Download - Internship under prof. sameer mathur
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 management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
● Marketers are skilled at managing demand: they
seek to influence its level, timing, and composition
for goods, services, events, experiences, persons,
places, properties, organizations, information, and
ideas.
BUSINESS
NON- PROFIT
CONSUMER
GLOBAL
marketplaces
5 COMpeting concepts
There are five competing concepts under which organizations can choose to conduct their business:
PRODUCTION CONCEPT
SELLING CONCEPT
MARKETING CONCEPT
PRODUCT CONCEPT
HOLISTIC CONCEPT
Collecting Information and Forecasting Demand
To carry out their analysis, planning,
implementation, and control responsibilities,
marketing managers need a marketing information
system (MIS). The role of the MIS is to assess the
manager's’ information needs, develop the needed
information, and distribute that information in a
timely manner.
● Walmart is a perfect example of a company which has found opportunities by
identifying trends (directions or sequences of events that have some
momentum and durability) and megatrends (major social, economic,
political, and technological changes that have long-lasting influence).
Within the rapidly changing global trends it has very intelligently kept in mind
the demographic and natural environment, socio-cultural and economic
arena, along with technological considerations and political-legal arena.
● It has paved way for innovations keeping in mind the likes of the customer
and the changing market trends. Since it was able to mould itself according
to the changing scenarios that is why it still stands strong as the retail
giant.
From cannibalizing its own product lines and move its current systems to new technology, to being the the computer giant by beating all competitions, IBM has a long history of ups and downs. It was thrown off the market but it bounced back by changing its strategies.Today, IBM is the largest and the most profitable IT firm in the world.
Managing Retailing, Wholesaling, and Logistics
While innovative retail formats like Wills Lifestyle stores and Big Bazaar in India, international retailers like Zappos in the United States, H&M from Sweden, and Zara and Mango from Spain have thrived in recent years, others such as Subhiksha in India, Gap, Home Depot, and Kmart have faced decline. The more successful intermediaries use strategic planning, advanced information systems, and sophisticated marketing tools. They segment their markets, improve their market targeting and positioning, and aggressively pursue market expansion and diversification strategies. In this chapter, we consider marketing excellence in retailing, wholesaling, and logistics.
Spain’s ZARA has become Europe’s leading apparel retailer, with high fashion styles at reasonable prices. The company’s success lies within 4 key points:
1. Design and Production2. Logistics3. Customers4. Stores
Success comes from having complete control over all parts of its business- design, production and distribution.
advertising should be rethought!
CONVENTIONAL DOESN’T WORK ANYMORE!
HUMAN EXPERIENCE IS A MEDIUM FOR ADVERTISING!
The positive and noticeable improvement in the powerpoint
presentations is credited to the various tips given by
Jesse Desjardin Garr Reynolds
Nancy Duarte