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Contemporary (Marketing Management)

The document outlines the fundamentals of marketing management, covering its definition, importance, evolution, and core concepts. It discusses the marketing mix, including the traditional 4Ps and updated models, while emphasizing the significance of customer value and brand loyalty. Additionally, it highlights future trends in marketing such as AI-driven automation and ethical branding.

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107 views15 pages

Contemporary (Marketing Management)

The document outlines the fundamentals of marketing management, covering its definition, importance, evolution, and core concepts. It discusses the marketing mix, including the traditional 4Ps and updated models, while emphasizing the significance of customer value and brand loyalty. Additionally, it highlights future trends in marketing such as AI-driven automation and ethical branding.

Uploaded by

nrp0330
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Som-Lalit Institute of Management Studies

Contemporary Issues in Management

(MBA 95 – FM) (SEM – 2)

“Fundamentals of Marketing Management”

Submitted By:

Nivedi Patwa: [45] [247780595046]


Aastha Shah: [52] [247780595054]
Agenda
I. Definition of Marketing (Introduction)

II. Importance and Role

III. Evolution of Marketing Management

IV. Scope of Marketing

V. Core Concepts of Marketing

VI. Key Tasks of Marketing Management

VII. Understanding of Marketing Mix – 4P’s

VIII. Evolution of Marketing Mix – Updated 4P’s

IX. Conclusion and Future Trends in Marketing


•Marketing is the process of identifying, creating,
communicating, delivering, and exchanging valuable
Definition
offerings.
of
Marketin
•It involves market research, product development, pricing,
promotion, and distribution to meet consumer needs. g
•The American Marketing Association (AMA) defines
marketing as a set of activities and processes that create
value for stakeholders.

•Marketing combines science and art, requiring an


understanding of consumer behavior and competition.

•Its primary goal is to generate customer value and build


long-term brand loyalty.
Importance and
Role

Custome Competitiv Revenu Brand


Satisfacti
r Advanta
e Growth
e Building
on ge

Market Communicati Driving


Expansio on with Innovat
n Consume ion
r
Evolution Marketing
of Management
Production Sales Marketing
Orientation Orientation Orientation
(19 - 20
th th
(1920s – 1950s) (1950s –
Century) 1980s)

Societal Digital Relationship


Marketing Marketing Marketing
Orientation Orientation (Present and
(1980s – 2000s) (2000s) Future)
Scope of
Marketin
g
Consumer vs. Business
Markets
Domestic vs. International
marketing
Services vs. Product Marketing

Digital vs. Traditional Marketing


Core Concepts Marketin
of g
Micro –
Exchange, environment,
Need, Product, Customer Market,
Transaction, Macro –
Want, Service, Value, Competition environment
Relationship
Demand Experience Satisfaction
Marketing
Marketing Developing a
Research and Marketing
Analysis
Primary Research Strategy
 Secondary Research Branding and
Product
Targeting and Management
 Brand Identity
Positioning  Brand Equity
 Product Life Cycle

Key Tasks of Pricing


Strategies
 Cost – Based Pricing
Distribution and

Marketing  Value – Based Pricing


 Penetration Pricing
Channel
Management
Direct Distribution
 Skimming Pricing  Indirect Distribution
Managemen Promotional
 Omni channel

t Strategies
 Advertising
Distribution and
Channel
 Sales Promotion Management
 Data – Driven CRM
  Loyalty Programs
Public Relations
  Customer Support
Personal Selling
Understanding the Marketing Mix – 4Ps

Product

Type
Lifecycle
Strategies
 Consumer Products
 Industrial Products  Introduction
 Differentiation
 Convenience Products  Growth
 Branding
 Shopping Products  Maturity
 Line Extensions
 Specialty Products  Decline
Understanding the Marketing Mix – 4Ps

Price

Objectives
 Profit Maximization
 Market Penetration
 Market Skimming
 Competitive Pricing Objectives
 Cost Plus
 Value – Based
 Psychological
 Bundle Pricing
Understanding the Marketing Mix – 4Ps

Plac Promotio
e
Distribution
Channels Advertising
n Public
Relations
 Direct
 Indirect  Traditional Press Releases
 Omni Channels  Digital Sponsorships

Logistics & Supply Sales Promotion Personal Selling


Chain
 Discount and Coupons Car Dealerships and
 Amazon  Loyalty and Programs Luxure Brands
 Walmart
Evaluation of Marketing
Mixing
Updated
4Ps
Components of the 7P Model

Product
People
Price
Process
Place
Physical
Evidence
Promotion
Components of the 8 Model
 Product
 Price
 Place
 Promotion
 People
 Process
 Physical Evidence
 Performance
Conclusion
and
Future Trends in
Marketing Marketing is evolving with AI-driven automation,
ethical branding, personalization, and social media
engagement. AI enhances customer experiences,
sustainability builds trust, personalization increases
loyalty, and social media drives brand influence.
Companies that embrace these trends will stay
competitive and foster long-term customer
relationships in the digital era.
Than You!
k

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