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MarketingManagement
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Why do we need to learn marketing management?
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Can you marketthese products easily ?
http://images.google.co.in/imgres?imgurl=http://www.tractorsonline.net/clients/tractor/images/tractor-side.jpg&imgrefurl=http://www.tractorsonline.net/&usg=__drylEZIyPJnCkityTUrj965JDRY=&h=306&w=400&sz=33&hl=en&start=8&tbnid=z2BjS6uHWQxfoM:&tbnh=95&tbnw=124&prev=/images%3Fq%3Dtractor%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.imaging-resource.com/NPICS1/E10_1_L.JPG&imgrefurl=http://www.imaging-resource.com/NEWSARCH/arc7-2000.html&h=466&w=594&sz=51&tbnid=5LWj7U0PmX8J:&tbnh=104&tbnw=133&hl=en&start=2&prev=/images%3Fq%3Dcameras%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.storacar.co.uk/images/index-car.jpg&imgrefurl=http://www.storacar.co.uk/&h=513&w=800&sz=71&tbnid=NPBjyae2dJIJ:&tbnh=91&tbnw=142&hl=en&start=2&prev=/images%3Fq%3Dcar%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.abtelectronics.com/images/products/l_klv21sg2.jpg&imgrefurl=http://www.culturevulture.net/Television/TelevisionIndex.htm&h=190&w=249&sz=11&tbnid=xbEk-mtDeW4J:&tbnh=80&tbnw=106&hl=en&start=1&prev=/images%3Fq%3Dtelevision%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://matrix-cis.ru/uploads/images/1201618302.jpg&imgrefurl=http://matrix-cis.ru/en/news/%26all%3D1&usg=__HjcEedDTmdFibjnVwFMnsgboBbs=&h=974&w=1299&sz=172&hl=en&start=3&tbnid=UIF11vR4fxevOM:&tbnh=112&tbnw=150&prev=/images%3Fq%3Dharvesting%2Bcombine%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.tractorsonline.net/clients/tractor/images/tractor-side.jpg&imgrefurl=http://www.tractorsonline.net/&usg=__drylEZIyPJnCkityTUrj965JDRY=&h=306&w=400&sz=33&hl=en&start=8&tbnid=z2BjS6uHWQxfoM:&tbnh=95&tbnw=124&prev=/images%3Fq%3Dtractor%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.mansfield.ox.ac.uk/images/FunctionAreas/GardenBuilding.jpg&imgrefurl=http://www.mansfield.ox.ac.uk/conferences/facilities.aspx&h=1536&w=2048&sz=1407&hl=en&start=17&tbnid=ER0pr5mtd7fVqM:&tbnh=113&tbnw=150&prev=/images%3Fq%3DBuilding%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.imaging-resource.com/NPICS1/E10_1_L.JPG&imgrefurl=http://www.imaging-resource.com/NEWSARCH/arc7-2000.html&h=466&w=594&sz=51&tbnid=5LWj7U0PmX8J:&tbnh=104&tbnw=133&hl=en&start=2&prev=/images%3Fq%3Dcameras%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.storacar.co.uk/images/index-car.jpg&imgrefurl=http://www.storacar.co.uk/&h=513&w=800&sz=71&tbnid=NPBjyae2dJIJ:&tbnh=91&tbnw=142&hl=en&start=2&prev=/images%3Fq%3Dcar%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.abtelectronics.com/images/products/l_klv21sg2.jpg&imgrefurl=http://www.culturevulture.net/Television/TelevisionIndex.htm&h=190&w=249&sz=11&tbnid=xbEk-mtDeW4J:&tbnh=80&tbnw=106&hl=en&start=1&prev=/images%3Fq%3Dtelevision%26svnum%3D10%26hl%3Den%26lr%3D7/27/2019 Module i Mba
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How about these products?
http://images.google.co.in/imgres?imgurl=http://www.indiamart.com/rishabfarms/pcat-gifs/products-small/pp-hdpe-cement-bag-fertilizer-bag_10735913.jpg&imgrefurl=http://www.indiamart.com/rishabfarms/pp-hdpe-bags.html&usg=__e1HVyEhygoPQMUdazpqa-kTQlB4=&h=250&w=250&sz=12&hl=en&start=5&tbnid=qQx4mT-WTqKhoM:&tbnh=111&tbnw=111&prev=/images%3Fq%3Dbag%2Bof%2B%2Bfertilizers%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.solarnavigator.net/solar_cola/cola_images/pepsi_cola_can.JPG&imgrefurl=http://www.solarnavigator.net/solar_cola/pepsi_cola.htm&h=320&w=240&sz=13&hl=en&start=1&tbnid=YHs2X9UrzOpM5M:&tbnh=118&tbnw=89&prev=/images%3Fq%3Dpepsi%2Bcola%2Bcan%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.chocolatetradingco.com/images/headings/cadbury_chocolate.large.jpg&imgrefurl=http://www.chocolatetradingco.com/magazine.asp%3Fsection%3D3%26id%3D48&h=292&w=197&sz=12&hl=en&start=5&tbnid=jFpBfK_3aWYItM:&tbnh=115&tbnw=78&prev=/images%3Fq%3Dcadbury%2Bchocolate%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.abinternational.co.nz/site/subPages/parle/monaco.jpg&imgrefurl=http://www.abinternational.co.nz/site/subPages/parle.htm&h=140&w=115&sz=10&hl=en&start=3&tbnid=4ola5MvaRPA0RM:&tbnh=93&tbnw=76&prev=/images%3Fq%3D%2BMonaco%2Bbiscuits%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.britsuperstore.com/acatalog/Colgate_Whitening_Toothpaste_100ml.jpg&imgrefurl=http://www.britsuperstore.com/acatalog/Colgate_Toothpaste.html&h=200&w=200&sz=9&tbnid=z4Vb8W-eWRIJ:&tbnh=99&tbnw=99&hl=en&start=2&prev=/images%3Fq%3Dcolgate%2Btoothpaste%26svnum%3D10%26hl%3Den%26lr%3D7/27/2019 Module i Mba
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Is there any differencein types of these products?
