Module i Mba

7/27/2019 Module i Mba

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MarketingManagement


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Why do we need to learn marketing management?


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Can you marketthese products easily ?
http://images.google.co.in/imgres?imgurl=http://www.tractorsonline.net/clients/tractor/images/tractor-side.jpg&imgrefurl=http://www.tractorsonline.net/&usg=__drylEZIyPJnCkityTUrj965JDRY=&h=306&w=400&sz=33&hl=en&start=8&tbnid=z2BjS6uHWQxfoM:&tbnh=95&tbnw=124&prev=/images%3Fq%3Dtractor%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.imaging-resource.com/NPICS1/E10_1_L.JPG&imgrefurl=http://www.imaging-resource.com/NEWSARCH/arc7-2000.html&h=466&w=594&sz=51&tbnid=5LWj7U0PmX8J:&tbnh=104&tbnw=133&hl=en&start=2&prev=/images%3Fq%3Dcameras%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.storacar.co.uk/images/index-car.jpg&imgrefurl=http://www.storacar.co.uk/&h=513&w=800&sz=71&tbnid=NPBjyae2dJIJ:&tbnh=91&tbnw=142&hl=en&start=2&prev=/images%3Fq%3Dcar%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.abtelectronics.com/images/products/l_klv21sg2.jpg&imgrefurl=http://www.culturevulture.net/Television/TelevisionIndex.htm&h=190&w=249&sz=11&tbnid=xbEk-mtDeW4J:&tbnh=80&tbnw=106&hl=en&start=1&prev=/images%3Fq%3Dtelevision%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://matrix-cis.ru/uploads/images/1201618302.jpg&imgrefurl=http://matrix-cis.ru/en/news/%26all%3D1&usg=__HjcEedDTmdFibjnVwFMnsgboBbs=&h=974&w=1299&sz=172&hl=en&start=3&tbnid=UIF11vR4fxevOM:&tbnh=112&tbnw=150&prev=/images%3Fq%3Dharvesting%2Bcombine%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.tractorsonline.net/clients/tractor/images/tractor-side.jpg&imgrefurl=http://www.tractorsonline.net/&usg=__drylEZIyPJnCkityTUrj965JDRY=&h=306&w=400&sz=33&hl=en&start=8&tbnid=z2BjS6uHWQxfoM:&tbnh=95&tbnw=124&prev=/images%3Fq%3Dtractor%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.mansfield.ox.ac.uk/images/FunctionAreas/GardenBuilding.jpg&imgrefurl=http://www.mansfield.ox.ac.uk/conferences/facilities.aspx&h=1536&w=2048&sz=1407&hl=en&start=17&tbnid=ER0pr5mtd7fVqM:&tbnh=113&tbnw=150&prev=/images%3Fq%3DBuilding%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.imaging-resource.com/NPICS1/E10_1_L.JPG&imgrefurl=http://www.imaging-resource.com/NEWSARCH/arc7-2000.html&h=466&w=594&sz=51&tbnid=5LWj7U0PmX8J:&tbnh=104&tbnw=133&hl=en&start=2&prev=/images%3Fq%3Dcameras%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.storacar.co.uk/images/index-car.jpg&imgrefurl=http://www.storacar.co.uk/&h=513&w=800&sz=71&tbnid=NPBjyae2dJIJ:&tbnh=91&tbnw=142&hl=en&start=2&prev=/images%3Fq%3Dcar%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.abtelectronics.com/images/products/l_klv21sg2.jpg&imgrefurl=http://www.culturevulture.net/Television/TelevisionIndex.htm&h=190&w=249&sz=11&tbnid=xbEk-mtDeW4J:&tbnh=80&tbnw=106&hl=en&start=1&prev=/images%3Fq%3Dtelevision%26svnum%3D10%26hl%3Den%26lr%3D


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How about these products?
http://images.google.co.in/imgres?imgurl=http://www.indiamart.com/rishabfarms/pcat-gifs/products-small/pp-hdpe-cement-bag-fertilizer-bag_10735913.jpg&imgrefurl=http://www.indiamart.com/rishabfarms/pp-hdpe-bags.html&usg=__e1HVyEhygoPQMUdazpqa-kTQlB4=&h=250&w=250&sz=12&hl=en&start=5&tbnid=qQx4mT-WTqKhoM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dbag%2Bof%2B%2Bfertilizers%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.solarnavigator.net/solar_cola/cola_images/pepsi_cola_can.JPG&imgrefurl=http://www.solarnavigator.net/solar_cola/pepsi_cola.htm&h=320&w=240&sz=13&hl=en&start=1&tbnid=YHs2X9UrzOpM5M:&tbnh=118&tbnw=89&prev=/images%3Fq%3Dpepsi%2Bcola%2Bcan%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.chocolatetradingco.com/images/headings/cadbury_chocolate.large.jpg&imgrefurl=http://www.chocolatetradingco.com/magazine.asp%3Fsection%3D3%26id%3D48&h=292&w=197&sz=12&hl=en&start=5&tbnid=jFpBfK_3aWYItM:&tbnh=115&tbnw=78&prev=/images%3Fq%3Dcadbury%2Bchocolate%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.abinternational.co.nz/site/subPages/parle/monaco.jpg&imgrefurl=http://www.abinternational.co.nz/site/subPages/parle.htm&h=140&w=115&sz=10&hl=en&start=3&tbnid=4ola5MvaRPA0RM:&tbnh=93&tbnw=76&prev=/images%3Fq%3D%2BMonaco%2Bbiscuits%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.britsuperstore.com/acatalog/Colgate_Whitening_Toothpaste_100ml.jpg&imgrefurl=http://www.britsuperstore.com/acatalog/Colgate_Toothpaste.html&h=200&w=200&sz=9&tbnid=z4Vb8W-eWRIJ:&tbnh=99&tbnw=99&hl=en&start=2&prev=/images%3Fq%3Dcolgate%2Btoothpaste%26svnum%3D10%26hl%3Den%26lr%3D


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Is there any differencein types of these products?


