The document discusses the definition and scope of marketing. It defines marketing as identifying and meeting human and social needs profitably. The scope of marketing includes goods, services, events, experiences, people, places, organizations, information and ideas. Marketing involves understanding customers' needs and wants and delivering superior value through the marketing mix to attract and retain customers while benefiting stakeholders. The key concepts discussed include the marketing concept, relationship marketing, integrated marketing, internal marketing and performance marketing.

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2. What is Marketing?
Marketing is about identifying and meeting
human and social needs.
“Meeting needs profitably.”
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6. “Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its
stakeholders”.
-American Marketing Association
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8. Definition of Marketing:
“Marketing is defined as 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”.
–Philip Kotler
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9. Marketing Management:
It takes place when at
least one party to potential exchange thinks
about the means of achieving desired
responses from other parties.
“Marketing Management as the art and science
of choosing target markets and getting,
keeping, and growing customers through
creating, delivering, and communicating
superior customer value”.
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10. Scope of Marketing:
What is Marketed?
1.Goods
a. Non- Durables
-Cosmetics
-Toiletries
-Packaged food
-Others
b. Durables
-Automobiles
-Household appliances.
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11. 2.Services
3.Events
4.Experiences
5.Persons
6.Places
7.Properties
8.Organisations
9.Informations
10.Ideas.
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12. Who Markets?
A marketer is someone who seeks
a response-attention, a purchase, a vote, a
donation- from another party, called the
prospect.
There are eight demand states,
1.Negative demand-Dislike the product
2.Nonexistent demand-unaware or uninterested
3.Latent demand-strong need that cannot be satis
4.Declining demand-buy product less frequently
5.Irregular demand-seasonal, monthly
6.Full demand-adequately buying
7.Overful demand- more customers like to buy
8.Unwholesome demand- attracted to undesirable
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13. Market: A market is one of the many varieties of systems, institutions, procedures,
social relations and infrastructures whereby parties engage in exchange
Resources Resources
Money Money
Tax Money & S
Services Services
Taxes Taxes
Money Money
Goods & Services Goods& Services
Resource
Market
Government
Market
Manufacturer
Market
Consumer
Market
Intermediary
Market
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14. Communication
Goods/Services
Money
Information
Key Customer Markets:
Consumer Markets
Business Markets
Global Markets
Nonprofit and Governmental Markets
Market place, Market Space
Meta markets.- a cluster of complementary products and services that are
closely related to the minds of consumers, but spread across diverse set
of industry.
Industry
(A collection of Seller)
Market (A collection
of buyers)
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15. Needs, Wants and Demands
-Needs are the basic human requirements
-Needs become wants when they are
directed to specific objects that might
satisfy the need.
-Demands are wants for specific products
backed by an ability to pay.
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16. Types of need.
1.Stated needs.
2.Real needs.
3. Unstated needs.
4.Delight needs.
5. Secret needs.
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17. Target Markets, Positioning, and
Segmentation
-Marketer identify distinct groups of buyers
who might prefer varying product and service
mixes by examining demographic and
psychographic differences among buyers.
-After identifying segments, the marketer
then decides which present the greatest
opportunity.
-The firm develops a market offering that it
positions in the minds of the target buyers as
delivering some central benefit.
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18. Offerings and Brands
-A set of benefits that marketers offer to
customers to satisfy their needs. A tangible
value proposition which can be combination of
products, services, information, and
experiences.
-A brand is an offering from known
source, which uniquely identified among its
competitors.
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19. Value and Satisfaction
-Value reflects the sum of the perceived
tangible and intangible benefits and costs to
customers.
-It’s primarily combination of quality,
service and price.
-Satisfaction reflects a person’s judgment
of a product’s perceived performance in
relationship to expectations.
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20. Marketing Channels
-Communication channels deliver and
receive messages from target buyers
-Distribution channels to display, sell, or
deliver the physical product or services.
-Service channels to carry out transaction
with potential buyers.
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21. Supply Chain
-A longer channel stretching from raw