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How about Marketingthem?
http://images.google.co.in/imgres?imgurl=http://www.mbhs.edu/~jkaluta/shah%2520rukh%2520khan.jpg&imgrefurl=http://www.mbhs.edu/~jkaluta/&h=366&w=221&sz=22&tbnid=R6KYcvMI5yUJ:&tbnh=118&tbnw=71&hl=en&start=1&prev=/images%3Fq%3DShah%2BRukh%2BKhan%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/amitab17.jpg&imgrefurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/wallpapers-bollywood-actors-amitabh-bachchan.htm&h=768&w=1024&sz=144&tbnid=ADtlYAN9I0AJ:&tbnh=112&tbnw=150&hl=en&start=9&prev=/images%3Fq%3DAmitabh%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.gg2.net/upload/0112%2520Aishwarya%2520Rai.jpg&imgrefurl=http://www.gg2.net/viewnews.asp%3Fnid%3D91%26tid%3Dtravel%26catid%3DTravel%2520News&h=384&w=247&sz=22&tbnid=ywzQ2kbro-kJ:&tbnh=119&tbnw=76&hl=en&start=1&prev=/images%3Fq%3DAishwarya%26svnum%3D10%26hl%3Den%26lr%3D7/27/2019 Module i Mba
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How about theirfilms ?
http://images.google.co.in/imgres?imgurl=http://www.mbhs.edu/~jkaluta/shah%2520rukh%2520khan.jpg&imgrefurl=http://www.mbhs.edu/~jkaluta/&h=366&w=221&sz=22&tbnid=R6KYcvMI5yUJ:&tbnh=118&tbnw=71&hl=en&start=1&prev=/images%3Fq%3DShah%2BRukh%2BKhan%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/amitab17.jpg&imgrefurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/wallpapers-bollywood-actors-amitabh-bachchan.htm&h=768&w=1024&sz=144&tbnid=ADtlYAN9I0AJ:&tbnh=112&tbnw=150&hl=en&start=9&prev=/images%3Fq%3DAmitabh%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.gg2.net/upload/0112%2520Aishwarya%2520Rai.jpg&imgrefurl=http://www.gg2.net/viewnews.asp%3Fnid%3D91%26tid%3Dtravel%26catid%3DTravel%2520News&h=384&w=247&sz=22&tbnid=ywzQ2kbro-kJ:&tbnh=119&tbnw=76&hl=en&start=1&prev=/images%3Fq%3DAishwarya%26svnum%3D10%26hl%3Den%26lr%3D7/27/2019 Module i Mba
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How about the productsthey endorse ?
http://images.google.co.in/imgres?imgurl=http://www.mbhs.edu/~jkaluta/shah%2520rukh%2520khan.jpg&imgrefurl=http://www.mbhs.edu/~jkaluta/&h=366&w=221&sz=22&tbnid=R6KYcvMI5yUJ:&tbnh=118&tbnw=71&hl=en&start=1&prev=/images%3Fq%3DShah%2BRukh%2BKhan%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/amitab17.jpg&imgrefurl=http://www.wallpaperspecial.com/wallpapers/bollywood/Actors/Amitabh/wallpapers-bollywood-actors-amitabh-bachchan.htm&h=768&w=1024&sz=144&tbnid=ADtlYAN9I0AJ:&tbnh=112&tbnw=150&hl=en&start=9&prev=/images%3Fq%3DAmitabh%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.gg2.net/upload/0112%2520Aishwarya%2520Rai.jpg&imgrefurl=http://www.gg2.net/viewnews.asp%3Fnid%3D91%26tid%3Dtravel%26catid%3DTravel%2520News&h=384&w=247&sz=22&tbnid=ywzQ2kbro-kJ:&tbnh=119&tbnw=76&hl=en&start=1&prev=/images%3Fq%3DAishwarya%26svnum%3D10%26hl%3Den%26lr%3D7/27/2019 Module i Mba
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Why do we need to market..?
Singapore Malaysia Sydney
ParisBeijingMumbai
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How about these?
http://images.google.co.in/imgres?imgurl=http://sushantkumar.files.wordpress.com/2009/01/airtel.jpg&imgrefurl=http://sushantkumar.wordpress.com/2009/01/16/physics-of-brand-google/&usg=__kX8uVIaWXqMYg61nSBkhTdlENJo=&h=337&w=450&sz=24&hl=en&start=2&tbnid=1me3vLISUy2B5M:&tbnh=95&tbnw=127&prev=/images%3Fq%3DAirtel%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/VodafoneLogo_REV.jpg&imgrefurl=http://www.topnews.in/vodafone-unit-pay-2-1-bln-second-mobile-licence-qatar-244375&usg=__m20EB-vuC1vmBCjl5fb2PUXTMX8=&h=800&w=1280&sz=109&hl=en&start=2&tbnid=JNvptlDBp8g7ZM:&tbnh=94&tbnw=150&prev=/images%3Fq%3Dvodafone%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://i143.photobucket.com/albums/r147/Nitajk/Indianrailways_1_1.jpg&imgrefurl=http://nitawriter.wordpress.com/2007/02/21/booking-online-railway/&usg=__SRcB0dkUnovbCLz9s5te7rNnHx8=&h=600&w=823&sz=86&hl=en&start=4&tbnid=MbqoCM9jQQ4W3M:&tbnh=105&tbnw=144&prev=/images%3Fq%3Dindian%2Brailways%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.inboundlogistics.com/cgi-script/csPublisher/library/FedEx%2520Branded%2520Fleet.jpg&imgrefurl=http://gloryn.wordpress.com/2008/06/26/ways-to-deliver-a-package/&usg=__ZQ6uVk9uKoAOtO6j4i0seiaMPrY=&h=780&w=520&sz=40&hl=en&start=3&tbnid=ac9JR9h8SVSwoM:&tbnh=142&tbnw=95&prev=/images%3Fq%3Dfedex%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.dancewithshadows.com/business/images/kingfisher2.jpg&imgrefurl=http://www.dancewithshadows.com/business/kingfisher-air-first-flight.asp&usg=__o9lX5FfJ0roODlTAbjU7JjzSg5k=&h=352&w=500&sz=46&hl=en&start=1&tbnid=bPNXj4hKvW4PWM:&tbnh=92&tbnw=130&prev=/images%3Fq%3DKing%2Bfisher%2Bairlines%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://sushantkumar.files.wordpress.com/2009/01/airtel.jpg&imgrefurl=http://sushantkumar.wordpress.com/2009/01/16/physics-of-brand