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How about Marketingthem?
http://images.google.co.in/imgres?imgurl=http://www.mbhs.edu/~jkaluta/shah%2520rukh%2520khan.jpg&imgrefurl=http://www.mbhs.edu/~jkaluta/&h=366&w=221&sz=22&tbnid=R6KYcvMI5yUJ:&tbnh=118&tbnw=71&hl=en&start=1&prev=/images%3Fq%3DShah%2BRukh%2BKhan%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/amitab17.jpg&imgrefurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/wallpapers-bollywood-actors-amitabh-bachchan.htm&h=768&w=1024&sz=144&tbnid=ADtlYAN9I0AJ:&tbnh=112&tbnw=150&hl=en&start=9&prev=/images%3Fq%3DAmitabh%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.gg2.net/upload/0112%2520Aishwarya%2520Rai.jpg&imgrefurl=http://www.gg2.net/viewnews.asp%3Fnid%3D91%26tid%3Dtravel%26catid%3DTravel%2520News&h=384&w=247&sz=22&tbnid=ywzQ2kbro-kJ:&tbnh=119&tbnw=76&hl=en&start=1&prev=/images%3Fq%3DAishwarya%26svnum%3D10%26hl%3Den%26lr%3D


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How about theirfilms ?


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How about the productsthey endorse ?


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Why do we need to market..?

Singapore Malaysia Sydney

ParisBeijingMumbai


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How about these?
http://images.google.co.in/imgres?imgurl=http://sushantkumar.files.wordpress.com/2009/01/airtel.jpg&imgrefurl=http://sushantkumar.wordpress.com/2009/01/16/physics-of-brand-google/&usg=__kX8uVIaWXqMYg61nSBkhTdlENJo=&h=337&w=450&sz=24&hl=en&start=2&tbnid=1me3vLISUy2B5M:&tbnh=95&tbnw=127&prev=/images%3Fq%3DAirtel%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/VodafoneLogo_REV.jpg&imgrefurl=http://www.topnews.in/vodafone-unit-pay-2-1-bln-second-mobile-licence-qatar-244375&usg=__m20EB-vuC1vmBCjl5fb2PUXTMX8=&h=800&w=1280&sz=109&hl=en&start=2&tbnid=JNvptlDBp8g7ZM:&tbnh=94&tbnw=150&prev=/images%3Fq%3Dvodafone%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://i143.photobucket.com/albums/r147/Nitajk/Indianrailways_1_1.jpg&imgrefurl=http://nitawriter.wordpress.com/2007/02/21/booking-online-railway/&usg=__SRcB0dkUnovbCLz9s5te7rNnHx8=&h=600&w=823&sz=86&hl=en&start=4&tbnid=MbqoCM9jQQ4W3M:&tbnh=105&tbnw=144&prev=/images%3Fq%3Dindian%2Brailways%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.inboundlogistics.com/cgi-script/csPublisher/library/FedEx%2520Branded%2520Fleet.jpg&imgrefurl=http://gloryn.wordpress.com/2008/06/26/ways-to-deliver-a-package/&usg=__ZQ6uVk9uKoAOtO6j4i0seiaMPrY=&h=780&w=520&sz=40&hl=en&start=3&tbnid=ac9JR9h8SVSwoM:&tbnh=142&tbnw=95&prev=/images%3Fq%3Dfedex%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.dancewithshadows.com/business/images/kingfisher2.jpg&imgrefurl=http://www.dancewithshadows.com/business/kingfisher-air-first-flight.asp&usg=__o9lX5FfJ0roODlTAbjU7JjzSg5k=&h=352&w=500&sz=46&hl=en&start=1&tbnid=bPNXj4hKvW4PWM:&tbnh=92&tbnw=130&prev=/images%3Fq%3DKing%2Bfisher%2Bairlines%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://sushantkumar.files.wordpress.com/2009/01/airtel.jpg&imgrefurl=http://sushantkumar.wordpress.com/2009/01/16/physics-of-brand-google/&usg=__kX8uVIaWXqMYg61nSBkhTdlENJo=&h=337&w=450&sz=24&hl=en&start=2&tbnid=1me3vLISUy2B5M:&tbnh=95&tbnw=127&prev=/images%3Fq%3DAirtel%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/VodafoneLogo_REV.jpg&imgrefurl=http://www.topnews.in/vodafone-unit-pay-2-1-bln-second-mobile-licence-qatar-244375&usg=__m20EB-vuC1vmBCjl5fb2PUXTMX8=&h=800&w=1280&sz=109&hl=en&start=2&tbnid=JNvptlDBp8g7ZM:&tbnh=94&tbnw=150&prev=/images%3Fq%3Dvodafone%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://i143.photobucket.com/albums/r147/Nitajk/Indianrailways_1_1.jpg&imgrefurl=http://nitawriter.wordpress.com/2007/02/21/booking-online-railway/&usg=__SRcB0dkUnovbCLz9s5te7rNnHx8=&h=600&w=823&sz=86&hl=en&start=4&tbnid=MbqoCM9jQQ4W3M:&tbnh=105&tbnw=144&prev=/images%3Fq%3Dindian%2Brailways%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.inboundlogistics.com/cgi-script/csPublisher/library/FedEx%2520Branded%2520Fleet.jpg&imgrefurl=http://gloryn.wordpress.com/2008/06/26/ways-to-deliver-a-package/&usg=__ZQ6uVk9uKoAOtO6j4i0seiaMPrY=&h=780&w=520&sz=40&hl=en&start=3&tbnid=ac9JR9h8SVSwoM:&tbnh=142&tbnw=95&prev=/images%3Fq%3Dfedex%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.dancewithshadows.com/business/images/kingfisher2.jpg&imgrefurl=http://www.dancewithshadows.com/business/kingfisher-air-first-flight.asp&usg=__o9lX5FfJ0roODlTAbjU7JjzSg5k=&h=352&w=500&sz=46&hl=en&start=1&tbnid=bPNXj4hKvW4PWM:&tbnh=92&tbnw=130&prev=/images%3Fq%3DKing%2Bfisher%2Bairlines%26gbv%3D2%26hl%3Den


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Learning Process of Marketing Facilitate Marketing of

ProductsPersons

Services

Places..

..


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Let us know more about marketing Process


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There are10offerings which can be marketed

Can you name them?


