2. Marketing
Telling and selling
or
Satisfying needs profitably
or
Relationship building
or
Creating, communicating or delivering value
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3. Definition of Marketing
The systematic planning, implementation and control of a
mix of business activities intended to bring together buyers
and sellers for the mutually advantageous exchange or
transfer of products.
Dictionary of Marketing
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4. Definition of Marketing
Marketing is a societal process by which
individuals and groups obtain what they need and
want through creating, offering, and freely
exchanging products and services of value with
others.
Philip Kotler & Kevin Lane Keller
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5. Definition of Marketing
Marketing is the management process responsible
for identifying, anticipating and satisfying
customer requirements profitably.
Chartered Institute of Marketing
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6. Definition of Marketing
Marketing is a total system of business activities
designed to plan, price, promote and distribute
want satisfying products to target markets in order
to achieve organizational objectives.
Stanton, Etzel & Walker
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7. Definition by AMA
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large. (New definition, July 2013)
Marketing is the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy
individual and organizational objectives. (Old definition)
American Marketing Association
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8. Conclusions
Marketing is a societal process.
Marketing deals with customer needs, wants, products, pricing,
distribution, and promotion.
Marketing focuses on delivering value and satisfaction to customers
through products, services, ideas, etc.
Marketing facilitates satisfying exchange relationships.
Marketing takes place in a dynamic environment.
Marketing is used in both for-profit and not-for-profit organizations.
Marketing is extremely important to businesses and the economy of a
country.
Thus, in conclusion, marketing is meeting needs
profitably.
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9. Core Marketing Concepts
Needs,
Wants,
Demand
Target market, positioning and segmentation
Offerings and brand
Value and satisfaction
Market
Exchange
Product
Marketing channels
Supply chain
Competition
Marketing environment
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10. Needs
A need is a basic requirement that an individual wish to
satisfy.
Human needs are state of felt deprivation.
They include basic physical needs for food, clothing,
warmth, and safety; social needs for belonging and
affection; and individual needs for knowledge and self-
expression.
These needs were not invented by marketers;
Needs are very generic in nature and as a marketer we can
not create need.
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11. Wants
A want is a desire for a specific product or service
to satisfy the underlying need.
Consumer wants are shaped by personal,
economical, social and cultural forces, the media
and marketing activities of business.
As a marketer we can influence wants to some
extent.
If you are hungry, what do you want?
Veg. mo:mo, Newari Khaja set, chicken burger,
or instant noodle
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12. Demand
Wants backed by ability to pay, willingness to pay
and authority to purchase is demand
Marketers are particularly interested in demand
rather than just needs or wants because marketing
is demand management
Demand stimulating tools: advertising, personal
selling, sales promotion, public relation, publicity
and direct marketing.
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13. Conclusions: Needs, wants and
demand
Needs – states of felt deprivation
Wants – specific satisfiers of needs shaped by
culture, economic condition as well as individual
personality
Demand – human wants that are backed by
willingness, buying power and authority to
purchase.
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14. Product: No product, no marketing
Product is need satisfying entity.
It is a set of tangible and intangible attributes, which may
include packaging, colour, price, quality and brand plus the
seller’s services and reputation.
Product can be goods, services, ideas, places, experience,
events, person, properties, organization, etc.
A Product is much more than a set of physical attributes.
It consists of physical characteristics, product quality, price,
brand, packaging, design, colour, sellers’ reputation, sellers’
services, product warranty, etc.
It is believed in marketing that no product no marketing.
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15. Product
Physical goods
Service
Idea
Event
Experience
People
Organization
Information
Property
Place
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16. Product
Anything offered by the marketer for customer’s
satisfaction
A product is anything that can be offered to a
market to satisfy a want or need.
Philip Kotler
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17. Levels of Product
There are five levels of products
Core product
Actual product
Augmented product
Expected product
Potential product
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19. Types of Product
Consumer product
Industrial product
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20. Value and Satisfaction
Value – relationship between benefit and cost
Satisfaction – Comparison between customer’s
expectation and product performance
Expectation = performance
Expectation < performance
Expectation > Performance
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21. Exchange: The heart of marketing
Exchange is the act of obtaining a desired product
from someone by offering something in return
Although people can satisfy their needs by self-
production, begging or theft, only one feasible
way to satisfy the needs of customer in marketing
is exchange.