-google/&usg=__kX8uVIaWXqMYg61nSBkhTdlENJo=&h=337&w=450&sz=24&hl=en&start=2&tbnid=1me3vLISUy2B5M:&tbnh=95&tbnw=127&prev=/images%3Fq%3DAirtel%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/VodafoneLogo_REV.jpg&imgrefurl=http://www.topnews.in/vodafone-unit-pay-2-1-bln-second-mobile-licence-qatar-244375&usg=__m20EB-vuC1vmBCjl5fb2PUXTMX8=&h=800&w=1280&sz=109&hl=en&start=2&tbnid=JNvptlDBp8g7ZM:&tbnh=94&tbnw=150&prev=/images%3Fq%3Dvodafone%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://i143.photobucket.com/albums/r147/Nitajk/Indianrailways_1_1.jpg&imgrefurl=http://nitawriter.wordpress.com/2007/02/21/booking-online-railway/&usg=__SRcB0dkUnovbCLz9s5te7rNnHx8=&h=600&w=823&sz=86&hl=en&start=4&tbnid=MbqoCM9jQQ4W3M:&tbnh=105&tbnw=144&prev=/images%3Fq%3Dindian%2Brailways%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.inboundlogistics.com/cgi-script/csPublisher/library/FedEx%2520Branded%2520Fleet.jpg&imgrefurl=http://gloryn.wordpress.com/2008/06/26/ways-to-deliver-a-package/&usg=__ZQ6uVk9uKoAOtO6j4i0seiaMPrY=&h=780&w=520&sz=40&hl=en&start=3&tbnid=ac9JR9h8SVSwoM:&tbnh=142&tbnw=95&prev=/images%3Fq%3Dfedex%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.dancewithshadows.com/business/images/kingfisher2.jpg&imgrefurl=http://www.dancewithshadows.com/business/kingfisher-air-first-flight.asp&usg=__o9lX5FfJ0roODlTAbjU7JjzSg5k=&h=352&w=500&sz=46&hl=en&start=1&tbnid=bPNXj4hKvW4PWM:&tbnh=92&tbnw=130&prev=/images%3Fq%3DKing%2Bfisher%2Bairlines%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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Learning Process of Marketing Facilitate Marketing of
ProductsPersons
Services
Places..
..
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Let us know more about marketing Process
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There are10offerings which can be marketed
Can you name them?
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Goods or
Products
http://images.google.co.in/imgres?imgurl=http://www.solarnavigator.net/solar_cola/cola_images/pepsi_cola_can.JPG&imgrefurl=http://www.solarnavigator.net/solar_cola/pepsi_cola.htm&h=320&w=240&sz=13&hl=en&start=1&tbnid=YHs2X9UrzOpM5M:&tbnh=118&tbnw=89&prev=/images%3Fq%3Dpepsi%2Bcola%2Bcan%26gbv%3D2%26svnum%3D10%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.britsuperstore.com/acatalog/Colgate_Whitening_Toothpaste_100ml.jpg&imgrefurl=http://www.britsuperstore.com/acatalog/Colgate_Toothpaste.html&h=200&w=200&sz=9&tbnid=z4Vb8W-eWRIJ:&tbnh=99&tbnw=99&hl=en&start=2&prev=/images%3Fq%3Dcolgate%2Btoothpaste%26svnum%3D10%26hl%3Den%26lr%3Dhttp://images.google.co.in/imgres?imgurl=http://www.abtelectronics.com/images/products/l_klv21sg2.jpg&imgrefurl=http://www.culturevulture.net/Television/TelevisionIndex.htm&h=190&w=249&sz=11&tbnid=xbEk-mtDeW4J:&tbnh=80&tbnw=106&hl=en&start=1&prev=/images%3Fq%3Dtelevision%26svnum%3D10%26hl%3Den%26lr%3D7/27/2019 Module i Mba
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Services
http://images.google.co.in/imgres?imgurl=http://www.topnews.in/files/VodafoneLogo_REV.jpg&imgrefurl=http://www.topnews.in/vodafone-unit-pay-2-1-bln-second-mobile-licence-qatar-244375&usg=__m20EB-vuC1vmBCjl5fb2PUXTMX8=&h=800&w=1280&sz=109&hl=en&start=2&tbnid=JNvptlDBp8g7ZM:&tbnh=94&tbnw=150&prev=/images%3Fq%3Dvodafone%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.inboundlogistics.com/cgi-script/csPublisher/library/FedEx%2520Branded%2520Fleet.jpg&imgrefurl=http://gloryn.wordpress.com/2008/06/26/ways-to-deliver-a-package/&usg=__ZQ6uVk9uKoAOtO6j4i0seiaMPrY=&h=780&w=520&sz=40&hl=en&start=3&tbnid=ac9JR9h8SVSwoM:&tbnh=142&tbnw=95&prev=/images%3Fq%3Dfedex%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://i143.photobucket.com/albums/r147/Nitajk/Indianrailways_1_1.jpg&imgrefurl=http://nitawriter.wordpress.com/2007/02/21/booking-online-railway/&usg=__SRcB0dkUnovbCLz9s5te7rNnHx8=&h=600&w=823&sz=86&hl=en&start=4&tbnid=MbqoCM9jQQ4W3M:&tbnh=105&tbnw=144&prev=/images%3Fq%3Dindian%2Brailways%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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Experiences
http://www.google.co.in/imgres?imgurl=http://www.visitingdc.com/images/disneyland-address.jpg&imgrefurl=http://www.visitingdc.com/city/disneyland-address.asp&h=495&w=645&sz=88&tbnid=4AMc5aDHq-L2wM:&tbnh=105&tbnw=137&prev=/images%3Fq%3Ddisneyland&hl=en&usg=__fiVjhi4Fi6uaDKp-I7cu6jV03po=&ei=r7pUSqK9HaXo6gPC3sXZBw&sa=X&oi=image_result&resnum=1&ct=imagehttp://images.google.co.in/imgres?imgurl=http://www.religiousindia.info/wp-content/uploads/2007/06/177773356_c0f1f2bf18.jpg&imgrefurl=http://www.religiousindia.info/&usg=__lF_1u6Xr-tfoMz4c03UUQfurAKg=&h=333&w=500&sz=146&hl=en&start=5&tbnid=qraO6u8qdyy9WM:&tbnh=87&tbnw=130&prev=/images%3Fq%3Damarnath%2Byatra%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://kashmirblogs.files.wordpress.com/2008/06/pahalgam_amarnath1_1.jpg&imgrefurl=http://kashmirblogs.wordpress.com/2008/06/23/amarnath-yatrakashmir/&usg=__9xGjJbVYE_uRJvX749d6hPZZvxk=&h=686&w=467&sz=86&hl=en&start=3&tbnid=35EfmE-FlE4awM:&tbnh=139&tbnw=95&prev=/images%3Fq%3Damarnath%2Byatra%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.theage.com.au/ffximage/2006/06/02/0306W_EVEREST_wideweb__470x274,0.jpg&imgrefurl=http://www.theage.com.au/news/world/the-deadly-business-of-climbing-everest/2006/06/02/1148956544080.html&usg=__eNHZY-9sb5Pm-DiKdTptJSK0M-A=&h=274&w=470&sz=33&hl=en&start=2&tbnid=HJt_gK2ky_METM:&tbnh=75&tbnw=129&prev=/images%3Fq%3Dclimbing%2Beverest%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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Events
