1. What is Marketing ?
Selling ?
Advertising ?

3. What is Marketing ?
We use the word Marketing to describe such things
as
 analyzing the needs of the people
 trying to guess what types of products they want
 estimate how much they will buy
 predict when they will want to buy
 determine where they go to buy the stuff

4. What is Marketing ?
…. And,
 figure out the best price to sell it at - and can you still make
a profit selling it at that price
 decide on promotional things to create awareness about
the product
 look at the competition to see what they are doing with
pricing, features etc.

5. Introduction
 “Marketing is concerned with anticipating
customer demand and directing the flow of
goods from producers to consumers”
 Marketing has to do with matching producer’s
outputs to consumer’s activities (wants, needs)

6. Serving the needs of customers is what business
should be all about …
Marketing is the business function that interprets
customer needs to the rest of the organization.
Marketing should begin with the customer needs -
NOT with the production process. Mktg should
anticipate needs.

7. Definitions of marketing
 Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.
 AMERICAN MARKETING ASSOCIATION

8. Dr. Philip Kotler
 the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market
at a profit. Marketing identifies unfulfilled needs and
desires. It defines, measures and quantifies the size of
the identified market and the profit potential. It
pinpoints which segments the company is capable of
serving best and it designs and promotes the
appropriate products and services.”

9.  Marketing is traditionally the means by which an
Julie Barile
organization communicates to, connects with, and
engages its target audience to convey the value of and
ultimately sell its products and services. However,
since the emergence of digital media, in particular
social media and technology innovations, it has
increasingly become more about companies building
deeper, more meaningful and lasting relationships
with the people that they want to buy their products
and services. The ever-increasingly fragmented world
of media complicates marketers’ ability connect and,
at the same, time presents incredible opportunity to
forge new territory.

10. Marketing - the formal definition
Process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that satisfy individuals and
organizational objectives.

11. Process of …………….
Marketing - the formal definition
Planning and executing N = carrying out actions
the conception, = (creation of the idea)
pricing, promotion, and
distribution of “STUFF” stuff = ideas, goods, and services
to create exchanges = customer gets the product, mfg. gets the $$
that satisfy J people
people = individuals and organizational objectives.

12. Marketing = ?
 Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about
push.
 Marketing is all about managing the four P’s –
 product
 price
 place
 promotion
•12

13. Difference Between - Sales
& Marketing ?
 Sales
trying to get the customer to want what the
company produces
 Marketing
trying to get the company produce what the
customer wants

14. The 4 Ps & 4Cs
•Marketing •Convenience
•Mix
•Product •Place
•Customer
•Price •Promotion
•Solution
•Customer •Communication
•Cost
•14

16. BUYING
 people have the the
opportunity to buy
products that they want.

17. Selling
 producers function
within a free market to
sell products to
consumers.

18. Financing
 banks and other
financial institutions
provide money for the
production
and marketing of
products.

19. Storage
 products must be stored
and protected until they
are needed. This
function is especially
important for perishable
products such as fruits
and vegetables.

20. Transportation
 Products must be
physically relocated to the
locations where consumers
can buy them. This is a
very important function.
Transportation includes
rail road, ship, airplane,
truck, and
telecommunications for
non-tangible products
such as market
information.

21. Processing
 Processing involves
turning a raw product,
like wheat, into
something the consumer
can use -- for example,
bread.

22. Risk-Taking
 insurance companies
provide coverage to
protect producers and
marketers from loss due
to fire, theft, or natural
disasters.

23. Market Information
 Information from around
the world about market
conditions, weather, price
movements, and political
changes, can affect the
marketing process.
 Market information is
provided by all forms of
telecommunication, such
as television, the internet,
and phone.

24. Grading and Standardizing
 Many products are
graded in order to
conform to previously
determined standards of
quality. For example,
when you purchase gold
with hallmark, you know
you are buying the best
Gold in the market.

