1. Presentation on:
Marketing and its concept
Presented by: Prashant Ranka
B.B.A. 3rd sem.
Date: 27-08-2012

2. 




Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?

All of the above, plus much more!
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3. Marketing
management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value.
3

4. Communication
Industry
(a collection
of sellers)
Goods/services
Money
Market
(a collection
of Buyers)
Information
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5. 
Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.

Marketing is all about creating a pull, sales is all about
push.

Marketing is all about managing the four P’s –
 product
 price
 place
 promotion
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6. Marketing
Mix
Convenience
Place
Product
Customer
Solution
Price
Promotion
Customer
Cost
Communication
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7. 









Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and concepts
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8. Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what
the customer wants
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9. 
Based on :
Needs, Wants, Desires / demand

Products, Utility, Value & Satisfaction

Exchange, Transactions & Relationships

Markets, Marketing & Marketers.

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10. Needs, wants
demands
Markets
Products
Marketing &
Marketers
Utility, Value &
Satisfaction
Xchange, Transaction
Relationships
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11. 
Need – food ( is a must )

Want – Pizza, Burger, French fry's ( translation of a need
as per our experience )

Demand – Burger ( translation of a want as per our
willingness and ability to buy )

Desire – Have a Burger in a five star hotel
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12. 
A written document that acts as a guidebook of
marketing activities for the marketing manager
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13. CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target Market Strategy
 Marketing Mix

Positioning

Product

Promotion

Price

Place – Distribution

People

Process
Implementation, Evaluation and Control
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14. The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product
Place/Distribution
Promotion
Price
Implementation
Evaluation, Control
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15. 1.
“The purpose of a company is ‘to create a customer…The only
profit center is the customer.’”
2.
“A business has two—and only two—basic functions: marketing
and innovation. Marketing and innovation produce results: all the
rest are costs.”
3.
“The aim of marketing is to make selling unnecessary.”
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16. New Economy
Old Economy
• Organize by product units
• Focus on profitable transactions
• Look primarily at financial
scorecard
• Focus on shareholders
• Marketing does the marketing
• Build brands through advertising
• Focus on customer acquisition
• No customer satisfaction
measurement
• Over-promise, under-deliver
• Organize by customer segments
• Focus on customer lifetime value
• Look also at marketing scorecard
•
•
•
•
•
Focus on stakeholders
Everyone does the marketing
Build brands through performance
Focus on customer retention
Measure customer satisfaction and
retention rate
• Under-promise, over-deliver
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17. Thank You

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