In this PPT you people will find the basic knowledge of marketing which includes meaning of marketing, marketing mix, its concept, evolution etc.

2. Simply Put: Marketing is the delivery of the
customer satisfaction.
Goals: Attract new customers by promising
superior values and keep grow current
customers by delivering satisfaction.
Smallest definition of Marketing: Meeting
needs profitability.

3.  It is the process of developing, promoting
and distributing products to satisfy
customer’s wants and need.
 Process by which individuals and groups
obtain what they need and want through
creating and exchanging products and value
with others.
 Marketing starts before launching a product
and it continues after selling the product.

4.  According to American Marketing
Association, "Marketing is an organisational
function and a set of processes for creating,
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organisation and its stakeholders."
OLD View
of Marketing:
Making a Sale –
“Telling & Selling”
NEW View
of Marketing:
Satisfying
Customer Needs

5.  A social and managerial process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others.
 “…the aim of marketing is to make selling
superfluous. The aim of marketing is to
know and understand the customer so well
that the product or service fits him and sells
itself. Ideally, marketing should result in a
customer who is ready to buy. All that should
be needed then is to make the product of
service available…”
Peter Drucker

6. 1) Marketing is everywhere.
2) It is done between marketer and prospects.
3) It can be done formally or informally.
4) Involves vast number of activities.
5) Marketing of products or services.
6) Continuous process.
7) Core aim is customer satisfaction (not
selling.
8) It is all about product, place, price and
promotion.

7.  the set of controllable marketing variables that
the firm blends to produce the response it wants
in the target market
 4 Ps
 product
 price
 place
 promotion

8. 4 P’s
 Product
 Price
 Place
 Promotion
4 C’s
 Customer Satisfaction
 Customer Cost
 Convenience
 Communication

10.  A product is anything that can be offered to a market for
attention, acquisition, use, or consumption and that
might satisfy a want or need.
 It Includes:
- Physical Objects
- Services
- Events
- Persons
- Places
- Organization
- Ideas
- Combination of the above

11.  A SERVICE is a form of product that consist of
activities, benefits or satisfactions offered
for sale that are essentially intangible and do
not result in the ownership of anything.
 Examples includes:
- Banking
- Hotels
- Tax preparation
- Home repair service

12. Price is what we pay for what we get.
 Rent for home
 Tuition fees for education
 Fare for Airline, Taxi, Railway.

13. Set of interdependent organizations involved in
the process of making a product or service
available for use of consumption by the
consumers or business users.

14.  Our promotions are designed to create
demand.
 PR, Online Marketing, Advertising, Direct
Marketing and Event Marketing.
 Why because promotion is the way in a
business makes its products known to the
customers, both current and potential.
 The main aim of promotion is to ensure that
customers are aware of the existence and
positioning of products.

15. 1. GOODS
2. SERVICES
3. EVENTS
4. EXPERIENCES
5. PERSONS
6. PLACES
7. PROPERTIES
8. ORGANIZATIONS
9. INFORMATION
10. IDEAS

16. 1) Goods: A commodity, or a physical, tangible item
that satisfies some human want or need, or
something that people find useful or desirable
and make an effort to acquire it.
2) Services: Activity or benefit offered for sale that
is essentially intangible and does not result in
ownership.
3) Experiences: The accumulation of knowledge
or skill that results from direct participation
in events or activities; "a man of experience";
"experience is the best teacher"

17. 4) Events: Marketers promote time-based events,
such as major trade shows, artistic performances
and company anniversaries.
5) Persons: Celebrity is a major business. Artists,
musicians, CEOs, physicians, high profile lawyers
and financiers all get help from celebrity
marketers.
6) Places: Cities, states, regions and whole nations
compete actively to attract tourists, factories
and new residents. Example: Advertisement of
Gujarat.

18. 7) Properties: A thing or things belonging to someone;
possessions collectively. A building or buildings and the
land belonging to it or them.
8) Organizations: Organization actively work to build a
strong, favorable image in the mind of their publics. We
see corporate identity ads by companies seeking more
recognition and acceptance.

19. 9) Information: Information is essentially what
books, schools and universities produce,
market and distribute at a price to parents,
students and communities.
10) Ideas: Every market offering includes a
basic idea. Products and services are
platforms fro delivering some idea or
benefit.

20.  According to Philip Kotler,
” Marketing Management is the process of
planning and executing the conception,
pricing and promotion and distribution of
goods services and ideas to create exchanges
with target groups that satisfy customer and
organizational objectives”.

21. 1. Creating new customer.
2. Satisfying the needs of the customer.
3. To retain the existing customer.
4. Enhancing the profitability of the business.
5. Raising the living standard of people.
6. Determining the marketing mix.

22. Setting Marketing Objectives
Analyzing Marketing Opportunities
Researching &Selecting Target Market
Designing Marketing Strategies
Planning Marketing Programmes
Organizing, Implementing & Controlling
Marketing Effort

23. 1. Segmentation, Targeting & Positioning
2. Marketplace, Market Space, Meta Markets
3. Marketers & Prospects
4. Needs, Wants, Demands
5. Offering and Brand
6. Value and Satisfaction
7. Exchange and Transactions
8. Marketing Channels

24.  Marketer can rarely satisfy every one in the
market.
 Therefore marketers start by dividing the
market into segments.
 After segmentation marketers decide that
which market is the target market for them.
 And finally the correct positioning is done to
convert the target market into customers.

