2. Discussion Questions
1. Why is marketing important?
2. What is the scope of marketing?
3. What are some fundamental marketing
concepts?
4. How has marketing management changed
in recent years?
5. What are the task necessary for successful
marketing management?
3. Suggested Readings
1. Marketing Management - Philip Kotler, Rajan saxena
2. Marketing Management - Ramasamy and Namakumari - 5ed
3. Basic Marketing – Perault
4. Marketing - Ramesh Kumar
4. Introduction
• Change is the only constant in Business
• Yesterday vogue today out of fashion
• Firms which do not change to marketing trends are out of
business
• Marketing is as old as Mankind
• Any thing can be marketed
• Significant change in the field of Science & Technology
• Marketing is the most Critical function
• E.g.., On line websites, internet
5. Importance of Marketing
• Marketing creates demand for a product, which in turn drives
revenue.
• Greater demand creates the need for companies to hire new workers,
while revenue (top line) contributes to a company’s bottom line
(profits), which allow the company to be more fully engaged in
socially responsible activities.
Marketing Demand Revenue
6. Definition - Marketing
• Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offers that have value for customers, clients, partners, and
society at large.
• Marketing is the process of communicating the value of a
product or service to customers.
7. Definition – Marketing
Management
Marketing management is the art and science of choosing
target markets and getting, keeping, and growing
customers through creating, delivering, and
communicating superior customer value.
15. The New Marketing Realities
New Company
Capabilities
Major Societal
Forces
Information
Technology
Globalization
Increased
Competition
Consumer
Information
Communicate
w/Customer
Collect
Information
Differentiate
Goods
16. Who is Responsible for Marketing?
Chief Marketing Officer
(CMO)
Entire Organization
Marketing Department
18. Evolution of Marketing
• Production Era – supply creates its own demand. They wand
product rather than features
• Sales Era – 1920 -1950, not only producing need to sell them.
Collected data about markets through research
• Marketing Era – companies started looking into need &
wants of customers., i.e.. instead of pushing they tried to fulfill.
• Marketing do not create demands, Marketers can provide four
types of utility to target customers
– Form, time & Place
20. Relationship Marketing
Attracting a new customer can cost five times as much as
retaining existing customers so building long-term
relationships makes financial sense for the company.
Build long-term relationships Develop marketing networks
customers, employees, partners, and member of the financial community
22. Internal Marketing
Internal marketing is the task of hiring, training,
and motivating able employees to serve customers
well. You can’t promise excellent service if you
can’t deliver excellent service.
23. Performance Marketing
Financial accountability involves the
justification of marketing expenditures in terms
of financial returns.
Ethical, environmental, legal, and social aspects
Social Responsibility Financial Accountability
Financial and nonfinancial returns to a business and society
24. • Developing market strategies and plans
• Capturing marketing insights
• Connecting with customers
• Building strong brands
• Shaping market offerings
• Delivering value
• Communicating value
• Creating long-term growth
Marketing Management Tasks
25. Marketing Environment
All the actors and forces influencing the company’s
ability to transact business effectively with it’s
target market.
26. Marketing Environment
Includes:
Micro environment - forces close to the company that
affect its ability to serve its customers.
Macro environment - larger societal forces that affect
the whole microenvironment.
Equipment
CustomersCompetitors External Factors
29. Demographic Environment
• Worldwide population growth
• Population age mix
• Ethnic and other markets
• Educational Groups
• Household patterns
“Married with Children”; single live-alones;
living with nonrelatives only; and other family
structures
35. Legal
• Laws & regulations of a country have a major impact on
the way a company conduct its business
• Ignorance of law is considered no excuse
• Some of the legal act regard to Indian business
– Prevention of food & adulteration – 1954
– Drugs control act – 1954
– Company act – 1956
– Standard weight & Measurement act – 1956
– Display of price order – 1963
– Indian patent act – 1970
– Consumer protection act – 1986
– Water & air pollution act – 1974 & 1981
– Environment act - 1986
36. refers to the channel, or the
route, through which goods
move from the source to the
final user
The Four P’s of the Marketing Mix
a product is anything that can be
offered to a market that might satisfy
a want or need
price is the quantity of payment or
compensation given by one party to
another in return for goods or services.
activity that supports or encourages
a cause, venture, or aim.
