MARKETING

MANAGEMENT

Amit Pandey
+91-7488351996
Amit.pandey.iitr@gmail.com
 CUSTOMER AND CONSUMERS

Customers
Def:Customer is the one who is
purchasing the goods and Services
Resale/Consumption
Price is paid by the customer
Eg: Horlicks bought by parents for
Children Parents Customer
Consumers
Def:Consumer is the one who is the end
user of any goods or services
Consumption only. No resell
Price may or may not be paid by the
Consumer
Eg Horlicks bought by Parents for
Children Children Consumer
Example
Kirana Stores Parents Children
Horlicks
Horlicks
(Earlier
GSK Now
HUL)
Consumer Children
Customers Parents
Goods & Services Horlicks
 Primary Selling Secondary Selling
Example
Distributor/Dealer /
HUL (METRO Cash & KIRANA Shops
Horlicks Carry) Horlicks Tertiary
(Earlier
Selling
GSK Now
HUL)

Children Parents

Consumer Children(Remains Same)

Customers Changes for Different Level
Goods & Services Horlicks
 CUSTOMER AND CONSUMERS-Q&A

• Que: Whom should a Marketing Campaign or a Marketeer target. ? Customer

or a Consumer?

• Que: Purpose of Marketing is to make selling Superfluous. Critically Analyze?

 CUSTOMER AND CONSUMERS-Q&A

• Que: Whom should a Marketing Campaign or a Marketeer target. ? Customer or a Consumer?

Ans: Marketing campaign should be targeted for each level of customers and consumers. Each have their
own effect in pushing the Company sales directly or indirectly.
Eg: If Kirana stores/dealers/distributors/ METRO cash and carry doesn’t pushes Company A products and
promotes Company B products sales is bound to affect.
If Consumer has a positive effect over Company B products , its bound to have pull effect over it impacting
Company A sales
Proper incentives and campaigns needs to be designed by each level of Sellers for their customers.
 MARKETING

Definition:
Dr. Philip Kotler defines Marketing as the science and art of creating and delivering value to satisfy
needs of target market at profit

Note:
• Marketing identifies unfulfilled needs and desires of customers. Many a time for ”Push Product type”
some people say the need has to be created, but its actually the need which has been there with target
but hasn’t been realized by the customer until company educates them about it.
• Marketing is always used for business purpose and hence always profitable purpose.
• Polio—Its not Marketing, Its an awareness campaign
• Covid,etc--Its not Marketing, Its an awareness campaign
• Government schemes,programs- It is profitable hence a marketing Campaign
 MARKETING

Definition(According to American Marketing Association)

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. ( Approved
2017)
Note:
• Conducive pricing for customer also comes in Marketing
• According to definition anything that facilitates exchange offering to customers bundling,etc comes
under marketing
 EVOLUTION OF MARKETING THEORY
Marketing Philosophy
Production Orientation Consumer favors product that are
available and affordable
Product Orientation Quality product
Sales Orientation Create advertisement and selling
to overcome resistance from
consumer and convince them to
buy
Marketing Orientation Needs and wants of customer
Societal Orientation Needs and wants and delivering
superior Value to customers
Marketing Mantra
Cut costs. Profits will take care of
themselves’
A good product will sell itself’—
preferred word of mouth
Selling is laying the bait for the
customer’
The customer is King!’
‘Relationship with customers
determine our firm’s future’
 MARKET ORIENTED AND MARKETING ORIENTED

Marketing Oriented: Company that has increased importance of marketing within organization
• Marketing Budget high
• Marketing person at Executive level/Board of director, etc.
• Suffered from Marketing Myopia
• Is an obsolete concept.

Market Oriented: refers to Organization wide generation of market intelligence pertaining to current and
future customer needs and dissemination of intelligence across departments and organizations wide
response to it
 Customer
Orientation
MARKET ORIENTATION(3C)

Market orientation means

• Customer orientation: Developing superior quality products for satiating customer
today’s and future needs. Information on all important buying influences permeates
Profit,
every corporate function. Retention
o Who decides whether to buy its product or services? Cross-
Functional
• Competitor Orientation: Understanding competitors strength and weakness. Orientation

• Cross functional orientation: All the functions working together to achieve common Competitor
goal Orientation
• Goal-Long term profit for company, Customer retention, responsive to changes in
market
• Popular example is Amazon, Colgate-Palmolive

Interesting Read: https://hbr.org/1988/11/what-the-hell-is-market-oriented

 SALES AND MARKETING

Sales Marketing
Sales emphasizes the process of “Product Marketing focuses in the process
Push” “Product Pull”
Incentivize sales people, customer for Creates demand among customers and
exchanges of goods and services that may consumers
or may not benefit customer

Tends to focus on meeting existing Tends to focus on stimulation of demand

demand and low focus on stimulation of
demand
Less sustainable to business More sustainable to business

Interesting Read: https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing?registration=success

 COMPONENTS OF MARKETING

Loosely Marketing Components can be divided into 7 prime components

• Market research: It includes Market sizing, Industry growth, buying habit, current and future trends
• Target Market: Well defined target market, buyers, Market segmentation, etc.
• Positioning; How do you want your customers to perceive your brand.?
• Competition Analysis
• Go to Marketing Strategy(events, direct mail, email, social media, content strategy, street teams, couponing, webinars,
seminars, partnerships, and other activities)
• Budget: Monthly spending and tracking and ROI
• Metrics: Compare leads per events. Leads per Channels, Leads per regions, etc, ROI
 MARKETING PRINCIPLES

Def: Marketing principles are agreed-upon marketing ideas companies use for an
effective marketing strategy. They are the principles upon which we build product
promotion strategies. We can use the marketing principles for the effective promotion of
either goods or services

• 4P Strategy/Matrix Product: How is the product unique,

• Brand
Packaging, labelling, service, Warranty, etc
• Aesthetics
• Advertising • Packaging
• Publicity • Quality Place: How would be the product made
• Sales promotion
available

Price: Cost and benefits out of it

• Price
• Channel
• Discount
• Distribution
• Culture
•
•
Offer price
Credit Policy
Promotion: How would the products benefits
• Return policy be conveyed to customers
Thank You