Chapter -1

MARKETING
CONCEPTS AND
APPLICATIONS
PROF.NITIN MALI
Introduction to marketing
# 1.Definition : Marketing is societal
process by which individuals /groups
obtain what they need and want through
creating ,offering & freely exchanging
products and services of value with others
- PHILIP KOTLER
# 2. Definition :“Marketing management
is the process of planning & executing the
conception, pricing, promotion & distribution of
ideas, goods ,services to create exchanges that
satisfy individual organizational goals”-
American marketing association
 # 3 .Definition ,Meaning
A total system of interacting business activities
designed to plan ,price ,promote and distribute
want satisfying products and services to
present and potential buyers.
-William j Stanton
 Art of selling superfluous
Discover needs & translate in product service
Marketers create the needs or needs preexist
Create and serve demand for these products
& services
 NATURE OF MARKETING
 Marketing is both consumer & competitor oriented
 It starts with consumer and ends with consumers by
satisfying their needs profitably
 Marketing is an integrated process which is based
on strategies and models
 Must deliver goods and services in exchange of
money

self-centered competitor -oriented

Customer -oriented Market driven

 SCOPE OF MARKETING
Marketing is typically seen as task of creating
promoting goods and services to consumers and
business.
GOODS: FOOD,COMMODITIES, CLOTHING,HOUSING,CARS
STEEL,COTTON ARE THE MAIN STAY OF THE ECONOMY

NCAER 2002
Distribution population company house hold penetration
HUL 88%
Rural 72.22 %
NIRMA 56%
urban 27.78% COLGATE 33%
PARLE FOODS NCAER
31%2002
 services
 Almost 60 % of the contribution to India's GDP
from service sector.
 PATA(pacific Asia travels
association)reported 5.5 million foreign tourists
arrived India in 2009.
 This would increase to 5.9 million in 2010.
 jet airways-air Sahara- 46% mkt share
 Indian airlines 25%,air deccan-13% spice jet
6% kingfisher 8 %
AIRLINES ,HOTELS,ENTERTAINMENT
Experiences
There is market for different experiences .
Like spending a week at Jammu and
Kashmir and experiencing the skiing or
climbing mount Everest.
A jungle safari, water sports, a roller
coaster ride.
WALT DISNEY,ESSEL WORLD
RAMOJI FILM CITY,
PLANET HOLLLYWOOD
 EVENTS
MARKETERS PROMOTE TIME BASED EVENTS

There are professionals who plan ,work out details

of an event and make it perfectly.
Event management companies.

OLYMPICS,twenty-20,AUTO-EXPO , I T EXHIBITION
Major trade shows, sports events,
artistic performances.
 PERSONS
Celebrity branding has become a major business
Tom peters marketing guru has advised every person can
brand himself.
Amitabh Celebrity Brands
Bacchan Sachin PEPSI,BOOST,TVS
AIRTEL,ADIDAS,MRF,BRITANNIA
charges 3-7 Tendulkar
crores Shah Rukh khan PEPSI, TAG HEUR,HYNDAI,CLINIC ALL
CLEAR

AMIR
KHAN
TOYOTA
INNOVA,
TITAN ,
TATA
SKY
 Places
Cities,states,regions,and whole nations , compete
actively to attract tourists,industries,company
headquarters, residents.
Place marketers include : economic dev. Planners,
Real estate agents, banks and PR agencies
 properties
• Properties are intangible rights of ownership
of either real property(real estate) or
financial property (stocks and bonds).these
are bought and sold and thus can be
marketed.
• Investment companies and banks ,and
insurance firms are involved in its marketing
to both individual as well as institutions.
• Hiranandani,dsk,soft corner marketing,
• lIC housing,icici,Hdfc home loans
PROPERTIES
organizations
Organizations actively work to build a strong
and favorable brand image In the mind of
their publics .we call it as corporate branding
Heritage
Assets and capabilities
People
Values and culture
Corporate performance
ORGANIZATIONS
Information
Information can be produced and
marketed by as a product.
Schools, colleges ,universities.
Encyclopedias,
C.D’s, internet, books
The production ,packaging, and
distribution is one of the society's
major industries.
IDEAS
Products and services are
platforms for delivering some idea
or benefit.
Marketers try hard to search for
core need they try to satisfy.
I am Happy to answer your questions

•Thank you
nitin.mali.dkte@gmail.com