Looking marketing in a broader perspective !

1. BY MIDUL .K

2. Marketing is one of the crucial
factor in the success of a business. It is a more of a
humanistic view rather than a selling perspective.
Marketing has helped introduce and gain
acceptance of new products that have eased or
enriched peoples lives.
and now this presentation has a keen
concern and focus on the different factors and
elements which supports and enhance the
efficiency of marketing as well as their apt
application inside a business.

3. “Marketing is the activity, set of
institutions, and processes for creating,
communicating, delivering, and
exchanging offerings that have value
for customers, clients, partners, and
society at large.”
- American Marketing Association

5. Marketing
 Emphasis on consumer needs and wants.
 Long run oriented planning.
 Views business as consumer satisfying process.
 Emphasis on innovation and quality products and services.
 Providing better cost value by adopting superior technologies.
 Consumer determines prices, price determines cost
 Views customers as the very purpose of the business existance.

6. Selling
 Selling views customer as the last link in business.
 Emphasis is on products.
 Planning is short run oriented in terms of today's markets and products.
 Stresses needs of the seller
 Greater concern on staying on the same technology and reducing cost.
 Company manufactures product first and sells them.

7.  Market Environments.
 Segmentation, Targeting & Positioning.
 7 P`s.
 Product Life Cycle.
 New Product Development.
 Ansoff Matrix.

8. o Marketing environment is basically the surrounding factors which
effects the business.
o There are two key elements to the marketing environment which
are the Micro-environment and the Macro-environment.
o The Micro environment refers to the forces that are close to the
company and affect its ability to serve its customers.
EG : suppliers, marketing intermediaries, customer markets
and public.
o The Macro-environment refers to all forces that are part of the
larger society and affect the micro-environment.
EG : demography, economy, natural forces, technology,
politics, and culture.

9. “The process of splitting a market into smaller groups
with similar product needs or identifiable
characteristics, for the purpose of selecting
appropriate target markets.”
- Segmentation
“An organization’s proactive selection of a
suitable market segment (or segments) with the
intention of heavily focusing the firm’s marketing
offers and activities towards this group of related
consumers”
- Targeting
“Positioning is the target market’s perception of
the product’s key benefits and features, relative
to the offerings of competitive products”
- Positioning

11. INTRODUCTION
This stage of the cycle the
product have been introduced
to the market hence will be
highly expensive for a company
launching a new product.
GROWTH
The growth stage is typically characterized by a strong growth in sales and profits,
and because the company can start to benefit from economies of scale in
production
MATURITY
During the maturity stage, the product is established and the aim for the
manufacturer is now to maintain the market share they have built up.
DECLINE
Eventually, the market for a product will start to shrink, and this is what’s known
as the decline stage. This shrinkage could be due to the market becoming
saturated