The very Basics of Marketing Fundamentals.

2. 

Group of people sharing a common
need.
In marketing, market refers to the group of
consumers or organizations that is interested
in the product, has the resources to purchase
the product and is permitted by law and
regulations to acquire the product.

4. Marketing is a process of creation, stimulation
and fulfillment of wants and demands
profitably.
Marketing is a never ending cyclic process; it
starts before manufacturing of product and
does not end even after consumption.
.

5. 
Marketing is about identifying and meeting
human and social needs.
“meeting needs profitably”.

Marketing is to identify a product for a
market. It is not a battle among products it’s
a battle among perception.

6. Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering and
freely exchanging goods and services of
values with others.

7. Market research
MIS
After sales /customer support
services
Selling of Product
Distribution
Price
Market Planning
Financing
Product designing
Packaging & labeling

8. 
Product is a need satisfier , set of values that
companies offer to satisfy the needs.
“every product is a bundle of features”.

9. Characteristics: degree of a product.
- basic things.
Features: when we talk about any specific
individual. Eg. Maggi.
Attributes: they are those features which
delivers benefits to one defined group of
consumers. For eg.maggi

10. Quality : it is the ability of any product to
satisfy its user.
- Fitness of use.


Satisfaction: It is a felt mental stage which is
a result of actual performance and expected
performance.

11. 

A marketer is someone who seeks a response
– attention, a purchase, a vote- from another
party, called the prospect.
One that sells goods or services in or to a
market, especially one that markets a
specified commodity.
Someone who promotes or exchanges goods
or services for money.

12. COMMUNICATION
MONEY
INFORMATION
INDUSTRY
(collection of sellers)
GOODS/SERVICES
MARKET
(collection of buyers)

13. Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas

14. Consumer Markets
Global Markets
Business Markets
Nonprofit/ Government Markets

15. 
Consumer markets are the markets for
products and services bought by individuals
for their own or family use. It can be
categorized as:
Consumer Durable goods
 White goods
 Brown goods
 Grey goods
Non durables Goods- FMCG, semi durables
Transportation/ Service Market-Postal Services,
Courier Services, Dentist, Logistic Services

16.  Business
organization
other business.
 Not
sell
to
to final consumer.
 These
other businesses use what
they have bought to make new
products.

17. 


Selling finished goods. E.g. Office furniture,
ACs, computer systems, Inverters.
Selling raw materials. E.g.- steel, coal, gas,
timber, engine, computer parts etc.
Selling services to business. E.g.- waste
disposal, legal services , security, accounting.

18. 
Companies selling goods to global marketplaces.
Faces additional decisions and challenges.
Which country to enter, how to enter (exporter, joint
venture partner, contract manufacturer, solo
manufacturer), how to adapt their products and
services’ features to each country, what marketing
mix strategies to use. Which decisions to be made
according to legal, cultural and political system of
that country.


21. 
Companies selling their goods to nonprofit
organization such as temples, universities,
charitable organizations or govt. agencies.
Carefully pricing has to be done as these
organizations have limited purchasing power.
Much govt. purchasing calls for bids with the
lowest bid being favored.

22. Production
Product
Selling
Marketing

23. Production Concept



One of the oldest concept.
It holds that consumers will prefer products that are
widely available and inexpensive.
Believes in high production efficiency , low costs and
mass distribution.

24. 

Consumers favors products that offer the most
quality , performance or innovative features.
Focus is on making superior products and
improving them overtime.

25. 
Consumers will buy products only if the
company aggressively promotes/ sells these
products.

26. 
Focuses on needs/wants of target market &
delivery value better than competitor.

27. Understanding customer Needs and wants and marketing environment
Design a customer –driven market Strategy
Construct a Market Program
Build Profitable Relationship
Capture value from customers

28. o
o
o
o
o
o
o
Research consumers and the marketplaces.
Manage Marketing information and customer data
PEST Analysis
Laws and regulations
Demand trend
Competitors Analysis
Internal audit (resources and manpower)
Tools for external/ internal audit- SWOT,
PEST, Marketing Environment analysis

29. o
o
Select Consumers to serve- Market
segmentation , targeting.
Value proposition – Differentiation and
positioning.

31. 



Product and service design- Build strong
brand
Price- create real value
Place-manage demand and supply chain
Promotion –create value proposition

32. Marketing
Mix
Place
Product
Customer
Solution
Convenience
Price
Cost
Promotion
Communication

33. 

Customer relationship management with
chosen customers
Product relationship management with
chosen suppliers

34. 




Generate revenue, earn profit
Create loyal, satisfied customers.
Capture customer , life time value.
Increase Market Share.
Feedbacks for improvements and new product
development.
Controlling of the marketing plan is done
simultaneously.
“Remember that there is no planning without
control. Control is vital”

35. “MIS consists of people, equipment and
procedure to gather, sort , analyze, evaluate
and distribute needed timely and accurate
information to marketing decision makers.”
A MIS relies on Internal company records,
Marketing Intelligence system and MR.

36. Internal
Environment
Micro Environment
Macro Environment

37. 




Management
Men
Money
Material
Machine
As marketers we call the purpose of managing
internal change as Internal Marketing. Marketer
has to make changes in 5 M s according to
his marketing decision.

38. It refers to the forces that are close to the company and
affects its ability to serve its customers.
It includes:

The company itself- All departments of the company.

Its suppliers- material suppliers, services supplier like MR agency.





Intermediaries- All those people who help the company to promote , sell and
distribute its product to final consumer. egFinancial intermediaries (banks ,
insurance companies), marketing intermediaries (Advertising agencies)
Customers- consumer mrkt, Govt mrkt, Business mrkt, International mrkt, Reseller
mrkt.
Stakeholders
Competitors
Public- Financial public, media public, Govt public, Citizen Action public
(environmentalists, socialist), General Public.

39. 





Demographic
Political
Economical
Socio-cultural
Technological
Natural (ecological) Environment

40. When dealing with the marketing environment
it is important for a company to become
proactive. By doing so, they can create the
kind of environment that they will prosper in
and can become more efficient by marketing
in areas with the greatest customer potential.
It is important to place equal emphasis on
both the macro and microenvironment and to
react accordingly to changes within them.

42. Thank You