01 Introduction to Marketing 2015

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Introduction to Marketing

MISS HARLEEN KAUR



BOOKS

RAJAN SAXENA MARKETING MANAGEMENT TATA Mc GRAWHILL

TN HABRA AN! SK

GRO"ER

MARKETING MANAGEMENT !HAN#AT RAI

AN! O TA#AN K #AN!A MARKETING MANAGEMENT EXEL BOOKS

GO"IN!RAJAN MARKETING MANAGEMENT #EARSON

KOTLER KELLERKOSH$ AN! JHA MARKETING MANAGEMENT #EARSON



ONTENTS

• Ba%ic once&t%

• Introduction to Marketing

•

Meaning• Sco&e o' Marketing



BASIC CONCEPTS



on%u(er or u%to(er?• u%to(er% are t)e one%

*)o &urc)a%e +our&roduct%,

• on%u(er% are t)e one%

*)o actua--+ u%e +our&roduct%, so the customer

may not be the actualconsumer of your product.

• .or e/a(&-e0 While the

children are the actual users, orconsumers, of toys the customersare the parents of the children whoactually purchase your products forthem.



• W)ic) o' t)e 'o--o*ing %tate(ent% are truea1out t)e conce&t o' a cu%to(er2

• a) A cu%to(er and con%u(er are a-*a+% t)e

%a(e t)ing 3 t)e ter(% are co(&-ete-+interc)angea1-e,

• b) u%to(er% can 1e de%cri1ed a% c-ient%,

• c) A cu%to(er doe%n4t nece%%ari-+ con%u(e

t)e &roduct t)at t)e+ )a5e &urc)a%ed,• d) Student% can 1e de%cri1ed a% cu%to(er%

o' a uni5er%it+,



Market

• A &-ace *)ere 1u+er% and %e--er% interact 7direct-+or t)roug) inter(ediarie%8 totrade good%0 %er5ice%0 or in'or(ation'or (one+ or 1arter,

• Marketing i% (ore co(&-e/ t)an (arket

EXCHAN

GE



O9ering and Brand

ofering

• Ofering are

&roduct% and %er5ice%de%igned to de-i5er5a-ue to cu%to(er%:eit)er to 'u-;-- t)eirneed%0 %ati%'+ t)eir

<*ant%0= or 1ot)

brand

A brand i% a na(e0 ter(0 de%ign orot)er 'eature t)at di%tingui%)e%one %e--er4% &roduct 'ro( t)o%e o'ot)er%Or o9ering 'ro( kno*n %ource



NEE!S0WANTS 0!EMAN!S

• Need%0 *e can %a+0i% a 'ee-ing orde%ire 'or

%o(et)ing0 *)ic)i% -acking , – Need%

– Want%

– !e(and%



"a-ue and Sati%'action

• T)e o9ering *i-- 1e%ucce%%'u- i' it de-i5er%5a-ue and %ati%'action to

t)e 1u+er,• 7&ercei5ed8 BENE.ITS3

OSTS,

• "a-ue triad> ?ua-it+0%er5ice0 and &rice%,

• Sati%'action>

T)e 'u-;-(ent or o' ade%ire or need



Marketing

• Marketing dea-% *it) identi'+ing and(eeting )u(an and %ocia- need%,One o' t)e %)orte%t de;nition% o'

(arketing i% <(eeting need%&ro;ta1-+,



Market 5% Marketing

Mark et

• A (arket i% an+ %&ace *it)in*)ic) trade take% &-ace *)ere1u+er% and %e--er% (eet,

