MARKETING AND

MARKET SURVEY

~Mr. D.J. Gurungmrdjgurung@gmail.com

MARKETING ???Is it Selling?Is it advertising?Is it customer handling?

Is it promoting?Is it price reduction?

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.

Marketing is the management of process involved in identifying, anticipating and satisfying consumer requirements profitably. Marketing is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.-American Marketing Association

MARKETING DEFINED…

4

Simple Marketing System

Industry(a collection

of sellers)

Market(a collection

of Buyers)

Goods/services

Money

Communication

Information

IMPORTANCE OF MARKETINGCreates AwarenessBoosts SalesBuilds Company’s reputation

Prolongs company’s existence

MORE PROFIT

SIVA & the 4Ps

6

MarketingMix

Product

Price Promotion

Place

SOLUTION

INFORMATIONVALUE

ACCESS

Types of Marketing

Online Marketing

Offline Marketing

Word of Mouth Marketing and Many more

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

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.

MARKETING VS ADVERTISEMENT

MARKETING SURVEY

A general view, examination, or description of someone or something.

look closely at or examine (someone or something).

WHAT IS SURVEY???

A market survey is a tool used to gather information about existing or potential customers in a certain market or population.

The study of the spending characteristics and purchasing power of the consumer who are within your business's geographic area of operation; a research method for defining the market parameters of a business.

MARKETING + SURVEY

Problems faced by any organization in market are:- Customer related Product related Price related Promotion related Place related Competition

PROBLEMS IN MARKET

Maintain competitivenessAnalyze market sizeAnalyze Customer needRegulation of priceEffective promotionDistribution Channel Management

SOLUTION= MARKETING SURVEY

Telephonic interview Face to face Interview Focus group interview Direct mail interview E-mail interview Questionnaire Group Discussion

MARKETING SURVEY TOOLS

1. Define objectives & specify information to be collected

2. Select a sample3. Prepare questions for survey4. Collect data & analyze information5. Prepare report based on data analyzed

DESIGNING MARKET SURVEY

AREAS FOR INFORMATION COLLECTION

The aim of marketing is to know and understand the

customer so well thatthe product or service fits

him and sells itself.~Peter Drucker