MARKETING CYB1B /CPZ3D / CPG1B UNIT : I – V · factors, demographics, legal, political, and social conditions, technological changes, ... CYB1B – MARKETING . 32. BASES OF MARKET

MARKETING CYB1B /CPZ3D / CPG1B

UNIT : I – V

CYB1B- Marketing

TM

UNIT I – SYLLABUS Introduction to Marketing

Meaning & Definition of Marketing

Functions of Marketing

Marketing orientation

Role and importance of Marketing

Classification of Markets

TM

Sub Code - Sub Name Slide number / Total slides

TM

CYB1B – MARKETING 3

MARKET - DEFINITION

Clark and Clark defines market

as “An area in which the forces

leading to exchange of title to a

particular product operate and

towards which and from which the

actual goods tend to travel”.

marketing introduction

https://www.youtube.com/watch?v=fROyYy_NoxA

TM

TM

4

FUNCTIONS OF MARKETING

CYB1B – MARKETING

TM

TM

5

FUNCTIONS OF EXCHANGE • Buying function • Assembling function • Selling function

CYB1B – MARKETING

TM


TM


FACILITATING FUNCTION

TM


TM


PHYSICAL DISTRIBUTION

TM


TM


MARKET ORIENTATION

Clark

TM


TM


ROLE OF MARKETING

TM


TM


IMPORTANCE OF MARKETING

importance of marketing

https://www.youtube.com/watch?v=x-Vi2SYyflU

TM


TM


CLASSIFICATION OF MARKET

video on classification of markets

https://www.youtube.com/watch?v=ob9ELjMcdIE

CYB1B- Marketing

TM

UNIT II – SYLLABUS Introduction Marketing Environment Micro and Macro Environment Factors affecting internal environment Factors affecting external environments

TM


TM


MARKETING ENVIRONMENT- Definition

Philip Kotler : “ A company marketing environment consists of the factors and forces that affect the company’s ability to develop and maintain successful transactions and relationships with its target customers.”

MICRO ENVIRONMENT

MACRO ENVIRONMENT

TM


TM


MARKETING ENVIRONMENT

Includes: Micro environment: Factors close to the company that affect its ability to serve its customers. Macro environment: larger societal forces that affect the micro environment. Considered to be beyond the control of the organization.

TM


TM


MICRO ENVIRONMENT

The micro-environment affects the organization directly. It refers to the environment that most closely linked to the firm • This environment is not also under the full control of business. • The business is influence by this environment Microenvironment Components Customer Supplier Intermediaries Competitor Public micro environment Company

https://www.youtube.com/watch?v=d1QUX2AFjz0

TM


TM


FACTORS AFFECTING MICRO ENVIRONMENT

TM


TM



Company: Areas inside a company Affects the marketing department’s planning strategies.

Suppliers: Provide resources needed to produce goods and services. Important link in the “value delivery system.” Most marketers treat suppliers like partners

TM


TM


FACTORS AFFECTING MICRO ENVIRONMENT Intermediaries

TM


TM



Customer • Purchase requirements

vary from customer to customer

• influenced by cultural, social and psychological factors

• They are large in number

TM


TM


FACTORS AFFECTING MICRO ENVIRONMENT Competitors • To be successful, a company must satisfy

needs and wants of consumers better than competitors

• A company should monitor three variables when analyzing each of its competitors

1.Share of Market 2.Share of Mind 3.Share of Heart One Must understand competitor’s strengths.

Must differentiate firm’s products and offerings from those of competitors.

TM


TM


FACTORS AFFECTING MICRO ENVIRONMENT Publics • A group that has an actual or potential

interest in or impact on an organization • Seven publics include: 1.Financial 2.Media 3.Government 4.Citizen-action 5.Local 6.General 7.Internal

TM


TM


MACRO ENVIRONMENT The major external and uncontrollable factors that influence an organization's decision making, and affect its

performance and strategies. These factors include the economic factors, demographics, legal, political, and social conditions, technological changes, and natural forces.

macroenvironment

https://www.youtube.com/watch?v=y9RDg_JMmPc

TM


TM


DEMOGRAPHIC ENVIRONMENT

• Demography is the study of human populations

• Demographic Environment is a major interest to marketers

TM


TM


ECONOMIC ENVIRONMENT The economic environment consist of factors affecting consumers purchasing power and spending patterns both across and within their world markets.

