2. MARKETING
MARKETING :- Marketing is the process through
which an organization can execute their plans and
polices into market, creating desire of product, flow of
goods and services from producers to consumers,
creating mutual value between customers need and
business objectives which ultimately helps in achieving
the goals of an organizations.
OR
The right product, in the right place, at the right
time, and at the right price’

3. Implications of marketing
• Who are our existing / potential customers?
• What are their current / future needs?
• How can we satisfy these needs?
• Can we offer a product/ service that the customer would
value?
• Can we communicate with our customers?
• Can we deliver a competitive product of service?
• Why should customers buy from us?

4. The marketing concept
choosing and targeting
appropriate customers
positioning your offering
interacting with those customers
controlling the marketing effort
continuity of performance

5. Marketing management process
Analysis/Audit - where are we now?
Objectives - where do we want to be?
Strategies - which way is best?
Tactics - how do we get there?
(Implementation - Getting there!)
Control - Ensuring arrival

6. Why planning necessary in marketing?
development of
Systematic better co-
performance
futuristic thinking ordination of a
standards for
by management company’s efforts
control
sharpening of better prepare for
objectives and sudden
policies developments

7. MARKETING MIX
The combination of marketing
components that will maximize
customer satisfaction and ensure
PROFITS

8. HISTORY
•The term marketing mix was coined in an article
written by Neil Borden called “The Concept of the
Marketing Mix.”
•The marketer, E. Jerome McCarthy, proposed a
four Ps classification in 1960
•Robert F. Lauterborn proposed a four Cs
classification in 1993

9. MARKETING MIX
- Four P’s- By E. Jerome McCarthy

10. 4 P’s & 4 C’s
•Product- Customer /Consumer
•Price- Customer cost
•Place- Convenience
•Promotion- Communication

11. EXTENDED MARKETING MIX
By Booms and Bitner

12. 7P’s & 7C’s
The 7 Ps The 7 Cs
Organization Customer
Facing Facing
PRODUCT = CUSTOMER/ CONSUMER
PRICE = COST
PLACE = CONVENIENCE
PROMOTION = COMMUNICATION
PEOPLE = CARING
PROCESS = CO-ORDINATED
PHIYSICAL EVIDENCE = CONFIRMATION

13. PRODUCT
A business offers goods and services to its
customer.
• Choice of product
• Packaging
• Services to support product
• Product development strategy
• Positioning
• Quality
• Business image

14. PRODUCT
• What product/service will you provide?
• What choice of product/service will you make available to customers?
• How will you package or display your product?
• Will you provide additional services such as repair with your product?
• What warranties or guarantees can a customer be assured of when
purchasing your product/service?
• What level of quality do you plan to offer with your product/service?
• How do you want customers to view your business?
• How much research and development will be needed to stay
competitive?

15. Product--Choice and Packaging
• Choice of products for your business
o Product consistency is vital.
o Do all of the products/services “fit together?”
• Packaging your products
o Packaging choices affect the appearance and appeal
of the product.
o Packaging impacts the display and storage of the
product.

16. Product--Services
• Do you provide services to support the
products:
o Some products such as computers, appliances,
vehicles, and many other “technical” products
require special services to maintain customer
satisfaction.
o Do you provide repair services for your product or
just sell the product?

17. Product development strategy
Product developmet strategy by Ansoff
• Market penetration
• Product development
• Market development
• Diversification

18. Product development strategy…..
•Market penetration – This involves increasing market share within
existing market segments. This can be achieved by selling more
products/services to established customers or by finding new
customers within existing markets.
• Product development – This involves developing new products for
existing markets. Product development involves thinking about how
new products can meet customer needs more closely and outperform
the products of competitors.
•Market development – This strategy entails finding new markets for
existing products. Market research and further segmentation of
markets helps to identify new groups of customers.
•Diversification – This involves moving new products into new
markets at the same time. It is the most risky strategy. The more an
organisation moves away from what it has done in the past the more
uncertainties are created.

19. Product--Warranties
• Warranties
o Assurance by the seller that the product is as it is
represented to be or that it will be as it is promised to
be.
o A certain level of performance is expected from all
products; however, some products may not meet customer
expectations.
o What steps will the business take to “back up” the products
and ensure customer satisfaction?
o Customer satisfaction is important for return customers.

20. Product--Quality
• Level of quality of the products or the business
relates to customer’s perception of product value.
o If the customer perceives higher quality, a higher
price will be accepted.
o Interpretation of customer perceptions must be
accurate to succeed with higher prices.

21. Product—Business Image
• Business image is the mental picture customers
have of the business.
• How do you want customers to “view” your
business?
o Discount (Wal-Mart): Image is built on “low prices
everyday.”
o Popular-priced (Shopper stop’s, Marshalls): Image is built on
the concept of quality designer brand merchandise at lower
prices.
o Exclusive (UB City): Image is built on the superiority of the
products carried by the business.
o Specialty (Victoria’s Secret): Image is built on the single
brand or single type of merchandise carried.

