PRENTATATION

ON
21 ’ st CENTURY MARKETING

PRESENTED BY:
CHETAN
NIDHI
SHUBHAM

LEKHA
POOJA
 INTRODUCTION
 MARKETING MIX FOUR P’s

 INTERNAL ORIENTATION AND LACK OF

PERSONALISATION

 FROM TRADITIONAL ERA TO MODERN ERA

 “CONSUMER IS THE KING”

 MARKETING – A RESOURCE FOR EVER

 MARKETING ENVIRONMENT IN 21’st
CENTURY
 MARKETING AREAS

CONSUMER MARKETING -

APPROACH OF DOYLE 1994

RELATIONSHIP MARKETING –

APPROACH OF LAUTERBORM 1999

INDUSTRIAL MARKETING –

APPROACH OF PARSURAM 1988

RETAIL MARKETING –

APPROACH OF KOTLER 2003

SERVICE MARKETING –

APPROACH OF BENWITH 2001

E-MARKETING –

APPROACH OF MATCHET 1997



KETER CONTROLLED SYSTEM

SUPPLY CHAIN PRODUCT

SUPPLY MORE SATISFY CUSTOMERS
RETAINING CUSTOMERS CUSTOMERS

PROBLEM
FOCUS
GOAL GOAL FOCUS

NEW VIEW SIVA

4 P’S OLD VIEW

PRODUCT CUSTOMERS DEMAND CHAIN APPROACHSOLUTION

POWER WITH CUSTOMERS

PROMOTION COUPONS, PRICE-OFF PERMISSION MARKETING INFORMATION

PRICE FINANCIAL COST SACRIFICE VALUE

EASIEST,FASTEST AVAILABILITY
PLACE PRODUCT TO CUSTOMERS ACCESS

CUSTOMERS TO PRODUCT
 1950-60
1950
1960

Macro approach
Marketing concept Target market
Society public

Consuming public
Micro approach MARKETING SUPPORT SYSTEM
Marketing mix o f 21st
st century

Supplier public
Market place Public

Marketing Mix
All Public and organization require
4 P ’S
Performance

Product Intra and inter organization polit

Politics

Price
Uncertainty about all public and external en
Probability

Place
Planning
Operation planning
Promotion

Strategic planning Administrative planning

 DIRECT MARKETING CUSTOMER DIS -SATISFIED
SATISFACTION IN TERM OF VALUE
ADVERTISEMENT
CUSTOMER DELIGHT
PUBLICITY
PUBLIC RELATION
CUSTOMER SATISFIED
PROMOTION price
QUALITY

COMMUNICATION FEATURES ATTRIBUTES

SALES VALUE

TECHNOLOGY
Our approach MARKETING MIX 21ST CENTURY PRODUCT
CONVENIENCE TO BUY
WHOLESELLER SHOP

UPPER

RETAIL SHOP CUSTOMER

PHYSICAL ENVIRONMENT CLASS MIDDLE
MARKETING DEPARTMENT

SOCIAL NEEDS
DEMAND LOWER
EXTERNAL INTERNAL

NATURAL CONDITION WANTS

CAPITAL
ECONOMICAL ASSETS
POLITICAL

TECHNOLOGICAL NO. OF WORKERS