Professional Documents
Culture Documents
Management
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Syllabus
Marketing: Meaning, Nature, Scope, Evolution and Importance.
Modern concept of marketing.
Ethics in marketing. Role of Information Technology in marketing.
The dynamic marketing Environment.
Marketing Mix and STP (Segmentation, Targeting and Positioning)
Marketing
Information System: Concept and Components of a marketing
information system.
Marketing Research: meaning, scope and techniques.
Consumer Behavior: meaning and importance, buying motives,
buying process, factors influencing consumer behavior.
Product decisions: concept, classification, product-line decisions.
New product development process, product life cycle,
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Syllabus
Packaging and Branding decisions.
Pricing Concepts: objectives, policies and procedures, factors
affecting pricing, pricing strategy and product life cycle, price changes
and organizational strategies, product line pricing.
Integrated Marketing Communication: Promotion-Mix; Advertising,
sales promotion, public relations, personal selling and direct
marketing.
Channels of distributions: Concept, types and factors affecting
channel selection.
Recent developments in marketing.
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Father of Marketing
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What is Marketing ?
It is a process by which:
Companies: Create value for customers & build
strong relationship
Why?
In order to capture value from customers
(Increased sales, profit margin, market share
and share of customer).
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Marketing
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Marketing Management
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What is Marketed?
Goods ●
Eggs, Steel, Hair Dryers Clothing
Service ●
Airlines, Hotels, Maintenance & Repair
Events ●
Trade Shows, Sports Events
Experiences ●
Kingdom of Dreams
Persons ●
Musicians, CEOs
Places ●
Cities & Nations Compete to Attract Tourists, Factories
Properties ●
Intangible Rights (Real Estate, Stocks and Bonds)
Originations ●
Org Making Their Brand : Apple
Information ●
Encyclopaedias, Books ,Web sites
Ideas Products and Services are Platforms for Delivering Some Idea or Benefit to Satisfy a Core Need.
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Who Markets?
Marketers and Prospects
Marketer is someone who seeks a response-
attention a purchase, a vote, a donation- from
another party, called prospect.
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Markets
A market, or marketplace, is regular gathering of
people for the purchase and sale of provisions,
livestock, and other goods. A place where buying and
selling occurs.
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Market…
Market the set of all actual and potential
buyers of a product or service.
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Customer Needs, Wants, and Demands
●
States of deprivation
●
Social—belonging and affection
●
Individual—knowledge and self-expression
Form that needs take as they are shaped by culture and individual
●
Wants personality (Exp. American needs food but want a bugger, French
fries and soft drink. An Indian needs food but want Parata, Rice
and Dal. )
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Wants backed by buying
Demands power
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Needs
Wants
Demand
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Market Offerings-Products, Services, and
Experiences
Consumers’ needs and wants are fulfilled through a market offering- some
combination of:
Products,
Services,
Information,
Experiences,
Events,
Persons,
Places,
Properties,
Organisations,
Ideas.
offered to a market to satisfy a need or want.
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Market Offerings-Products, Services, and
Experiences…
Marketing myopia is focusing only on existing
wants and losing sight of underlying
consumer needs.
They forget that a
product is the only tool to
solve a consumer problem.
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Customer Value & Satisfaction
Customers
Value and
satisfaction
Marketers
Set the right level
of expectations
Not too high or low
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Customer Value & Satisfaction…
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Exchange & Relationships
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Marketing Management Orientations
Producti Marketi
Product Selling Societal
on ng
concept concept concept
concept concept
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Marketing Management
Orientations …
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Marketing Management
Orientations …
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Marketing Management
Orientations …
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Marketing Management
Orientations …
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Marketing Management
Orientations …
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Marketing Management
Orientations …
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Marketing Management Orientations …
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Evolution of Marketing
• Specialisation of Labour
• Consumption Satiation
(to supply with anything to excess)
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Stages of Marketing Evolution
Marketin
Productio
Marketin
Productio
Sales
Sales Era
Era Era
gn Era
gn
R
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hi
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Nature of Marketing
• Customer Focused
• System
• Exchange Process
• Guiding Element
• Surrounded by Customer Needs
• Science as well as art
• Creates Mutually-beneficial relationship
• Part of Total Environment
• Goal –Oriented
• Process
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Scope of Marketing
Goods ●
Eggs, Steel, Hair Dryers Clothing
Service ●
Airlines, Hotels, Maintenance & Repair
Events ●
Trade Shows, Sports Events
Experiences ●
Kingdom of Dreams
Persons ●
Musicians, CEOs
Places ●
Cities & Nations Compete to Attract Tourists, Factories
Properties ●
Intangible Rights (Real Estate, Stocks and Bonds)
Originations ●
Org Making Their Brand : Apple
Information ●
Encyclopaedias, Books ,Web sites
Ideas Products and Services are Platforms for Delivering Some Idea or Benefit to Satisfy a Core Need.
●
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Importance of Marketing
To the society
• Employment of Various Persons
• Availability of Various Products For Use
• Increase in the National Income of Country
• Protecting the Economy Against the Evil Effects of Depressions
• Increase in the Standard of Living
To the firm
• Helpful in Earning More Profits
• Getting Information Regarding Demand
• Reduction in Distribution Costs
• Helpful in Production Planning
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Activities
Develop one Idea about a product/ service after
recognizing the need of the market with the
reasonable justifications.
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