Vous êtes sur la page 1sur 18

m m 


1. Intro to marketing concept, Evolution of Marketing
& Company orientation.
1. CHAPTER 1 & 2
2. Marketing Environment and evolution of Market
opportunities.
1. CHAPTER 3
3. Market research & Marketing information systems.
1. CHAPTER 4
4. Demand Forecasting, Market potential analysis.
1. CHAPTER 4
5. Customer buying process and organizational buying
behavior.
1. CHAPTER 6 & 7
6. Pillars if Marketing Ȃ Market segmentation, Target
market positioning and differentiation.
1. CHAPTER 8

1
! 

1. Marketing Mix.
1. CHAPTER 9
2. Product decisions Ȃ Product life cycle.
1. CHAPTER 11
3. New Product development process.
1. CHAPTER 12
4. Distribution decisions Ȃ Logistics and channel decisions.
1. CHAPTER 15 & 16
5. Promotion decisions Ȃ Integrated Marketing
communication concept. Communication tools.
1. CHAPTER 17
6. Personal selling and sales management.
1. CHAPTER 19
7. Pricing Decisions.
1. CHAPTER 14.
2
V 
m V V
O DEVELOPING MARKETING STRATEGIES AND
PLANS.
O CAPTURING MARKETING INSIGHTS AND
PERFORMANCES.
O CONNECTING WITH CUSTOMERS.
O SHAPING THE MARKET OFFERINGS.
O DELIVERING AND COMMUNICATING VALUE.
O CREATING SUCCESFULL LONG TERM
GROWTH.

3
V 
!V 

 V 
O The Importance: -
O The Most Important part of anything that does
businessǥ
O Designing, Change, Advertising, Promotions,
Direct selling, Print Media, Radio, Innovations,
Delivery, Product designǥ and much more.
O E.G:- Xerox, GE, Amway, Nirma,

4
è   — 
O Identifying and meeting human social needs.
O Meeting needs profitably.
O Sense and Respond Profitably.
O An Organizational unction and a set of processes for
creating, communicating and delivering value to
customers and for managing customer relationships in
ways that benefit the organization and itǯs
stakeholders. Ȃ AMA.

5
è   
O Goods.
O Services.
O People.
O Events.
O Experiences.
O Persons.
O Places.
O Properties.
O Organizations.
O Information.
O Ideas.

6
è  
O Marketers and prospects.
O Marketer is someone who seeks a demand, prospects are the
ones from whom demand is obtained.
O Types of demand
1. Negative
2. Non Existent
3. Latent
4. Declining
5. Irregular
6. Full
7. Overfull
8. Unwholesome.

7
  
O Consumer Market
O Business Market
O Global Market
O Non Profit and Government Market.


  ! m 
  m! m  
 m
[ Market place Ȃ Physical.
[ Meta-Market Ȃ Cluster of complementary products,
services.
[ E.G:- Cars, used car dealer, Motor Insurance
companies, spare part dealers, financing companiesǥ
!   
O Needs, Wants and Demands.
O Needs Ȃ Basic human requirements.
O E.G: - safety, satisfying hunger, thirst etcǥ
O Wants Ȃ Means to satisfy needs.
O E.G:- Chapatis, Rice, youghurt etcǥ
O Demand Ȃ Capacity to fulfill wants.
O Types of needs -
O Stated needs.
O Unstated needs.
O Real needs.
O Delight needs.
O Secret needs.

9
!   
O m   Ȃ identifying and profiling distinct group
of buyers, who might prefer or require varying product and
service mixes by examining demographic, psychographic,
and behavioral differences among buyers.
O  
  Ȃ The markets that present the greatest
opportunity among the segmented markets.
O ˜  Making the customer acquainted about the
product according to the need, so that it gets 2  in
the minds of the customer, by developing a 


 backed up by a  2
2  

10
!   
OÚ  Ȃ products, services, information
and experiences or a combination of one or
more of these, to satisfy a human demand.
O E.G: -Mobiles, Cars, Pen drivesǥ
O ë Ȃ offering from a known source
O E.G: - McDonalds, Nokia, Kingston, Mercedesǥ
O º  m  Ȃ The sum of the
perceived tangible and intangible benefits and
costs to customers. Itǯs primarily a combination
of quality, service and price.

11
!   
O
    Ȃ Means to reach the target market.
There are basically 3 types of marketing channels.
O   :Ȃ deliver and receive messages
from the customer.
O E.G: - T.V, Radio, Billboards, Hoardings, Word of mouth, Looks,
telephones, sms, posters, CD, internet.
O ï   :- To display, sell r deliver the product
or services to the customer.
O E.G: - Distributor, wholesaler, retailer, agents, stockiest, brokers.
O m    :- To carry out transactions with potential
buyers.
O E.G: - Warehouses, transportation companies, banks, insurance
companies.

12
!   
O m : - It is a longer chain stretching from
raw materials to components, to final products that are
carried to final buyers.
O   All the actual potential rival offerings
and substitutes a buyer might consider.
O
    It is broadly classified into
two.
O Task Environment Ȃ the actors engaged in producing,
distributing and promoting the offering. i.e. Company,
Supplier, Distributor and Target customer.
O Broad environment Ȃ It is further divided into six -

13
!   
O ë  
1. Demographic.
1. Race, Ethnicity, Age groupǥ
2. Economic.
1. Inflation, Economy distribution, GDP growthǥ
3. Physical/Natural.
1. Greenhouse effects, Global Warming, Calamitiesǥ
4. Technological.
1. E-commerce, Information age, innovation, increased R&Dǥ
5. Political Ȃ Legal.
1. Business legislation, Consumer Laws, FDA, ICMR, WHOǥ
6. Social Ȃ Cultural.
1. Income groups, Religious beleifsǥ

14
V  
 V   
! 
V V
O The term —
 has evolved over a long period of
time, following are some of the earlier business concepts
O     Ȃ It emphasized on the idea that
O  
 
 O


V    
2 It was concentrated on high production
efficiency, low costs and mass distribution.
O     - It emphasized on the idea that
O  
 
 O

 
  
2

 
    

It was concentrated
on making superior products and improving them over time.

15
V  
 V   
! 
V V
O  m    - It emphasized on the idea that
consumers and businesses if left alone wonǯt buy
enough of the companyǯs products. It may therefore
involve in an
  2
  

It is mostly employed in unsought goods, goods
that are mostly not bought. E.G:- Encyclopedias,
Insurance, or in case of overcapacity.

16
V  
 V   
! 
V V
O  — 2 It emphasized on the
idea to find the right products for the customers and
their needs.
O Emerged in the mid 1950s
O DzSense and responddz, not Dzmake and sell.dz
O Selling focuses on needs of seller, Marketing focuses on
Buyerǯs needs.

17
V  
 V   
! 
V V
O   
    - It emphasized on
the idea of development, design and implementation
of Marketing programs, processes and activities that
recognizes their breadth and interdependencies. It
recognizes that Dzeverything matters.dz It consists of 4
different dimensions.
O Internal Marketing.
O Integrated Marketing.
O Performance Marketing.
O Relationship Marketing.

18