http://images.google.co.in/imgres?imgurl=http://blog.gallantgifts.com/wp-content/uploads/2009/03/convention.jpg&imgrefurl=http://blog.gallantgifts.com/business-tips/top-five-trade-shows-for-2009/&usg=__NAxm9Fq0X7Vy6JG2m3qs4y3Ok0k=&h=417&w=453&sz=76&hl=en&start=3&um=1&tbnid=gllIljnjAS7zAM:&tbnh=117&tbnw=127&prev=/images%3Fq%3Dtrade%2Bshows%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://faq4desi.com/india/wp-content/uploads/2009/02/filmfareawards2009.jpg&imgrefurl=http://faq4desi.com/india/getting-ready-for-54th-filmfare-awards-2009/&usg=___d1rKg7OgxFJkbn7rbEXznBrWiY=&h=284&w=305&sz=24&hl=en&start=1&tbnid=YuNx5aqDvwYHgM:&tbnh=108&tbnw=116&prev=/images%3Fq%3DFILMFARE%2Bawards%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://famespy.files.wordpress.com/2009/06/mj-concert.jpg&imgrefurl=http://famespy.com/2009/06/26/michael-jackson-autopsy-results-cause-of-death-deferred/mj-concert/&usg=__Rk9tYd16B41O53v7WsCLMipbZoM=&h=365&w=306&sz=43&hl=en&start=3&tbnid=MVtFlJcyQGWimM:&tbnh=121&tbnw=101&prev=/images%3Fq%3DMJ%2BConcert%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.homepagedaily.com/uploads/20080417/b4e9ddf8-a203-4296-9050-3fd4fb974693/Beijing_2008%2520edit.jpg&imgrefurl=http://www.homepagedaily.com/Pages/article4684-beijing-olympics-logo-design-explained.aspx&usg=__7SF4iovKqH2HuNTHG6Oq4KVytjQ=&h=471&w=400&sz=27&hl=en&start=2&tbnid=QDh7xgpa6ZPZNM:&tbnh=129&tbnw=110&prev=/images%3Fq%3Dbeijing%2Bolampics%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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Properties
http://images.google.co.in/imgres?imgurl=http://wadias.in/site/arzan/blog/wp-content/images/451px-Bombay-Stock-Exchange.jpg&imgrefurl=http://wadias.in/site/arzan/blog/bombay-stock-exchange-mumbais-gift-6/&usg=__ri27kOMF_Xkdg2iwjZ9El_szcxQ=&h=599&w=451&sz=105&hl=en&start=1&um=1&tbnid=5jKOPpuD_NAOXM:&tbnh=135&tbnw=102&prev=/images%3Fq%3Dstock%2Bexchange%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.etftrends.com/wp-content/uploads/2009/01/office_building.jpg&imgrefurl=http://www.etftrends.com/2009/01/could-rising-office-vacancies-be-etf-opportunity.html&usg=__loBRuI4t-AZanTVkxg6_ywKwNlk=&h=317&w=478&sz=32&hl=en&start=18&tbnid=FMqW2v-fGXZl-M:&tbnh=86&tbnw=129&prev=/images%3Fq%3Dcoomercial%2Bbuilding%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.jairajgrouppune.com/images/amanora.jpg&imgrefurl=http://www.jairajgrouppune.com/townshipinhadapsar.htm&usg=__XbL8tPSXxca6i7go1BoDlVMTfb0=&h=278&w=400&sz=197&hl=en&start=10&tbnid=OP2dtvXibAw9pM:&tbnh=86&tbnw=124&prev=/images%3Fq%3Damanora%2Btown%2Bship%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.indiaprwire.com/downloads/200705112863-1.jpg&imgrefurl=http://www.indiaprwire.com/pressrelease/real-estate/200705112863.htm&usg=__gPfC88v0wz05AFx1DG9CK-DQBHM=&h=1153&w=800&sz=277&hl=en&start=2&tbnid=NvzowCkELFjaYM:&tbnh=150&tbnw=104&prev=/images%3Fq%3Damanora%2Btown%2Bship%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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Organizations
http://images.google.co.in/imgres?imgurl=http://www.mediabistro.com/agencyspy/original/Nike-800.jpg&imgrefurl=http://www.mediabistro.com/agencyspy/we_hear/&usg=__AcuOQ1eTB14eH9otoGjxr7kSQBs=&h=600&w=800&sz=13&hl=en&start=1&um=1&tbnid=w8YzHR3ieGiUUM:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dnike%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://cwanderer.files.wordpress.com/2006/04/sbi_new01.jpg&imgrefurl=http://cwanderer.wordpress.com/2006/04/09/not-surprisingly-state-bank-of-india/&usg=__uFkWp3UFQeKHuMc9DkpiLN2fbJs=&h=356&w=496&sz=38&hl=en&start=2&tbnid=h_lIw3qRQ2D3yM:&tbnh=93&tbnw=130&prev=/images%3Fq%3Dsbi%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://csca.in/logo/wipro-logo.png&imgrefurl=http://csca.in/gallery1.html&usg=__kQnIc07qGXgOJLaXOTrIyUpNGe0=&h=480&w=500&sz=231&hl=en&start=8&tbnid=OcApwN4EEQreDM:&tbnh=125&tbnw=130&prev=/images%3Fq%3Dwipro%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://punekar.in/site/wp-content/uploads/2007/11/13_bz_icici_bank_4.jpg&imgrefurl=http://punekar.in/site/2007/11/21/icici-bank-told-to-pay-rs-1-lakh/&usg=__IOp-aAjGdtaCNYfYyuPt5Dw5GnM=&h=214&w=280&sz=16&hl=en&start=3&tbnid=cEatPVjvT9jLTM:&tbnh=87&tbnw=114&prev=/images%3Fq%3Dicici%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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information
