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Mamta Mohan
Amity Business School, Noida
Many definitions, but for the purposes of this class we’ll follow Kotler
et al:
NIRMA
Better Products. Better value, Better
living
05/13/10 Mamta Mohan 5
With due apologies to small cars ,size does matter.
(so do power, economy, safety and style)
TATA
Indica
05/13/10 Mamta Mohan 6
Purpose of Marketing
• “To create customer”
Peter Drucker
Marketing mix
Product
Variety
Quality Place
Design Channels
Features coverage
Price
Brand name Promotion Assortments
Packaging Sales promotion locations
list price
Size Advertising inventory
Discounts
Service sales force transport
Allowances
Warranties public relations
payment period
Direct Marketing
credit terms
Offering/mix
Company/ Communication
product mix
services Distribution
prices Advertising Channels Target
sales promotion Customers
Events
Public relations
Direct marketing
personal selling
As
As business
business philosophy
philosophy hashas evolved,
evolved, so
so
has
has the
the role
role of
of marketing…customer
marketing…customer
satisfaction
satisfaction is
is now
now at
at the
the core
core of
of most
most
successful
successful corporations
corporations
05/13/10 Mamta Mohan 23
Drivers of new economy
Business must adjust to the Empowered
Customer