22. Product—Research and
Development
• Product research and development is
necessary in order to remain competitive.
• An organization must consistently strive to
improve products and services for customers and
to keep up with trends, technology and customer
spending patterns.

23. Product—Positioning
• Positioning of a business is the perceived
standing of a business or its product in the
minds of its customers as compared to the
competition.
• This perception will help the customers decide
where to spend their money.

24. PRICE
The amount of money a
business charges customers
for its goods and services

26. Economy Pricing
This is a no frills low
price. The cost of
marketing and
manufacture are kept
at a minimum.

27. Penetration Pricing
Technique of setting a relatively low initial entry price,
often lower than the eventual market price, to attract new
customers. The strategy works on the expectation that the
customer will switch to the new brand because of the
lower price. This pricing strategy increase market share or
sales volume, rather than to make profit in short term.

28. Price Skimming
This pricing strategy in which a marketer sets a
relatively high price for a product or service at first,
then lower the price over time. It is a temporal version
of price discrimination. It allows the firm to recover its
sunk costs quickly before competition steps in and
lower the market price. For Eg:- MP3 player, Apple
iphone 5

29. Premium Pricing
Premium Pricing means high price and
high quality, such as diamonds, watches
and cars.

30. PLACE
Providing the product at a place which is convenient for consumer to
access. Place is concerned with various methods of transporting and
storing goods, and then making them available for the customer.
Getting the right product to the right place at the right time involves
the distribution system. The choice of distribution method will
depend on a variety of circumstances. It will be more convenient for
some manufacturers to sell to wholesalers who then sell to retailers,
while others will prefer to sell directly to retailers or customers.

32. Place---Channels of Distribution
Channels of distribution from the manufacturer
to the customer
o The usual channel of distribution goes from
manufacturer to wholesaler to retailer
o How will your product get from the manufacturer
to your customer?
To manufacturer To wholeseller To retailer
t

33. Place---Exclusive Rights
So what is the difference between selling
product in the big shops and luxury shops?

34. So which one is better for you to
buy Rolex?

35. Place---Transportation
Transportation
What carrier will be chosen to move the products?
Remember, the more people that touch the product between
the manufacturer and the consumer, the higher the cost of the
product will be to the final customer.
Common carrier: Provides transportation services for
any business in its operating area for a fee. Examples
include:
•UPS
•Federal Express

36. PROMOTION
Promotion is all about communication.
Why because promotion is the way in a
business makes its products known to the
customers

37. PROMOTION…….
Promotion
Personal
Advertisement Hoardings Media Publicity Internet
selling

38. Promotion---Types of Promotion
Advertising - Non-personal promotional
messages paid for by an identified sponsor.
Personal Selling - Communication between a
salesperson and a customer intended to influence
the customer’s buying decision.
Publicity - Information about a business or its
products distributed through the media at no cost
to the business.

39. PEOPLE
All the people directly or indirectly involved in
the consumption of service are an important part
of an extended marketing mix. Knowledge
worker, employees, management and other
consumer often add significant value to the total
product or service offering

40. Higher
People Include... managers
Middle managers
Lower managers
Others like:
Technicians
Dealers
Other Employees (BPO Employees)

41. People
People are important because:
– Providing a service, rather than selling a product.
– Quality of personal relationships between company
and clients becomes vital.
– New staff needs thorough training and constant
monitoring.
– Staffing costs the highest cost
– Recruiting specialist staff time consuming
and expensive.
– Strategies and tactics for recruiting, training and
safeguarding relationships.

42. PEOPLE
Eg:-
People - The employees in McDonalds
have a standard uniform and
McDonalds specially focuses on
friendly and prompt service to its
customers from their employees.

43. PROCESS
Process is associated with customer
service are a number of processes
involved in making marketing effective
in an organisation e.g. processes for
handling customer complaints, processes
for identifying customer needs and
requirements, processes for handling
order etc

44. Process
• How do people consume services?
• What processes do they have to go through to acquire
the services?
• Where do they find the availability
of the service?
– Contact
– Reminders
– Registration
– Subscription
– Form filling
– Degree of technology

45. PROCESS….
Eg:-
Process - The food manufacturing
process at McDonalds is
completely transparent (the whole
process is visible to the customers).

46. PHYSICAL EVIDENCE
Physical evidence: This refers to the way your
product, service, and everything about your
company, appears from the outside. Decisions
need to be made about the size, shape, color,
material, and label of the packaging. This should
be customer tested and updated when needed. It
should fall in line with your other product offerings
as well. Packaging involves the visual layout,
practical setup, and when needed for products,
clear and precise installation instructions.

47. PHYSICAL EVIDENCE
Eg:-
Physical Evidence - McDonalds focuses on
clean and hygienic interiors of is outlets and at
the same time the interiors are attractive and the
fast food joint maintains a proper etiquette at its
joints.