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Mahesh embadi

BBA -A1 Adm. no:14607 Chaitanya. Degree

college,

C A I I B

General Bank ManagementMarketing Management for Bankers

MODULE D

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What is Marketing…??Selling?Advertising?Promotions?Making products available in stores?Maintaining inventories?

All of the above, plus much more!

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Marketing = ?

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals

American Marketing Association

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Simple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

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The 4 Ps & 4Cs

MarketingMix

Product

Price Promotion

Place

CustomerSolution

CustomerCost

Communication

Convenience

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Difference Between - Sales & Marketing ?

Salestrying to get the customer to want what the company produces

Marketing trying to get the company produce what the customer wants

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Needs, wantsdemands

Markets Marketing &Marketers

Utility, Value &Satisfaction

Xchange, TransactionRelationships

Products

Core Concepts of Marketing

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In order to understand Marketing let us begin with the Marketing Triangle

Customers

CompetitionCompany

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Who is a Customer ??

Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption

that satisfies a want or a need

CUSTOMER IS . . . . .

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Business Strategic-Planning Process

External environment

(Opportunity &

Threat analysis)

Internal Environment

(Strength/ Weakness analysis)

Goal FormulationBusiness Mission

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The Marketing Plan

A written document that acts as a guidebook of marketing activities for the marketing manager

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CONTENTS of MARKETING PLAN Business Mission StatementObjectivesSituation Analysis (SWOT)Marketing Strategy

Target Market Strategy Marketing Mix

Positioning Product Promotion Price Place – Distribution People Process

Implementation, Evaluation and Control

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The Marketing Process

Business Mission Stateme

nt

Objectives

Situation or SWOT Analysis

Implementation Evaluation,

Control

Target Market Strategy

Marketing Strategy

Product

Promotion

Place/Distribution

Price

Marketing Mix

Marketing Environment

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Anything that is offered to the market for attention, acquisition, use or consumption that

satisfies a want or a need

Product is . . . . .

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Types of Products

ConsumerProducts

IndustrialProducts

PRODUCTS

Services

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Product Items, Lines, and Mixes

Product Item

Product Line

Product Mix

A specific version of a product that can be designated as a distinct offering among an organization’s products.

A group of closely-related product items.

All products that an organization sells.

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Product Mix

Width – how many product lines a company has

Length – how many products are there in a product line

Depth – how many variants of each product exist within a product line

Consistency – how closely related the product lines are in end use

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Classification of Services

Pure Tangible Product

Materials / Components

Computers

Major Product withMinor Services

Product = Service

Major Service withMinor Product

Business Hotels

Good Transportation

Banking Pure Intangible Service

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Thank You