25.  Market Place is physical as when one goes
shopping in a store.
 Market Space is digital as when one goes for
shopping on the internet.
 Meta Market is a cluster of complementary
products and services that are closely related
in the minds of consumer but are spread
across a diverse set of industries.
For eg: Maruti Suzuki India, through their
website, helps buyers and sellers of second
hand cars to sell, buy or exchange Maruti
certified used vehicles.

26.  A marketer is someone seeking response
(attention, a purchase, a vote, a donation )
from another party.
 A prospects is a someone who gives response
to marketer.

27.  Needs:- Needs are the basic human
requirements. People need air, food, water,
clothing and shelter to survive.
 Wants:- These needs become wants when
they are directed to specific objects which
might satisfy the need. For eg. An American
wants bread when he feels hungry while and
Indian wants Chapati.
 Demand:- Demands are wants fro specific
products backed by an ability to buy.

28.  An Offering is a set of benefits that
companies offer to customer to satisfy their
needs.
 A brand is an offering from a known source.
Eg. Mc Donald's carries many associations in
people’s mind that make up a brand image.

29.  The offering will be successful if it delivers value
and satisfaction.
 Value reflects the sum of the perceived tangible
and intangible benefits and cost to customer. It
is the combination of quality, service and price.
Value increase with quality and services and
decrease with price.
 Satisfaction reflects to person’s judgment of a
product perceived performance in relationship to
expectations. If the performance falls short of
expectation the customer is dissatisfied and
vice-versa.

30. CUSTOMER
DELIVERED VALUE
Total Customer
Cost
Product Value
Total Customer
Value
Monetary Cost
Service Value Time Cost
Personnel Value Energy Cost
Image Value Psychic Cost

32. Competition is between networks, not companies.
The winner is the company with the better network.
Delivery
Sears
(Retail)
Levi’s
(Apparel)
Order
Delivery
Order
Customer
Delivery
Du Pont
(Fibers)
Order
Delivery
Order
Milliken
(Fabric)

33. EXCHANGE
 Exchange is the process of obtaining a
desired product from someone by offering
something in return, exchange takes place
where two parties can agree on terms that
will leave both better off (or aleast not worst
off) than before.
 Get something (product/service) by offering
something in return.
Eg. Kind (barter) or money (value)

34. TRANSACTION
 Two parties are engaged in the exchange if
they are negotiating and when an agreement
is reached, we say that transaction takes
place.
 Transaction is a trade of values between two
or more parties.
 Transaction involves several dimensions: at
least two things of value, agreed upon
conditions, time and place of agreement.

35. Marketer uses three kinds of marketing channels:
 Communication Channels deliver and receive
message from target buyers and include
newspapers, magazines, radio, television, on the
internet etc.
 Distribution Channels to display, sell or deliver
the physical products or servicer(s) to the buyer
or user. It includes distributors, wholesaler,
retailers etc.
 Service Channels to carry out transaction with
potential buyer. It includes warehouse,
transportation companies, bank and insurance
companies to facilitate transaction.

38. Production Selling Consumption

39.  Output “sold” to customer.
 Looks at individual, single customer.
 Seeks sales rather than profit
 Short- term goal orientation
 Concerned with current inventory reduction
 Narrower view of customer needs
 Little adaption to environment
 Informal planning and feedback

40. Customer
Need
Evaluation
Integrated
Marketing
Effort
Customer
Satisfaction
Achievements
Of
Organizational
Goals

41.  Consumer Oriented.
 Stresses Research and Consumer Analysis.
 Looks at Groups of Consumer.
 Profit Oriented.
 Directed to Long Range Goals.
 Two-Way Interactive Process.
 Appropriate Adaption to Marketing
Environment.
 Broad View of Consumer Needs.
 Integrated Planning and Feedback.

42. Market
Integrated
marketing
Profits through
customer
satisfaction
Customer
needs
(b) The marketing concept
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Starting
point Focus Means Ends
(a) The selling concept

43. 1) Functions of Exchange

44. 2) Functions of Physical Supply

45. 3) Facilitating Functions

46. Product Concept

47. Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favor products that
offer the most quality, performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better than competitors

48.  Societal Marketing Concept
 Delivering value to customers in a way that
maintains or improves both the consumer’s and
the society’s well-being

49. Inactive or
ex-customers
PartnersAdvocatesClients
Repeat
customers
First-time
customers
Suspects
Prospects
Disqualified
prospects
The overall process of building and maintaining
profitable customer relationships by delivering
superior customer value and satisfaction

50. Marketing in Action
Focus on Customer Lifetime Value
To keep customers coming back, Stew Leonard’s has
created the “Disneyland of dairy stores.”

51. Customers
Front-line people
Middle Management
Top
Management

52. Customers
Front-line people
Middle management
Top
manage-
ment

54. a. Marketing as an
equal function
FinanceProduction
Marketing Human
resources
b. Marketing as a more
important function
Finance
Human
resources
Marketing
Production

55. c. Marketing as the
major function
Marketing
Production
d. The customer as the
controlling factor
Customer

56. e. The customer as the controlling
function and marketing as the
integrative function
Customer
Marketing
Production