MARKETING MANAGEMENT –

BBA2005
MODULE I
Dr. Diksha Bisht
Assistant Professor
Unit 1: INTRODUCTION TO MARKETING MANAGEMENT
(10 sessions) (Knowledge)

Meaning & Definition of Marketing,

Core concept of Marketing, Scope of Marketing
Difference between Marketing & Selling-
History of Marketing- Evolution of marketing
Process of Marketing-Approaches to Marketing- Functions
of Marketing –
Contemporary Marketing Practices Post Covid- E
Marketing-, E- business, Green Marketing, Green
Marketing myopia, , Social marketing, Societal marketing.

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Text Books and reference Books
• Text Books
• R1- Appanniah, H.R., Ramanath, H.R. and Bhaskar, H.R (2020)
Marketing Management. HPH
• Essential Reading/ Recommended Reading:
• T1 - Kotler, P and Keller, k. (2015). Marketing Management: A south
Asian perspective. Person Publisher.
• T 2 - Ramaswamy and Namakumari (2018), Marketing Management,
Global Perspective, Indian Context. McGraw Hill, Sixth
• T3 - Karunakaran, K (2010). Marketing Management. HPH edition.

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 Reference Articles

• L1 : Lane, E. (2012). Green Marketing Goes Negative: The Advent of

Reverse Greenwashing. European Journal of Risk Regulation, 3(4),
582-588. doi:10.1017/S1867299X00002506
• https://www.cambridge.org/core/journals/european-journal-of-ris
k-regulation/article/abs/green-marketing-goes-negative-the-advent
-of-reverse-greenwashing/B413E8406151C8340665CB2FA50991EB

• L2: J. Haverila, M. (2013), "Market segmentation in the cell phone

market among adolescents and young adults",
Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 3, pp. 346-
368. https://doi.org/10.1108/APJML-07-2012-0064

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Presidency University link

https://www-emerald-com-presiuniv.knimbus.com/insight/content/d
oi/10.1108/APJML-07-2012-0064/full/html

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YouTube link

• https://onlinecourses.nptel.ac.in/noc20_mg57/preview
• https://nptel.ac.in/courses/110/104/110104068/
• https://youtu.be/A1k62pSQ7so (FMCG marketing strategy)
• https://youtu.be/fTuVWwTQegQ (Zomato business and marketing
strategy)
• https://youtu.be/rN0HrbDDmZ8 (Nike marketing campaign)
• https://youtu.be/6-tS7-IhCbI (Marketing strategy of Marlboro)
• https://youtu.be/uzRk0XWaKOA (Royal Enfiled marketing strategy)
• https://youtu.be/jp_CSPtSQWY (MTR response to economic downturn)
• https://youtu.be/wzsYAuxhxSw (Selling case study – Amway marketing
strategy)

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Meaning of Marketing
Marketing is the process of getting potential clients or
customers interest in your products and services.
The keyword in this definition is "process." Marketing involves
researching, promoting, selling, and distributing your products or
services.
The Chartered Institute of Marketing defines Marketing as -
“Marketing is the management process for identifying, anticipating &
satisfying customer requirements profitably.”

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 Definition of Marketing,
According to American Marketing Association(AMA) –
“It is the process of planning & executing the conception,
pricing, promotion & distribution of ideas, goods & services to
create exchange that satisfy individual & organizational goals”
According to the American Marketing Association (2013)
• Marketing is the process of “creating, communicating, delivering,
and exchanging offerings that have value for customers, clients,
partners, and society at large,”.

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 Philip Kotler

“Marketing is a societal process by which individuals and

groups obtain what they need and want through creating,
offering and freely exchanging products and services of value
with others”

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Marketing In the New Economy -

A substantial increase in purchasing power.

A greater variety of available goods and services.
A great amount of information about everything.
A great ease in interacting and placing orders.
An ability to compare notes on products and
services.

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 Today’s companies also have new capabilities
 Ability to operate powerful information and sales channels.
 Ability to collect fuller and richer information about markets, customers, prospects,
and competitors.
 Faster internal communication amongst employees.
 Two way communication with customers and prospects.
 Send ads, coupons, samples, and information to customers.
 Customize offerings and services to individual customers.
 Improved, purchasing, recruiting, training.
 Improved external communication.
 Improved logistics and service quality

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Core concepts of Marketing

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Core concepts of Marketing
1. Need, Want and Demand
2. Products (Goods, services, ideas, events, person, place,
information)
3. Value, Satisfaction, and Quality
4. Exchange, Transfer, and Relationships
5. Market

6. Consumer and Customer

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Contd..
Needs: State of felt deprivation.
• It is the basic human requirements like shelter, cloth, food, water, etc,
without which life is difficult.