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Goods or

Products
http://images.google.co.in/imgres?imgurl=http://www.solarnavigator.net/solar_cola/cola_images/pepsi_cola_can.JPG&imgrefurl=http://www.solarnavigator.net/solar_cola/pepsi_cola.htm&h=320&w=240&sz=13&hl=en&start=1&tbnid=YHs2X9UrzOpM5M:&tbnh=118&tbnw=89&prev=/images%3Fq%3Dpepsi%2Bcola%2Bcan%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.britsuperstore.com/acatalog/Colgate_Whitening_Toothpaste_100ml.jpg&imgrefurl=http://www.britsuperstore.com/acatalog/Colgate_Toothpaste.html&h=200&w=200&sz=9&tbnid=z4Vb8W-eWRIJ:&tbnh=99&tbnw=99&hl=en&start=2&prev=/images%3Fq%3Dcolgate%2Btoothpaste%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.abtelectronics.com/images/products/l_klv21sg2.jpg&imgrefurl=http://www.culturevulture.net/Television/TelevisionIndex.htm&h=190&w=249&sz=11&tbnid=xbEk-mtDeW4J:&tbnh=80&tbnw=106&hl=en&start=1&prev=/images%3Fq%3Dtelevision%26svnum%3D10%26hl%3Den%26lr%3D


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Services
http://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/VodafoneLogo_REV.jpg&imgrefurl=http://www.topnews.in/vodafone-unit-pay-2-1-bln-second-mobile-licence-qatar-244375&usg=__m20EB-vuC1vmBCjl5fb2PUXTMX8=&h=800&w=1280&sz=109&hl=en&start=2&tbnid=JNvptlDBp8g7ZM:&tbnh=94&tbnw=150&prev=/images%3Fq%3Dvodafone%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.inboundlogistics.com/cgi-script/csPublisher/library/FedEx%2520Branded%2520Fleet.jpg&imgrefurl=http://gloryn.wordpress.com/2008/06/26/ways-to-deliver-a-package/&usg=__ZQ6uVk9uKoAOtO6j4i0seiaMPrY=&h=780&w=520&sz=40&hl=en&start=3&tbnid=ac9JR9h8SVSwoM:&tbnh=142&tbnw=95&prev=/images%3Fq%3Dfedex%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://i143.photobucket.com/albums/r147/Nitajk/Indianrailways_1_1.jpg&imgrefurl=http://nitawriter.wordpress.com/2007/02/21/booking-online-railway/&usg=__SRcB0dkUnovbCLz9s5te7rNnHx8=&h=600&w=823&sz=86&hl=en&start=4&tbnid=MbqoCM9jQQ4W3M:&tbnh=105&tbnw=144&prev=/images%3Fq%3Dindian%2Brailways%26gbv%3D2%26hl%3Den


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Experiences
http://www.google.co.in/imgres?imgurl=http://www.visitingdc.com/images/disneyland-address.jpg&imgrefurl=http://www.visitingdc.com/city/disneyland-address.asp&h=495&w=645&sz=88&tbnid=4AMc5aDHq-L2wM:&tbnh=105&tbnw=137&prev=/images%3Fq%3Ddisneyland&hl=en&usg=__fiVjhi4Fi6uaDKp-I7cu6jV03po=&ei=r7pUSqK9HaXo6gPC3sXZBw&sa=X&oi=image_result&resnum=1&ct=imagehttp://images.google.co.in/imgres?imgurl=http://www.religiousindia.info/wp-content/uploads/2007/06/177773356_c0f1f2bf18.jpg&imgrefurl=http://www.religiousindia.info/&usg=__lF_1u6Xr-tfoMz4c03UUQfurAKg=&h=333&w=500&sz=146&hl=en&start=5&tbnid=qraO6u8qdyy9WM:&tbnh=87&tbnw=130&prev=/images%3Fq%3Damarnath%2Byatra%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://kashmirblogs.files.wordpress.com/2008/06/pahalgam_amarnath1_1.jpg&imgrefurl=http://kashmirblogs.wordpress.com/2008/06/23/amarnath-yatrakashmir/&usg=__9xGjJbVYE_uRJvX749d6hPZZvxk=&h=686&w=467&sz=86&hl=en&start=3&tbnid=35EfmE-FlE4awM:&tbnh=139&tbnw=95&prev=/images%3Fq%3Damarnath%2Byatra%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.theage.com.au/ffximage/2006/06/02/0306W_EVEREST_wideweb__470x274,0.jpg&imgrefurl=http://www.theage.com.au/news/world/the-deadly-business-of-climbing-everest/2006/06/02/1148956544080.html&usg=__eNHZY-9sb5Pm-DiKdTptJSK0M-A=&h=274&w=470&sz=33&hl=en&start=2&tbnid=HJt_gK2ky_METM:&tbnh=75&tbnw=129&prev=/images%3Fq%3Dclimbing%2Beverest%26gbv%3D2%26hl%3Den


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Events
http://images.google.co.in/imgres?imgurl=http://blog.gallantgifts.com/wp-content/uploads/2009/03/convention.jpg&imgrefurl=http://blog.gallantgifts.com/business-tips/top-five-trade-shows-for-2009/&usg=__NAxm9Fq0X7Vy6JG2m3qs4y3Ok0k=&h=417&w=453&sz=76&hl=en&start=3&um=1&tbnid=gllIljnjAS7zAM:&tbnh=117&tbnw=127&prev=/images%3Fq%3Dtrade%2Bshows%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://faq4desi.com/india/wp-content/uploads/2009/02/filmfareawards2009.jpg&imgrefurl=http://faq4desi.com/india/getting-ready-for-54th-filmfare-awards-2009/&usg=___d1rKg7OgxFJkbn7rbEXznBrWiY=&h=284&w=305&sz=24&hl=en&start=1&tbnid=YuNx5aqDvwYHgM:&tbnh=108&tbnw=116&prev=/images%3Fq%3DFILMFARE%2Bawards%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://famespy.files.wordpress.com/2009/06/mj-concert.jpg&imgrefurl=http://famespy.com/2009/06/26/michael-jackson-autopsy-results-cause-of-death-deferred/mj-concert/&usg=__Rk9tYd16B41O53v7WsCLMipbZoM=&h=365&w=306&sz=43&hl=en&start=3&tbnid=MVtFlJcyQGWimM:&tbnh=121&tbnw=101&prev=/images%3Fq%3DMJ%2BConcert%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.homepagedaily.com/uploads/20080417/b4e9ddf8-a203-4296-9050-3fd4fb974693/Beijing_2008%2520edit.jpg&imgrefurl=http://www.homepagedaily.com/Pages/article4684-beijing-olympics-logo-design-explained.aspx&usg=__7SF4iovKqH2HuNTHG6Oq4KVytjQ=&h=471&w=400&sz=27&hl=en&start=2&tbnid=QDh7xgpa6ZPZNM:&tbnh=129&tbnw=110&prev=/images%3Fq%3Dbeijing%2Bolampics%26gbv%3D2%26hl%3Den