25. Core Concepts of Marketing
 Based on :
 Needs, Wants, Desires / demand
 Products, Utility, Value & Satisfaction
 Exchange, Transactions & Relationships
 Markets, Marketing & Marketers.
•25

27. Core Concepts of Marketing
 Need – food ( is a must )
 Want – Pizza, parotha, butter Nan ( translation of a need
as per our experience )
 Demand – Pizza ( translation of a want as per our
willingness and ability to buy )
 Desire – Have a Pizza in a Domino’s Pizza or Pizza hut.
•27

29. Customer Satisfaction

30. Drivers of Customer Satisfaction
 Many aspects of the firm’s value proposition contribute
to customer satisfaction:
 The core product or service offered
 Support services and systems
 The technical performance of the firm
 Interaction with the firm and it employees
 The emotional connection with customers
 Ability to add value and to differentiate as a firm
focuses more on the top levels
•30

31.  Customer satisfaction, a term frequently used
in marketing, is a measure of how products and
services supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined
as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified
satisfaction goals."In a survey of nearly 200 senior
marketing managers, 71 percent responded that they
found a customer satisfaction metric very useful in
managing and monitoring their businesses.

32. Customer Delight

33. Customer Delight
 What is Customer Delight ?
 It's creating a feeling of "WOW" !
 Delighted customers are those where you
anticipate their needs, provide solutions to them
before they ask and where you are observing to
see if new and/or additional expectations are
about ready to be required.

34. Customer delight
 When you create "WOW" you have planted a very
special hook in the memory of the customer that
is easy to recall. It creates the possibility of the
customer telling the story about their "WOW"
experience to many friends, associates and
strangers. It creates the free advertising that you
can't place a momentary value to.

35. Customer Delight
 Customer delight brings customers coming back
for more. It causes new customers to come. It
takes to out of the realm of being the same as all
the others and places you clearly at the top. It
distinguishes you from the rest. It allows you to
sell your product or service for more money than
the competition. It allows you to make more
return on your investment. It allows you to reward
your employees.

36. Difference between customer
delight and customer satisfaction
 Customer satisfaction is
giving the customer
something they expect and
it makes them happy.
 Customer delight is giving
the customer something
they never expected but
they value it highly once
they have it.

37. Approaches to marketing
 Production
 Product
 Sales
 marketing

38. Production approach
 Profit driver : Production methods
 Timeframe: until the 1950s
A firm focusing on a production orientation
specializes in producing as much as possible of a given
product or service. Thus, this signifies a firm
exploiting economies of scale until the minimum
efficient scale is reached. A production orientation
may be deployed when a high demand for a product or
service exists, coupled with a good certainty that
consumer tastes will not rapidly alter (similar to the
sales orientation).

39. Product Approach
 Profit driver : Quality of the product
 Timeframe: until the 1960s
 A firm employing a product orientation is chiefly
concerned with the quality of its own product. A firm
would also assume that as long as its product was of a
high standard, people would buy and consume the
product.

40. Selling Approach
 Profit driver : Selling methods
 Timeframe: 1950s and 1960s
 A firm using a sales orientation focuses primarily on
the selling/promotion of a particular product, and not
determining new consumer desires as such.
Consequently, this entails simply selling an already
existing product, and using promotion techniques to
attain the highest sales possible.
 Such an orientation may suit scenarios in which a firm
holds dead stock, or otherwise sells a product that is in
high demand, with little likelihood of changes in
consumer tastes that would diminish demand.

41. Marketing Approach
 Profit driver : Needs and wants of customers
 Timeframe: 1970 to present day
 The 'marketing orientation' is perhaps the most
common orientation used in contemporary marketing.
It involves a firm essentially basing its marketing plans
around the marketing concept, and thus supplying
products to suit new consumer tastes. As an example, a
firm would employ market research to gauge consumer
desires, use R&D to develop a product attuned to the
revealed information, and then utilize promotion
techniques to ensure persons know the product exists.

42. Societal approach
 The societal marketing concept holds that the
organization’s task is to determine the needs, wants,
and interests of a target market and to deliver the
desired satisfactions more effectively and efficiently
than competitors in a way that preserves or enhances
the consumer’s and the society’s well-being.

