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Marketing Management and

Functions

Presented By,

Bivil :Marketing managementBen: Market Research, Sales Forecasting

Athiya : Advertising, Sales Promotion

Ashwin: Selling, Handling

Bijal: Packing, Servicing

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arketing anagement

Marketing Management is the analysis,

planning, implementation and control ofprograms designed to bring about desired

exchanges with target markets for the

purpose of achieving objectives of the

organization.

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Market Research

The process of gathering, analyzing andinterpreting information about a market,

about a product or service to be offered

for sale in that market, and about the past,

present and potential customers for the

product or service.

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Objectives of Marketing

Research

To understand why customers buy aproduct.

To forecast the probable volume of future

sales.

To assess competitive strengths and

strategies.

To evaluate the effectiveness of marketing

action already taken.

To assess customer satisfaction of

companys products/services.

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Sales ForecastingSteps in sales forecasting

Defining the objectives to be achieved. Dividing various products into homogeneous

groups.

Analyzing the importance of various factors to

be studied for sales forecasting.

Selecting the methods.

Collecting and analyzing the related

information.

Drawing conclusions from the analysis made.

Implementing the decisions taken.

Reviewing and revising the sales forecasting

from time too time.

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Advertising

Form of communication the purpose ofwhich is to convey concepts about

companies, goods & services by means of

words, pictures etc.

Arouses public interest, fosters a buying

attitude & raises consumer demand for the

products of a company

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Advertising Finds new users

Supports salesmen

Increases profit

Reaches customers who would otherwise be

inaccessible by sales staff

Tells the public : the good qualities

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Sales Promotion

Sales promotion includes those marketingactivities, other than personal selling,

advertising & publicity ,that stimulate

consumer purchasing & dealer

effectiveness such as,displays, shows &

exhibitions, demos & various non-

recurrent selling efforts not in the ordinary

routine Attracts customers by providing incentives

with sales

Main purpose- increase sales

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Selling

The last step in the chain of commercewhere a buyer exchanges cash for aseller's good or service

Direct Selling:direct from producer to consumer

Effective & profitable for goods which havehigh profit margin eg.,computers, machines

Producer has max control over selling

practices & policies

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Indirect Selling:Selling through middleman

For products with low profit margin

eg., creams,tooth pasteAvoids risks of stocking goods for the

producer

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Handling Of Inquiries From

Customers

Inquiry handling is a key function for aninbound call center.

The information center offers all theinformation required for the customer to

have a thorough understanding ofproducts or services.

Purpose : double-check the delivery ofinformation and qualify customers basedon a proposed segmentation and

customers' actual needs. The effectiveness of inquiry handling

results into business generation.

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Inquiry Handling is done through:Telephone, Website, Email Response.

Handling Information Requests.

Multi-language Voice Response Fulfillment.Dealer, Agent or Distributor Locator.

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Packing

Packaging is the art, science & technologyof preparing goods or products fortransport & sale.

Means of ensuring safe delivery of the

product to the ultimate consumer atminimum cost.

Important activity of sales promotion dept.because an attractive package catches

fast attention of customers.

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Servicing

Customer service may be defined as aprocess in which an organizationconsistently offers what the customerwants.

Improving customer service isrepresented in the form of the customer-service management cycle.

The various phases of this cycle include

understanding customers, establishingservice standards, encouraging team workand customer orientation, establishingcontrol systems and preventing problems

rather than fixing them.

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