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Properties
http://images.google.co.in/imgres?imgurl=http://wadias.in/site/arzan/blog/wp-content/images/451px-Bombay-Stock-Exchange.jpg&imgrefurl=http://wadias.in/site/arzan/blog/bombay-stock-exchange-mumbais-gift-6/&usg=__ri27kOMF_Xkdg2iwjZ9El_szcxQ=&h=599&w=451&sz=105&hl=en&start=1&um=1&tbnid=5jKOPpuD_NAOXM:&tbnh=135&tbnw=102&prev=/images%3Fq%3Dstock%2Bexchange%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.etftrends.com/wp-content/uploads/2009/01/office_building.jpg&imgrefurl=http://www.etftrends.com/2009/01/could-rising-office-vacancies-be-etf-opportunity.html&usg=__loBRuI4t-AZanTVkxg6_ywKwNlk=&h=317&w=478&sz=32&hl=en&start=18&tbnid=FMqW2v-fGXZl-M:&tbnh=86&tbnw=129&prev=/images%3Fq%3Dcoomercial%2Bbuilding%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.jairajgrouppune.com/images/amanora.jpg&imgrefurl=http://www.jairajgrouppune.com/townshipinhadapsar.htm&usg=__XbL8tPSXxca6i7go1BoDlVMTfb0=&h=278&w=400&sz=197&hl=en&start=10&tbnid=OP2dtvXibAw9pM:&tbnh=86&tbnw=124&prev=/images%3Fq%3Damanora%2Btown%2Bship%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.indiaprwire.com/downloads/200705112863-1.jpg&imgrefurl=http://www.indiaprwire.com/pressrelease/real-estate/200705112863.htm&usg=__gPfC88v0wz05AFx1DG9CK-DQBHM=&h=1153&w=800&sz=277&hl=en&start=2&tbnid=NvzowCkELFjaYM:&tbnh=150&tbnw=104&prev=/images%3Fq%3Damanora%2Btown%2Bship%26gbv%3D2%26hl%3Den


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Organizations
http://images.google.co.in/imgres?imgurl=http://www.mediabistro.com/agencyspy/original/Nike-800.jpg&imgrefurl=http://www.mediabistro.com/agencyspy/we_hear/&usg=__AcuOQ1eTB14eH9otoGjxr7kSQBs=&h=600&w=800&sz=13&hl=en&start=1&um=1&tbnid=w8YzHR3ieGiUUM:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dnike%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://cwanderer.files.wordpress.com/2006/04/sbi_new01.jpg&imgrefurl=http://cwanderer.wordpress.com/2006/04/09/not-surprisingly-state-bank-of-india/&usg=__uFkWp3UFQeKHuMc9DkpiLN2fbJs=&h=356&w=496&sz=38&hl=en&start=2&tbnid=h_lIw3qRQ2D3yM:&tbnh=93&tbnw=130&prev=/images%3Fq%3Dsbi%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://csca.in/logo/wipro-logo.png&imgrefurl=http://csca.in/gallery1.html&usg=__kQnIc07qGXgOJLaXOTrIyUpNGe0=&h=480&w=500&sz=231&hl=en&start=8&tbnid=OcApwN4EEQreDM:&tbnh=125&tbnw=130&prev=/images%3Fq%3Dwipro%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://punekar.in/site/wp-content/uploads/2007/11/13_bz_icici_bank_4.jpg&imgrefurl=http://punekar.in/site/2007/11/21/icici-bank-told-to-pay-rs-1-lakh/&usg=__IOp-aAjGdtaCNYfYyuPt5Dw5GnM=&h=214&w=280&sz=16&hl=en&start=3&tbnid=cEatPVjvT9jLTM:&tbnh=87&tbnw=114&prev=/images%3Fq%3Dicici%26gbv%3D2%26hl%3Den


20/76

information
http://images.google.co.in/imgres?imgurl=http://bankpo.files.wordpress.com/2009/01/you-can-win.jpg&imgrefurl=http://bankpo.wordpress.com/2009/01/30/you-can-win-for-voracious-readers/&usg=__ql5Bv8FxUlmud8uCk2YRrzLtPdQ=&h=450&w=300&sz=40&hl=en&start=1&um=1&tbnid=f4l22BsQorex9M:&tbnh=127&tbnw=85&prev=/images%3Fq%3Dyou%2Bcan%2Bwin%2Bby%2Bshiv%2Bkhera%26hl%3Den%26um%3D1http://images.google.co.in/imgres?imgurl=http://earth911.com/wp-content/uploads/2008/10/cds-and-dvds-300x300.jpg&imgrefurl=http://earth911.com/electronics/cds-and-dvds/&usg=__-529Y9bZaHYCMPBtuRwEwk49zgk=&h=300&w=300&sz=17&hl=en&start=10&um=1&tbnid=4CEWTBMaLbLJxM:&tbnh=116&tbnw=116&prev=/images%3Fq%3Dcd%2527s%26hl%3Den%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.umt.edu/curry/GIFS/internet_explorer.png&imgrefurl=http://www.umt.edu/curry/&usg=__JS6YAokICXyLWfy_qXsQ8mnN8Bs=&h=341&w=323&sz=67&hl=en&start=2&tbnid=6gwpc5H1K9F4WM:&tbnh=120&tbnw=114&prev=/images%3Fq%3Dinternet%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://blog.releasemyad.com/wp-content/uploads/2009/03/times-of-india-2.jpg&imgrefurl=http://blog.releasemyad.com/2009/03/special-property-offers-for-times-of-india-delhi-go-online/&usg=__ZdyY1FrQd7uA74Py4HFFPQWmaTs=&h=621&w=784&sz=261&hl=en&start=1&tbnid=9yUV91ZwchLHsM:&tbnh=113&tbnw=143&prev=/images%3Fq%3Dtimes%2Bof%2Bindia%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://talkingtails.files.wordpress.com/2008/01/logo-ndtv-southasian.jpg&imgrefurl=http://talkingtails.wordpress.com/2008/01/25/desi-news-channels/&usg=__ZpbVeH2Evn1goddLmfEc5MSaSKY=&h=480&w=603&sz=25&hl=en&start=9&tbnid=dK3wUbWt4N_QjM:&tbnh=107&tbnw=135&prev=/images%3Fq%3Dndtv%26gbv%3D2%26hl%3Den


