3. What is Marketing?
Marketing is a social and managerial process by
which individuals and groups obtain what they
need and want through creating and
exchanging products and value with others
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4. In other words:
Marketing is creating, Developing, Communicating and
Delivering goods and services to the ultimate customer
to satisfy their need and reaching organizational goal
profitably
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5. Definition
According To AMA:
“Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationship in ways that
benefit the organization and stake-holders”
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13. What is Marketed?
Goods--------------- ?
Services------------- ?
Events---------------
Experiences ------- (Wonder la)
Persons-------------- ?
Places---------------- (Tourism)
Properties----------- ?
Organizations------ ? (ads in the CSR sense, Philips‟ tagline, „let‟s make things better‟
Information---------- ?
Ideas (Eg Charles Revson of Revlon said : in the
factories we make cosmetics, in the shops we sell hope)2/13/2014 Babasabpatilfreepptmba.com 13
15. Who are the Key Customer Markets
Consumer Market
Business market
Global Market
Non Profit Organizations and
Governmental Markets
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16. How Business And Marketing Are Changing
Changing Technology
Globalization
Deregulation
Privatization
Customer Empowerment
Customization
Heightened Competition
Industry Convergence
Retail Transformation Disintermediation-Flipkart, eBay etc2/13/2014 Babasabpatilfreepptmba.com 16
17. Core Marketing Concepts
1. Needs, Wants, and Demands
2. Products and Services
3. Segmentation, Target Markets, and Positioning
4. Offerings and Brands
5. Value and Satisfaction
6. Marketing Channels
7. Supply Chain
8. Competition
9. Market Environment
10. Marketing Planning
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18. Company Orientation Towards the
Marketplace
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Concept
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19. Production concept :
Concentration on high production efficiency and wide
distribution coverage
Demand is assumed
Sales taken for granted if product is made available
cheaply
Seller‟s market – manufacturing takes precedence
over marketing
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20. Product concept
Focus on quality, performance, features
Company concentrates on making good quality
products and improving them over time
Emphasis changed from price to features or
value Still passive
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21. Selling concept
Left to itself, no sale, so aggressive selling
required
Active engagement with the market
Both soft sell and hard sell
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22. Marketing concept :
Key to achieving organizational goal is
matching needs between needs of target
market and effective and efficient delivery
Satisfactory transaction
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23. Holistic Marketing concept
„Everything matters with marketing‟
Development, design and implementation
of marketing programs, processes and
activities, their scope and interdependency
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25. Social Responsibility Marketing
Marketing responsibility beyond the customer
to encompass society as a whole
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28. Shifts in Marketing Management
Successful companies- change marketing with
changes in marketplace/ Marketspace
From, „Marketing does Marketing‟ to „everyone does
Marketing‟
From product to customer segmentation
From in-house manufacturing to outsourcing
Many vendors to a few biz partners
From old marketing positions to discovering new
ones
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29. From tangible assets to intangible properties
From brand-building thru advertising to brand-
building thru performance, value creation and
integrated communication
From physical to online
From mass to niche
From profit to customer lifetime value
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30. From market share to customer share
From local to „global‟
From financial scorecard to marketing
scorecard
From share-holders to stake-holders
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31. Marketing Management Tasks
Development Marketing Strategies and Plans
Capturing Marketing Insights
Connecting With Customer
Building The Market Offering
Delivering Value
Commutation Value
Creating Long-Term Growth
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39. Relationship marketing
Enduring relationships with all key parties,- suppliers,
customers, distributors and other partners
Not just CRM but PRM
Objective,- to build a unique asset called marketing
network, profits will follow
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40. Supply chain
1.Raw materials to components to finished product to buyer
2. Supply chain represents a value delivery system
3. Each company on the value chain captures only a small portion
of the value generated by the supply chain
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41. Competition
1. Others with similar rival offerings
2. Substitutes
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