DR.

SANJEEV VERMA

Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New Challenges

12/14/15

1-3

Part I - Understanding Marketing

Management

Part II - Analyzing Marketing Opportunities

Part III - Developing Marketing Strategies

Part IV - Shaping the Market Offering

Part V - Managing & Delivering Marketing

Programs

12/14/15

1-4

Marketing is a societal process by

which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
- Philip Kotler (p. 7)

12/14/15

1-5

Target
Target Markets
Markets &
& Segmentation
Segmentation
Needs, Wants, and Demands
Product
Product or
or Offering
Offering
Value
Value and
and Satisfaction
Satisfaction
Exchange
Exchange &
& Transactions
Transactions
Relationships
Relationships &
& Networks
Networks
Marketing
Marketing Channels
Channels
Supply
Supply Chain
Chain
Competition
Competition
Marketing
Marketing Environment
Environment
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1-6

Communication

Industry
(a collection
of sellers)

12/14/15

Goods/services
Money

Information

Market
(a collection
of Buyers)

1-7

Resources
Money

Resource
markets

Services,
money
Services,
money

Manufacturer
markets

Government
markets

Taxes,
goods
Services,
money
Money

Goods, services
12/14/15

Taxes,
goods

Resources
Money

Taxes

Consumer
markets

Services
Taxes,
goods
Money

Intermediary
Goods, services
markets
1-8

Marketing
Mix
Place

Product
Customer
Solution

12/14/15

Convenience

Price

Promotion

Cost

Communication
1-9

Production
Production Concept
Concept

Consumers prefer products that are

widely available and inexpensive

Product
Product Concept
Concept

Consumers favor products that

offer the most quality, performance,
or innovative features

Selling
Selling Concept
Concept

Consumers will buy products only if

the company aggressively
promotes/sells these products

Marketing
Marketing Concept
Concept

Focuses on needs/ wants of target

markets & delivering value
better than competitors

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1-10

Starting
point

Focus

Means

Ends

Factory

Existing
products

Selling and
promotion

Profits through
sales volume

(a) The selling concept

Market

Customer
needs

Integrated
marketing

Profits through
customer
satisfaction

(b) The marketing concept

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1-11

Top
Management
Middle Management
Front-line people
Customers

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1-12

Customers
Front-line people

s
er
m

Top
management

Cu
st
om

to
us
C
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er
s

Middle management

1-13

Finance
Production

Marketing

Finance
Human
resources

a. Marketing as an
equal function
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Production
Human
resources
Marketing

b. Marketing as a more
important function
1-14

Marketing
an
m ces
Hu our
s
re

n
Fi

e
c
an

M
ar
k

et
in

re Hu
so m
ur an
ce
s

Customer

c. Marketing as the
major function
12/14/15

ce

Pr

c
u
od

n
o
i
t

n
na
Fi

Production

d. The customer as the

controlling factor
1-15

Production
Marketing
Customer
re Hum
so a
ur n
ce
s

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e
c
n
a
n
Fi

e. The customer as the controlling

function and marketing as the
integrative function

1-16

Building Customer
Satisfaction,
Value, & Retention