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22. Transaction
Transaction is the deal between buyer and the seller.
These dealings or transactions may be cash or credit.
The rule is not “cash and carry”, instead “enjoy now and
pay later”.
Thus, buying a car or a motor bike, flat or house, is within
the reach of middle and lower middle class.
The concept of “EMI” (Equal monthly instalment) has
turned everybody to enjoy now and pay later.
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23. Distribution
Distribution includes all the various activities the company
undertakes to make the product accessible and available to
target customers.
It involves the marketing channel and physical
distribution.
Marketing channel makes the product available to the
customers.
Physical distribution makes the product accessible to the
channel members and customers.
Distribution is also called the “the other half of
marketing.” It fulfils the gap between the producer and
consumer.
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24. Supply Chain
The supply chain is a longer channel stretching from raw materials to
components to finished products carried to final buyers.
The supply chain for coffee produced in Gulmi district of Nepal may
start with farmers who plant, tend, and pick the coffee beans and sell
their harvest.
After farmers sell their harvest to wholesalers or perhaps a coffee
cooperative, the beans are prepared and then transported to the
developed world for sale through wholesale or retail channels
Each company in the chain captures only a certain percentage of the
total value generated by the supply chain’s value delivery system
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25. Marketing Channel
Communication channel – Radio, TV, newspaper,
magazine etc
Distribution channel – Agent, wholesaler, retailer
etc.
Service channel – transport co., warehouse, bank
and insurance co. etc.
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26. Supply Chain
Supply chain is a longer channel stretching from
raw materials to components to final products that
are carried to final buyers.
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27. Media
Paid media: TV, newspaper, magazine
Owned media: website, blog, face book page
Earned media: Consumers, press, other outsiders
by word of mouth, buzz or viral marketing
methods
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28. Marketing Environment
The actors and forces outside marketing that affect
marketing management’s ability to build and
maintain successful relationships with target
customers.
It includes: Micro environment and macro
environment
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29. Customer Satisfaction
The main aim of marketing is to create satisfied customer.
Customer satisfaction in is comparison between customer’s
expectation and product performance
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Comparison between expectation and performance
Customer's expectation > Product
Performance
Dissatisfied Customer
Customer's expectation < Product
Performance
Highly Satisfied Customer
Customer's expectation = Product
Performance
Satisfied Customer
30. Market
Is place a market?
A market is the set of actual and potential buyers
of a product
Marketers are keenly interesting in markets
Marketer’s task is managing markets to bring
about profitable exchange relationship
Markets are classified in many ways such as
consumer market, business market, global market,
government market, etc.
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31. Marketer
A marketer is an individual or an institution who is engaged in making
available the goods;
He has his own portfolio the range of products he can offer to the
interested buyers.
Marketer creates only place, time, ownership and awareness utility
Marketer does not necessarily produce but buys from manufacturers
and producers and sells to buyers either for final consumption or for
further processing and sale.
Thus, any channel participant who tries to fulfil gap between points of
production to point of consumption are marketers.
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32. Prospects
Prospect is a person or an organization which is
ready and willing to buy and pay for the goods and
services.
It is not to undermine the marketers because a
“clap” is possible with two hands and not one.
As a marketer we must qualify prospects and
should try to convert that prospect to partner in
long-run by implementing relationship marketing.
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33. Competition
Competition includes all the actual and potential
rivals offerings and substitutes a buyer might
consider.
Competition may be:
price competition or non-price competition
brand competition
Monopoly, monopolistic or perfect competition
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34. Marketing Mix
This marketing mix was coined by Professor Neil
Borden of Harvard Business School.
Marketing mix is the set of marketing tools that
the firm uses to pursue its marketing objectives in
the target market.
Marketing mix is a blend of product, price, place
and promotion tools.
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35. Marketing Mix
Thus, it is popularly known as four Ps’ of marketing which
was popularized by Professor McCarthy of Michigan State
University of America.
