PowerPoint Presentat by Sixit Bha Introduction to Marketing Session-1
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PowerPoint Presentation by Sixit Bhatta
PowerPoint Presentation by Sixit Bhatta
Introduction to MarketingIntroduction to Marketing
Session-1
ConceptsConcepts
What is Marketing?What is Marketing?
Is it same as selling, Advertising?
Marketing, Kotler(1980): Activity directed
towards satisfying human needs through
exchange process.
Marketing: Meeting needs profitably.
Marketing: Process of creating,
communicating and delivering the value
Marketing as a value delivery processMarketing as a value delivery process
Value CreationValue
Communication
Value Delivery
What is Value?What is Value?
Marketing Vs. SellingMarketing Vs. Selling
Marketing is NOT the same as selling.
Selling is just the tip of the marketing
iceberg.
Aim of marketing:
– Know your customers well.
– Design the products to meet customers needs.
– Product should sell itself.
What is a market?What is a market?
Is it a place where goods and services are exchanged?
What is MarketedWhat is Marketed
• Anything– Goods– Services– Events– Experiences– Persons– Places– Properties.– Organization– Information.– Ideas
Customer MarketsCustomer Markets
Consumer Markets:
– Products and Services sold for the mass customers.
– Brand Strength.
Business Markets:
– Well trained and informed buyers.
– Products or services should demonstrate higher
value for the customer and profit making ability.
Global Market:– Cultural diversity.– Where to enter, how to enter markets?– Economic variables and pricing.
Non profit and Government Markets– Careful Pricing.– Bidding.
Marketing PhilosophiesMarketing Philosophies
Holistic MarketingHolistic Marketing
Relationship MarketingRelationship Marketing
• Maintain strong relationship with stakeholders that affect the success of the firm.– Customers (Offer better value, and retain)– Channels (Increase the earnings)– Partners (Better ROI, Brand building)
• Increase the return to the stakeholders.• Build up a marketing network.• Emphasize on Customer Retention.• Treat everyone as partners, create a win-
win situation.
Integrated MarketingIntegrated Marketing
Integrated Marketing
programs to deliver value.
Different activities to
provide synergy.
Vary the Marketing Mix as
per the need.
How would you sell
Mercedes Benz Against a
Maruti in Nepal
Integrated Marketing
programs to deliver value.
Different activities to
provide synergy.
Vary the Marketing Mix as
per the need.
How would you sell
Mercedes Benz Against a
Maruti in Nepal
Internal MarketingInternal Marketing
Imbibe the sense of marketing into all the organizational functions.
Marketing is not only the job of marketing department.
Performance MarketingPerformance Marketing
Measuring ROI on marketing activities.
Social Aspect.Scorecard is beyond the sales
revenue.– Market Share.– Customer Satisfaction. – Product Quality
What is Marketing ManagementWhat is Marketing Management
It is the analysis of planning, organizing, leading and control of programs to
create, build and maintain beneficial exchange with
target buyers for the purpose of achieving Organizational Goals.
Steps in Marketing ManagementSteps in Marketing Management
1.Analyzing Marketing Opportunity.2.Selecting Target Markets.3.Developing Marketing Mix (4Ps)4.Managing the Marketing Effort
Marketing Myopia?
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