Introduction to marketing and Evolution?

Pranav Nijhawan
Contact- 7042264936
Marketing?
MARKETING TO YOU?

A tool to influence consumers to buy more?

B2C communications?

Selling products/services?

About tangible products?

WHAT IS IT?

• “Marketing is Everything” (McKenna, 1991)

GOAL OF MARKETING

• The dual role:

1. creating customers
2. keeping customers
WORDS OF PETER DRUCKER

• ‘’The aim of marketing is to make selling superfluous. The aim is to know and
understand the customer so well that the product or service fits him or her and sells
itself.”
• Drucker is inferring that marketing is much more than selling or advertising and that
good marketers do not need to sell aggressively.
HEART OF MARKETING

STP (Segmentation, Targeting and Positioning)

Differentiate or Die
DEFINATION - KOTLER

Kotler‘s definition of Marketing :

- Marketing - is the human activity directed at satisfying the needs and wants through
exchange processes.
1. Human Activity – not science, not always rational
2. Satisfaction – Expectations vs. Performance
3. Needs and Wants
4. Exchange Process – demand, efficiency, utility
NEEDS

• Human Need
- is a state of felt deprivation in a person.
- e.g., hunger, security, shelter
WANTS

Human Wants - are the form needs take as shaped by

culture and individual personality.
Needs go through a cultural filter to become wants
• Chinese tend to solve the thirst need with tea.
A European may solve the thirst need with flavored soda
water.
EXCHANGE PROCESS

Exchange Processes – supply and demand

Wants become demands when the wants are
supported by purchasing power.
- e.g., a person wants a house but can only afford an
apartment
EVOLUTION MARKETING – SOCIETAL
MARKETING

• The societal marketing concept holds that the organization’s task is to determine the needs,
wants and interests of target markets and to deliver the desired satisfactions more effectively
and efficiently than competitors in a way that preserves or enhances the consumer‘s and
society‘s well being

• The societal concepts calls upon marketers to balance three considerations: company profits,
consumer want satisfaction and society‘s interests and improve the quality of Life
• One example is Base of Pyramid Marketing
THANKS