Course EVALUATION

Group assessment (45%)

1 Case Analysis and Discussion 25%

2 Simulation 20%

Individual Assessment (55%)

1 Quiz 20%

2 End-term examination 35%

 CASE PRESENTATION

• 10 Groups of 6-8 each (Already assigned)

• 2 teams presenting each case (9 cases)
• Presentations to be sent to me before 7 pm prior to the day of the
class
• From each team
• Two persons will randomly be chosen for presenting case brief,
• Two randomly to present answers to the case questions,
• Two will have to take the questions,
• Remaining three will have to ask questions to the other team.
 Simulation

• Application of all concepts you learn

• Hands on experience to marketing
• Groups of two/ four
WHAT IS MARKETING?

Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large
WHAT CAN BE MARKETED?
G S E E P P P O I I
WHO IS A MARKETER?

A marketer is someone who seeks a response—attention, a

purchase, a vote, a donation—from another party, called the
prospect
NEEDS WANTS DEMANDS
Type of Need Definition
Stated What the customer asks for

Real What the stated needs actually mean

Unstated What the customer also expects but does not ask for

Delight Needs that are not essential but would delight if met

Secret Needs that the customer does not express, often intangible in nature
Type of Need Example - Car
Stated Customer wants an inexpensive car

Real Customer wants a car whose operating cost not initial price is low

Unstated Customer expects good service from the dealer

Delight Would like the dealer to include an onboard GPS system

Secret Needs that the customer does not express, often intangible in nature
 Stated • I need a phone

• when the consumer wants a phone to remain connected to his friends,

Real family and colleagues, the actual need be a phone with high battery
backup and not high camera resolution.

• consumer also expects warranty and other sorts of after sales service
Unstated when buying a phone

• The consumer would like the phone manufacturer or the dealer to give
Delight him some free gift or a promotional item (phone case, tempered glass,
free SIM etc.)

• Consumer wants the phone for his status symbol, but he feels
Secret uncomfortable to admit that status is important to him
TYPES OF DEMANDS
Negative Non-existent Latent

Declining Irregular Unwholesome

Full Overfull
 * IIMV Sec A, * Prof.
B, C students Krishnan

We will select the SPOC for By discussing among yourselves

MM-I class and by End of Day Right

By discussing among yourselves

and by End of Day Right
COMPANY ORIENTATION TO MARKETPLACE

Holistic
Marketing
Marketing
Concept
Selling
Concept
Product
Concept
Production
Concept
HOLISTIC MARKETING