Marketing
Mix
Product
Price
Promotion
Place
40. PRODUCT CLASSIFICATIONS
Nondurable goods
Services
Durable goods
Durability and Tangibility
Intangible & perishable
Either an independent
product or inseparable
part of product
Tangible in nature
Consumed over longer
period of time
Tangible in nature
Consumed over a short period
of time
Fast Moving Consumer Goods
42. Classification of Consumer Products
• Convenience products
• Relatively inexpensive & bought frequently
• Spends minimal time & involvement
• They check the shell space & stores stock,
Packaging
• Marketers try to use screen display at the entrance
of the store
• Shopping products
• Willing to spend time & effort in planning &
purchasing
• Expected to have longer shelf life & purchased less
frequently
• Home appliances, cameras etc.,
• Marketers used promotion based on price
43. Classification of Consumer Products
• Specialty Products
• That have one or more unique characteristic
features
• Available on few select outlets
• Customers might wait to get the product even
alternatives are available.
• Original painting, Mont blanc pen, an antique car
etc.,
• Unsought Products
• Customer purchase when faced with a sudden
problem
• Umbrellas, medicines, surgery etc.,
• Marketers use personal selling like insurance
45. Organizational products
• Production Goods
– Raw Material
• Basic material used in production
• Fairly perishable in nature
• Pig iron, crude oil, fabric, chemicals
– Component parts
• Finished product or a product that needs a little processing before
becoming a part of the main product
• They purchase the components parts to their own specifications
• Engine, carburetor, wheels, seats etc.,
– Process material
• Used directly in production of the final product
• Not easily identified as part of production
• Perfume company used alcohol
46. Organizational products
• Support products
– Capital equipment
• Comprises of large tools & machines used for production
• Expensive, long period
• Sometimes customization of machine done by companies
– Accessory Equipment
• Help in production or office activities
• They do not become a final part of product
• Mechanical tools, computers, calculators
– Consumable supplies
• Consumed During Production Of Product & Do Not Become Final
Product
• Paper pencils, oils, paints, brooms, office stationeries, water
– Business services
• Intangible in nature for smooth functioning of their equipments
• Financial services, legal, market research, janitor services
• Buy some services on contract basis from outside
47. An act or performance one party can offer to another that essentially
intangible and does not result in the ownership of anything.
Service
48. Classification of service
• End User
• Degree of Tangibility
• People based services
• Expertise
• Orientation towards Profit
49. Classification of service
• Based on End User
• Consumer (Individual customers) –leisure,
hairdressing, personal finance, package holidays.
• Business to business (Organizations) -
advertising agencies, printing, accountancy,
consultancy
• Industrial (Contract between organizations) -
plant maintenance and repair, work wear and
hygiene, installation, project management.
50. Classification of service
• Based on Service Tangibility
• Highly tangible - car rental, vending machines,
telecommunications.
• Service linked to tangible goods - domestic appliance
repair, car service.
• Tangible goods linked to services – airline services
offer food
• Highly intangible - psychotherapy, consultancy, legal service
51. Classification of service
• People Based Services
• labor-intensive (people based) &
equipment-based services. Represented
by the degree of contact
• People-based services - high contact
- education, dental care, Restaurants, medical services.
• Equipment-based - low contact -
automatic carwash, Launderette, vending machine, cinema
52. Classification of service
• Profit Orientation (Purpose of doing
business)
• Not-for-profit ( To Serve society) - The
Scouts Association, charities, public sector leisure
facilities.
• Commercial (To earn revenues) - Banks,
airlines, tour operators, hotel and catering services
53. Classification of service
• Based on Expertise
• Professional (Formally Trained) - Medical
services, legal services, Pilot, accountancy, IT, Consultant
• Non-professional (No training is required) -
Babysitting, care taking, casual labor, House keeping
54. MARKETING STRATEGIES
The aim of marketers is always to identify and satisfy
customer needs and wants profitably.
Objectives are a statement of where a company wants to
go; strategy Is a grand design for getting there.
Marketing strategy of a firm is the complete and
unbeatable plan or instrument designed specifically for
attaining the marketing objectives of the firm.
The marketing objectives will tell us where the firm
wants to go: the marketing strategy will provide the
design for getting there.
55. THE VALUE DELIVERY APPROACH
Value
Choose
Provide
Communicate
segment the market,
select the appropriate
target,
specific product features,
prices, and distribution
use of the sales force, the
Internet, advertising
57. DEFINING THE CORPORATE MISSION
What is our
business?
Who is the
customer? What is of
value to the
customer?
What will our
business be?
What should
our business
be?