Chapter 1 application of marketing concepts
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ChapterChapter --11
MARKETINGMARKETING
CONCEPTS ANDCONCEPTS AND
APPLICATIONSAPPLICATIONS
PROF.NITIN MALIPROF.NITIN MALI
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PROF.NITIN MALIPROF.NITIN MALI
Intro uct onIntro uct on toto mar et nmar et n# 1# 1..DefinitionDefinition : Marketing is societal : Marketing is societal
process by which individuals /groups process by which individuals /groupsobtain what they need and want throughobtain what they need and want throughcreating ,offering & freely exchangingcreating ,offering & freely exchanging
products and services of value with others products and services of value with others-- PHILIP KOTLERPHILIP KOTLER
# 2. Definition# 2. Definition :Marketing management :Marketing management is the process of planning & executing theis the process of planning & executing the
conception, pricing, promotion & distribution of conception, pricing, promotion & distribution of ideas, goods ,services to create exchanges that ideas, goods ,services to create exchanges that satisfy individual organizational goals satisfy individual organizational goals --
American marketing association American marketing association
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# 3 .Definition ,Meaning A total system of interacting business activities A total system of interacting business activities
designed to plan ,price ,promote and distributedesigned to plan ,price ,promote and distribute
want satisfying products and services towant satisfying products and services to
present and potential buyers. present and potential buyers.
--William j StantonWilliam j Stanton
Art of selling superfluous Art of selling superfluous
Discover needs & translate in product serviceDiscover needs & translate in product serviceMarketers create the needs or needs preexist Marketers create the needs or needs preexist
Create and serve demand for these productsCreate and serve demand for these products
& services& services
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NATURE OF MARKETINGNATURE OF MARKETING
Marketing is both consumer & competitor oriented It starts with consumer and ends with consumers by
satisfying their needs profitably
Marketing is an integrated process which is based
on strategies and models
Must deliver goods and services in exchange of
money
self self--centeredcentered competitorcompetitor --orientedoriented
CustomerCustomer --orientedoriented Market drivenMarket driven
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SCOPE OF MARKETINGSCOPE OF MARKETING
Marketing is typically seen as task of creatingMarketing is typically seen as task of creatingpromoting goods and services to consumers andpromoting goods and services to consumers andbusiness.business.
GOODS:GOODS: FOOD,COMMODITIES, CLOTHING,HOUSING,CARSFOOD,COMMODITIES, CLOTHING,HOUSING,CARS
STEEL,COTTON ARE THE MAIN STAY OF THE ECONOMYSTEEL,COTTON ARE THE MAIN STAY OF THE ECONOMY
NCAER 2002NCAER 2002
NCAER 2002NCAER 2002
Distribution population
RuralRural 72.22 %72.22 %
urbanurban 27.78%27.78%
companycompany house hold penetrationhouse hold penetrationHUL 88%HUL 88%
NIRMANIRMA 56%56%
COLGATE 33%COLGATE 33%
PARLE FOODS 31%PARLE FOODS 31%
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servicesservices Almost 60 % of the contribution to India's GDP
from service sector.
PATA(pacific Asia travels association)reported
5.5 million foreign tourists arrived India in 2009. This would increase to 5.9 million in 2010.
jet airways-air Sahara- 46% mkt share
Indian airlines 25%,air deccan-13% spice jet6% kingfisher 8 %
AIRLINES ,HOTELS,ENTERTAINMENT
EDUCATION,FINANCIAL,CONSULTING,TOURISM
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ExperiencesExperiences
There is market for different experiences .
Like spending a week at Jammu and
Kashmir and experiencing the skiing or
climbing mount Everest.
A jungle safari, water sports, a roller
coaster ride.
WALT DISNEY,ESSEL WORLD
RAMOJI FILM CITY,
PLANET HOLLLYWOOD
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EVENTSEVENTS
MARKETERS PROMOTE TIME BASED EVENTS
There are professionals who plan ,work out details
of an event and make it perfectly.Event management companies.
OLYMPICS,twenty-20,AUTO-EXPO , I T EXHIBITIONMajor trade shows, sports events,
artistic performances.
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PERSONSPERSONS
Celebrity branding has become a major businessTom peters marketing guru has advised every person can
brand himself.Celebrity Brands
Sachin TendulkarPEPSI,BOOST,TVS
AIRTEL,ADIDAS,MRF,BRITANNIA
Shah Rukh khan PEPSI, TAG HEUR,HYNDAI,CLINIC ALL
CLEAR
Amitabh
Bacchancharges 3-7
crores
AMIRKHAN
TOYOTA
INNOVA,
TITAN ,
TATA SKY
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PlacesPlacesCities,states,regions,and whole nations , competeactively to attract tourists,industries,company
headquarters, residents.
Place marketers include : economic dev. Planners,
Real estate agents, banks and PR agencies
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propertiesproperties
Properties are intangible rights of ownership
of either real property(real estate) or
financial property (stocks and bonds).these
are bought and sold and thus can be
marketed.
Investment companies and banks ,and
insurance firms are involved in its marketing
to both individual as well as institutions.
Hiranandani,dsk,soft corner marketing,
lIC housing,icici,Hdfc home loans
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PROPERTIES
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organizationsorganizations
Organizations actively work to build a strongand favorable brand image In the mind of their
publics .we call it as corporate branding
HeritageAssets and capabilities
People
Values and cultureCorporate performance
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ORGANIZATIONSORGANIZATIONS
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InformationInformationInformation can be produced andmarketed by as a product.
Schools, colleges ,universities.
Encyclopedias,
C.Ds, internet, books
The production ,packaging, anddistribution is one of the society's
major industries.
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IDEASIDEASProducts and services are
platforms for delivering some idea
or benefit.Marketers try hard to search for
core need they try to satisfy.
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I am Happy to answer your questions
Thank youThank younitin.mali.dkte@gmail.comnitin.mali.dkte@gmail.com
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