http://images.google.co.in/imgres?imgurl=http://bankpo.files.wordpress.com/2009/01/you-can-win.jpg&imgrefurl=http://bankpo.wordpress.com/2009/01/30/you-can-win-for-voracious-readers/&usg=__ql5Bv8FxUlmud8uCk2YRrzLtPdQ=&h=450&w=300&sz=40&hl=en&start=1&um=1&tbnid=f4l22BsQorex9M:&tbnh=127&tbnw=85&prev=/images%3Fq%3Dyou%2Bcan%2Bwin%2Bby%2Bshiv%2Bkhera%26hl%3Den%26um%3D1http://images.google.co.in/imgres?imgurl=http://earth911.com/wp-content/uploads/2008/10/cds-and-dvds-300x300.jpg&imgrefurl=http://earth911.com/electronics/cds-and-dvds/&usg=__-529Y9bZaHYCMPBtuRwEwk49zgk=&h=300&w=300&sz=17&hl=en&start=10&um=1&tbnid=4CEWTBMaLbLJxM:&tbnh=116&tbnw=116&prev=/images%3Fq%3Dcd%2527s%26hl%3Den%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.umt.edu/curry/GIFS/internet_explorer.png&imgrefurl=http://www.umt.edu/curry/&usg=__JS6YAokICXyLWfy_qXsQ8mnN8Bs=&h=341&w=323&sz=67&hl=en&start=2&tbnid=6gwpc5H1K9F4WM:&tbnh=120&tbnw=114&prev=/images%3Fq%3Dinternet%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://blog.releasemyad.com/wp-content/uploads/2009/03/times-of-india-2.jpg&imgrefurl=http://blog.releasemyad.com/2009/03/special-property-offers-for-times-of-india-delhi-go-online/&usg=__ZdyY1FrQd7uA74Py4HFFPQWmaTs=&h=621&w=784&sz=261&hl=en&start=1&tbnid=9yUV91ZwchLHsM:&tbnh=113&tbnw=143&prev=/images%3Fq%3Dtimes%2Bof%2Bindia%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://talkingtails.files.wordpress.com/2008/01/logo-ndtv-southasian.jpg&imgrefurl=http://talkingtails.wordpress.com/2008/01/25/desi-news-channels/&usg=__ZpbVeH2Evn1goddLmfEc5MSaSKY=&h=480&w=603&sz=25&hl=en&start=9&tbnid=dK3wUbWt4N_QjM:&tbnh=107&tbnw=135&prev=/images%3Fq%3Dndtv%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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ideas
http://images.google.co.in/imgres?imgurl=http://www.healthspablog.org/wp-content/uploads/2008/05/yoga_2.jpg&imgrefurl=http://www.healthspablog.org/2008/05/02/yoga-good-for-health-exercise/&usg=__y3FSPxh4EAQbJ23XlU-R3m8EBxo=&h=370&w=600&sz=15&hl=en&start=10&tbnid=g6VGJ2nhRxrqeM:&tbnh=83&tbnw=135&prev=/images%3Fq%3DYOGA%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://admin.paisawaisa.com/Forms/cars/Uploadedimage/254247673254247673254247673254247673.jpg&imgrefurl=http://www.paisawaisa.com/cars/reviews.aspx&usg=__FshK_5jkQjjoV7EeavCNo73vgGM=&h=400&w=700&sz=45&hl=en&start=14&tbnid=xdLP-Fh-flYtAM:&tbnh=80&tbnw=140&prev=/images%3Fq%3DMaruti%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://lib.store.yahoo.net/lib/pcexchange-net/Dell-Case-styles2.jpg&imgrefurl=http://pcexchange-net.stores.yahoo.net/dellpcs.html&usg=__xY2vcDnWYfLVH4S59T1YFGtLfKk=&h=480&w=525&sz=25&hl=en&start=4&tbnid=y24ah_hl8FbY2M:&tbnh=121&tbnw=132&prev=/images%3Fq%3DDell%2Bcomputers%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.punny.org/wp-content/images/200612/20061213mcdonalds.gif&imgrefurl=http://www.punny.org/2006/12/&usg=__V1wSNfd-e5IYsp4N0u6FGMp22OA=&h=352&w=460&sz=12&hl=en&start=1&tbnid=D--miOr5mUDb3M:&tbnh=98&tbnw=128&prev=/images%3Fq%3DMcdonald%26gbv%3D2%26hl%3Den%26sa%3DX7/27/2019 Module i Mba
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PERSONS
http://images.google.co.in/imgres?imgurl=http://helenafrithpowell.com/wp-content/uploads/2009/03/tiger_woods_swing.jpg&imgrefurl=http://helenafrithpowell.com/category/children/&usg=__t0kdxqneLzT34nxvCIE3pI7gag4=&h=301&w=299&sz=24&hl=en&start=2&tbnid=Q_FC5DuANQwOmM:&tbnh=116&tbnw=115&prev=/images%3Fq%3Dtiger%2Bwoods%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/light/files/Shah-Rukh-Khan.jpg&imgrefurl=http://www.topnews.in/light/people/shah-rukh-khan&usg=__FsrlQq4CIgvPc8vIupNp2icQibc=&h=500&w=499&sz=37&hl=en&start=3&tbnid=E6zxnuBhn4uc2M:&tbnh=130&tbnw=130&prev=/images%3Fq%3DShah%2Brukh%2Bkhan%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.topnews.in/sports/files/Sachin-Tendulkar1.jpg&imgrefurl=http://www.topnews.in/sports/sachin-tendulkar%25E2%2580%2599s-38th-test-century-takes-india-past-400-2135&usg=__pJC-ebEqZr0ydiRgzR8Gn36UjK0=&h=432&w=401&sz=21&hl=en&start=3&tbnid=5XmWXPptcVz5FM:&tbnh=126&tbnw=117&prev=/images%3Fq%3DSachin%2BTendulkar%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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PLACES