materials to components to final products that
are carried to final buyers.
-Aim of a firm is to capture high supply
chain value.
Competition
-Competition includes all the actual and
potential rival offerings and substitutes a
buyer might consider.
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22. Marketing Environment
-Task environment and broad environment
-Task environment includes the actors
engaged in producing, distributing and
promoting the offerings.
Broad environments are demographic,
economic, socio- cultural, physical,
technological and political environments.
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23. Evolution or Various Concepts of Marketing
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24. Marketing Orientations/ Philosophy or
Concepts;
 The Production concept
It holds that consumers will prefer products that are
widely available and inexpensive. Mktg managers
concentrate high production efficiency and low cost
and mass distribution.
 The Product concept
It proposes that consumers favor products that offer
most quality, performance or innovative feature.
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25. The Selling concept
It holds that consumers and businesses, if
left alone, will ordinarily not buy enough of
the selling company's products. The
organization must, therefore, undertake an
aggressive selling and promotion effort.
This concept practiced on mostly with
unsought goods. Firms also practice this
concept when they have overcapacity.
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26. The Marketing concept
The marketing concept is the philosophy that firms
should analyze the needs of their customers and
then make decisions to satisfy those needs, better
than the competition. Today most firms have
adopted themarketing concept, but this has not
always been the case.
instead of product centered “make-and-sell”
philosophy it follows “Sense and Response”
philosophy. The job is not to find the right
customer for your products but for the find the
right product for your customers.
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27. SELLING MARKETING
Starts with the seller and
concerned only with the seller’s
needs.
Starts with the buyer and
concerned with the buyer’s needs.
Core of business activity is the
seller.
Buyer is the core of all activity.
Converts existing products into
money.
Business is a customer-satisfying
process.
Marketing mix planned as per
seller’s need.
Customers dictate the plan of
marketing mix.
Cost determines the price. Market determines price.
Different departments of the
business act independently.
All departments work in an
integrated way to satisfy the
customer.
Production is the central function
of business.
Marketing is the central function of
business.
Customer is the last link in
business.
Customer is the very purpose of
business.
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28. The Holistic Marketing Concept
is based on
the development, design, and implementation
of marketing programs, processes, and
activities that recognizes their breadth and
interdependencies.
The Holistic marketing recognizes everything
matters in marketing – and that broad and
integrated prospective is often necessary.
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29. Four components of Holistic Marketing
Holistic
Marketing
Integrated
Marketing
Performance
Marketing
Internal
Marketing
Relationship
Marketing
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30. Relationship Marketing
aims to build mutually satisfying long term
relationship with key constituents like
-Customers
-Channel members
- various supplying Partners
Integrated Marketing
The marketer’s task is to devise marketing activities
and assemble fully integrated marketing programs
to create, communicate, deliver value for
consumers. Marketing activities comes in the form
of
-Product
-Price
-Promotion Senthilmurugan.P

31. Internal Marketing
Ensuring that everyone in the organisation
embraces appropriate marketing principles. It
starts from,
-Marketing Dept.
-Senior Management
-Other Departments
Performance Marketing
understanding the returns to the business
from marketing activities and programs.
-Financial Accountability
-Social Responsibility Marketing
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32. Marketing Management Tasks or
Process:
 Developing marketing strategies and plan
 Capturing marketing insights
 Connecting with customers
 Building strong brand
 Shaping the Market Offerings
 Delivering value
 Communicating Value
 Creating long term growth
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33. Benefit to the Society:
 Production and purchase power converted
into consumption
 It connects link between producer to
consumer
 Brings new, useful and quality product and
services which raises standard of living
 Marketing provide Employment opportunities
to many people
 It helps increase national income
 It maintain stability of prices by adjusting
demand and supply Senthilmurugan.P

34.  Benefit to Organization:
 Marketing generates revenue to the firms
 Continues marketing research helps planning,
research and innovation
 Monitors and gathers necessary information
about environmental changes which may
bring opportunities and threats
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