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Basics of marketing

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JIMS Rohini Sector 5
JIMS Rohini Sector 5

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and value with others.

Marketing
1 von 20
Ms. Ritu Bajaj PGDM-Retail and Marketing BASICS OF MARKETING
2 AGENDA 01 02 03 04 08 07 06 05 Marketing Markets Importance of marketing Marketing analysis Levels of Marketing Analysis Types of Marketing Marketing and Sales Marketing Managemen t
OVERVIEW
4 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org MARKETING Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and value with others.
5 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org CORE CONCEPT Markets Needs, wants, and demands Products Value, satisfaction, and quality Exchange, transactions, and relationships
6 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Need: A human need is a state of felt deprivation. Examples include the need for food, clothing, warmth and safety. Demands: When backed by buying power, wants become demands. Wants: Wants are how people communicate their needs. A hungry person may want a hamburger, noodles, or cheese and bread. NEED, WANTS, DEMANDS
7 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Customer value is the difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product. Quality begins with customer needs and ends with customer satisfaction. Customer satisfaction depends on a product’s perceived performance in delivering value relative to a buyer’s expectations. VALUS, SATISFACTION AND QUALITY
8 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Ability to Communicate Offer Desire to Deal With Other Party Freedom to Accept or Reject At Least Two Parties The interchange of something of value between parties Exchange Process
9 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Exchange is the act of obtaining a desired object from someone by offering something in return. Relationship marketing builds relationships with valued customers, distributors, dealers, and suppliers by promising and consistently delivering high-quality products, good service, and fair prices. A transaction is marketing’s unit of measurement and consists of a trade of values between two parties. EXCHANGE, TRANSECTION AND RELATIONSHIP
10 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org MARKETS A market is a set of actual and potential buyers who might transact with a seller.
11 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org STACKHOLDERS IN MARKETING ACTIVITIES at Organizational Activities Marketing Activities Govt. Agencies
12 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org IMPORTANCE OF MARKETING Raw Materials and Production Research and Development Packaging Distribution Selling Expense Communications
13 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org 1 Product Marketing designed to create exchange for tangible products 2 Service Marketing designed to create exchanges for intangible products 3 Person Marketing designed to create favorable actions toward persons 4 Place Marketing designed to attract people to places 5 Cause Marketing designed to create support for ideas or issues or to get people to change socially undesirable behaviors 6 Organization Marketing designed to attract donors, members, participants or volunteers MAJOR TYPES OF MARKETING
14 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Macromarketing The study of marketing processes, activities, institutions, and results at a societal level. • Social responsibility • Business ethics Micromarketing The study of marketing processes and activities at organizational, product, or brand levels. • Product development • Product distribution • Product pricing LEVELS OF MARKETING
15 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Consumers favor products that are available and highly affordable. Improve production and distribution. Consumers favor products that offer the most quality, performance, and innovative features. • Production Concept • Product Concept • Selling Concepts • Marketing Concept • Social Marketing Concept MARKETING MANAGEMENT PHILOSOPIES Consumers will buy products only if the company promotes/ sells these products. Focuses on needs/ wants of target markets & delivering satisfaction better than competitors. Focuses on needs/ wants of target markets & delivering superior value.
16 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org MARKETING AND SALES CONCEPT Factory Existing Products Selling and Promoting Profits through Volume The Selling Concept Starting Point Focu s Mean s End s Market Customer Needs Integrated Marketing Profits through Satisfaction The Marketing Concept
17 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org
Jagan Institute of Management Studies
19 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org About JIMS JIMS Rohini is one of the leading MBA institutes of Delhi. We impart professional education both at post graduate and undergraduate levels in the fields of management and information technology. Our PGDM program is approved by the AICTE and is accredited from NBA for excellence in quality education. PGDM program has also been granted equivalence to MBA degree by the AIU. We offer specialized PGDM programs in International Business and Retail as well. JIMS, Rohini, Sector 5 also offers technical programs viz BBA, BCA & MCA affiliated from GGSIPU. Established in 1993, JIMS completed its 20 years of Excellence in 2013. We offer excellent academic structure, industry interaction and job opportunities.
Address 3, Institutional Area, Sector-5, Rohini (Near Rajiv Gandhi Cancer Research Institute), Delhi-110085. Contact Details Phone : 011-45184000/1/2 Mobile : +91-9871097501 Email : admissions@jimsindia.org GET IN TOUCH Web Address www.jimsindia.org Facebook: https://www.facebook.com/JimsDelhi?sk=wall Twitter: https://twitter.com/JIMSsec5Rohini G+: https://plus.google.com/+jimsrohini/posts?hl=en YouTube: https://www.youtube.com/user/jimsquery/ LinkedIn: https://www.linkedin.com/company/jagan- institute-of-management-studies-jims- Slideshare: http://www.slideshare.net/JimsIndia Pinterest: https://www.pinterest.com/jimsrohini/