http://images.google.co.in/imgres?imgurl=http://www.euttaranchal.com/photogallery/d/409-2/haridwar-2.jpg&imgrefurl=http://onepercent.sulekha.com/blog/post/2008/09/notes-from-my-journal-chardham-tour-day-one/comments.htm&usg=__zq5Mq-8UJi2i9QsB8_Vt5YG13SQ=&h=375&w=520&sz=55&hl=en&start=4&um=1&tbnid=3xFeRV8zotN9tM:&tbnh=94&tbnw=131&prev=/images%3Fq%3Dharidwar%26hl%3Den%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/thumb/d/d6/St_Peter%27s_Square,_Vatican_City_-_April_2007.jpg/800px-St_Peter%27s_Square,_Vatican_City_-_April_2007.jpg&imgrefurl=http://en.wikipedia.org/wiki/Saint_Peter%27s_Square&usg=__LZ9DtPa83Zjzw82Dqsr8jHOjz6I=&h=449&w=800&sz=163&hl=en&start=3&tbnid=_4Ys_7-gBaZofM:&tbnh=80&tbnw=143&prev=/images%3Fq%3Dst%2Bpeters%2Bsquare%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.lindsayfincher.com/albums/vatican_city_june_2005/vatican_st_peters_square.sized.jpg&imgrefurl=http://www.lindsayfincher.com/travel_international/&usg=__ub_fA1k9yQGQRHRR8tyAnY96mx0=&h=480&w=640&sz=45&hl=en&start=2&tbnid=7Jr8wFfBKIluEM:&tbnh=103&tbnw=137&prev=/images%3Fq%3Dst%2Bpeters%2Bsquare%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://cache.virtualtourist.com/1662850-Effiel_Tower-Paris.jpg&imgrefurl=http://members.virtualtourist.com/m/3bfc5/18308/&usg=__e7wt0kPgcW5f14XOHwQxsYs_-ao=&h=500&w=375&sz=36&hl=en&start=1&tbnid=qUSoSG_SQZYuSM:&tbnh=130&tbnw=98&prev=/images%3Fq%3Deffiel%2Btower%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://migranthelp.net/gallery/d/81-2/Sydney_20Opera_20House_20Sails.jpg&imgrefurl=http://migranthelp.net/gallery/main.php%3Fg2_view%3Dslideshow.Slideshow%26g2_itemId%3D75&usg=__v0x4fqR2Fk02lQkrtaCe7oyt73E=&h=846&w=1280&sz=249&hl=en&start=2&tbnid=bTi-VOqzRhR-yM:&tbnh=99&tbnw=150&prev=/images%3Fq%3Dsydney%2Bopera%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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MARKETING
PLACES
PERSONS
GOODS
SERVICES
EXPERIENCES
EVENTS
PROPERTIES
ORGANISATIONS
INFORMATION
IDEAS
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In group of 3 write
5examples of each of these offerings
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These can be marketed if there is ademandfor them ?
What is Demand?
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DEM NDST TES
DEMANDSTATES
NEGATIVE
DEMAND
NO
DEMAND
LATENT
DEMAND
DECLINING
DEMAND
Unwholesome
demand
OVERFULL
DEMAND
FULL
DEMAND
IRREGULAR
DEMAND
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Can you name a category of products forwhich your negative feelings have
softened? What precipitated this change?
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We need some marketto create a demand
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Need, Wants,Demands
Products Value, Cost,Satisfaction
Exchange,
Transaction,
Relationship
MarketMarketing &
Marketers
Core Concept Of Marketing
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Human Needs It is a state of felt deprivation of some basic satisfaction.
Wants These are desires for specific satisfiers of these deeper needs.
Demands
These are wants for specific products that are backed by anability & willingness to buy them.
Products
These are anything that can be offered to satisfy a need or awant.
The importance of physical product lies not so much inowing them as in obtaining the services they render.
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Vehicle of services
1. Person.2. Place.3. Activity.4. Organization.5. Ideas.
Value, Cost & Satisfaction
1. Product value 1. Monitory cost
2. Service value 2. Time cost3. Personnel value 3. Energy cost4. Image value 4. Psychic cost
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Exchange, Transactions & Relationship Exchange is one of the four ways people can obtain
products.a. Self production.b. Coercion.c. Begging.d. Exchange.
Exchange is the act of obtaining a desired productfrom someone by offering something in return.
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Five conditions of exchange
1. At least two parties.
2. Each party has something that might be of value tothe other party.
3. Each party is capable of communication & delivery.
4. Each party is free to accept or reject the offer.
5. Each party believes it is appropriate or desirable todeal with the other party.
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Transactions These are basic unit of exchange.
A transaction consists of a trade of valuesbetween two parties.
Dimensions of transactions 1. At least two things of value.2. Agreed upon conditions.
3. A time of agreement.4. A place of agreement.
Transaction v/s Transfer
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Markets It consists of all potential consumers sharing a
particular need or want who might be willing & able toengage in exchange to satisfy that need or want.
Marketing
It means Working with markets to actualize potential
exchanges for the purpose of satisfying human needs& wants.
Marketer
It means someone seeking a resource from someone
else & willing to offer something of value in exchange.
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Types of
Markets Business
Consumer
Nonprofit/
Government
Global
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Can we apply the same marketing processto these markets ?
