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Marketing Management: Prof Farha Hassan

Marketing management involves identifying and meeting human and social needs profitably to make selling unnecessary. It is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A situation analysis describes the market and competitive environment and provides rationale for marketing objectives, plans, and strategies. It examines factors such as customer needs and buying behaviors, the macroenvironment, the target market, the product, distribution channels, and competitors.

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Sunil Sharma
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50 views

Marketing Management: Prof Farha Hassan

Marketing management involves identifying and meeting human and social needs profitably to make selling unnecessary. It is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A situation analysis describes the market and competitive environment and provides rationale for marketing objectives, plans, and strategies. It examines factors such as customer needs and buying behaviors, the macroenvironment, the target market, the product, distribution channels, and competitors.

Uploaded by

Sunil Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing Management

Lecture 2
Prof Farha Hassan
What is Marketing?

 Marketing deals with identifying and meeting


human and social needs

 Profitably

 make selling superfluous


Marketing Management

Marketing management is 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?

• Goods • People

• Experiences
• Services • Properties
• Places
• Events • Ideas
• Information

• Organizations
What is a Market?

• a place where buyers and sellers are gathered

• to buy or sell goods

• Term ‘market’ is also used to cover various groups of


customers
– Need markets
– Product markets
– Demographic markets, etc.
Five Basic Markets
N-W-D

• NEEDS – requirements

• WANTS – specific object

• DEMANDS – specific object + ability to pay


MARKETING MANAGEMENT
TASKS
• Develop market strategies and plans

• Capture marketing insights

• Connect with customers

• Build strong brands


Cont…
• Shape market offerings

• Deliver value

• Communicate value

• Create long-term growth


SITUATION ANALYSIS
• Purpose
– To describe the market happenings where the company
competes

– Trends

– Company’s product position, response from market

– Competitor

– Distribution
Process
• Big Picture to Microscopic details

• Total market description

• Be aware!
Information
• Information provides rationale and support
for:
– Marketing Objectives
– Plans
– Strategies
Subsections of Situation Analysis
1. Macro-environment situation

2. Market Situation

3. Competitive Situation

4. Target or End User Situation

5. Product Situation

6. Distribution Situation
Macro-environment situation
• Demographics – trends and needs as per demographic factors

• Economic Conditions – inflation, employment, etc

• Technological – innovation, efficiency, etc

• Political and Legal – legislations, subsidies, tax

• Social and Cultural


Market Situation
• Information on size, trends, and growth of
overall market or relevant segments

• Key developments, new technology, new


products

• Market spending by competitors


Competitive Situation
• Key competitors and their market positions

• Size of competitors (monitory)

• Market share of key competitors

• Comparative Strengths and Weaknesses

• Marketing strategies (perceived) of competitors and


their impact
Target or End User Situation
• Description of end users or target buyers –
demographic, psychographic, lifestyle, etc

• Their wants, needs, attitude, perceptions

• Location and reach

• Growth / decline
Product Situation
• Sales

• Profits

• Product trends

• Marketing expenses history

• Distribution trends and issues

• Sales structure
Partner Situation
• Description of each distribution channel and its
relative importance
– Percent of company sales
– Company volume
– Cost of distribution
– Growth potential
– Competitive status
5 C Analysis
1. Company – products, image, goals, technology, etc.

2. Collaborators – distributors, suppliers, alliances

3. Customers – market segment, size, buying decision &


process, trends, etc

4. Competitors – actual/potential, direct/indirect,


positioning, share, etc.

5. Climate – PEST, Legal, Socio-Cultural

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