Chapter 1 application of marketing concepts

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ChapterChapter --11

MARKETINGMARKETING

CONCEPTS ANDCONCEPTS AND

APPLICATIONSAPPLICATIONS

PROF.NITIN MALIPROF.NITIN MALI



PROF.NITIN MALIPROF.NITIN MALI

Intro uct onIntro uct on toto mar et nmar et n# 1# 1..DefinitionDefinition : Marketing is societal : Marketing is societal

process by which individuals /groups process by which individuals /groupsobtain what they need and want throughobtain what they need and want throughcreating ,offering & freely exchangingcreating ,offering & freely exchanging

products and services of value with others products and services of value with others-- PHILIP KOTLERPHILIP KOTLER

# 2. Definition# 2. Definition :Marketing management :Marketing management is the process of planning & executing theis the process of planning & executing the

conception, pricing, promotion & distribution of conception, pricing, promotion & distribution of ideas, goods ,services to create exchanges that ideas, goods ,services to create exchanges that satisfy individual organizational goals satisfy individual organizational goals --

American marketing association American marketing association



# 3 .Definition ,Meaning A total system of interacting business activities A total system of interacting business activities

designed to plan ,price ,promote and distributedesigned to plan ,price ,promote and distribute

want satisfying products and services towant satisfying products and services to

present and potential buyers. present and potential buyers.

--William j StantonWilliam j Stanton

Art of selling superfluous Art of selling superfluous

Discover needs & translate in product serviceDiscover needs & translate in product serviceMarketers create the needs or needs preexist Marketers create the needs or needs preexist

Create and serve demand for these productsCreate and serve demand for these products

& services& services



NATURE OF MARKETINGNATURE OF MARKETING

Marketing is both consumer & competitor oriented It starts with consumer and ends with consumers by

satisfying their needs profitably

Marketing is an integrated process which is based

on strategies and models

Must deliver goods and services in exchange of

money

self self--centeredcentered competitorcompetitor --orientedoriented

CustomerCustomer --orientedoriented Market drivenMarket driven



SCOPE OF MARKETINGSCOPE OF MARKETING

Marketing is typically seen as task of creatingMarketing is typically seen as task of creatingpromoting goods and services to consumers andpromoting goods and services to consumers andbusiness.business.

GOODS:GOODS: FOOD,COMMODITIES, CLOTHING,HOUSING,CARSFOOD,COMMODITIES, CLOTHING,HOUSING,CARS

STEEL,COTTON ARE THE MAIN STAY OF THE ECONOMYSTEEL,COTTON ARE THE MAIN STAY OF THE ECONOMY

NCAER 2002NCAER 2002

NCAER 2002NCAER 2002

Distribution population

RuralRural 72.22 %72.22 %

urbanurban 27.78%27.78%

companycompany house hold penetrationhouse hold penetrationHUL 88%HUL 88%

NIRMANIRMA 56%56%

COLGATE 33%COLGATE 33%

PARLE FOODS 31%PARLE FOODS 31%





servicesservices Almost 60 % of the contribution to India's GDP

from service sector.

PATA(pacific Asia travels association)reported

5.5 million foreign tourists arrived India in 2009. This would increase to 5.9 million in 2010.

jet airways-air Sahara- 46% mkt share

Indian airlines 25%,air deccan-13% spice jet6% kingfisher 8 %

AIRLINES ,HOTELS,ENTERTAINMENT

EDUCATION,FINANCIAL,CONSULTING,TOURISM





ExperiencesExperiences

There is market for different experiences .

Like spending a week at Jammu and

Kashmir and experiencing the skiing or

climbing mount Everest.

A jungle safari, water sports, a roller

coaster ride.

WALT DISNEY,ESSEL WORLD

RAMOJI FILM CITY,

PLANET HOLLLYWOOD





EVENTSEVENTS

MARKETERS PROMOTE TIME BASED EVENTS

There are professionals who plan ,work out details

of an event and make it perfectly.Event management companies.

OLYMPICS,twenty-20,AUTO-EXPO , I T EXHIBITIONMajor trade shows, sports events,

artistic performances.





PERSONSPERSONS

Celebrity branding has become a major businessTom peters marketing guru has advised every person can

brand himself.Celebrity Brands

Sachin TendulkarPEPSI,BOOST,TVS

AIRTEL,ADIDAS,MRF,BRITANNIA

Shah Rukh khan PEPSI, TAG HEUR,HYNDAI,CLINIC ALL

CLEAR

Amitabh

Bacchancharges 3-7

crores

AMIRKHAN

TOYOTA

INNOVA,

TITAN ,

TATA SKY







PlacesPlacesCities,states,regions,and whole nations , competeactively to attract tourists,industries,company

headquarters, residents.

Place marketers include : economic dev. Planners,

Real estate agents, banks and PR agencies





propertiesproperties

Properties are intangible rights of ownership

of either real property(real estate) or

financial property (stocks and bonds).these

are bought and sold and thus can be

marketed.

Investment companies and banks ,and

insurance firms are involved in its marketing

to both individual as well as institutions.

Hiranandani,dsk,soft corner marketing,

lIC housing,icici,Hdfc home loans



PROPERTIES



organizationsorganizations

Organizations actively work to build a strongand favorable brand image In the mind of their

publics .we call it as corporate branding

HeritageAssets and capabilities

People

Values and cultureCorporate performance



ORGANIZATIONSORGANIZATIONS



InformationInformationInformation can be produced andmarketed by as a product.

Schools, colleges ,universities.

Encyclopedias,

C.Ds, internet, books

The production ,packaging, anddistribution is one of the society's

major industries.





IDEASIDEASProducts and services are

platforms for delivering some idea

or benefit.Marketers try hard to search for

core need they try to satisfy.





I am Happy to answer your questions

Thank youThank [email protected]@gmail.com

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Chapter 1 application of marketing concepts