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The term Marketing has been derived from the Latin word Marketus
which refers to the method or place of contact between buyers and sellers.
Market is a place or geographical area where buyers and sellers meet and
enter into transactions involving transfer of ownership of goods and services
WHAT IS MARKETING
Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, services to create exchanges that
satisfy individual and organizational goals American Marketing
Association.
Marketing is the management process that identifies, anticipates and satisfies
customer requirements it profitably. The Chartered Institute of Marketing.
The right product, in the right place, at the right time, and at the right
price. Adcock et al
Marketing is not only much broader than selling; it is not a specialized
activity at all. It encompasses the entire business. It is the whole
business seen from the point of view of the final result, that is, from the
customer’s point of view. Concern and responsibility for marketing must
therefore permeate all areas of the enterprise.” — Peter Drucker
Marketing is the social process by which individuals and groups obtain
what they need and want through creating and exchanging products and
value with others.” — Philip Kotler
Marketing is “The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.” — The
Chartered Institute of Marketing
Difference between Marketing and Selling
MARKETING SALES
Focuses on customer’s needs Focuses on Seller’s needs
Customer Enjoys Supreme Product enjoys supreme
importance importance
Product Planning and High pressure selling to sell
development to match goods already produced
products with markets
Converts customer’s needs Converts products into cash
into products
Profits through customer Profits through sales volume
satisfaction
Consumers determine the Cost determines the price
price; price determines costs
It assumes: “Let the seller be It assumes: “Let the buyer be
ware” (Caveat Vendor) ware” (Caveat Emptor)
SERVICES
services include the work of airlines, hotels, cars rental firms, barber and
beauticians, maintenance and repair people, and accountants, bankers,
lawyers ,engineers doctors, software programmers, and management
consultants.
EVENTS
marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries. Global sporting events such as
the Olympics and the World cup are promoted aggressively to both
companies and fans.
EXPERIENCES
By orchestrating several services and goods, a firm can create, stage and
market experiences. Veega land, Black Thunder etc represents this kind of
experiential marketing.
PERSONS
Celebrity marketing is a major business, Artists, Musicians, CEOs,
physicians, high- profile lawyers and financiers, and other professionals all
get help from celebrity marketers.
PLACES
Cities, states, regions, and whole nations compete actively to attract tourists,
factories, company headquarters, and new residents. Place marketers include
economic development specialists, real estate agents, commercial banks,
local business associations, and advertising and public relations agencies.
PROPERTIES
Properties are intangible rights of ownership of either real property (real
estate) or financial property (stocks and bonds). Properties are bought and
sold, and these exchanges require
ORGANIZATIONS
Organizations actively work to build a strong, favorable, and unique image
in the minds of their target publics.
INFORMATION
Information is essentially what books, schools, and universities produce,
market, and distribute at a price to parents, students, and communities.
IDEAS
Every market offering includes a basic idea. Social marketers are busy
promoting such ideas as “Friends Don’t Let Friends Drive Drunk” and “A
Mind Is a Terrible Thing to Waste.”
NATURE OF MARKETING
Exchange is the essence of marketing.
Marketing is customer/ consumer oriented.
Marketing starts and ends with customers/ consumers.
Modern marketing precedes and succeeds production.
Marketing is goal oriented and the goal being profit maximization through
satisfaction of human needs.
Marketing is a science as well as an art.
Marketing is the guiding element of business (It tells what, when, how to
produce; Marketing is capable of guiding and controlling business.
Marketing is a system .
Marketing is a process, i.e., series of interrelated functions.
Scope of Marketing
Study of Consumer Wants and Needs
Goods are produced to satisfy consumer wants. Therefore study is done to
identify consumer needs and wants. These needs and wants motivates
consumer to purchase.
Study of Consumer behaviour
Marketers perform study of consumer behaviour. Analysis of buyer
behaviour helps marketer in market segmentation and targeting.
Channels of Distribution
Decision regarding selection of most appropriate channel of distribution like
•Wholesaling
•distribution and retailing is taken by the marketing manager and sales
manager.