Nowadays, four P’s has expended to seven Ps’ by adding
people, process and physical evidence especially for
service marketing.
Of late, Philip Kotler and Kevin Lane Keller have offered
modern marketing management four Ps which consists of
People, Processes, Programs and Performance.
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36. Traditional Four Ps
Product mix
Place mix (Distribution)
Price mix
Promotion mix
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37. 7 P’s (Service marketing Strategy)
Product
Place
Price
Promotion
People : Internal marketing and interactive
marketing
Process
Physical Evidence
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38. Modern Marketing Management
four Ps (The new four Ps)
People
Process
Programs (Product, place, price, promotion)
Performance
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39. Four C’s
Customers’ solution (Product)
Cost (Price)
Convenience (Place)
Communication (Promotion)
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40. Marketing Environment
The actors and forces outside marketing that affect
marketing management’s ability to build and
maintain successful relationships with target
customers.
It includes: Micro environment and macro
environment
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44. The Product Concept
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Product
Quality
Starting Point Focus Means Ends
Factory
High Quality
Innovation
Performance
Guarantee
Profit through
well-made
products
46. New Marketing Concept
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Consumer needs
Starting Point Focus Means Ends
Target Market Integrated
Marketing
Profit through
Customer
Satisfaction
48. Comparison between selling
concept and marketing concept
Comparison between selling concept and Marketing Concept
The Selling Concept
The Marketing Concept
Existing Products
Starting Point Focus Means Ends
Factory Selling and
Promoting
Profit through
Customer Sales
Volumes
Consumer needs
Starting Point Focus Means Ends
Market Integrated
Marketing
Profit through
Customer
Satisfaction
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51. Marketing Management
Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering,
and communicating superior customer value
Marketing in action is marketing Management.
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52. Marketing Management Task
Developing marketing strategies and plans
Capture marketing insights & performance
Connect with customers
Build strong brands
Shape the market offering
Deliver value
Communicate value
Create successful long-term growth
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54. Marketing Challenges of the 21st
Century
Intense competition
Savvy customer
Rapid globalization
Demand of ethics and social responsibility
Retail transformation
Increased cost
Brand proliferation
Media fragmentation
Rapid technological change
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55. Firms’ Responses to the
Challenges of the 21st Century
Customer Relationship Marketing
Target Marketing
Mass Customization
Integrated Marketing Communication
Partnership Marketing
Internal Marketing
Outsourcing
Digitalization
Marketing Research
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56. Relationship Marketing
Relationship marketing is the process of creating,
maintaining and enhancing strong value laden
relationship with customers and other
stakeholders.
Philip Kotler
Relationship marketing is process of building
mutually satisfying long-term relationship with
key parties, in order to retain their business.
Dictionary of Marketing
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60. Green Marketing
Green marketing is the integrated business
practices and products that are friendly to the
environment.
It is also known as environmental marketing or
ecological marketing.
It is the holistic management for identifying,
anticipating, and satisfying the requirements of
customers and society in a profitable and
sustainable manner
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61. Green Marketing
Green marketing is the marketing of products that
are presumed to be environmentally safe.
American Marketing Association
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62. Reasons for Adopting Green
Marketing
Grab Opportunities
Government pressure
Competitive pressure
Social responsibility
Costs and profit related issues
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63. Practices of Green Marketing
Top management commitment
Pollution control
Eco-friendly technology
Use of recyclable materials
Legal framework
Consumer awareness program
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64. E-marketing
E-marketing in the process of marketing a brand
or product or service using the internet.
It refers to the application of marketing principles
and technique by electronic media and more
specifically the internet.
It is a type of direct digital marketing that uses the
electronic device as the marketing communication
delivery method.
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65. E-marketing
E-marketing is the fusion of information
technology with traditional marketing.
It uses information technology in the process of
creating, communicating, and delivering value to
the customers.
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66. E-marketing
It uses the internet to do one or more of the
following:
to communicate a company's message about
itself, its products and services,
to conduct research as to the nature of existing and
potential customers,
and to sell products or services.
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67. Features of e-marketing
Online selling
Elimination of middleman
Data depository
Enhance promotion
Global Alliance
Long-term relationships
Lower costs
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