marketing management, Lecture notes of Marketing Management

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Marketing Unit 1 STRUCTURE OVERVIEW Learning Objectives 4.4 Definition of Market 4.2 Nature and Scope of Marketing Management 4.3 Types of Market : 1.3.1 Ten types of entities associated with marketing people 1.3.2.. Marketing functions 1.3.3 The Scope of Marketing 4.4 Evolution of Marketing 1.5 The major concepts and tools of marketing 1.6 Marketing in the new economy 4.7 Method of responding to the new challenges 1.7.1 Company responses and adjustments 41.7.2. Marketer responses and adjustments MARKETING ‘Summary Key words : ‘Suggested Readings — OVERVIEW The society of human being will always strive for existence and work towards this expectation. This quality makes mankind to aim for an improved lifestyle. This drive creates an opportunity for the marketer, who wants to match the customers demand by catering to it. Market is the place, where the seller and buyer share their transactions and it is Surrounded by the other competitors, public and government. Marketing is the concept that deals with the activity of a market by using many sub activities like identifying and meeting human and social needs. Marketing can be defined in a simple way, as “meeting needs profitability”. The marketing universe has undergone tremendous changes because of the economic, technological, social and political factors. In a fast changing environment, marketing management has to meet the challenges of Managing