2. Introduction Of Marketing
 Definition and Functions of Marketing
 Markets
 Company Orientation towards
Marketplace

3. Company Orientation towards
Marketplace
 Product
 Production
 Sales
 Marketing
 Societal
 Transactional
 Relational
 Holistic Marketing Orientation
 Selling v/s Marketing
 Marketing Myopia

5. Product
 A good or service that meets the
requirements of a particular market and
yields enough profit.
 Management philosophy that consumer
prefer those products in the market which
are best in terms of quality and price.

6. Basis of concept of product
1. Quality
2. Comparing quality
3. Meeting overall needs and not a specific
need.

9. Production
 Started in 17th
century.
 No research, no survey
 The processes and methods used to
transform tangible inputs (raw materials,
semi-finished goods) and intangible inputs
(ideas, information, knowledge) into goods
or services.

12. Sales
 A transaction between two parties where
the buyer receives goods, services and/or
assets in exchange for money.
 An agreement between a buyer and seller
on the price of a security.

14. Marketing
 Marketing is the activity, set of
institutions, and process for
communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society
at large.
 Marketing is a skillset used to create
awareness of a product within the market
or a consumer.

15. Modes of Marketing
1. Television
2. Radio
3. Internet
4. Pamphlets
5. Hoarding

16. Consumer
Survey
Research
And
Analysis
Products
And
Markets
Production Distribution Marketing Sales

18. Societal
 Application of commercial marketing
concepts, knowledge, and techniques to
non-commercial ends (such as campaigns
against smoking and drunken driving) for
the society's welfare.

19. Examples
1. Ariel: Ariel is a detergent manufactured by Procter and Gamble
(P&G). Ariel runs special fund raising campaigns for deprived
classes of the world specifically the developing countries. It also
contributes part of its profits from every bag sold to the
development of the society.
2. Body Shop: Body Shop is a cosmetic company found by Anita
Roddick. The company uses only vegetable based materials for
its products. It is also against Animal testing, supports community
trade, activate Self Esteem, Defend Human Rights, and overall
protection of the planet. Thus it is completely following the
concept of Societal Marketing.

21. Transactional
 Transaction oriented marketing is a
strategy that focuses on the increase of
overall sales and nothing else. Small
businesses who engage in transaction
oriented marketing shift every possible
resource and marketing initiative away
from things like customer relations and
onto creating more points of sale, ways to
buy and purchase rewards for the
customer.

23. Relational
 In relationship marketing, customer
profile, buying patterns, and history of
contacts are maintained in a sales
database, and an account executive is
assigned to one or more major customers
to fulfill their needs and maintain the
relationship.

24. Difference between Transactional
and Relational
• Primary focus on
achieving organisational
objectives
• Single purchase
• Limited customer service
• Short term goal of
customer satisfaction
• Quality a manufacturing
responsibility
• Eg – Mobile Shoppe
• Focus on customer
retention
• Repeated sales
• Close/frequent customer
contact
• Goal of delighting the
customer
• Quality at total
organsation responsibility
• Emphasis on longer-term
activities
• High level of customer
service
• Eg – 5* Hotels

26. Holistic
 A marketing strategy that is developed by
thinking about the business as a whole,
its place in the broader economy and
society, and in the lives of its customers. It
attempts to develop and maintain multiple
perspectives on the company’s
commercial activities.

27. Selling v/s Marketing
Pull
Marketing shows how to
reach to the Customers
Longer term
Push
Usually one to one
Sales is the ultimate
result of marketing
One to many
Short termHorizon
Process
Priority
Strategy
Concept Marketing is a wider conceptSales is a narrower concept

29. Marketing Myopia
 A short-sighted and inward looking
approach to marketing that focuses on the
needs of the company instead of defining
the company and its products in terms of
the customers' needs and wants.
 Failure to see and adjust to the rapid
changes in their markets.

30. Example of Marketing Myopia
 Kodak Digital Film
 Maruti Gypse