CONCEPT OF MARKETING; DIFFERENCE BETWEEN MARKETING AND SELLING;MARKETING MIX;MARKETING ENVIRONMENT

1. UNIT 1
INTRODUCTION
Prof. Mahua Mukherjee

2. SL
.
NO
.
BASIS SELLING MARKETING
1. Orientation/
Focus
Seller oriented-it revolves around
the needs and interests of the
seller and views business as a
goods producing process
Customer is considered as the centre
of all business activities-focus is on
the needs and interests of the
customers;views business as a
customer satisfying mechanism.
2. Goal Earning Profits. Earning profits through customer
satisfaction
3. Means It emphasises on aggressive
selling-customer satisfaction , CRM
is not their goal.
It lays emphasis on integrated
marketing..It integrates to combines
customer need fulfillment with
optimum combination of marketing
mix variables.
4. Cost-Price
relationship
After developing the product a
profit is added to the cost price to
get selling price.
It is customer opinion based and
target costing method is applied.
5. View about
customer
It considers customer as the last
link of the business process.
Customer is the focal point iin this
concept-the entire business is seen
from the viewpoint of customers.
6. Perspective Short term Long term
7. Scope Narrow Wide

3. 4Ps of Marketing Mix
PRODUCT
PRICE
PROMOTION
PLACE
• Variety
• Sizes
• Features
• Design
• Style
• Quality
• Appearance
• Brand name
• Packaging
• Warranty
• Pre and after sales services etc.
• Pricing policies/strategies
• Discounts,rebates , allowances etc.
• Terms of Credit
• Pricing strategy of competitors etc.
• Advertising
• Personal Selling
• Sales Promotion
• Publicity
• Public Relations etc
• Distribution coverage
• Distribution logistics etc.
• Distribution channels

4. Marketing Environment
-it is defined as the surroundings,the external
factors or forces economic or non economic which
have direct or indirect influence upon the
markeyting activities of an organisation.
- The institutions , authorities or groups and other
forces or factors which lie outside the organisation
but affect the marketing activities of the
organisation.
-The immediate and possible impact of these
factors individually or jointly must be taken into
consideration while formulating and implementing
plans and marketing strategies of an organisation

5. MARKETING ENVIRONMENT
DEMOGRAPHIC FACTORS
MICRO ENVIRONMENT
TECHNOLOGICAL
FACTORS
SOCIAL
FACTORS
POLITICAL FACTORS
CULTURAL
FACTORS
ECONOMIC
FACTORS
NATURAL
FACTORS
GOVERNMENT SUPPLIERS COMPANY
THE
MARKETING
ENVIRONMENTRETAILERS
PUBLIC WHOLESELLERS
COMPETITORS
CUSTOMER
MACRO ENVIRONMENT