Internship under prof. sameer mathur
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This document discusses marketing and provides an overview of key marketing concepts. It summarizes that marketing is about creating, communicating, and delivering value to customers and managing customer relationships. It also discusses the five competing concepts that organizations can use, including production, selling, marketing, product, and holistic concepts. Finally, it discusses the importance of collecting information and forecasting demand through a marketing information system to assess needs and distribute timely information.
Internship under prof. sameer mathur
- 1. Summer Internship under Prof. Sameer Mathur IIM Lucknow www.iiminternship.com
- 2. Marketing : A Collective perspective
- 3. 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.
- 4. 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. 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
- 6. FIRMS SURPASSING MARKETING EXCELLENCE
- 7. 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.
- 9. ● 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.
- 11. 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.
- 12. 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.
- 13. 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 Production 2. Logistics 3. Customers 4. Stores Success comes from having complete control over all parts of its business- design, production and distribution.
- 14. The HBR Cases
- 15. CASE ONE
- 16. CASE TWO
- 17. CASE THREE
- 20. advertising should be rethought! CONVENTIONAL DOESN’T WORK ANYMORE! HUMAN EXPERIENCE IS A MEDIUM FOR ADVERTISING!
- 21. SOCIALPUBLIC PSYCHOLOGICALTRIBAL 4 SPHERES OF HUMAN EXPERIENCE
- 23. The positive and noticeable improvement in the powerpoint presentations is credited to the various tips given by Jesse Desjardin Garr Reynolds Nancy Duarte
- 24. Made by Sakshi Upadhyaya, for summer internship under Prof. Sameer Mathur, IIM Lucknow.