Two big ears –Be a good listener

One long nose – Smell the problem, resolve it proactively

One mouth – Talk less and work more
 Definition
• Marketing is everything about identifying and
meeting human and social needs

• Marketing is “meeting needs profitably.”

• ‘The right product, in the right place, at the

right time, and at the right price’.
Adcock et al
 Definition
• Role of marketing is to “deliver a higher
standard of living.”

• Marketing is a societal process by which

individuals and groups obtain what they
want and need through creating, offering
and exchanging products and services of
value with others’
 Core Marketing Concepts
Needs, Wants and Demands

• Needs are the basic human requirements like

food, water, clothing and shelter

• Wants are the needs directed to specific

products/services

• Demand is a want accompanied by the

consumer’s ability and willingness to pay
Maslow’s hierarchy of needs

5
 Types of Needs
Stated needs

Real needs

Unstated needs

Delight needs

Secret needs
Father is getting his house painted
for his daughter’s marriage
 States of Demand
• Negative demand
• Nonexistent demand
• Latent demand
• Declining demand
• Irregular demand
• Full demand
• Overfull demand
• Unwholesome demand
 States of Demand
• Negative demand- Analyse the reasons for dislike and
resolve the problem Sugar-based mithais

• Nonexistent demand- Find ways to convey the

benefits and develop interest Muesli, Oats

• Latent demand- Measure the size of the potential

market Packed chapatis

• Declining demand- Analyse the cause of decline and

rectify Big colour TV
 States of Demand
• Irregular demand- Synchronize the
purchases all around the year Umbrellas,
Firecrackers

• Full demand- Ideal situation and should be maintained

• Overfull demand- Either gear-up or go for de-marketing

• Unwholesome demand- Identify the unwholesome

cause and try to neutralise it Cigarettes, Alcohol-Dumb ways
to die
 Marketer’s Task
• Negative demand - Conversional marketing
• No demand- Creative marketing
• Latent demand - Developmental marketing
• Falling demand - Re-marketing
• Irregular demand - Synchronized marketing
• Full demand - Maintain marketing
• Overfull demand - De-marketing
• Unwholesome demand - Counter marketing
 What is Marketed ?
1.People – Amitabh Bachchan /Sachin Tendulkar/Sri Sri
Ravishankar/ Political leaders etc.

Events – Music festival / IIFA /Marriage or Theme weddings

3.Sports & Entertainment – Football / Olympics / IPL/

Wimbledon /Bollywood movies etc

4.Products – FMCG /Consumer durables /Dairy products etc

5.Services – Salon /Car servicing/Housekeeping/ AMC etc.

 What is Marketed ?
6.Places – Bihar Tourism, God’s own country - Kerala,
Gujarat as tourist destinations

7.Organizations - LG, Nokia, L & T and

8.Properties - Real estate, financial property – stocks & bonds

9.Information – Produced by books, schools and universities

10.Ideas - Jaago Re advertisements, Pledge your eyes, Donate

your organs
Quote by Charles Revson of Revlon
 Evolution of marketing
• Production concept
Focus - Mass production, Widely available

Sector – Products which are sold to B2B companies

Limitations – loose out to competition

 Evolution of marketing
• Product concept
Focus - Quality, Performance

Sector – Products sold to consumers directly

Limitations – “Better mouse-trap fallacy”

 Evolution of marketing
• Selling concept
Focus – Aggressive selling

Sector – Products which need high pressure selling

tactics

Limitations – Customers may do negative publicity

 Evolution of marketing
• Marketing concept
Focus – Customer-centric, Sense & Respond
Marketer’s job is not to find the right customers for the
products, but to offer the right products for the customers

Sector – Products with strong brand eg. FMCG companies

Limitations – Customers may resist

 Selling & Marketing
Selling is only the tip of the Marketing iceberg

Peter Drucker, a leading Management guru ...

“There will always be need for some selling.
But the aim of Marketing is to know and
understand the Customer so well that the
product fits the need and sells itself.
Marketer only needs to ensure availability.”

Aim of marketing is to make selling superfluous

 Selling Models

• AIDA Model
Marketer has to create awareness and ensure that the
Customer buys the product

• AIETA Model
Marketer has to create awareness and also provide samples
for the Customer to try the product and based on his
experience he will take the necessary action
Parameter Marketing Selling
Profit orientation Winning and retaining More transaction-based and
the customer, focuses on aims at profit maximization
building profits in the long in the short term
run
Customer orientation Focuses on customer Works on mass marketing
needs, values , attitudes, approach, customer needs
uses an integrated are not focused upon
marketing plan
Marketing strategy Integrated marketing Aggressive selling and sales
using 4Ps backed by promotion with emphasis on
environmental scanning, price variations
consumer research,
opportunity analysis and
service
Company focus “What can we do that will “ Somehow or the other I
make us better and have to hook the customer”.
superior than our
competitors in the eyes of
customers.”
 Holistic Marketing concept
Development, design, implementation of marketing
programs, processes and activities which are interdependent
Everything matters in Marketing. A broad, integrated
perspective is often necessary
1.Relationship Mktg. 2.Internal Mktg.

Holistic
Marketingu

3.Integrated Marketing 4. Performance Mktg.

 Relationship Marketing
• Aims to build long-term, mutually satisfying
relationships with key constituents in order to earn
profits and retain business
Four key constituents are:
Customers, Employees, Partners & Stakeholders

• Based on ‘Customer loyalty’

Customer loyalty in turn is based on ‘Trust’ and is built
slowly over several transactions

• Relationship marketer understands a customer’s

lifetime value(LTV) which gets enhanced over a period
of time
 Internal Marketing
• It’s well known that Customer satisfaction cannot be
achieved unless all within the organization understand
the importance of the external customer

• Requirements of an Internal Customer:

Employees who are friendly and willing to help, have
courtesy & respect, efficient, friendly and knowledgeable,
pleasant approach, fulfillment of expectations
3Cs of Internal Customer Care: Care and
concern

Co-operation Communication
&
Collaboration
 Starbucks in India
• Starbucks puts new employees through a strict
training regime in their first 2-4 weeks on the job
so that they offer best customer service

• Starbucks‘ understands that employees are an

extension of their brand, hence training includes:
Sessions on coffee history
Knowledge of coffee
Customer service traits
Retail skills to do the job
 Integrated Marketing
• Marketer’s task is to successfully assemble marketing
programs to create, communicate and deliver Value to
the customers
McCarthy’s 4 Ps:
Marketing Mix

Place
Product Price Promotion

Integrated marketing means choosing communication

options that reinforce and complement each other
 Performance Marketing
• Financial and Nonfinancial returns
Marketers need to justify their investments in terms of
profitability, brand building and growing customer base
A complete annual budget is prepared well before the year
and the Marketer follows it stringently

• Social Responsibility Marketing

Satisfy the needs and wants more
effectively and efficiently than
competitors while preserving or
enhancing consumers’ and society’s
long-term well being
 ‘Quiz for the day’
How did the search engine …

derive its name from ?

Google derived its name from the word ‘googol’.

1 googol = 1 X 10 100
It’s a reference to the massive quantity of data available
online offered by the Company

Corporate Mission of Google:

“To organize the world’s information and make it
universally accessible and useful.”
The term was coined in 1938 by 9-year-old Milton Sirotta, nephew of
American mathematician Edward Kasner who popularized it in his book
Mathematics and Imagination in 1940
Customer is like a God because a King may die but
a Customer lives forever like a God!!!