Baic Guide for Marketing A small Effort by Me ( Mohammed Riyaz ) working as a Graduate Engineer Trainee at KLR Group of Industries.

2. What Is Marketing ?
 Any interpersonal and inter organizational relationship involving an
exchange is marketing. -WILLIAMJ.STANTON
 It includes the coordination of four elements called the 4 P's of
marketing:
(1) Identification, selection and development of a Product,
(2) Determination of its Price,
(3) Selection of a distribution channel to reach the customer's Place, and
(4) Development and implementation of a Promotional strategy.

3. Marketing
 Marketing is a social process by which individuals and groups obtain what
they need and want through creating and exchanging products and value
with others.
 This definition includes following core concepts :
1. Needs ,Wants and Demands
2. Products
3. Value & Satisfaction
4. Exchange & Transaction
5. Markets & Marketers

4. NEEDS, WANTS AND DEMANDS
• Need : A state of felt deprivation of some basic satisfaction
(Food, Clothing, Shelter, Belonging etc. )
• Wants : Wants are desires for specific satisfiers of the deeper
needs. Needs are few and wants are many.
• Demands : are wants backed by -Ability to buy and
Willingness to buy.

5. PRODUCTS
 Anything that can be offered to someone to satisfy a need or
want is a product.
 Product refers to physical object.
 Services refer to intangible object.

6. VALUE AND SATISFACTION
 Value is the customers’ estimate of the Product’s capacity to
satisfy a set of goals
 Value is the ratio between what the customer gets and what he
gives (V=B/C)
 Customer Expectance=Performance (satisfied)
 Customer Expectance>Performance (dis-satisfied)
 Customer Expectance<Performance (Highly satisfied)

7. EXCHANGE AND TRANSACTION
 Exchange is the act of obtaining a desired product by offering something in
return.
 5 conditions to be satisfied
 Two parties should be there
 Each party must have something of value to the other
 Each party is capable of communication & delivery
 Each party is free to accept or reject the offer
 Each party believes that it is appropriate to deal with the other party

8. MARKET
 A market consists of all the potential customers sharing a
particular need or want who might be willing and able to
engage in exchange to satisfy that need or want.

9. A SIMPLE MARKETING SYSTEM
Industry Market
Communication
Information
Goods and Services
Money

10. Sales

A sale is the exchange of a commodity for money or service in
return for money or the action of selling something.

The seller or the provider of the goods or services completes a
sale in response to an acquisition, an appropriation or a request.
There is a passing of title (property or ownership) of the item,
and the settlement of a price.

11. Difference Between Marketing &
Sales

12. Sales is…
1) Sales is about one to one.
2) Sales is where our business becomes real for the client. It is
where the stories and brand come to life.
3) Sales develops relationships. It’s relationship-driven.
4) Sales looks after individuals.

13. Marketing is…
1) Marketing is one to many.
2) Marketing tells the stories (company, product, etc.) to many
people.
3) Marketing looks after the brand’s reputation.
4) Marketing analyses the big data. Marketing brings you the
average result not the specifics.

14. How They Work Together ?
“Marketing spends its time producing brochures that no-one
wants!”
“Sales never follow up on the leads we generate for them”
“Marketing never give us any quality leads that are worth
following up anyway….”

15. Conclusion

Sales target on individuals or small groups. Marketing on the
other hand targets a larger group o the general public.

Marketing means generating leads or prospects. sales means
converting the leads or prospects into purchases and orders.

Marketing involves a longer process of building a name for a
brand and pursuing the customer to buy it even if they do not
need it. Where as sales only involve a short term of finding the
target consumer.

16. Thank you