Session 1

Goals of Marketing

•attract new customers by offering superior value

•keep and grow current customers by delivering satisfaction

Session 2
Demand States and Marketing
Scope of Marketing Types of Markets
technique applied
• Goods • Negative Demand • Consumer Markets
• Services • Convertional Marketing • Business Markets
• Events • Non-existent Demand • Global Markets
• Experiences • Simulation Marketing • Non-profit Markets
• Persons • Latent Demand • Intermediaries Markets
• Places • Developmental Marketing • Manufacturer Markets
• Properties • Declining Demand • Resources Markets
• Organizations • Remarketing
• Information • Irregular Demand
• Ideas • Synchro-marketing
• Full Demand
• Maintenance Marketing
• Overfull Demand
• De-marketing
• Unwholesome Marketing
• Counter Marketing, Covert
Marketing and De-marketing
 Session 3
Core Concepts

Segmentation,
Needs, wants and Paid, Owned and
targeting and Offerings and Brands Marketing Channels
demands Earned Media
positioning
• stated • bases, levels and • value proposition • communications • TV,magazines,
• real tasks • associations • distribution display ad
• unstated • service • websites, blogs,
• delight social media
• secret • reviews and
comments

Impressions and Value and

Supply Chain Competition Environment
Engagements Satisfaction
• level of • Quality, service • Value delivery • actual and • Task
involvement and price • value captured potential • Broad
• perception, at source
performance
and
expectations

Marketing Mix 4As Frameworks

• Product, Price, Promotion and Place Metamarkets • Acceptability, Affordability, Accessibility and
Awareness
 Session 4
Company Orientations/concepts/philisophy Holistic Marketing Orienation Modern 4Ps

•Production •Relationship Marketing •People

•low cost, high availbility •customers, employees, marketing partners and •Processes
•Product members of financial community •Programs
•high quality •Integrated Marketing •Performance
•Marketing Myopia •combined marketing efforts
•Selling •Internal Marketing
•heavy promotion •hiring, training and motivating able employees
•Marketing •think customer attitude
•consumer research •vertical and horizontal alignments
•Performance Marketing
•financial
•non financial

Session 5
Customer Perceived Value Value Proposition Value Proposition Value Delivery Process

•Total Customer Benefits - • Tangible •Intangible •Selecting the value

product, services, personnel •Functional - usefulness, •Social •Creating the Value
and image reliability,durability, •Prestige/status •co-creation
•Total Customer Cost - performance, resale value, •Sentiment •crowd-sourcng
monetary, time, energy and delivery and maintenance
•Belief •Communicating the value
psychological •Economic - price and discount,
•Delivering the value
•Intially perceived superior profit feasibiliy
•Capturing the value back from
•Finally delivered •Convenience- easy
the market
application, use or availabilty
•Enhancing the value
•Sensory/Asthetic - taste,
looks, smell, sound, feel or
appeal
•Service (people) - quality and
promptness
 Session 6
Demographic Economic Socio-cultural Natural Technological Political -Legal
Environment Environment Environment Environment Environment Environment
•world population •consumer •view of ourselves •shortage of raw •accelararting pace •Laws
growth psychology •view of others material of change •governmental
•population age mix •income distribution •view of •increased cost of •unlimited agencies
•ethnic and other •income, savings, organizations energy opportunities for •consumer action
markets debts and credit •view of society •incresed pollution innovation groups
•increased •view of nature levels •varying R&D
education •changing role of budgets
•view of universe
•household pattern government •increased
regulation