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Basics of marketing

  • 1. Ms. Ritu Bajaj PGDM-Retail and Marketing BASICS OF MARKETING
  • 2. 2 AGENDA 01 02 03 04 08 07 06 05 Marketing Markets Importance of marketing Marketing analysis Levels of Marketing Analysis Types of Marketing Marketing and Sales Marketing Managemen t
  • 4. 4 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org MARKETING Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and value with others.
  • 5. 5 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org CORE CONCEPT Markets Needs, wants, and demands Products Value, satisfaction, and quality Exchange, transactions, and relationships
  • 6. 6 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Need: A human need is a state of felt deprivation. Examples include the need for food, clothing, warmth and safety. Demands: When backed by buying power, wants become demands. Wants: Wants are how people communicate their needs. A hungry person may want a hamburger, noodles, or cheese and bread. NEED, WANTS, DEMANDS
  • 7. 7 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Customer value is the difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product. Quality begins with customer needs and ends with customer satisfaction. Customer satisfaction depends on a product’s perceived performance in delivering value relative to a buyer’s expectations. VALUS, SATISFACTION AND QUALITY
  • 8. 8 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Ability to Communicate Offer Desire to Deal With Other Party Freedom to Accept or Reject At Least Two Parties The interchange of something of value between parties Exchange Process
  • 9. 9 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Exchange is the act of obtaining a desired object from someone by offering something in return. Relationship marketing builds relationships with valued customers, distributors, dealers, and suppliers by promising and consistently delivering high-quality products, good service, and fair prices. A transaction is marketing’s unit of measurement and consists of a trade of values between two parties. EXCHANGE, TRANSECTION AND RELATIONSHIP
  • 10. 10 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org MARKETS A market is a set of actual and potential buyers who might transact with a seller.
  • 11. 11 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org STACKHOLDERS IN MARKETING ACTIVITIES at Organizational Activities Marketing Activities Govt. Agencies
  • 12. 12 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org IMPORTANCE OF MARKETING Raw Materials and Production Research and Development Packaging Distribution Selling Expense Communications
  • 13. 13 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org 1 Product Marketing designed to create exchange for tangible products 2 Service Marketing designed to create exchanges for intangible products 3 Person Marketing designed to create favorable actions toward persons 4 Place Marketing designed to attract people to places 5 Cause Marketing designed to create support for ideas or issues or to get people to change socially undesirable behaviors 6 Organization Marketing designed to attract donors, members, participants or volunteers MAJOR TYPES OF MARKETING
  • 14. 14 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Macromarketing The study of marketing processes, activities, institutions, and results at a societal level. • Social responsibility • Business ethics Micromarketing The study of marketing processes and activities at organizational, product, or brand levels. • Product development • Product distribution • Product pricing LEVELS OF MARKETING
  • 15. 15 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org Consumers favor products that are available and highly affordable. Improve production and distribution. Consumers favor products that offer the most quality, performance, and innovative features. • Production Concept • Product Concept • Selling Concepts • Marketing Concept • Social Marketing Concept MARKETING MANAGEMENT PHILOSOPIES Consumers will buy products only if the company promotes/ sells these products. Focuses on needs/ wants of target markets & delivering satisfaction better than competitors. Focuses on needs/ wants of target markets & delivering superior value.
  • 16. 16 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org MARKETING AND SALES CONCEPT Factory Existing Products Selling and Promoting Profits through Volume The Selling Concept Starting Point Focu s Mean s End s Market Customer Needs Integrated Marketing Profits through Satisfaction The Marketing Concept
  • 17. 17 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org
  • 18. Jagan Institute of Management Studies
  • 19. 19 Jagan Institute of Management Studies (JIMS) www.JimsIndia.org About JIMS JIMS Rohini is one of the leading MBA institutes of Delhi. We impart professional education both at post graduate and undergraduate levels in the fields of management and information technology. Our PGDM program is approved by the AICTE and is accredited from NBA for excellence in quality education. PGDM program has also been granted equivalence to MBA degree by the AIU. We offer specialized PGDM programs in International Business and Retail as well. JIMS, Rohini, Sector 5 also offers technical programs viz BBA, BCA & MCA affiliated from GGSIPU. Established in 1993, JIMS completed its 20 years of Excellence in 2013. We offer excellent academic structure, industry interaction and job opportunities.
  • 20. Address 3, Institutional Area, Sector-5, Rohini (Near Rajiv Gandhi Cancer Research Institute), Delhi-110085. Contact Details Phone : 011-45184000/1/2 Mobile : +91-9871097501 Email : admissions@jimsindia.org GET IN TOUCH Web Address www.jimsindia.org Facebook: https://www.facebook.com/JimsDelhi?sk=wall Twitter: https://twitter.com/JIMSsec5Rohini G+: https://plus.google.com/+jimsrohini/posts?hl=en YouTube: https://www.youtube.com/user/jimsquery/ LinkedIn: https://www.linkedin.com/company/jagan- institute-of-management-studies-jims- Slideshare: http://www.slideshare.net/JimsIndia Pinterest: https://www.pinterest.com/jimsrohini/