Post on 19-Jan-2015
description
Principles of Marketing
Presented By:-
Babasab Patil
2/13/2014 Babasabpatilfreepptmba.com 1
Module : I
Introduction to Marketing
2/13/2014 Babasabpatilfreepptmba.com 2
What is Marketing?
Marketing is 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
2/13/2014 Babasabpatilfreepptmba.com 3
In other words:
Marketing is creating, Developing, Communicating and
Delivering goods and services to the ultimate customer
to satisfy their need and reaching organizational goal
profitably
2/13/2014 Babasabpatilfreepptmba.com 4
Definition
According To AMA:
“Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationship in ways that
benefit the organization and stake-holders”
2/13/2014 Babasabpatilfreepptmba.com 5
Importance of Marketing
“Change or Die”
2/13/2014 Babasabpatilfreepptmba.com 6
Ex:
2/13/2014 Babasabpatilfreepptmba.com 7
Ex:
Sony Walkman, - completely changed the
way people listened to music.
Gillette Mach III
2/13/2014 Babasabpatilfreepptmba.com 9
Ex: Tile: Search My Stuffs
2/13/2014 Babasabpatilfreepptmba.com 10
Ex:
Apple iphone 5S and 5C
2/13/2014 Babasabpatilfreepptmba.com 11
Ex:
Ford Ecosportz
2/13/2014 Babasabpatilfreepptmba.com 12
What is Marketed? Goods--------------- ?
Services------------- ?
Events---------------
Experiences ------- (Wonder la)
Persons-------------- ?
Places---------------- (Tourism)
Properties----------- ?
Organizations------ ? ( ads in the CSR sense, Philips‟ tagline, „let‟s make things better‟
Information---------- ?
Ideas (Eg Charles Revson of Revlon said : in the
factories we make cosmetics, in the shops we sell hope)
2/13/2014 Babasabpatilfreepptmba.com 13
Who Markets?
Marketers and Prospects
2/13/2014 Babasabpatilfreepptmba.com 14
Who are the Key Customer Markets
Consumer Market
Business market
Global Market
Non Profit Organizations and
Governmental Markets
2/13/2014 Babasabpatilfreepptmba.com 15
How Business And Marketing Are Changing Changing Technology
Globalization
Deregulation
Privatization
Customer Empowerment
Customization
Heightened Competition
Industry Convergence
Retail Transformation Disintermediation-Flipkart, eBay etc 2/13/2014 Babasabpatilfreepptmba.com 16
Core Marketing Concepts
1. Needs, Wants, and Demands
2. Products and Services
3. Segmentation, Target Markets, and Positioning
4. Offerings and Brands
5. Value and Satisfaction
6. Marketing Channels
7. Supply Chain
8. Competition
9. Market Environment
10. Marketing Planning
2/13/2014 Babasabpatilfreepptmba.com 17
Company Orientation Towards the
Marketplace
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Concept
2/13/2014 Babasabpatilfreepptmba.com 18
Production concept :
Concentration on high production efficiency and wide
distribution coverage
Demand is assumed
Sales taken for granted if product is made available
cheaply
Seller‟s market – manufacturing takes precedence
over marketing
2/13/2014 Babasabpatilfreepptmba.com 19
Product concept
Focus on quality, performance, features
Company concentrates on making good quality
products and improving them over time
Emphasis changed from price to features or
value Still passive
2/13/2014 Babasabpatilfreepptmba.com 20
Selling concept
Left to itself, no sale, so aggressive selling
required
Active engagement with the market
Both soft sell and hard sell
2/13/2014 Babasabpatilfreepptmba.com 21
Marketing concept :
Key to achieving organizational goal is
matching needs between needs of target
market and effective and efficient delivery
Satisfactory transaction
2/13/2014 Babasabpatilfreepptmba.com 22
Holistic Marketing concept
„Everything matters with marketing‟
Development, design and implementation
of marketing programs, processes and
activities, their scope and interdependency
2/13/2014 Babasabpatilfreepptmba.com 23
Holistic Marketing
2/13/2014 Babasabpatilfreepptmba.com 24
Social Responsibility Marketing
Marketing responsibility beyond the customer
to encompass society as a whole
2/13/2014 Babasabpatilfreepptmba.com 25
2/13/2014 Babasabpatilfreepptmba.com 26
What is
Marketplaces
Marketspaces
