Marketing – Definition

• Process of planning and executing the

conception, pricing, promotion and distribution
of ideas, goods and services to create exchanges
that satisfy individual and organizational goals
• Marketing is typically seen as the task of creating,
promoting, and delivering goods and services to
consumer and businesses.
• 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
 What are the things marketed
• Goods- Physical Products
• Services- Airlines, Hotels
• Experiences- Theme parks
• Events- Sports events/seasonal events
• Persons- Celebrities
• Places- Tourism/ New residents
• Properties- Real property/ Financial Property
• Organizations- Universities
• Information- Encyclopedias/ Year books
• Ideas- Say no to drugs/ save the rainforest
Marketing Philosophies/ Concepts
The Selling Concept
Marketing Mix
 Marketing Environment
• A company’s marketing environment consists
of the actors and forces outside of marketing
that affect marketing management ability to
build and maintain successful relationships
with target customers
 Marketing Environment- Components

• Internal Environment
Man
Material
Money
Machinery
Market
• External Environment
Micro Environment
Macro Environment
Importance of Marketing Environment
• Essential for planning
• Understanding Customers
• Tapping Trends
• Threats and Opportunities
• Understanding the Competitors
 Marketing Information System

System in which marketing data is formally

gathered, stored, analysed and distributed to
managers in accordance with their informational
needs on a regular basis.
Marketing Information System refers to the
systematic collection, analysis, interpretation,
storage and dissemination of the market
information, from both the internal and external
sources, to the marketers on a regular, continuous
basis.
Components of M I S
 Marketing Research

• Marketing Research is the systematic

collection, analysis, and interpretation of data
pertaining to the marketing conditions.