43. objectives of societal marketing
 "Social responsibility implies that a business decision
maker... is obliged to take actions that also protect and
enhance society's interests.
 "Business has the responsibility to help [the consumer]
.... It s the duty of business to promote
proper consumption values.
 "Business leaders are mandated to adopt roles of
leadership in the advancement of our society to new
levels of moral conduct.

44. Relationship marketing
 Relationship Marketing uses the event-driven tactics
of customer retention marketing, but treats marketing
as a process over time rather than single
unconnected events. By molding the marketing
message and tactics to the LifeCycle of the customer,
the Relationship Marketing approach achieves very
high customer satisfaction and is highly profitable.

45.  The relationship marketing process is usually defined
as a series of stages, and there are many different
names given to these stages, depending on the
marketing perspective and the type of business. For
example, working from the relationship beginning to
the end:
 Interaction > Communication > Valuation >
Termination
 Awareness > Comparison > Transaction >
Reinforcement > Advocacy
 Suspect > Prospect > Customer > Partner > Advocate >
Former Customer

46. Relationship marketing
 A simple example of this would be sending new
customers a "Welcome Kit," which might have
an incentive to make a second purchase. If 60 days
pass and the customer has not made a second
purchase, you would follow up with an e-mailed
discount. You are using customer behavior over time
(the customer LifeCycle) to trigger the marketing
approach.

47. Marketing Myopia
 A short-sighted and inward looking approach
to marketing that focuses on the needs of the company
instead of defining the company and
its products in terms of the customers' needs and
wants. It results in the failure to see and adjust to the
rapid changes in their markets.

48.  Marketing myopia is a term used in marketing as
well as the title of an important marketing paper
written by Theodore Levitt.
 he Myopic culture, Levitt postulated, would pave the
way for a business to fail, due to the short-sighted
mindset and illusion that a firm is in a so-called
'growth industry'. This belief leads to complacency
and a loss of sight of what customers want.

49. Selling vs Marketing

51. A HOLISTIC MARKETING ORIENTATION AND
CUSTOMER VALUE
 A holistic marketing orientation can also provide
insight into the process of capturing customer value.
One conception of holistic marketing views it as
integrating the value exploration, value creation, and
value delivery activities with the purposes of building
long-term, mutually satisfying relationships and co-
property among key stakeholders. According, to this
view, holistic marketers succeed by managing a
superior value chain that delivers a high level of
product quality, service, and speed. Holistic marketers
achieve profitable growth by expanding customer
share, building customer loyalty, and capturing
customer lifetime value.

52.  The holistic marketing framework is designed to
address three key management questions:
1. Value exploration
How can a company identify new value opportunities?
2. Value creation
How can a company efficiently create more promising
new value offerings?
3. Value delivery
How can a company use its capabilities and
infrastructure to deliver the new value offerings more
efficiently?

53. The Importance of Marketing
 Why study Marketing - „cause you can get a
JOB in Marketing !!
 Canada is a very multi-cultural country
 We can buy products from all over the world
 Selling new products to Canadians requires
new marketing approaches - THEREFORE
there will be many new job opportunities

54. The Importance of Marketing
 Marketing is a core business discipline
 The study of marketing is important to the basics
of running a business, big or small
 When you buy a product - the cost of marketing amounts to
40 ~ 60% of the total
eg. If we buy shoes for $70,
$35 of that 70 has been spent on marketing (including
advertising, market research, development etc.)

55. The Importance of Marketing
Getting a JOB in Marketing !!
 Personal selling
 Advertising
 Package Design
 Transportation
 Storage
 Marketing Research
 Product Development
 Wholesaling
 Retailing

56. The Importance of Marketing
Importance to Companies
 When you work in the marketing department of a
company you are part of LINE personnel
 LINE personnel are always more critical than
STAFF personnel because LINE personnel “bring
in the money” - therefore your job is revenue
earning, not revenue spending