TM


TM


TECHNOLOGICAL ENVIRONMENT • The technological environment is perhaps the most dramatic

force now shaping our destiny.

• Forces that create new technologies, create new product and market opportunities

TM


TM


NATURAL ENVIRONMENT

The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.

Topographical factors may affect the demand pattern.

TM


TM


CULTURAL ENVIRONMENT

Cultural Environment of a nation determines the value system of the society which in turn affects the functioning of the Business

TM


TM


POLITICAL ENVIRONMENT The political environment consist of laws, government agencies, and pressure groups that influence and limit various organizations and individuals in the given society.

CYB1B- Marketing

TM

UNIT III – SYLLABUS Marketing segmentation concept ,Benefits Bases and levels Introduction to consumer behaviour Need for study Consumer buying decision process Buying motives

TM


TM


MARKET SEGMENTATION Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations.

market segmentation

https://www.youtube.com/watch?v=DUuirqtSqpg

TM


TM


TM


TM


BASES OF MARKET SEGMENTATION

TM


TM


GEOGRAPHIC AND DEMOGRAPHIC SEGMENTATION

TM


TM


PSYCHOGRAPHIC AND BEHAVOURIAL SEGMENTATION

TM


TM


LEVELS OF MARKET SEGMENTATION SEGMENT MARKETING

TM


TM


BENEFITS OF MARKET SEGMENTATION

TM


TM


CONSUMER BEHAVIOUR According to Belch and Belch, “Consumer behavior is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires”.

consumer behavior

https://www.youtube.com/watch?v=5oyjXg4qWyA

TM


TM


INFLUENCES OF CONSUMER BEHAVIOUR

Clark

TM


TM


MASLOW’S THEORY

TM


TM


CONSUMER DECISION MAKING PROCESS

TM


TM


TYPES OF BUYING MOTIVES

CYB1B- Marketing

TM

UNIT IV – SYLLABUS Marketing mix Meaning Introduction to stages for new product development Introduction to product life cycle Product mix Price mix Pricing policy & importance Channels of distribution (levels) Channel members Promotion Communication mix Basic of advertisement sales promotion & importance Personal selling.

TM


TM


MARKETING MIX The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.

MARKETING MIX

https://www.youtube.com/watch?v=oMZMrnNWY-A

TM


TM


STAGES FOR NEW PRODUCT DEVELOPMENT

TM


TM


PRODUCT CLASSIFICATION

TM


TM


PRODUCT LIFE CYCLE

TM


TM


PRODUCT MIX product mix

https://www.youtube.com/watch?v=IWxtlMenAuo

TM


TM


FACTORS INFLUENCING PRODUCT MIX

TM


TM


PRICE MIX

Price is the exchange value of a product. Almost anything has an exchange value- Ideas, Services, Rights and Goods

TM


TM


FACTORS AFFECTING PRICE DECISION

TM

Sub Code - Sub Name 53

TM

CYB1B – MARKETING

TYPES OF PRICING

TM

Sub Code - Sub Name 54

TM

CYB1B – MARKETING

CHANNELS OF DISTRIBUTION

It is a group of individuals and organizations that direct the flow of goods from producers to consumers.

TM


TM


TYPES IN CHANNELS OF DISTRIBUTION

TM


TM


DISTRIBUTION CHANNEL FUNCTIONS

TM


TM


PROMOTION MIX

TM


TM


ADVERTISEMENT According to William J. Stanton, “Advertising consists of all the activities involves in presenting to a group, a non-personal, oral or visual, openly sponsored message regarding disseminated through one or more media and is paid for by an identified sponsor.”

STEPS IN ADVERTISING PROCESS

TM


TM


TYPES OF ADVERTISEMENTS

TM


TM


SALES PROMOTION Sales promotion refers to ‘those marketing activities that stimulate consumer shows and expositions.

