Upload
akansha-gurele
View
100
Download
1
Embed Size (px)
Citation preview
WHAT IS MARKETING? Marketing is a Process of communicating the value of
product and service to a customers, for the purpose of selling that product or service.
From a social point of view , marketing is a link between a society’s material requirements and its economic patterns of response.
Goal-Attracting new customers by promising superior value
Keep growing current customers by delivering satisfaction
WHAT IS MARKETED? Goods-Physical goods produced ,manufactured or mined. Services-This involves performing some services for the
customers. Events-Time based shows as new year celebration, sporting
event etc. Experiences-It results from the combination of product and its
services. Persons-Like a celebrity or a candidate in public election. Places- Like cities, states and nations for purposes as attracting
tourism. Properties-Properties like real estate etc. Organizations-This basically refers to building a positive image
of organization such as companies, universities etc. Information And Ideas-Books are the traditional means of selling
information. Apart from them are intelligence, mailing list, statistics etc. Ideas include promotions, advertizing ideas etc.
DIFFERENCE BETWEEN SALES AND MARKETING
Many people think that sales and marketing are basically the same. But these two concepts are different in many aspects.
Marketing covers advertising, promotion, public relations and sales. It is the process of introducing and promoting the product in the market and encouraging sales from buying public.
Sales refers to the act of buying or the actual transactions of customers purchasing the product or services.
SIGNIFICANCE AND ADVANTAGE
Benefits to firm
Marketing Builds Companies reputation.
Marketing helps in boost product sales.
Marketing helps in planning and decision making.
Marketing is a source of new ideas.
Benefits to society
Marketing promotes product awareness to the public.
It provides employment It stabilizes the economic
conditions It Increases National
Income
MARKETING PROCESS Understand market place, customers needs and
wants. This can be done with market research.
Design customers marketing strategy.
Construct an integrated marketing program by delivering superior value.
Building profitable relationships. This can be done by marketing management.
Capture value from customers to create profit and customers quality.
MARKETING RESEARCH Marketing Research is a function which links the
consumer, customer and the public to the marketer through information for the purpose of-
Identify and define market opportunities and problem. Evaluate and Monitor marketing performance
It is a systematic gathering, recording and analysis of qualitative and quantitative data about issues relating to marketing product and services. The goal of marketing research is to identify and access how changing elements of the marketing mix impacts customers behavior.
Marketing Research
Target market
Consumer Market
Research
Business to Business Market
research
Methodological Approach
Qualitative Marketing Research
Quantitative Market Research
Goal- To provide relevant, accurate, valid and timely information data to facilitate decision making.
MARKETING STRATEGY A Marketing strategy is an overall plan of marketing
actions you intend to take in order to accomplish a specific goal of your company.
Marketing strategy is the goal of increasing sales and achieving a sustainable competitive environment.
STRATEGIC MARKETING PLAN
Environmental Analysis Identifying Customers Competitor Analysis Marketing Mix : The 4 P’s Financial Analysis Implementation
ENVIRONMENTAL ANALYSIS Environmental Analysis is about knowing your market
place or to know who you are selling to. Knowing your Marketplace refers to SWOT (strength,
weakness opportunities and Threats.)
IDENTIFYING CUSTOMERS Identifying Customers refers understanding customers
minds, their needs and their problems.
COMPETITION ANALYSIS Understanding the competitor (SWOT) Make sure you are distinctively different in area of
importance to your Customers
THE MARKETING MIX
The controllable, tactical marketing tools that the firms blends to produce the response it wants in the target market. It involves
Product-Brand name, quality design, service Price-List price, credit terms, payments
periods allowances Place-Distribution channels, transports,
logistics Promotion- Advertizing, Sales Promotions,
Public relations and sellings
FINANCIAL ANALYSIS
Financial Analysis can be used to serve many purposes in an organization but in the area of marketing it has four main functions-
To gauge how well marketing strategy is working
To evaluate marketing decisions alternative To develop plans for future To control activity on short term day to day
basis.
IMPLEMENTATION
Making Decision Focus attention on every one on delivering
what the customers want.