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ideas
http://images.google.co.in/imgres?imgurl=http://www.healthspablog.org/wp-content/uploads/2008/05/yoga_2.jpg&imgrefurl=http://www.healthspablog.org/2008/05/02/yoga-good-for-health-exercise/&usg=__y3FSPxh4EAQbJ23XlU-R3m8EBxo=&h=370&w=600&sz=15&hl=en&start=10&tbnid=g6VGJ2nhRxrqeM:&tbnh=83&tbnw=135&prev=/images%3Fq%3DYOGA%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://admin.paisawaisa.com/Forms/cars/Uploadedimage/254247673254247673254247673254247673.jpg&imgrefurl=http://www.paisawaisa.com/cars/reviews.aspx&usg=__FshK_5jkQjjoV7EeavCNo73vgGM=&h=400&w=700&sz=45&hl=en&start=14&tbnid=xdLP-Fh-flYtAM:&tbnh=80&tbnw=140&prev=/images%3Fq%3DMaruti%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://lib.store.yahoo.net/lib/pcexchange-net/Dell-Case-styles2.jpg&imgrefurl=http://pcexchange-net.stores.yahoo.net/dellpcs.html&usg=__xY2vcDnWYfLVH4S59T1YFGtLfKk=&h=480&w=525&sz=25&hl=en&start=4&tbnid=y24ah_hl8FbY2M:&tbnh=121&tbnw=132&prev=/images%3Fq%3DDell%2Bcomputers%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.punny.org/wp-content/images/200612/20061213mcdonalds.gif&imgrefurl=http://www.punny.org/2006/12/&usg=__V1wSNfd-e5IYsp4N0u6FGMp22OA=&h=352&w=460&sz=12&hl=en&start=1&tbnid=D--miOr5mUDb3M:&tbnh=98&tbnw=128&prev=/images%3Fq%3DMcdonald%26gbv%3D2%26hl%3Den%26sa%3DX


22/76

PERSONS
http://images.google.co.in/imgres?imgurl=http://helenafrithpowell.com/wp-content/uploads/2009/03/tiger_woods_swing.jpg&imgrefurl=http://helenafrithpowell.com/category/children/&usg=__t0kdxqneLzT34nxvCIE3pI7gag4=&h=301&w=299&sz=24&hl=en&start=2&tbnid=Q_FC5DuANQwOmM:&tbnh=116&tbnw=115&prev=/images%3Fq%3Dtiger%2Bwoods%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/light/files/Shah-Rukh-Khan.jpg&imgrefurl=http://www.topnews.in/light/people/shah-rukh-khan&usg=__FsrlQq4CIgvPc8vIupNp2icQibc=&h=500&w=499&sz=37&hl=en&start=3&tbnid=E6zxnuBhn4uc2M:&tbnh=130&tbnw=130&prev=/images%3Fq%3DShah%2Brukh%2Bkhan%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/sports/files/Sachin-Tendulkar1.jpg&imgrefurl=http://www.topnews.in/sports/sachin-tendulkar%25E2%2580%2599s-38th-test-century-takes-india-past-400-2135&usg=__pJC-ebEqZr0ydiRgzR8Gn36UjK0=&h=432&w=401&sz=21&hl=en&start=3&tbnid=5XmWXPptcVz5FM:&tbnh=126&tbnw=117&prev=/images%3Fq%3DSachin%2BTendulkar%26gbv%3D2%26hl%3Den


23/76

PLACES
http://images.google.co.in/imgres?imgurl=http://www.euttaranchal.com/photogallery/d/409-2/haridwar-2.jpg&imgrefurl=http://onepercent.sulekha.com/blog/post/2008/09/notes-from-my-journal-chardham-tour-day-one/comments.htm&usg=__zq5Mq-8UJi2i9QsB8_Vt5YG13SQ=&h=375&w=520&sz=55&hl=en&start=4&um=1&tbnid=3xFeRV8zotN9tM:&tbnh=94&tbnw=131&prev=/images%3Fq%3Dharidwar%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/thumb/d/d6/St_Peter%27s_Square,_Vatican_City_-_April_2007.jpg/800px-St_Peter%27s_Square,_Vatican_City_-_April_2007.jpg&imgrefurl=http://en.wikipedia.org/wiki/Saint_Peter%27s_Square&usg=__LZ9DtPa83Zjzw82Dqsr8jHOjz6I=&h=449&w=800&sz=163&hl=en&start=3&tbnid=_4Ys_7-gBaZofM:&tbnh=80&tbnw=143&prev=/images%3Fq%3Dst%2Bpeters%2Bsquare%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.lindsayfincher.com/albums/vatican_city_june_2005/vatican_st_peters_square.sized.jpg&imgrefurl=http://www.lindsayfincher.com/travel_international/&usg=__ub_fA1k9yQGQRHRR8tyAnY96mx0=&h=480&w=640&sz=45&hl=en&start=2&tbnid=7Jr8wFfBKIluEM:&tbnh=103&tbnw=137&prev=/images%3Fq%3Dst%2Bpeters%2Bsquare%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://cache.virtualtourist.com/1662850-Effiel_Tower-Paris.jpg&imgrefurl=http://members.virtualtourist.com/m/3bfc5/18308/&usg=__e7wt0kPgcW5f14XOHwQxsYs_-ao=&h=500&w=375&sz=36&hl=en&start=1&tbnid=qUSoSG_SQZYuSM:&tbnh=130&tbnw=98&prev=/images%3Fq%3Deffiel%2Btower%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://migranthelp.net/gallery/d/81-2/Sydney_20Opera_20House_20Sails.jpg&imgrefurl=http://migranthelp.net/gallery/main.php%3Fg2_view%3Dslideshow.Slideshow%26g2_itemId%3D75&usg=__v0x4fqR2Fk02lQkrtaCe7oyt73E=&h=846&w=1280&sz=249&hl=en&start=2&tbnid=bTi-VOqzRhR-yM:&tbnh=99&tbnw=150&prev=/images%3Fq%3Dsydney%2Bopera%26gbv%3D2%26hl%3Den


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MARKETING

PLACES

PERSONS

GOODS

SERVICES

EXPERIENCES

EVENTS

PROPERTIES

ORGANISATIONS

INFORMATION

IDEAS


25/76

In group of 3 write

5examples of each of these offerings


26/76

These can be marketed if there is ademandfor them ?

What is Demand?