Metamarkets
2/13/2014 Babasabpatilfreepptmba.com 27
Shifts in Marketing Management
Successful companies- change marketing with
changes in marketplace/ Marketspace
From, „Marketing does Marketing‟ to „everyone does
Marketing‟
From product to customer segmentation
From in-house manufacturing to outsourcing
Many vendors to a few biz partners
From old marketing positions to discovering new
ones
2/13/2014 Babasabpatilfreepptmba.com 28
From tangible assets to intangible properties
From brand-building thru advertising to brand-
building thru performance, value creation and
integrated communication
From physical to online
From mass to niche
From profit to customer lifetime value
2/13/2014 Babasabpatilfreepptmba.com 29
From market share to customer share
From local to „global‟
From financial scorecard to marketing
scorecard
From share-holders to stake-holders
2/13/2014 Babasabpatilfreepptmba.com 30
Marketing Management Tasks
Development Marketing Strategies and Plans
Capturing Marketing Insights
Connecting With Customer
Building The Market Offering
Delivering Value
Commutation Value
Creating Long-Term Growth
2/13/2014 Babasabpatilfreepptmba.com 31
32
Selling Versus Marketing
Production
Capacities
Manufacturing
Products
Aggressive
Sales Efforts
Aim at
Customer
as a Target
Potential
Marketing
Opportunities
Production
Capabilities
Market
Products/
Services
Actual Wants/
Needs of
Potential
Customers
Marketing
Program
Customer
2/13/2014 Babasabpatilfreepptmba.com
33
Marketing Orientation
Customer Focus - Understand needs, create value,
and serve to assure customer satisfaction, with
inter-functional teamwork
Competitor Focus - Seek advantages relative to
competitors, monitor behavior and respond to
strategic moves (foes or friends)
Profit Focus - Manage to assure short- and long-
term profitability
2/13/2014 Babasabpatilfreepptmba.com
34
Marketing Process
Define
Problem
Analyze
Market (Environment,
Competition,
Strength,
Weakness,
Needs/Interests
of Defining
Segments
Select Segment (s): Profitability, Fit with
Company/Product/Market
Develop
Marketing
Program (Set strategies
for Product,
Pricing,
Promotion and
Distribution)
Improve
Program
Evaluate
Program
2/13/2014 Babasabpatilfreepptmba.com
2/13/2014 Babasabpatilfreepptmba.com 35
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information 2/13/2014 Babasabpatilfreepptmba.com 36
Customers
Front-line people
Middle Management
Top
Management
Traditional Organization Chart
2/13/2014 Babasabpatilfreepptmba.com 37
Customer-Oriented Organization Chart
Customers
Front-line people
Middle management
Top
manage-
ment
2/13/2014 Babasabpatilfreepptmba.com 38
Relationship marketing
Enduring relationships with all key parties,- suppliers,
customers, distributors and other partners
Not just CRM but PRM
Objective,- to build a unique asset called marketing
network, profits will follow
2/13/2014 Babasabpatilfreepptmba.com 39
Supply chain
1.Raw materials to components to finished product to buyer
2. Supply chain represents a value delivery system
3. Each company on the value chain captures only a small portion
of the value generated by the supply chain
2/13/2014 Babasabpatilfreepptmba.com 40
Competition
1. Others with similar rival offerings
2. Substitutes
2/13/2014 Babasabpatilfreepptmba.com 41
Marketing Environment
2/13/2014 Babasabpatilfreepptmba.com 42
Common Marketing Problems
2/13/2014 Babasabpatilfreepptmba.com 43
How can we measure the effectiveness of an add
campaign, of Public Relations, of a promotion, etc…?
2/13/2014 Babasabpatilfreepptmba.com 44
How can we satisfy our customers and build brand loyalty?
2/13/2014 Babasabpatilfreepptmba.com 45
Babasabpatilfreepptm
ba.com
How can differentiate our offer from our
competition?
2/13/2014 46
How should we react to competitors?
2/13/2014 Babasabpatilfreepptmba.com 47
How can we identify and choose profitable market
segments?
2/13/2014 Babasabpatilfreepptmba.com 48
Maslow’s Hierarchy of needs
2/13/2014 Babasabpatilfreepptmba.com 49
Thank you
2/13/2014 Babasabpatilfreepptmba.com 50