Nelson Infotech providing Product Marketing services. There is a product marketing or product manager titled person responsible for the high-level product requirements.

1. MARKETING

2. Definition

The process by which companies create value
for customers and build strong customer
relationships in order to capture value from
customers in return

Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating offering and freely
exchanging products and services of value with
others.

3. Marketing Process
Understand
the market
place and
customer
needs and
wants
Design a
customer
driven
marketing
strategy
Construct
a
marketing
program
that
delivers
superior
value
Build
profitable
relationships
and create
customer
delight
Capture value from customers to create
profits and customer quality

4. Company Orientation Towards the
Marketplace
The Production Concept



The Product Concept


Consumers will not buy enough of the organization’s products if left
alone
The Marketing Concept


Consumers will favour those products that offer the most quality,
performance or innovative features
The Selling Concept


Consumers will prefer products that are widely available and
inexpensive
Business shifted to customer centered Sense and respond philosophy
The Holistic Marketing Concpet

Based on the development, design and implementation of marketing
programs, processes and activities that recogonizes their breadth and
interdependencies.

Relationship Marketing – aim of building mutually satisfying long term
relationships with key parties – customer, suppliers, distributors andother
marketing partners

6. The Societal Marketing Concept
Society
(Human welfare)
Consumers
(Want satisfaction)

Company
(Welfare)
A principle of enlightened marketing that holds
that a company should make good marketing
decisions by considering consumer’s wants, the
company’s requirements, consumers long term
interests and society’s long run interests

7. Customer Relationship
Management



The overall process of building and maintaining
profitable customer relationships by delivering
superior customer value and satisfaction
Customer Perceived Value - The difference
between total customer value and total customer
cost
Customer Satisfaction – The extent to which a
product’s perceived performance matches a
buyer’s expectation.

8. Marketing Network

Consists of company and its supporting
stakeholders with whom it has built
mutually profitable business relationships.

Integrated Marketing - Traditional
depiction of marketing activities is in term
of marketing mix

9. Marketing Mix

10. Four P’s
 Product
Four C’s
 Customer solution

Price

Customer cost

Place

Convenience

Promotion

Communication

11. Marketplace and Customer Needs,
Wants and Demands

Human needs are state of felt deprivation
 Physical
needs – food, clothing, warmth and safety
 Social needs - belonging and affection
 Individual needs - knowledge and self expression


Wants are the form human needs take as they
are shaped by culture and individual personality
When wants are backed by the purchasing
power, wants become demand

12. Target Markets, Positioning and
Segmentation
 Division of market – Segmenting
 Identifying
and profiling distinct groups of
buyers who might prefer or require varying
product and services

Target Market – the segment which
present the greatest opportunity

13. Marketing Environment
Task Environment
Broad Environment
Company
Demographic environment
Suppliers Distributors
Economic environment
Dealers
Physical environment
Target customers
Technological environment
Political legal environment
Social cultural environment

14. Marketing Research and
Information System
 Marketing
Research is a systematic,
objective process of getting information
about potential customers to guide
marketing decisions.
 Primary data and secondary data
 Marketing Information System

15. New Marketing Landscape
The pace of change is so rapid that the
ability to change has now become a
competitive advantage – Richard Love,
HP
 The digital age
 The Internet


16. Ethics and Social Responsibility
The growth of not for profit marketing
Stakeholders of Organizations
 Customers
 Employees
 Local communities
 Government
 Intermediaries
 Suppliers


17. Marketing Environment

18. 
A company's marketing environment
consists of the actors and forces outside
marketing that affect marketing
management’s ability to build and
maintain successful relationship with
target customers.
Micro environment
Macro environment

19. The Company’s Micro Environment
Marketing
Intermediaries
Suppliers
Company
Customers
Competitors
Public

20. 

The Company
Suppliers
 Form
an important link in the company’s overall
customer value delivery system.
 Provide the resource needed by the company to
produce its goods and services

Customers
 Consumer
market
 Business market
 Reseller market
 Government market
 International market

21. 
Marketing Intermediaries
 Firms
that help the company to promote, sell
and distribute its goods to final buyers,
 Physical distribution firms
 Marketing services agencies
Competitors
 Public

 Any
group that has an actual or potential
interest in or impact on an organization’s
ability to achieve its objectives

22. The Company’s Macro
Environment
Natural forces
Economic
forces
Demographic
forces
Technological
forces
Political forces
Cultural forces

23. 
Demographic environment
 Study
of human population in terms of size,
density, location, age, gender, race,
occupation and other statistics.

Economic environment
 Changes
in income
 Changing consumer spending patterns

Natural Environment
 Growing
shortage of raw materials
 Increased pollution
 Increased government intervention

24. 
Technological Environment

Political environment
 Increasing
legislation
 Increased emphasis on ethics and socially
responsible actions

Cultural environment
 Persistence
of cultural values
 Shift in secondary cultural values