27/76

DEM NDST TES

DEMANDSTATES

NEGATIVE

DEMAND

NO

DEMAND

LATENT

DEMAND

DECLINING

DEMAND

Unwholesome

demand

OVERFULL

DEMAND

FULL

DEMAND

IRREGULAR

DEMAND


28/76

Can you name a category of products forwhich your negative feelings have

softened? What precipitated this change?


29/76

We need some marketto create a demand


30/76

Need, Wants,Demands

Products Value, Cost,Satisfaction

Exchange,

Transaction,

Relationship

MarketMarketing &

Marketers

Core Concept Of Marketing


31/76

Human Needs It is a state of felt deprivation of some basic satisfaction.

Wants These are desires for specific satisfiers of these deeper needs.

Demands

These are wants for specific products that are backed by anability & willingness to buy them.

Products

These are anything that can be offered to satisfy a need or awant.

The importance of physical product lies not so much inowing them as in obtaining the services they render.


32/76

Vehicle of services

1. Person.2. Place.3. Activity.4. Organization.5. Ideas.

Value, Cost & Satisfaction

1. Product value 1. Monitory cost

2. Service value 2. Time cost3. Personnel value 3. Energy cost4. Image value 4. Psychic cost


33/76

Exchange, Transactions & Relationship Exchange is one of the four ways people can obtain

products.a. Self production.b. Coercion.c. Begging.d. Exchange.

Exchange is the act of obtaining a desired productfrom someone by offering something in return.


34/76

Five conditions of exchange

1. At least two parties.

2. Each party has something that might be of value tothe other party.

3. Each party is capable of communication & delivery.

4. Each party is free to accept or reject the offer.

5. Each party believes it is appropriate or desirable todeal with the other party.


35/76

Transactions These are basic unit of exchange.

A transaction consists of a trade of valuesbetween two parties.

Dimensions of transactions 1. At least two things of value.2. Agreed upon conditions.

3. A time of agreement.4. A place of agreement.

Transaction v/s Transfer


36/76

Markets It consists of all potential consumers sharing a

particular need or want who might be willing & able toengage in exchange to satisfy that need or want.

Marketing

It means Working with markets to actualize potential

exchanges for the purpose of satisfying human needs& wants.

Marketer

It means someone seeking a resource from someone

else & willing to offer something of value in exchange.


37/76

Types of

Markets Business

Consumer

Nonprofit/

Government

Global


38/76

Can we apply the same marketing processto these markets ?


39/76

Target Markets

and

Segmentation

Marketers &

Prospects

Products or

Offering

Competition

Marketing Concepts
http://images.google.co.in/imgres?imgurl=http://www.cutndry.com/alterna_hemp_shampoos_main_410.jpg&imgrefurl=http://www.cutndry.com/alterna_hemp_shampoos.htm&usg=__tE0zBbo82xegdLYavehuKFzC-bk=&h=268&w=410&sz=17&hl=en&start=1&um=1&tbnid=PY52a1CzwXDbJM:&tbnh=82&tbnw=125&prev=/images%3Fq%3Dshampoos%26hl%3Den%26rlz%3D1W1ADBF_en%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.corkcity.ie/media/april-08-mahon-bronze-launc.jpg&imgrefurl=http://www.corkcity.ie/news/archivednews2008/mainbody,10199,en.html&usg=__kOWs8PhAOTEYE2S5SoGO5dznMVA=&h=390&w=500&sz=46&hl=en&start=16&um=1&tbnid=bdoOqRMYK9BauM:&tbnh=101&tbnw=130&prev=/images%3Fq%3Dmen%2Bin%2Bgroup%26hl%3Den%26rlz%3D1W1ADBF_en%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.b2binternational.com/Image/SEGMENTATION.gif&imgrefurl=http://www.b2binternational.com/b2b-blog/page/21/&h=200&w=175&sz=18&hl=en&start=12&tbnid=3bvdlc-Zio5EOM:&tbnh=104&tbnw=91&prev=/images%3Fq%3Dsegmentation%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG


40/76

Needs, Wants &

Demand

Marketing

MixSupply Chain

Marketing Concepts

Marketing

Environment
http://images.google.co.in/imgres?imgurl=http://www.themarketinganalysts.com/images/marketingmix.gif&imgrefurl=http://www.themarketinganalysts.com/en/pages/marketing-mix/&usg=__GT4cnKmNgt_gEuiW4tPpJgaq628=&h=500&w=500&sz=10&hl=en&start=4&tbnid=y0ekWobBMG_YsM:&tbnh=130&tbnw=130&prev=/images%3Fq%3DMarketing%2Bmix%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.micromatter.co.uk/P-SupplyChain.jpg&imgrefurl=http://www.micromatter.co.uk/Delivery.htm&usg=__nl22yh6vfr27axYMgMrAKoaRXPk=&h=517&w=491&sz=57&hl=en&start=8&tbnid=rw7QNdJz1ll6EM:&tbnh=131&tbnw=124&prev=/images%3Fq%3Dsupply%2Bchain%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.upliftprogram.com/images/cd_needs.jpg&imgrefurl=http://www.upliftprogram.com/article_deprelate.html&usg=__kYJ9ImK4KpqZY8xPomDu_SUAKMU=&h=378&w=378&sz=32&hl=en&start=16&tbnid=m5tiT1NowwZouM:&tbnh=122&tbnw=122&prev=/images%3Fq%3Dneeds%26gbv%3D2%26hl%3Den


41/76

Value and

Satisfaction

Relationship &

Network

Exchange &

TransactionsMarketing

Channels

Marketing Concepts
http://www.indiamart.com/autoronica/pcat-gifs/profile/smile.jpghttp://images.google.co.in/imgres?imgurl=http://www.rupp.edu.kh/center/it_center/lectures/images/network.jpg&imgrefurl=http://www.rupp.edu.kh/center/it_center/lectures/network_course_home.php&usg=__jPfGblBYGWCMTtVnyqeXVqoM-lc=&h=411&w=648&sz=63&hl=en&start=1&tbnid=ikquDovPz7FhOM:&tbnh=87&tbnw=137&prev=/images%3Fq%3DNetwork%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.linkexchangeit.com/LinkExchange.jpg&imgrefurl=http://www.linkexchangeit.com/&usg=__loLqjffaQAQFi6M2Fgl-XtXwHk4=&h=535&w=613&sz=49&hl=en&start=3&tbnid=wp3016hgfvHh2M:&tbnh=119&tbnw=136&prev=/images%3Fq%3DExchange%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.i-f.com/NV/NV2diag2.gif&imgrefurl=http://www.i-f.com/NV/Nv2.htm&usg=__j8BNPpdOmhwVG4Uctzl9JCgE_Y0=&h=281&w=446&sz=8&hl=en&start=7&tbnid=dynkkietdbjArM:&tbnh=80&tbnw=127&prev=/images%3Fq%3DMarketing%2BChannels%26gbv%3D2%26hl%3Den