TM


66

TM


OBJECTIVES OF SALES PROMOTION

TM


TM


SALES PROMOTION ACTIVITIES

TM


TM


PERSONAL SELLING

TM


TM


QUALITIES OF A GOOD SALESMAN

CYB1B- Marketing

TM

UNIT V – SYLLABUS E-marketing Consumerism Marketing research Market information system

TM


TM


E- MARKETING E-Marketing (Electronic Marketing) are also known as Internet Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-marketing is the process of marketing a product or service using the Internet.

TM


TM


OBJECTIVES OF E-MARKETING

TM


• Global Research: Marketing is enabled across cultural and national boundaries.

• Richness: Video, audio and text marketing messages can be integrated in e-marketing.

• Interactivity: Consumers are co-participants and in the process of delivering goods.

• Information density: Information becomes cheap, and accurate. • Customization: Personalization and marketing message is

possible in e-marketing.

TM


FEATURES OF E-MARKETING

EMARKETING

https://www.youtube.com/watch?v=_eFrqBQx_oQ

TM


TM


EFFECTIVE EMAIL MARKEING

TM


TM


E-MARKETING PLAN 1. Situation analysis

2 . E-Marketing strategic planning

3 . Objectives

4. E-Marketing strategy

5 . Implem entation plan

6. Budget

7. Evaluation plan

TM


TM


ADVANTAGES AND DISADVANTAGES OF EMARKETING

TM


TM


CONSUMERISM Consumerism the practice and policies of protecting the consumer by publicizing defective and unsafe products, misleading business practices. The consumption of goods and services. A theory that a continual increase in the consumption of goods is sound economically.

CONSUMERISM

REASONS FOR CONSUMERISM

1. Rising price (not related to quality & quantity)

2. Adulteration (mixing harmful content)

3. Duplication ( customers not able to differentiate)– Dishonest

traders

4. Artificial demand (No stock – High price)

5. Sub- Standard products (deliberately down grade the product)

https://www.youtube.com/watch?v=v-7v2WGiTe8&t=163s

TM


TM


CONSUMER RIGHT 1. Right to be Heard- Right to register his dissatisfaction. It makes

the firms to accept complaints 1962 2. Right to protection of health & Safety – Protection against

physical danger like additives, colors, preservatives 3. Right to be informed – Disclose all material facts like quality ,

quantity 4. Right to Choose – Consumer is king & Final aim of marketing ;

Has choice to & implement feedback 5. Right to be redressed- Dissatisfied consumer can get back his

value for money. Customer is being compensated. 6. Right to Quality of life- Social responsibility of Manufacturers to

protect well being of people. Eg: Food pollution , Air pollution, Water pollution, Noise pollution

TM


TM

CYB1B – MARKETING

THREE-TIER GRIEVANCE REDRESSAL MACHINERY & FORUMS

79

TM


TM


RIGHTS OF CONSUMER

TM


TM


MAJOR LAWS TO PROTECT CONSUMER

1. THE CONTRACT ACT, 1982 2. THE SALE OF GOODS ACT,

1930 3. THE LAW OF TORTS

(DEFECTIVE, UNFIT..) 4. THE ESSENTIAL

COMMODITIES ACT, 1955 5. THE PREVENTION OF FOOD

ADULTERATION ACT, 1976, 6. MRTP ACT,1969 ETC.

TM


TM


MARKETING RESEARCH Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

marketing research

https://www.youtube.com/watch?v=CCKHH9jjS0s

TM


TM


MARKET RESERACH

TM


TM


MARKETING RESEARCH PROCESS

TM


TM


TYPES OF MARKETING RESEARCH

TM


TM


MARKETING INFORMATION SYSTEM A Marketing information system is an ongoing ,future oriented structure designed to generate, process, store and later review , information to aid decision making in an organization's marketing programme” –W.J.STANTON.

TM


TM

CYB1B – MARKETING

FUNCTIONS OF MARKETING INFORMATION SYSTEM

92

TM


TM

CYB1B – MARKETING

BENEFITS OF MARKETING INFORMATION SYSTEM

92

Documents

MARKETING CYB1B /CPZ3D / CPG1B UNIT : I – V · factors, demographics, legal, political, and social conditions, technological changes, ... CYB1B – MARKETING . 32. BASES OF MARKET