Marketing Management – Complete Notes
Title
Introduction to Marketing Management
Marketing Management is the process of planning, organizing, directing, and controlling marketing
activities to satisfy customer needs and achieve organizational goals.
Objectives of Marketing Management
• To satisfy customer needs
• To increase sales and profit
• To build brand image
• To gain competitive advantage
Functions of Marketing Management
Market research, product planning, pricing, promotion, and distribution.
Marketing Mix
The marketing mix includes Product, Price, Place, and Promotion. For services, 7Ps are used.
Market Segmentation
Dividing the market into geographic, demographic, psychographic, and behavioral segments.
Targeting
Selecting the most suitable market segments to serve.
Positioning
Creating a unique image of a product in the minds of consumers.
Consumer Buying Behavior
Study of how individuals make decisions to buy products and services.
Title
Introduction to Marketing Management
Marketing Management is the process of planning, organizing, directing, and controlling marketing
activities to satisfy customer needs and achieve organizational goals.
Objectives of Marketing Management
• To satisfy customer needs
• To increase sales and profit
• To build brand image
• To gain competitive advantage
Functions of Marketing Management
Market research, product planning, pricing, promotion, and distribution.
Marketing Mix
The marketing mix includes Product, Price, Place, and Promotion. For services, 7Ps are used.
Market Segmentation
Dividing the market into geographic, demographic, psychographic, and behavioral segments.
Targeting
Selecting the most suitable market segments to serve.
Positioning
Creating a unique image of a product in the minds of consumers.
Consumer Buying Behavior
Study of how individuals make decisions to buy products and services.