42/76

MARKETING

MIX

PRODUCT

Variety

Quality

Design

Features

Brand

Packing

Sizes

Services

Warranties

Returns

PRICE

List priceDiscounts

Allowances

P. Period

Credit terms

PROMOTION

SalesAdvertising

Sales force

P.R,S

Direct mktg

PLACE

Channels

Coverage

Locations

InventoryTransport


43/76

Four P,s Four C,s

PRODUCT

PRICE

PLACE

PROMOTION

Customer Solutions

Customer Cost

Customer Convenience

Comm with Customer


44/76

What should a manufacturer does to strengthen 4 Cs

for each of 4 Psin case of
http://images.google.co.in/imgres?imgurl=http://www.dewangroup.com.pk/images/htmlwallpaper3-santro.jpg&imgrefurl=http://www.team-bhp.com/forum/hatchbacks/3653-santro-variants.html&usg=__gBlF3Ijronm6tI5I5wybf4pJ4KY=&h=600&w=800&sz=43&hl=en&start=4&tbnid=O_3qkfFz4BXBCM:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dsantro%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://designcrack.com/v2/wp-content/uploads/2007/04/nike-shoe.jpg&imgrefurl=http://designcrack.com/v2/2007/04/06/seven-well-designed-promotional-item-ideas-for-your-brand/&usg=__wajFPJ5-tPTudXmcoujp1QGgMr0=&h=281&w=374&sz=37&hl=en&start=5&tbnid=MrQxV87XHnXSQM:&tbnh=92&tbnw=122&prev=/images%3Fq%3Dnike%2Bshoe%26gbv%3D2%26hl%3Den


45/76

CompetingConcepts

Production

product

Selling

Marketing SocietalMarketing

P d ti C t
http://images.google.co.in/imgres?imgurl=http://www.craphound.com/images/michinatoys.jpg&imgrefurl=http://www.boingboing.net/2004/11/05/madeinchina-toys-ins.html&usg=__H2C5PIupnsB8-GKVR9f5HuXsFho=&h=266&w=354&sz=66&hl=en&start=1&tbnid=_Y1YfCjRqH4kXM:&tbnh=91&tbnw=121&prev=/images%3Fq%3Dmade%2Bin%2Bchina%2Btoys%26gbv%3D2%26hl%3Den


46/76

Production Concept

Concentrate on achieving high productionefficiency, low cost & mass distribution

Consumers prefers inexpensive items in

Developing countries

Used also in expanding Market

Over Populated Counties-

Inexpensive Toys, electronics
http://images.google.co.in/imgres?imgurl=http://www.craphound.com/images/michinatoys.jpg&imgrefurl=http://www.boingboing.net/2004/11/05/madeinchina-toys-ins.html&usg=__H2C5PIupnsB8-GKVR9f5HuXsFho=&h=266&w=354&sz=66&hl=en&start=1&tbnid=_Y1YfCjRqH4kXM:&tbnh=91&tbnw=121&prev=/images%3Fq%3Dmade%2Bin%2Bchina%2Btoys%26gbv%3D2%26hl%3Den


47/76

The product concept holds that consumers willfavor those products that offer the most quality,

performance or innovative features. Managers inthese product oriented organizations focus theirenergy on making superior products & improving

them over time.

P d t C t
http://images.google.co.in/imgres?imgurl=http://www.corley-design.com/Images/Illustration%2520large%2520folder/Jaguar-cat-montage-3.jpg&imgrefurl=http://www.corley-design.com/Pages/Illustration/Jaguar_car.html&usg=__W9lbXCOcQz74E2Xgjqmz-I7geLw=&h=326&w=455&sz=144&hl=en&start=6&tbnid=Loqsyc3_wjeMiM:&tbnh=92&tbnw=128&prev=/images%3Fq%3Djaguar%2Bcars%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.theimageboard.com/uploads/11q0fh34.jpg&imgrefurl=http://www.thewatchforum.co.uk/index.php%3Fact%3Dfindpost%26pid%3D250249&usg=__t8H5-s3x5wk0G1rB6FJdUiuxykQ=&h=641&w=528&sz=155&hl=en&start=4&tbnid=ldIHXQuWKw2zFM:&tbnh=137&tbnw=113&prev=/images%3Fq%3DHMT%2BWATCHES%26gbv%3D2%26hl%3Den


48/76

Product Concept

Consumers Favors quality, performance

or innovative features

Managers focus on producing superior Products

Little or No Customer Input

Rarely Examine Competitor's Product

Management commit Better-mousetrap

Leads to marketing Myopia

HMT Watches
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Marketing Myopia

a)marketing myopia means crooked perception of marketing and

short sightedness about business.

b)Excessive attention to the production or product or selling aspects at

the cost of customer and his actual needs,creates a myopia.

c)it leads to wrong or inadequate understanding of the market and

hence failure in the market place.

d)It also leads to a wrong understanding or inadequate understandingof the very nature of the business thereby affecting its future.

e)Since The business keep changing with times but the basic

fundamental characteristics related to human need which business

seek to serve amd satisfy through its products should be maintained.f)they should define their business according to their fundamentals and

not in the terms of the products and services manufactures at given

point of time.

E.g. movie makers should define their business as entertainment.


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The selling concept holds that consumers, in leftalone, will ordinarily not buy enough of the

organizations products. The organization musttherefore undertake an aggressive selling &promotion effort.

Selling Concept


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Selling Concept

Consumers & businesses if left alone,

will not buy enough

Undertake aggressive Selling &

Promotion

Consumers shows buying inertia until

coaxed

Many use it at the time of over capacity

or Competition

CONSUMER DURABLES
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The marketing concept holds that the key toachieving organizational goals consists in

determining the needs & wants of target markets &delivering the desired satisfaction more effectively& efficiently than competitors.

