MODULE D

MARKETING MANAGEMENT 

S.V.ATREFACULTY,BANK OF INDIA, MANAGEMENT DEVELOPMENT INSTITUTE,CBD BELAPUR, NAVI MIMBAIE-MAIL sva1955@indiatimes.com

MODULE D

MARKETING MANAGEMENT 

Introduction to Marketing and Key Concepts Marketing Planning Consumer Behaviour The Art of Customer Service-As Applied to Banking Consumer and Market Segmentation Marketing Research Marketing Mix Competitor Analysis Product Strategy The Concept of Product/Service Delivery Pricing Strategy and its Application in Banking Bank Distribution Strategy Product Strategy Sales Training and HRD in Marketing

 

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Introduction to Marketing and Key Conceptsrketing and Key Concepts

Definition Marketing Marketing as a functional Area of Management Marketing as an Overall Business Philosophy

Marketing Concepts The Evolution and the Why of Modern Marketing The Core Concepts of Marketing Marketing Management Company Orientations toward the marketplace (Marketing Concepts)

Difference between Services and Products/Physical Goods Characteristics of Services Definition: Service The Servuction Process

What is Marketing…??

• Selling?

• Advertising?

• Promotions?

• Making products available in stores?

• Maintaining inventories?

All of the above, plus much more!

Marketing = ?Marketing is the process ofplanning ,and executing the conception,pricing,promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals “ American Marketing Association

Simple Marketing SystemSimple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

Marketing = ?Marketing is the sum of all activities that take consumer to a sales outlet.

After that sales takes over.Marketing is all about creating a pull, sales is all about push.

Marketing is all about managing the four P’s –

productprice placepromotion

•What is the difference between Marketing and

Selling ?

Difference Between - Sales & Marketing ? 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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MARKETING PLANNING

Macro-and Micro factors influencing the Market for an Organisation’s Goods and ServicesControllable Marketing Variables and the Macro-Environment Proximate Macro-Environment

Applicability to BankingThe competititive Environment in Banking

 

Meaning and Importance of Planning in MarketingTraditional PlanningDifference between a Marketing Plan and a Company’s Corporate PlanMarket-oriented Strategic PlanningDifference between Marketing Plan and the Marketing Planning Process

 

Banking Regulation and its Impact on Marketing Strategies 

Strategic PlanningStrategic Planning•Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.

Also called Strategic Management Process

All organizations have this

Can be Formal or Informal

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CONSUMER BEHAVIOUR

Consumer Behavior: A directional force The Complexity of Consumer Buying Decisions Needs and Motives Individual Perception Learning and Habit Development

Behaviour Models for Analysing Buyers

The Marshallian Economic Model The Pavlovian learning Model The Freudian Psychoanalytic Model The Veblenian Social Psychological Model

Factors Influencing Consumer Behaviour in Banking

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THE ART OF CUSTOMER SERVICE AS APPLIED TO BANKING

Building Customer Satisfaction through Quality, Service, and Value

Customer Value and Satisfaction Defining Service Quality Managing Quality Delivering Customer Value and Satisfaction: ‘Moments of

Truth’ ‘The Triangle of Service’  Image as a Managed Perception

Customer Relations in Services Marketing  

What is a Service ? Defining the Essence

•An act or performance offered by one party to another (performances are intangible, but may involve use of physical products)

•An economic activity that does not result in ownership

•A process that creates benefits by facilitating a desired change in customers themselves, or their physical possessions, or intangible assets

CONSUMER AND MARKET SEGMENTATION

Introduction Mass Markets and Segmentation Types of Consumer Segments Characteristics of Segments Benefits and Disadvantages of Market

Segmentation Alternative Strategies Evaluation Marketing Segmentation Strategy: Techniques Application of Segmentation to Banking Services

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MARKETING RESEARCH

Market Research is Research all about the Market

Its Size, Composition, Structure and so on Marketing Research Process Types of Data----Primary and Secondary Data Quantitative and Qualitative Research

Methodologies Time and Cost Constraints The Major Uses of Marketing Research Marketing Information System

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MARKETING MIX

Marketing of Financial Services

Bank Marketing

  Marketing Mix

Services Marketing Mix Current Development  

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COMPETITIOR ANALYSIS   Introduction

Gap Psychiatry – A Structural Methodology

Build a Strategic Planning Knowledge Base

Creating a Sustainable Advantage

Speeds as Strategy

Competitive Strategies

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PRODUCT STRATEGY 

Nature of Product Product and Service Elements of Product Mix Product Life Cycle and Product Strategies

Product Analysis New Product Development Branding in Marketing

Role of Brand in Bank Marketing

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THE CONCEPT OF PRODUCT/SERVICE DELIVERY 

Process Cycle in Product Development

Packaging and Delivery

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PRICING STRATEGY AND ITS APPLICATION IN BANKING

• Pricing for Profitability• Elasticity of Demand• Pricing Methods/Strategies• Pricing Decisions

• Pricing Concept in Banking• Pricing Review and Committees• Concept of Service Fees 

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BANK DISTRIBUTION STRATEGY

Distribution of Financial Services

  Barriers

Channels of Distribution for Banks

 

 

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PRODUCT STRATEGY 

Introduction

Communication Process

Goals of Communication

Advertising and Sales Promotion

Sales Promotion

Publicity

Internal Communication

Marketing Information Systems (MIS)

Concept of Moments of Truth Customer Care

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SALES TRAINING AND HRD IN MARKETING

Proper Attitude Orientation of Staff Selling Skills Required Need and Importance of Sales Training Sales Training and Strategy Selling Process Impact of Training as HRD Intervention in

Marketing Direct Sales Force Importance of Quality Service Public Relation and Institution Image 

EMERGING TRENDS IN CUSTOMER SERVICE

• CUST SERVICE AS A MARKETING TOOL

• INTERNAL CUSTOMERS HRD

QUOTES

•IF YOU BUILD A GREAT EXPERIENCE,

•CUSTOMERS,TELL EACH OTHER

•ABOUT THAT .

•WORD OF MOUTH IS VERY POWERFUL.

Jeff Bezos

QUOTES

• Customers don’t expect you to be perfect

• They do expect you to fix things when they go wrong.

• Donald Porter

QUOTES

•Customer service is awareness of •needs,•problems, •fears and•aspirations.

QUOTES

• Quality in service or product • is not what you• put into it.• It is what the client or customer • gets into it

Peter Drucker

QUOTES

• Our greatest asset

• is the customer.

• Treat each customer

• as if they are the only one!

Laurice Leito

QUOTES

•It takes less effort to keep an old customer satisfied

•than to get a

•new customer interested

Robert Half

QUOTES

• What you give is

• what you get returned i.e.

• the way you handle your employees

• is the way they will handle (manhandle) your customers.

• “E.D.HORRELL”