Relationship marketing class lectures_125157846-Marketing

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Jain College of MCA & MBA, BelgaumMarketing ManagementNotesMBA Semester IRani Channamma University2011-20121Jain College of MCA & MBA, BelgaumMarketing Management - Meaning Scope, Define Market,Marketing, core concepts, Marketing OrientationsMs. Shruti KondiMr. Rahul MankojiMs. Nayan BelgundkarMr. Asif Melinmani(MBA Semester 1, Batch of 20112011-13)2Jain College of MCA & MBA, BelgaumMarketing managementMeaning:Marketing management focuses on satisfying customer requirements by identifying needs andwants, and developing products and services to meet themthem.Definition: Marketing management is a science and art of choosing target market and getting,growing and keeping customers by creating, delivering and communicating customer superiorvalue.What is marketed?It specifies tangibility spectrum:spectrum:.Goodsi.ii.iii.iv.v.vi.vii.viii.Services associated with good.Goods associated with services ServicesGoods:: Goods constitute the bulk production and marketing efforts. Companies marketcars, trucks, television sets, machine tools, watches, cosmetics etc.Service can also be associated with goods.Services:: Services include the work of airlines, hotels, maintenance and repair people,bakers, lawyers, doctors management consultants. Many market offerings consist of avariable mix of goods and services. At fast food restaurant, for example,exampl the customerconsumes both a product and a service.Events:

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