Pricing Policies:
•Marketer has to determine pricing policies for their products.
•Pricing policies differs form product to product.
•It depends on the level of competition, product life cycle, marketing goals
and objectives, etc.
Sales Management
•Selling is a part of marketing. Marketing is concerned about all the selling
activities like
•customer identification
•finding customer needs
• persuading customer to buy products, customer service, etc.
Promotion: Promotion includes
personal selling
sales promotion and
advertising.
Right promotion mix is crucial in accomplishment of marketing goals.
Finance
•Marketing is also concerned about the finance, as for every marketing activity be it
•Packaging
• advertising
• sales force budget is fixed and all the activities have to be completed with in the
limit of that budget.
After Sales services: Marketing covers after sales services given to customers,
maintaining good relationships with customers, attending their queries and solving
their problems.
objectives of marketing: According to ato cundiff and still there are three
main objectives of marketing:
1. Increase in sales volume
2. Increase in net profit
3. Growth of enterprise
Increase in sales volume
• The objective of marketing is not only the satisfaction of consumers
needs but increase in sales volume of the concern also .
• An increase in sales volume will increase the profits of the concern
as well as its future growth potentiality.
2. Increase in net profit
Profit is residual (left behind) of sales minus costs . When sales increase the costs reduce due
to economic of scale and there is an increase in net profits .
It is thought that proper consumers needs are solved out and satisfied which in turn increase
the net profits of the organisation so a number of marketing experts agree that the
maximization of profits is one of the prime goals of the marketing
3. Growth of enterprise:
•The object of an organisation is stability with growth and profitabiltiy .
•Marketing contributes to it by knowing all about the customers and provides them what they
demand.
•It will increase the good will, sales and profits of the enterprise .
•When organisation has sufficient profits then the resources are generated and invested back
for growth.
•It has been realized that even at level the economy can grow by the free playing or market
forces.
IMPORTANCE OFMARKETING TO COMPANIES
•Helps in income generation.
• Helps in planning and decision-making.
•Helps in distribution
•Helps in exchanging information.
• Helps to adapt to changing environment.
• Expands global presence.
• Helps to earn goodwill.
IMPORTANCE OFMARKETING TO CONSUMERS
Provides quality products.
Provides variety of products.
Improves knowledge of consumers.
Helps in selection.
Consumer satisfaction.
IMPORTANCE OFMARKETING TO SOCIETY
Marketing bridges the gap between firm and society.
•Provides employment.
• Raises standard of living.
• Creates utilities.
• Reduces costs.
• Solves social problems.
• Makes life easier.
• Enriches society.
IMPORTANCE OFMARKETING TO ECONOMY
It stimulates research and innovation
Saves the economy from depression.
Increase in national income.
Economic growth.
Marketing Functions
Studying marketing through its functions is called the functional approach
to the study of marketing . The marketing functions comprise :
•Buying
•Selling
•Transportation
•Storage
•Standardization
•Grading
• financing
•Risk taking
•Market research
Functions of exchange
1. Buying and assembling
•Buying is one of the primary functions of marketing .
•Buying raw materials as required by the specifications of the customers
requirements or assembling the spare parts as per the needs of the customer
is the essential step in the marketing process.
•The producers buys the raw materials the wholesaler buys the finished
product from the producer the retailer buys from the wholesaler and so on
•Buying and assembling are two distinctly specialized functions where inputs
are large in size and occupy larger area in terms of floor space they are
brought separately and assembled into finished or semi finished products.
•Selling
selling is another r important function and involves transfer of title to goods
selling is a highly specialized job .
Selling may be of two types
1. personal
2. impersonal.
•In personal selling , one finds a sales person speaking about the product
and why one should buy it.
•In case of impersonal selling , it is the advertisement , hoardings and other,
that speak about the products or services of the organization.