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Target Markets
and
Segmentation
Marketers &
Prospects
Products or
Offering
Competition
Marketing Concepts
http://images.google.co.in/imgres?imgurl=http://www.cutndry.com/alterna_hemp_shampoos_main_410.jpg&imgrefurl=http://www.cutndry.com/alterna_hemp_shampoos.htm&usg=__tE0zBbo82xegdLYavehuKFzC-bk=&h=268&w=410&sz=17&hl=en&start=1&um=1&tbnid=PY52a1CzwXDbJM:&tbnh=82&tbnw=125&prev=/images%3Fq%3Dshampoos%26hl%3Den%26rlz%3D1W1ADBF_en%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.corkcity.ie/media/april-08-mahon-bronze-launc.jpg&imgrefurl=http://www.corkcity.ie/news/archivednews2008/mainbody,10199,en.html&usg=__kOWs8PhAOTEYE2S5SoGO5dznMVA=&h=390&w=500&sz=46&hl=en&start=16&um=1&tbnid=bdoOqRMYK9BauM:&tbnh=101&tbnw=130&prev=/images%3Fq%3Dmen%2Bin%2Bgroup%26hl%3Den%26rlz%3D1W1ADBF_en%26sa%3DN%26um%3D1http://images.google.co.in/imgres?imgurl=http://www.b2binternational.com/Image/SEGMENTATION.gif&imgrefurl=http://www.b2binternational.com/b2b-blog/page/21/&h=200&w=175&sz=18&hl=en&start=12&tbnid=3bvdlc-Zio5EOM:&tbnh=104&tbnw=91&prev=/images%3Fq%3Dsegmentation%26gbv%3D2%26svnum%3D10%26hl%3Den%26sa%3DG7/27/2019 Module i Mba
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Needs, Wants &
Demand
Marketing
MixSupply Chain
Marketing Concepts
Marketing
Environment
http://images.google.co.in/imgres?imgurl=http://www.themarketinganalysts.com/images/marketingmix.gif&imgrefurl=http://www.themarketinganalysts.com/en/pages/marketing-mix/&usg=__GT4cnKmNgt_gEuiW4tPpJgaq628=&h=500&w=500&sz=10&hl=en&start=4&tbnid=y0ekWobBMG_YsM:&tbnh=130&tbnw=130&prev=/images%3Fq%3DMarketing%2Bmix%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.micromatter.co.uk/P-SupplyChain.jpg&imgrefurl=http://www.micromatter.co.uk/Delivery.htm&usg=__nl22yh6vfr27axYMgMrAKoaRXPk=&h=517&w=491&sz=57&hl=en&start=8&tbnid=rw7QNdJz1ll6EM:&tbnh=131&tbnw=124&prev=/images%3Fq%3Dsupply%2Bchain%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.upliftprogram.com/images/cd_needs.jpg&imgrefurl=http://www.upliftprogram.com/article_deprelate.html&usg=__kYJ9ImK4KpqZY8xPomDu_SUAKMU=&h=378&w=378&sz=32&hl=en&start=16&tbnid=m5tiT1NowwZouM:&tbnh=122&tbnw=122&prev=/images%3Fq%3Dneeds%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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Value and
Satisfaction
Relationship &
Network
Exchange &
TransactionsMarketing
Channels
Marketing Concepts
http://www.indiamart.com/autoronica/pcat-gifs/profile/smile.jpghttp://images.google.co.in/imgres?imgurl=http://www.rupp.edu.kh/center/it_center/lectures/images/network.jpg&imgrefurl=http://www.rupp.edu.kh/center/it_center/lectures/network_course_home.php&usg=__jPfGblBYGWCMTtVnyqeXVqoM-lc=&h=411&w=648&sz=63&hl=en&start=1&tbnid=ikquDovPz7FhOM:&tbnh=87&tbnw=137&prev=/images%3Fq%3DNetwork%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.linkexchangeit.com/LinkExchange.jpg&imgrefurl=http://www.linkexchangeit.com/&usg=__loLqjffaQAQFi6M2Fgl-XtXwHk4=&h=535&w=613&sz=49&hl=en&start=3&tbnid=wp3016hgfvHh2M:&tbnh=119&tbnw=136&prev=/images%3Fq%3DExchange%26gbv%3D2%26hl%3Denhttp://images.google.co.in/imgres?imgurl=http://www.i-f.com/NV/NV2diag2.gif&imgrefurl=http://www.i-f.com/NV/Nv2.htm&usg=__j8BNPpdOmhwVG4Uctzl9JCgE_Y0=&h=281&w=446&sz=8&hl=en&start=7&tbnid=dynkkietdbjArM:&tbnh=80&tbnw=127&prev=/images%3Fq%3DMarketing%2BChannels%26gbv%3D2%26hl%3Den7/27/2019 Module i Mba
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MARKETING
MIX
PRODUCT
Variety
Quality
Design
Features
Brand
Packing
Sizes
Services
Warranties
Returns
PRICE
List priceDiscounts
Allowances
P. Period
Credit terms
PROMOTION
SalesAdvertising
Sales force
P.R,S
Direct mktg
PLACE
Channels
Coverage
Locations
InventoryTransport
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Four P,s Four C,s
PRODUCT
PRICE
PLACE
PROMOTION
Customer Solutions
Customer Cost
Customer Convenience
Comm with Customer
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What should a manufacturer does to strengthen 4 Cs
for each of 4 Psin case of
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CompetingConcepts
Production
product
Selling
Marketing SocietalMarketing
P d ti C t
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Production Concept
Concentrate on achieving high productionefficiency, low cost & mass distribution
Consumers prefers inexpensive items in
Developing countries
Used also in expanding Market
Over Populated Counties-
Inexpensive Toys, electronics
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The product concept holds that consumers willfavor those products that offer the most quality,
performance or innovative features. Managers inthese product oriented organizations focus theirenergy on making superior products & improving
them over time.
P d t C t
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Product Concept
Consumers Favors quality, performance
or innovative features
Managers focus on producing superior Products
Little or No Customer Input
Rarely Examine Competitor's Product
Management commit Better-mousetrap
Leads to marketing Myopia
HMT Watches
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Marketing Myopia
a)marketing myopia means crooked perception of marketing and
short sightedness about business.
b)Excessive attention to the production or product or selling aspects at
the cost of customer and his actual needs,creates a myopia.
c)it leads to wrong or inadequate understanding of the market and
hence failure in the market place.
d)It also leads to a wrong understanding or inadequate understandingof the very nature of the business thereby affecting its future.
e)Since The business keep changing with times but the basic
fundamental characteristics related to human need which business
seek to serve amd satisfy through its products should be maintained.f)they should define their business according to their fundamentals and
not in the terms of the products and services manufactures at given
point of time.
E.g. movie makers should define their business as entertainment.
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The selling concept holds that consumers, in leftalone, will ordinarily not buy enough of the
organizations products. The organization musttherefore undertake an aggressive selling &promotion effort.
Selling Concept
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Selling Concept
Consumers & businesses if left alone,
will not buy enough
Undertake aggressive Selling &
Promotion
Consumers shows buying inertia until
coaxed
Many use it at the time of over capacity
or Competition
CONSUMER DURABLES
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The marketing concept holds that the key toachieving organizational goals consists in
determining the needs & wants of target markets &delivering the desired satisfaction more effectively& efficiently than competitors.
