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    Subject: Modern Marketing OR Marketing Management

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    Dr.Sree Lakshmi K
    This document provides an introduction and overview of modern marketing and marketing management. It defines marketing as identifying and meeting customer needs profitably through creating, delivering, and communicating value. Marketing involves managing the flow of goods and services from producers to consumers. The document outlines that marketing manages 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. It provides examples of each type and explains how marketers promote them.

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    Subject: Modern Marketing OR Marketing Management

    Uploaded by

    Dr.Sree Lakshmi K
    126 views10 pages
    This document provides an introduction and overview of modern marketing and marketing management. It defines marketing as identifying and meeting customer needs profitably through creating, delivering, and communicating value. Marketing involves managing the flow of goods and services from producers to consumers. The document outlines that marketing manages 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. It provides examples of each type and explains how marketers promote them.

    Original Description:

    Introduction to Marketing Management

    Original Title

    Marketing Managment

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    This document provides an introduction and overview of modern marketing and marketing management. It defines marketing as identifying and meeting customer needs profitably through creating, delivering, and communicating value. Marketing involves managing the flow of goods and services from producers to consumers. The document outlines that marketing manages 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. It provides examples of each type and explains how marketers promote them.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    126 views10 pages

    Subject: Modern Marketing OR Marketing Management

    Uploaded by

    Dr.Sree Lakshmi K
    This document provides an introduction and overview of modern marketing and marketing management. It defines marketing as identifying and meeting customer needs profitably through creating, delivering, and communicating value. Marketing involves managing the flow of goods and services from producers to consumers. The document outlines that marketing manages 10 main types of entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. It provides examples of each type and explains how marketers promote them.

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    © All Rights Reserved
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    You are on page 1of 10

    SUBJECT: MODERN MARKETING

    OR
    MARKETING MANAGEMENT
    CLASS: B.COM/BBA
    SEMESTER: 2
    UNIT :1
    TOPIC: INTRODUCTION TO MARKETING MANAGEMENT
    SESSION:1
    BY
    DR.SREE LAKSHMI.K
    Introduction
    • Market
    • The term “market” originates from the Latin word
    “Marcatus” which means “a place where business is
    conducted.”

    • A layman regards market as a place where buyers and


    sellers personally interact and finalise deals.
    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.
    Marketing is about identifying and meeting human and social
    needs.
    One of the shortest good definitions of marketing is
    “meeting needs profitably.
    Definition
    Marketing consists of the performance of business
    activities that direct the flow of goods and services from
    producers or suppliers to consumers or end-users.
    —American Marketing Association
    Marketing is a societal process by which individuals and
    groups obtain what they need and want through
    creating, offering and freely exchanging products
    andservices of value with others.
    —Philip Kotler
    Marketing management:
    • the art and science of choosing target
    markets and getting, keeping, and growing
    • customers through creating, delivering, and
    communicating superior customer value
    WHAT IS MARKETED
    Marketers market 10 main types of entities: goods, services, events,
    experiences, persons, places,
    properties, organizations, information, and ideas
    1. GOODS Physical goods constitute the bulk of most countries’
    production and marketing efforts.
    Each year, U.S. companies market billions of fresh, canned, bagged, and
    frozen food products and
    millions of cars, refrigerators, televisions, machines, and other mainstays
    of a modern economy.
    2. SERVICES
    As economies advance, a growing proportion of their activities focus
    on the production of services. The U.S. economy today produces a 70–
    30 services-to-goods mix. Services include the work of airlines, hotels,
    car rental firms, barbers and beauticians, maintenance and repair
    people, and accountants, bankers, lawyers, engineers, doctors,
    software programmers, and management consultants. Many market
    offerings mix goods and services, such as a fast-food meal.
    3.EVENTS
    Marketers promote time-based events, such as major trade shows,
    artistic performances, and company anniversaries.
    Global sporting events such as the Olympics and the World Cup are
    promoted aggressively to both companies and fans.
    4.EXPERIENCES
    • By (regulating) orchestrating several services and goods, a firm can
    create, stage, and
    • market experiences. Walt Disney ,World’s Magic Kingdom allows
    customers to visit a fairy kingdom, a pirate ship, or a haunted house.
    There is also a market for customized experiences, such as a week at a
    • baseball camp with retired baseball greats, a four-day rock and roll
    fantasy camp, or a climb up Mount Everest

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