•It is only through selling and realizing profits that the organization survives
•Demand creation is one of the complex jobs of the marketer
Functions of physical supply
These functions facilitates the organization to carry out the functions of
exchange more effectively
•Transportation
•This function provides place utility for the products by transporting the
goods where ever they are required .
•Particularly where the markets are dispersed and the manufacturing points
are concentrated around the supply points
•Storage and warehousing:
These two functions are supplementary to each other. In other words one
cannot exist without other. The products are stored in warehouses.
Particularly where the production is seasonal or when consumption is
seasonal but the production is continiuous
Facilitating functions
Financing : the marketing /production activity may be financed by own
funds or borrowed funds.
The producers wholesalers, retailers and even customers need finance to buy
Today most of the financing companies offer credit facilities to different
segments of the society to buy good and services.
The requirements of finance may be for a short term , medium term or
long term period . There area apex financial institution such as nationalized
and private commercial banks, private lending organizations , cooperative
banks and others.
These have specialized schemes for agriculture finance , working capital
finance, seed capital finance , venture capital finance and so on.
Risk taking : risk is an integral part of business and thus with out risk , there
is no business at all. The marketer prefers to minimize the risk associated
with business activity.
Risks arise out of one or more of the following sources
•Social risk such as theft , burglary , bad debts , war
•Transportation risk
•Physical risk decay , deterioration delay or accidents
•Economic risk fluctuation in the prices of the commodity caused by the
changes in their demand and supply or in the currency rate
One can protect oneself from physical risks by careful handling of goods
The social and economic risks can be shifted to professional agencies such
as insurance companies. Even the economic risks can be shared or offset by
entering into hedging contracts
Standardization and grading
These two functions are supplementary and also complementary to each
other.
A standard is a measure of fixed value. The standard could be based on
color weight, quality number of items , price or any other parameter
Grading is the process of sorting the goods . The price varies with the
grade of the goods .
This function enables the marketer to fix a uniform price for a given grade
of the goods
It further promotes goods understanding between the buyer and seller.
Market information and research
Modern marketing requires a lot of information accurately adequately and
promptly, strategically this information becomes the basis for any decision
making .
Where to sell
How much to sell
When to sell
At what price
In what form how other competitors are selling all these are strategic
issues
EVOLUTION OF MARKETING CONCEPT
1. Marketing concept has undergone a drastic change over years.
2. Earlier it was production or later selling which was key to marketing
idea but moving ahead now these have given way to customer
satisfaction rather delight developing a modern marketing concept. Let’s
review the evolution of earlier marketing ideas;
THE PRODUCTION CONCEPT
1. It is one of the oldest concepts in business.
2. It holds that consumers will prefer products that are widely available and
inexpensive.
3. Managers of production- oriented business concentrate on achieving
high production efficiency, low costs, and mass distribution.
4. This orientation makes sense in developing countries such as china ,
Where the largest PC’s manufacture , lenovo and demostic appliances take
advantage of the country huge and inexpensive labor pool to dominate the
market.
THE PRODUCT CONCEPT
1. It proposes that consumers favor products that offer the most quality,
performance, or innovative features.
2. Managers in these organizations focus on making superior products and
improving them overtime.
3. A new or improved product will not necessarily be successful unless it’s
priced, distributed ,advertised and sold properly.
THE SELLING CONCEPT
The selling concept holds that consumers and businesses , if left alone , wont
buy enough of the organisation’s products there fore undertaken an
aggressive selling and promotion effort.
Accorfing to sergio Zyman ,coca coal’s former vice persident of marketing
who said: The purpose of marketing is to sell more stuff to more people
more often for more money in order to make more profit.
Their aim is to sell what they make , rather than make what the market
wants.
It assumes that customers who are coaxed (convince , win over) into buying
a product will like it, and that if they don’t ,they not only wont return or bad
–mouth it or complain to consumer organizations but they might even buy it
again
THEMARKETING CONCEPT
1. It emerged in mid-1950s, instead of a product- centered, make- and –
sell philosophy, business shifted to a customer- centered, sense-and-
respond philosophy.