• T)i% %&ace can 1e a 5egeta1-e(arket0 a %)o&0 internationa-

(arket 1et*een countrie% oronine,

Marketing

• Marketing i% a-- t)o%e acti5itie%t)at 'aci-itate trade,

• T)e%e inc-ude acti5itie% t)atidenti'+ con%u(er%@ need% %uc)a% (arket re%earc) and t)o%eacti5itie% t)at %ati%'+ con%u(er%

need% e,g,0 &ackaging anddi%tri1ution,



W)at i% Marketing2

MarketingMarketing i% t)e acti5it+0

%et o' in%titution%0 and &roce%%e% 'orcreating0 co((unicating0 de-i5ering0

and e/c)anging o9ering% t)at )a5e 5a-ue 'oru%to(er%0 c-ient%0 &artner%0 and %ociet+ at -arge,

7AMA CD8



W)at i% Marketing2

Marketing

arketing i% (anage(ent &roce%% o' identi'+ing0Antici&ating and %ati%'+ing t)e cu%to(er%

ecient-+ and &ro;ta1-+7)artered In%titute ' Marketing8



W)at i% MarketingManage(ent2

Marketing !anage!ent i% t)eart and science

o' c)oo%ing target (arket%and getting0 kee&ing0 and gro*ing

cu%to(er% t)roug)creating0 de-i5ering0 and co((unicating

%u&erior cu%to(er 5a-ue,





Marketing a% a conce&t

• .unction

• !e&art(ent

•

!i%ci&-ine• Concept

• Philosophy

•

Orientation



W)at i% Marketed2Acc to Kot-er and

Ke--er 7F8

•Good%

• Ser5ice%

• E5ent%

•

E/&erience%

• #er%on%



W)at i% Marketed2

• #-ace%

• #ro&ertie%

•

Organiation%

• In'or(ation

• Idea%



A Si(&-e Marketing S+%te(

E"c#ange



Se--ing

A &roce%%

*)ere 1u+er

e/c)ange% ca%) 'or

a %e--er4% goodor %er5ice,



!i9erence Bet*een MARKETING and

SELLING

Marketing Se$$ing

• .ocu% i% on cu%to(er need%

• u%to(er eno+% %u&re(ei(&ortance

• on5ert% cu%to(er need%into &roduct

• #ro;t% are gained 5iacu%to(er %ati%'action

• .ocu% i% on &-anning and&roducing &roduct% t)at(arket need%

• a5eat 5endor3-et %e--er1e*are

• .ocu% i% on %e--er % need

• #roduct eno+% %u&re(e

i(&ortance• on5erting &roduct% into

ca%)

• #ro;t% are gained 5ia )ig)%a-e% 5o-u(e

• E(&)a%i% i% on %a-e o'&roduct% a-read+ &roduced

• a5eat E(&tor3 -et 1u+er1e*are i% 'o--o*ed



• T)e %uita1-e e/a(&-e o' 4T)e Se--ingonce&t4 i%

a8 In%urance or 1-ood donation%

18 Leno5o

c8 E(irate% Air-ine%

d8 Bott-ed *ater indu%tr+



#eter !rucker noted t)e re-ation%)i&1et*een

%e--ing and (arketing in t)e 'o--o*ingter(%>

THE AIM O% MA&'ETING IS TOMA'E SE((ING SPE&%(OS,



Nature o' Marketing

• Marketing i% an Econo(ic .unction

• Marketing i% a Lega- #roce%% 1+ *)ic)O*ner%)i& Tran%'er%

• Marketing i% a S+%te( o' InteractingBu%ine%% Acti5itie%

• Marketing i% a Manageria- 'unction



Nature o' Marketing

• Marketing i% a %ocia- &roce%%

• Marketing i% a &)i-o%o&)+ 1a%ed oncon%u(er orientation and %ati%'action

• Marketing )ad dua- o1ecti5e% 3 &ro;t(aking and con%u(er %ati%'action

• Marketing i% 1ot) art and %cience



Sco&e o' Marketing*+ St,d- o. Con/,!er 0ant/ and Need/

Good% are &roduced to %ati%'+ con%u(er *ant%, T)ere'ore %tud+ i% doneto identi'+ con%u(er need% and *ant%, T)e%e need% and *ant% (oti5ate%con%u(er to &urc)a%e,

