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  • Marketing Basics: October 2018

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    Sivaramakrishna Sobha
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    The document provides an overview of basic marketing terms and concepts. It defines key terms like market and marketing. It also outlines frameworks for segmenting customers, positioning products, mapping product perceptions, and evaluating a product line's width and depth. Additionally, it distinguishes between push and pull marketing strategies and describes the stages of a product life cycle. Lastly, it differentiates between marketing vs sales functions and above-the-line vs below-the-line advertising approaches.

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    The document provides an overview of basic marketing terms and concepts. It defines key terms like market and marketing. It also outlines frameworks for segmenting customers, positioning products, mapping product perceptions, and evaluating a product line's width and depth. Additionally, it distinguishes between push and pull marketing strategies and describes the stages of a product life cycle. Lastly, it differentiates between marketing vs sales functions and above-the-line vs below-the-line advertising approaches.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    6 views14 pages

    Marketing Basics: October 2018

    Uploaded by

    Sivaramakrishna Sobha
    The document provides an overview of basic marketing terms and concepts. It defines key terms like market and marketing. It also outlines frameworks for segmenting customers, positioning products, mapping product perceptions, and evaluating a product line's width and depth. Additionally, it distinguishes between push and pull marketing strategies and describes the stages of a product life cycle. Lastly, it differentiates between marketing vs sales functions and above-the-line vs below-the-line advertising approaches.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 14

    Marketing Basics

    October 2018
    Basic Terms

    1. Market
    A set of existing and potential customers

    2. Marketing
    Meeting needs profitably

    3. Product
    A bundle of desired attributes/factorials

    4. Value
    Value= Benefits/Cost
    Benefits = Functional benefits + Emotional Benefits
    Cost = Monetary Cost+ Time Cost + Energy Cost+ Psychic Cost

    2
    Product
    Freshness

    Aroma
    Moisturization

    Endorsement Soap

    Anti Germ
    Price

    Brand

    3
    Segmentation

    4
    Positioning

    • Points of Parity
    • Points of Differentiation

    5
    Perceptual Maps

    6
    7
    Product Line, Width and Depth

    8
    Push Vs. Pull Marketing

    9
    Product Life Cycle Stages

    10
    Ansoff Matrix

    11
    Marketing Vs Sales
    ATL Vs. BTL

    13
    B2B vs. B2C

    B2B Marketing B2C Marketing


    Less number of customers Large number of customers

    Long buying cycle Shorter buying cycle

    Buying decision – planned and logical Buying Decision – More emotional


    Focus on relationship Focus on product

    14

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