Wants: The form of human needs shaped by culture and

individual personality.
• Wants aren’t permanent and it regularly changes. Unlike needs wants
aren’t essential for humans to survive.
• Like: for the need of shelter some want 1,2,3 BHK, some wants
Individual house, some may want villa.

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Contd..

Demands: Wants accompanied by buying

power.
• If any need or want for which we have the ability
to pay and willingness to buy that, is known as
demand.
• For example, the prices of two products
are really different. One product costs $700 and
the other cost $780. Mr A can afford $700
•What’d be considered as demand?
Ans: Product which cost $700

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Contd..
• Products (Refer slides 22 to 26 for details)

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 Contd..
• Value:- Customer value is the
difference between the values
customers gains from owning and
using a product and the costs of
obtaining the product.
• Satisfaction:- When expectation of
customer meets value offered by
product.
• Quality:- Customer satisfaction is
closely linked to quality. Quality has
a direct impact on product
performance.

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 Contd..
• Exchange:- It is the process of obtaining a desired product from
someone by offering something in return.
• Transaction:- It is a trade of values between two or more
parties, where money is exchanged.
• Relationships:- Strong economic and social relationships with
stakeholders by consistently exchanging/delivering superior
value.

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 Contd..
• Market:- It is the set of all actual and potential buyers of a product
or service.
Or
• Market is a place with people or organization with a need to satisfy,
money to spend and willingness to spend on product and service.

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Concepts/Philosophies of Marketing

Production

Sales

Marketing

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 Scope of Marketing
• Marketing is seen as a task of creating , promoting and
delivering goods and services to customers and businesses.
• Marketing managers are involved in 10 types of entity.
(1) Goods (2) Services
(3)Experiences (4)Events
(5)Person (6)Place
(7) Properties (8) Organisation
(9) Information (10) Ideas

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 Contd..
• Goods:-Physical goods constitute the bulk of most countries’ production
and marketing effort. Physical goods include from eggs to steel to hair
dryers.
• In developing nations, goods— particularly food, commodities, clothing,
and housing—are the mainstay of the economy.
• Services:- As economies advance, a growing proportion of their
activities are focused on the production of services. Services include
airlines, hotels, and maintenance and repair, as well as professionals
such as accountants, lawyers, engineers, and doctors.
• Many market offerings consist of a variable mix of goods and services.

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 Contd..
• Experiences. By orchestrating several services and goods, one can
create, stage, and market experiences. Walt Disney World’s Magic
Kingdom is an experience; so is the Hard Rock Cafe.
• Events. Marketers promote time-based events, such as the Olympics,
trade shows, sports events, and artistic performances.
• Persons. Celebrity marketing has become a major business. Artists,
musicians, CEOs, physicians, high-profile lawyers and financiers, and
other professionals draw help from celebrity marketers.

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 Contd..
• Places. Cities, states, regions, and nations compete to attract tourists,
factories, company headquarters, and new residents.
• Properties. Properties are intangible rights of ownership of either real
property (real estate) or financial property (stocks and bonds).
Properties are bought and sold, and this occasions a marketing effort
by real estate agents (for real estate) and investment companies and
banks (for securities).

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Contd..
• Information. The production, packaging, and distribution of
information is one of society’s major industries.
• Information of schools and universities; publishers of
encyclopedias, nonfiction books, and specialized magazines;
makers of CDs; and Internet Web sites.
• Ideas. Every market offering has a basic idea at its core. In
essence, products and services are platforms for delivering
some idea or benefit to satisfy a core need.

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 Holistic marketing concept
• Philip Kotler and Kevin Lane Keller define this holistic approach as follows: “A
holistic marketing concept is based on the development, design and
implementation of marketing programs, processes and activities that recognize
the breadth and interdependencies.
• Holistic marketing is a marketing philosophy that believes ‘everything matters’
and that a business cannot exist and excel in vacuum.
• This is an approach which proposes that marketing should be looked from a
broad and integrated perspective and not as an isolated management function.

For more details, please visit:

http://www.projectguru.in/publications/concept-of-holistic-marketing

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 Socially responsible marketing
• The ethical and social responsibility; Business success and continually
satisfying customers and other stakeholders are intimately tied to adoption and
implementation of high standards of business and marketing conduct.
• The most admired companies abide by a code of serving people’s interests,
not only their own.
• The ethical and social responsibility review allows management to determine
how the firm is grappling with ethical issues and exhibiting a “social
conscience” in its business dealings.

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