Marketing Concept
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Marketing Concept
More effective than competitors
in creating, Delivering, and
communicating superiorcustomer Value
Putting People First
Fulfilling Buyers Needs
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Factory ProductsSelling &
Promotion
Profitthrough
Sales
Volume
Start focus means ends
Target
marketCustomer
needs
Integrated
marketing
Profit
ThroughCustomer
satisfaction
(
Selling
Concept
Marketing Concept
Customer Concept
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Customer Concept
Starting Focus Means Ends
Point
Individual
customer
Needs
&
values
One To
One
Mktg
Integration
Growththrough
Customer
Share/
LoyaltyLifetime/
Value
Marketing Selling
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1.Marketing starts with the customer ,present and
potential and focuses constantly on the need of the
buyer.Buyer is the centre of the business
universe.activities follow the buyer and his needs.
1.Selling starts with the seller.It focuses on the need of
the need.Seller is the centre of the business
universe.activities starts with sellers existing products.
2.Emphasis on identification of a marketopportunity and fulfilling the needs of the customer. 2.Emphasis on saleable surpluses available within thecorporation.
3.Seeks to convert customer needs into products. 3.Seeks to convert productinto cash,concerns itself
with the tricks and techniques of getting the customers
to buy the product available with the salesman in
exchange of cash.
4.View business as customer satisfying process. 4.View business as a goods producing process.
5.It is concern with the value satisfaction
customer should get from the exchange.
5.Overemphasis the exchangeaspect without caring
for the value satisfaction inherent in the exchange.
6.The firm makes a total product offeringthat
would match and satisfy the identified needs of the
customers.
6.The firm makes the product first and then figure out
how to sell it and make profit.
7.Adopting more innovative technology to provide
better value to the customer.7.Emphasis on staying with the existing technology
and reducing the cost of production.
8.If the enterprise has a customer orientation-
concerned more about his needs,and make genuineefforts to satisfy those needs ,then it is practising
8.If the enterprise has internal orientation concerned
more about itself and its products and the need todispose off its products,then it is practicing Selling.
Marketing Selling
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9.Consumer determines price;pricedetermines cost.
9.Costs determine price.
10.They are seen as vital services to beprovided to the customers keeping in mindtheir convinience.
10.Transportation,storage and otherdistribution functions are merely a part ofproduction function.
11.In firms practising marketing,marketingis the central function of the business;theentire company is organised around themarketing function.
11.In firms practising selling,production isthe central function of the business.
12.Marketingviews the customer as the
very purpose of the business;sees businessfrom point of view of the customer.
12.Selling views the customer as the last
link in the business.
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Features of Marketing Concept
1.Consumer Orientation;Consumer orientation places consumer at
the beginning as well as at the end of the business cycle.Consumerbecomesthe focal point of the business.Organisations should
strive,adapt and alter products to keep pace with the ever changing
customer preferences and desires.
2.Long term profitability;Customer satisfaction,which is a major
theme of the marketing concept does not preach that a firm must
generate consumer and forget the other goals of the
organisation.Instead it should treat customer as a pathway to the
attainment of all the goals of the organisation.And ,inthis process,the
Organisational goals including profits are automatically realised.The
Market Concept never suggests that profit is unimportant to the firm
but are essential for the survival and growth of any business.
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3.Integrated Management action;All Organisational departmentsshould be well coordinated keeping marketing as the pivot.Lack of
coordination between different departments or function can hamper the
performance of the organisation.The marketing department should be
well coordinated with other departments like R&D,finance,personnel
and manufacturing.The organisations that do not practice integrated management,the
departments are preoccupied with the optimisation of their specific
activities thus effecting the overall result.
e.g. the engineering department may create a substandard product tosave cost of production.
Who benefits from the Marketing Concept
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Who benefits from the Marketing Concept
1.The Organisation;The organisation keep itself in the pace with the
times and through contineous marketing audit,market research and
consumer testing.It is quick to respond to changes in the buyerbehaviour,rectify its products and give great importance to
planning,research and innovation.
2.The Consumer;As the organisation improve its products,it benefits
its consumers as they get better quality,low price,improved/new
products and ready stocks at convinient places.
3.The Society;Since the Organisations are producing products as per
the consumers so it ensures that the societys economic resources arechannelised in the right direction.It also creates entrepreneurs and
managers in the given society.It improves the standard of living of the
people and accelerates economic development of the society as a
whole.
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TM
MM
FRONT LINE
PEOPLE
CUSTOMERS
CUSTOMERS
FRONT LINE
PEOPLE
MM
TM
Traditional
Organisational
chart
ModernOrganisational
chart
Factors leading to Marketing Concept
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Factors leading to Marketing Concept
Sales decline
Slow growth
Changing buying patterns
Increasing competition
Increasing marketing expenditure
Societal Concept
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p
Environment deterioration
Resource Shortages
Population Growth
Unhealthy Food
To determine the needs, wants and interest
of the Target Market and deliver the desired
Satisfaction that preserves the society's
well being
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CUSTOMER SATISFACTION STILLSUBSERVIENT GOAL
IGNORES SOCIAL AND ENVIRONMENTALGOOD
SUPRESSES INNOVATION
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The societal marketing concept holds that theorganizations task is to determine the needs, wants
& interests of target markets & to deliver thedesired satisfaction more effectively & efficientlythan competitors in a way that preserves or
enhances the consumers & societys well being.
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Marketing
&Other Functions
A) Marketing as an Equal Function
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) g q
PRODUCTION FINANCE
MARKETING HUMAN
RESOURCE
B) MARKETING As a most Important Function
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) p
PRODUCTION FINANCE
HUMAN RESOURCE
MARKETING
C) MARKETING AS THE MAJOR FUNCTION
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C) MARKETING AS THE MAJOR FUNCTION
MARKETING
PRODUCTION
FINANCEHR
D)CUSTOMER AS THE CONTROLLING FUNCTION
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CUSTOMER
HR
E) CUSTOMER AS CONTROLLING& MKTG AS A
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CUSTOMER
MKG
MKG
MKGMKG
P
F
HR
E) CUSTOMER AS CONTROLLING& MKTG AS A
INTEGRATIVE FUNCTION
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Marketing
is a process by which individuals and groups obtain what
they need and want through creating, offering and exchanging
products and services of value with others
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Marketing
Management
is an art and science of choosing target marketsandgetting, keeping
and growingcustomers through creating, deliveringand
communicatingsuperior customer value
Customer
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Delivered
ValueTotal
Customervalue
Total
CustomerCost
Product
value
Service
Value
Personal
value
Image
value
Monetary
cost
Time
cost
Energy
cost
Psychic
cost
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???
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Prepare a summary of the topic on marketing-10minutesany one can be asked to make a presentation..