion Questions (1 of 2)
• For many Starbucks’ customers, buying a favorite drink now involves a few
clicks on the Starbucks app and a pick-up at the counter.
– How is technology changing the way Starbucks interacts with its
customers?
– What benefits does this offer?
– What challenges does it present?
Discussion Questions (2 of 2)
• Amazon’s success at anticipating customer needs and fulfilling them is
evidenced by its record-breaking profits.
– How does Amazon create value for its customers?
– What are the tradeoffs between the convenience Amazon offers and the
sustainability issues its business model creates?
Project Monitoring
& Control
 Let’s connect

Contact Me
Let me know about your Marketing Moment !

PKSINGH
B Tech IIT BHU Varanasi
MBA IIM Calcutta

99303 44085

Pksingh.iitiimc@gmail.com

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Thank you
Pramod Kumar Singh: An IIT +IIM Faculty