Marketing Concept


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Marketing Concept

More effective than competitors

in creating, Delivering, and

communicating superiorcustomer Value

Putting People First

Fulfilling Buyers Needs
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Factory ProductsSelling &

Promotion

Profitthrough

Sales

Volume

Start focus means ends

Target

marketCustomer

needs

Integrated

marketing

Profit

ThroughCustomer

satisfaction

(

Selling

Concept

Marketing Concept

Customer Concept


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Customer Concept

Starting Focus Means Ends

Point

Individual

customer

Needs

&

values

One To

One

Mktg

Integration

Growththrough

Customer

Share/

LoyaltyLifetime/

Value

Marketing Selling


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1.Marketing starts with the customer ,present and

potential and focuses constantly on the need of the

buyer.Buyer is the centre of the business

universe.activities follow the buyer and his needs.

1.Selling starts with the seller.It focuses on the need of

the need.Seller is the centre of the business

universe.activities starts with sellers existing products.

2.Emphasis on identification of a marketopportunity and fulfilling the needs of the customer. 2.Emphasis on saleable surpluses available within thecorporation.

3.Seeks to convert customer needs into products. 3.Seeks to convert productinto cash,concerns itself

with the tricks and techniques of getting the customers

to buy the product available with the salesman in

exchange of cash.

4.View business as customer satisfying process. 4.View business as a goods producing process.

5.It is concern with the value satisfaction

customer should get from the exchange.

5.Overemphasis the exchangeaspect without caring

for the value satisfaction inherent in the exchange.

6.The firm makes a total product offeringthat

would match and satisfy the identified needs of the

customers.

6.The firm makes the product first and then figure out

how to sell it and make profit.

7.Adopting more innovative technology to provide

better value to the customer.7.Emphasis on staying with the existing technology

and reducing the cost of production.

8.If the enterprise has a customer orientation-

concerned more about his needs,and make genuineefforts to satisfy those needs ,then it is practising

8.If the enterprise has internal orientation concerned

more about itself and its products and the need todispose off its products,then it is practicing Selling.

Marketing Selling


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9.Consumer determines price;pricedetermines cost.

9.Costs determine price.

10.They are seen as vital services to beprovided to the customers keeping in mindtheir convinience.

10.Transportation,storage and otherdistribution functions are merely a part ofproduction function.

11.In firms practising marketing,marketingis the central function of the business;theentire company is organised around themarketing function.

11.In firms practising selling,production isthe central function of the business.

12.Marketingviews the customer as the

very purpose of the business;sees businessfrom point of view of the customer.

12.Selling views the customer as the last

link in the business.


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Features of Marketing Concept

1.Consumer Orientation;Consumer orientation places consumer at

the beginning as well as at the end of the business cycle.Consumerbecomesthe focal point of the business.Organisations should

strive,adapt and alter products to keep pace with the ever changing

customer preferences and desires.

2.Long term profitability;Customer satisfaction,which is a major

theme of the marketing concept does not preach that a firm must

generate consumer and forget the other goals of the

organisation.Instead it should treat customer as a pathway to the

attainment of all the goals of the organisation.And ,inthis process,the

Organisational goals including profits are automatically realised.The

Market Concept never suggests that profit is unimportant to the firm

but are essential for the survival and growth of any business.


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3.Integrated Management action;All Organisational departmentsshould be well coordinated keeping marketing as the pivot.Lack of

coordination between different departments or function can hamper the

performance of the organisation.The marketing department should be

well coordinated with other departments like R&D,finance,personnel

and manufacturing.The organisations that do not practice integrated management,the

departments are preoccupied with the optimisation of their specific

activities thus effecting the overall result.

e.g. the engineering department may create a substandard product tosave cost of production.

Who benefits from the Marketing Concept


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Who benefits from the Marketing Concept

1.The Organisation;The organisation keep itself in the pace with the

times and through contineous marketing audit,market research and

consumer testing.It is quick to respond to changes in the buyerbehaviour,rectify its products and give great importance to

planning,research and innovation.

2.The Consumer;As the organisation improve its products,it benefits

its consumers as they get better quality,low price,improved/new

products and ready stocks at convinient places.

3.The Society;Since the Organisations are producing products as per

the consumers so it ensures that the societys economic resources arechannelised in the right direction.It also creates entrepreneurs and

managers in the given society.It improves the standard of living of the

people and accelerates economic development of the society as a

whole.


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TM

MM

FRONT LINE

PEOPLE

CUSTOMERS

CUSTOMERS

FRONT LINE

PEOPLE

MM

TM

Traditional

Organisational

chart

ModernOrganisational

chart

Factors leading to Marketing Concept


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Factors leading to Marketing Concept

Sales decline

Slow growth

Changing buying patterns

Increasing competition

Increasing marketing expenditure

Societal Concept


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p

Environment deterioration

Resource Shortages

Population Growth

Unhealthy Food

To determine the needs, wants and interest

of the Target Market and deliver the desired

Satisfaction that preserves the society's

well being
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CUSTOMER SATISFACTION STILLSUBSERVIENT GOAL

IGNORES SOCIAL AND ENVIRONMENTALGOOD

SUPRESSES INNOVATION


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The societal marketing concept holds that theorganizations task is to determine the needs, wants

& interests of target markets & to deliver thedesired satisfaction more effectively & efficientlythan competitors in a way that preserves or

enhances the consumers & societys well being.


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Marketing

&Other Functions

A) Marketing as an Equal Function


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) g q

PRODUCTION FINANCE

MARKETING HUMAN

RESOURCE

B) MARKETING As a most Important Function


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) p

PRODUCTION FINANCE

HUMAN RESOURCE

MARKETING

C) MARKETING AS THE MAJOR FUNCTION


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C) MARKETING AS THE MAJOR FUNCTION

MARKETING

PRODUCTION

FINANCEHR

D)CUSTOMER AS THE CONTROLLING FUNCTION


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CUSTOMER

HR

E) CUSTOMER AS CONTROLLING& MKTG AS A


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CUSTOMER

MKG

MKG

MKGMKG

P

F

HR

E) CUSTOMER AS CONTROLLING& MKTG AS A

INTEGRATIVE FUNCTION


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Marketing

is a process by which individuals and groups obtain what

they need and want through creating, offering and exchanging

products and services of value with others


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Marketing

Management

is an art and science of choosing target marketsandgetting, keeping

and growingcustomers through creating, deliveringand

communicatingsuperior customer value

Customer


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Delivered

ValueTotal

Customervalue

Total

CustomerCost

Product

value

Service

Value

Personal

value

Image

value

Monetary

cost

Time

cost

Energy

cost

Psychic

cost


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???


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Prepare a summary of the topic on marketing-10minutesany one can be asked to make a presentation..

Module i Mba

Documents

Transcript of Module i Mba