1+ St,d- o. Con/,!er be#a2io,r

Marketer% &er'or(% %tud+ o' con%u(er 1e)a5iour, Ana-+%i% o' 1u+er1e)a5iour )e-&% (arketer in (arket %eg(entation and targeting,

3+ Prod,ction 4$anning and de2e$o4!ent

#roduct &-anning and de5e-o&(ent %tart% *it) t)e generation o'&roduct idea and end% *it) t)e &roduct de5e-o&(ent and

co((ercia-i%ation,5+ Pricing Po$icie/

Marketer )a% to deter(ine &ricing &o-icie% 'or t)eir &roduct%, #ricing&o-icie% di9er% 'or( &roduct to &roduct, It de&end% on t)e -e5e- o'co(&etition0 &roduct -i'e c+c-e0 (arketing goa-% and o1ecti5e%0 etc,



Sco&e o' Marketing

6+ 7i/trib,tion

Stud+ o' di%tri1ution c)anne- i% i(&ortant in (arketing, .or (a/i(u(%a-e% and &ro;t good% are re?uired to 1e di%tri1uted to t)e (a/i(u(con%u(er% at (ini(u( co%t,

8+ Pro!otion #ro(otion inc-ude% &er%ona- %e--ing0 %a-e% &ro(otion0 and ad5erti%ing,

Rig)t &ro(otion (i/ i% crucia- in acco(&-i%)(ent o' (arketing goa-%,

9+ Con/,!er Sati/.action

T)e &roduct or %er5ice o9ered (u%t %ati%'+ con%u(er, on%u(er

%ati%'action i% t)e (aor o1ecti5e o' (arketing,

:+ Marketing Contro$

Marketing audit i% done to contro- t)e (arketing acti5itie%,



Marketing Manage(ent Ta%k%

!e5e-o&ing Marketing Strategie% and &-an%a&turing Marketing In%ig)t%onnecting *it) u%to(er%Bui-ding %trong 1rand%S)a&ing (arketing o9ering%!e-i5ering "a-ueo((unicating 5a-ue



ORIENTATIONSONE#TS o'Marketing

#roduction conce&t



• A 1ui-der *)o )a% a 'u-- order 1ook during a&eriod o' econo(ic &ro%&erit+ and -ea5e%)i% &otentia- cu%to(er% *aiting 'or *ork to

1e co(&-eted i% (o%t -ike-+ %)o*ing *)att+&e o' 1u%ine%% orientation2

• a) Marketing orientation

• b) Se--ing orientation

• c) #roduction orientation

• d) Societa- orientation



Marketing I(&ortance

;a) T)e nation%4 inco(e i% co(&o%ed o' t)e good% and %er5ice%*)ic) (one+ can 1u+, T)e increa%e in ecienc+ o' (arketingrea--+ re%u-t% in -o*er co%t o' di%tri1ution, Lo*er &rice% tocon%u(er% (ean% a rea- increa%e in t)e nationa- inco(e,

;b) An+ reduction in t)e co%t o' (arketing i% rea--+ a 1ene;t to t)e

%ociet+, )ea& &rice% are a 1oon to t)e entire &o&u-ation,

;c) Marketing &roce%% 1ring% ne* 5arietie% o' u%e'u- and ?ua-it+good% to con%u(er%, T)i% )e-&% to increa%e t)e %tandard o' -i5ing,

;d) Marketing gi5e% *ide e(&-o+(ent o&&ortunitie%, it i%

e%ti(ated t)at in countrie% -ike t)e U,S,A, o' t)e tota- &er%on%e(&-o+ed0 1et*een one3'ourt) and one3t)ird are engaged in t)e;e-d o' (arketing,

;e) It i% (arketing *)ic) )a% con5erted +e%terda+4% -u/urie% totoda+4% nece%%arie%,

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01 Introduction to Marketing 2015