2. The marketing concept holds that the key to achieving organizational
goals is being effective than competitors in creating, delivering, and
communicating superior customer value to your chosen target markets.
3. Selling focuses on the needs of the seller, marketing on the needs of
the buyer.
4. Selling is preoccupied with the seller’s need to convert his product into
cash, marketing with the idea of satisfying the needs of the customer
by means of the product and the whole cluster of things associated
with creating , delivering, and finally consuming it.
Consumer Satisfaction
The product or service offered must satisfy consumer. Consumer satisfaction
is the major objective of marketing.
Patanjali
Competition
1. Dabur India
2. Procter and Gamble
3. Marico
4. Nestle Ltd
5. HUL (Hindustan Unilever Limited)
Competitors 6. Himalaya Herbal Healthcare
SWOT Analysis
1. Patanjali has grown at a rapid pace within a short span of time
2. Extensive marketing has pulled people into accepting its products as a
healthier and safer option
3. Strong brand ambassador with Baba Ramdev as its face helped boost the
business for Patanjali
4. Patanjali offers new products, new style of marketing etc has changed the
market dynamics
5. The venture has generated tremendous revenues, which are comparable to
existing players
6. More than 200,000+ employees with Patanjali
Strengths 7. Excellent word of mouth marketing has helped the brand grow
1. Launched too many products in a short time
Weaknesses 2. Patanjali faced issue with advertising council of India
1. Patanjali can tap overseas market as Ayurveda is increasingly getting
awareness
2. Can enter more segments in personal hygiene, FMCG etc
Opportunities 3. Can also diversify in apparels
1. Prominent FMCG players coming up with their own variants of ayurvedic
products
2. Big players have their existing model which is sturdy, which can overcome
Threats new competition from Patanjali
Reliance Jio
Target Group Urban & tier2 middle and upper class segment
Reliance Jio is helping transform Indian into a digital and
tech-savvy nation by giving affordable mobile service and
Positioning data
WOT Analysis
1. Strong backing of parent company ie Reliance Industries backed up Mukesh
Ambani
2. Excellent advertising and marketing of Jio helped the brand have a strong
launch
3. Jio has brand ambassadors like Shahrukh Khan, Amitabh Bachchan which
has helped reach out to masses
4. Innovative technology i.e. 4G LTE services along with VoLTE
5. Has a strong pan India presence with its operations in more than 22 cirles
6. Jio apps are a unique feature offering movies, games, shopping, messenger,
chat, news etc under one roof
Strengths 7. LYF smartphones at affordable costs would also boost the brand Reliance Jio
1. The ad campaign of Reliance Jio showing the PM was controversial
2. Late entrant in the India market, i.e. it would be challenging to increase
Weaknesses market share significantly
1. The company can offer telecom, call, data services at competitive prices
2. Reliance Jio can promote exclusive services like apps to attract consumers
3. Focus on customer service and MNP can help the brand overcome
Opportunities competition
1. Once free services are over, people would not want to continue using Jio
2. Existing competitors have a strong presence, and a loyal customer base,
Threats which would be difficult to address to.
Competition
1. Airtel
2. Idea
Competitors 3. Vodafone
Case Study 1
Marketing and Distribution of Mushroom
Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore.
They thought instead of doing a job, they will launch fresh vegetables in Indian markets.
Having learnt of the future conventional foods, they decided to venture into cultivation of
mushrooms.
Mushrooms are known to be the best alternative food for vegetarians. For Sachin and Virag
fund raising was a serious handicap for mass production. However, the first trial batch of
mushrooms that they produced was bought by Star Hotel in Bangalore. Further, the hotel
placed orders for supply of 20 kgs every day.
Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big
player M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested
in the export market. Sachin and Virag have set their sights high. They aim to sell mushrooms
in a very big way all over India. Mushrooms have a great market potential and is a perishable
food.
Questions
A. How will you advise Sachin and Virag, as how to increase the consumer
awareness about this new food?
B. What would be your suggestions for distribution channel for mushrooms?