1. PRINCIPLES OF
MARKETING

2. WHAT IS MARKETING

3. DEFINITION…….
Marketing is a system of business
activities designed to plan, price, promote,
and distribute want-satisfying products,
services and ideas to target markets in
order to achieve organizational objectives.

4. Marketing Definition Dissected
MARKETING IS
a system: of business activities
designed to: plan, price, promote, distribute
something of value: want-satisfying products,
services, and ideas
for the benefit of: the target market – present and
potential users
to achieve: the organization’s objectives.

5. A SMART DEFINITION
IDENTIFYING Needs and Wants and
FULFILL those Needs and Wants

6. Nature and Scope of Marketing

7. Nature and Scope of Marketing
Organization
Nature
of
Marketing
Consumers Products

8. NATURE AND SCOPE OF MARKETING
Organizations are the entities that produce and sell
products for profits.
•Engro Ltd
•Dell Corp
•Pepsi Co
•UN
Products refer to commodities that we purchase from markets
to satisfy personal needs.
•Grocery
•Computers
•Beverages
•Peace and Security
A consumer is the one for whom the product is made and
marketed.
•Families
•Personal users and organizations
•Families, students ets.
•Governments or countries

9. BROAD DIMENSION OF MARKETING

10. BROAD DIMENSION OF MARKETING
 Marketing is not limited to profit making businesses only
 Whenever you try to persuade somebody to do something,
you are involved in the act of marketing
 You are marketing when you ask someone to …………….
……stay quiet because ……fasten seat belt ……vote for a candidate in
you are preparing for because it can save one’s the next election.
exams. life.

11. BROAD DIMENSION OF MARKETING
Broadly, scope of marketing is not limited
to traditional organizations.
If a woman ask her daughter to fasten the
seatbelt, the woman would be the seller who is
selling an idea.
The idea of safety in this example is the
product that is being offered.
The daughter is the consumer to whom the
idea is being communicated.

12. BUSINESS DIMENSIONS OF
MARKETING

13. WHAT DOES A MARKETER DO?

14. Why Bicycle? Bicycle Type?
Analyze Wants Product Plan
Which People? What Quantity?
Segment Demand Forecasting
Where to Sell? What to Charge?
Distribute Price
What and How to Inform? Who all will compete?
Promote Analyze Competitors

15. IMPORTANCE OF MARKETING
 Consumers get an opportunity to know about various
products that are available in the market.
 Marketing fosters healthy competition among brands and
this increases the level of competence among firms.
 Consumers are able to enjoy better products and they
are at affordable prices.
 Gives chance to companies of all sizes to survive
 Precise identification of what consumers demand
 Saves cost for organization

16. EVOLUTION OF MARKETING
 Production Concept
 Selling Concept
 Marketing Concept

17. 1. Product Orientation
 A concept…
 focused on quality products that
could be produced efficiently
 believed that supply creates its
own demand
 Intensive Distribution Strategy and
Economies of Scale
 Key Questions
1. Can we produce the product
efficiently?
2. Can we produce enough of it ?
MARKETS/
PRODUCTION
CONSUMERS

18. 2. Sales Orientation
 A concept…
 focused to sell the resulting output
 based on the belief that if
consumers are left to themselves,
they will not make the effort to buy
a company's products.
 substantial post-production effort
is required
 Key Questions
 Can we sell the product?
 Can we charge enough for it?
SALES/ MARKETS/
PRODUCTION
PROMOTION CONSUMERS

19. 3. Market Orientation
 A concept….
 customer’s want satisfaction is
the sole justification for the
existence of any enterprise.
 make what people demand
 Key Questions
 What do customers want?
 How can we keep our customers
satisfied and create long-term
relationships
MARKETS/
MARKETING PRODUCTION SALES/
PROMOTION CONSUMERS

20. IMPLEMENTING THE MARKETING
CONCEPT

21. Implementing the Marketing Concept
 As managers have come to recognize that
marketing is vitally important to the
success of an enterprise, they have laid
down the basic principles that help them
achieve organization success.

22. Implementing the Marketing Concept
Successful Business
Marketing
Concept
Co-ordinated
Customer Organizational
Marketing
Orientation Objectives
Activities

23. Implementing the Marketing Concept
1. Customer-Orientation
Customer-orientation focuses on meeting the specific wants
and building long-term relationships with the customers. A truly
customer oriented business takes all their important decisions
(not only marketing related) while keeping customer satisfaction
in mind. For example: before upgrading the IT software for a
company, the executives must consider its implication on
customer service and satisfaction. The software might be good
for the organization’s internal operation – it might make the data
more secure and readily available to managers – but might take
long to process information which can cause customer
dissatisfaction.
Two important components of customer orientation are long term
relations and mass customization.

24. Implementing the Marketing Concept
a. Long-Term Relationships:
Today, organizations are able to build long-term relations with
customers because organizations have…
access to a huge quantity of information through research, consumer
reports which can keep organizations abreast with changing trends and
patterns in the market.
Customer Relationship Management System (CRMS) is a software
that help organizations store valuable information about customer’s
specific wants as their professional relationship progresses. For
example: a multinational hotel can store specific data on a valued
customer as what type/location of room the customer prefers, the
cuisine usually ordered, and specific services that he/she is interested
in.
Trust and mutual commitment is also a key in developing strong
relationships.

25. Implementing the Marketing Concept
b. Mass Customization means to develop, produce, and
distribute affordable products with enough variety and
uniqueness that nearly every potential customer can have
exactly what he or she wants.
For mass customization, we need the following three key factors:
1.Information on specific customer needs and wants.
2.Communication channels to advertise to specific audience
3.Flexible& cost effective manufacturing capability to make a
good variety of products while keeping per unit cost low.

26. Implementing the Marketing Concept
2. Coordinated Marketing Activities
Coordinated marketing is the planning and execution of all your
company’s marketing activities (designing product, distribution,
research, promotion, web presence etc.) in a way that is
consistent across all of your customer contacts and creates
more value than when those activities are performed separately.

27. Implementing the Marketing Concept
3. Organizational Objectives
There are three major dimensions of an organizational objectives.
1.Performance objectives refer to the growth and financial success
of an organization. It may include increasing profits, market share,
presence in several geographic markets, reducing costs etc.
2. Societal Responsibility is another important objective which
focuses on an organization’s role in safeguarding and improving the
quality of life of the society while satisfying consumer wants. For
example: Nike has been criticized for years for its sweatshops in
Vietnam and Pakistan where their factories exploit low wage workers
and force people to work under unwholesome working conditions.