Group 1

Aakanksha Salunkhe
Marketing Aakash Soni
Management Akhil Pillai
Allan Paul
Amit Borole
 What is Marketing ?

 Philip Kotler says:-“Satisfying needs and wants through an

exchange process”
 "a social and a managerial process by which individuals and
groups obtain what they want and need through creating,
offering and exchanging products of value with others".
Introduction to
Marketing  According to American Marketing Association
Management  "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“

 The Chartered Institute of Marketing defines marketing as

"the management process responsible for identifying,
anticipating and satisfying customer requirements profitably“
  Marketing is about identifying and addressing the human
personal and social needs in a profitable manner
 General perception: selling and advertising.
 Selling and advertising are its basic manifestations
 Marketing is one of the core functions that are common and central
to all businesses on this planet.
Definition of  Marketing serves as a platform, to understand the end user
Marketing feedback within a business and arrive at the subsequent
Management decisions pertaining but not limited to
1. Emerging trend and Industry analysis
2. Determines the nature of market, domestic and international
and identifies the associated barriers of entry and exit
3. Ascertaining consumer behavior
4. An integrated approach to accommodate and inculcate
 Marketing Management
A holistic way to analyse,plan,implement and control the following
aspects, guided and helmed through a managerial process.
Marketing
Management  Needs, wants, and demands
 Products and services
 Value, satisfaction and quality
 Exchange, transactions, and relationships
 Markets
 • A manufacturer should design and manufacture a product which will
be accepted by the consumer rather than the one which can be
manufactured by him easily.

• A consumer is basically fastidious and fickle minded.

Marketing • This makes that task of understanding the consumer and designing an
appropriate product much more difficult, however this is the only way a
Concept manufacturer can succeed in a competitive market.

• Selling should be preceded by customer study, marketing research

and product development. The entire focus should be on the
consumer and his needs.
  “There will always, one can assume, be need for some
selling. But the aim of marketing is to make selling
superfluous. The aim of marketing is to know and
understand the consumer so well that that the product or
service fits him and sells itself. Ideally marketing should
result in a customer who is ready to buy. All that should
be needed then is to make the product or service
available” – Peter Drucker.
Definitions

 “The Marketing concept is a customer orientation backed

by integrated marketing aimed at generating customer
satisfaction as the key to satisfying organizational goals”.
– Philip Kotler
 1.Focus on customer needs –
The needs of the consumer are studied and these
become the basis of all product related activities such as
designing, pricing, distribution, packaging etc.
Features Of
Marketing 2. Providing consumer satisfaction –
Concept Every organization aims at providing maximum consumer
satisfaction by understanding his needs and designing an
appropriate product.
The success of an organization is directly related to the
consumer satisfaction it provides.
 3. Integrated Marketing Management –
Marketing management is only a part of the total
managerial functions of an organization such as finance
management, production management, human resources
management etc.
Features Of
Marketing All these functions are integrated in order to provide
maximum satisfaction to the consumer.
Concept
Thus all the functional areas of an organization are
integrated.
 4. Achieving organizational goals –
Modern marketing states that an organization must aim at
maximizing consumer satisfaction and in the process
enable itself to achieve its goals such as growth, market
share and reasonable amount of profit or return on
Features Of investment.
Marketing
Concept
5. Innovation –
Innovation is an important tool to provide consumer
satisfaction. Innovative methods must be used to
understand the consumer, design an appropriate product
and offer it to the consumer.
 MANAGERIAL PROCESS
 involves planning, organising, decision making, forecasting, directing,
coordinating and controlling

CONSUMER CENTRIC
Features Of  consumer is the king
Marketing
 make what consumer wants
Management
RESEARCH ANALYSIS
 based on identification of consumers needs and wants

PLANNING AND DEVELOPMENT

 Involves planning and development of goods and services

 
 BUILDING MARKETING FRAME WORK
 Involves series of activities like research analysis, production,
development and innovation, advertisement , etc.

ORGANISATIONAL OBJECTIVES
 Tries to bridge the gap between organisational objectives
Features Of and consumer satisfying needs.
Marketing
Management PROMOTIONAL AND COMMUNICATION PROCESS
 Enables the firm to provide information about the product
to the consumers.
CONTROLLING OF ACTIVITIES
 Evaluates the effectiveness and the efficiency
of the marketing activities.
 • Selling
• Buying and Assembling
• Transportation

Functions of • Storage
Marketing • Standardization and Grading
Management • Financing
• Risk Taking
• Market Information
Functions of
Marketing
Management
 Selling:
 It is core of marketing. Selling plays an important
part in realizing the ultimate aim of earning profit.

Buying and Assembling:

Functions of  It deals with what to buy, of what quality, how much
Marketing from whom, when and at what price.
Management Assembling means buying necessary component
parts and to fit them together to make a product.

Transportation:
 Transportation is very important from the procurement of raw
material to the delivery of finished products to the customer’s
places. Transportation depends mainly on railroads, trucks,
waterways, pipelines and airways.
 Storage:
 It includes holding of products in proper, i.e., usable or
saleable, condition from the time they are produced until they are
required by customers in case of finished products or by the
production department in case of raw materials and stores.

Functions of Standardization and Grading:

Marketing  Standardization means setting up of certain standards

Management or specifications for products based on the intrinsic physical qualities

of any item. This may include quantity like weight
and size or quality like color,tastes etc.

Financing:
 In marketing, finances are needed for working capital and
fixed capital which may be secured from three sources
owned capital, bank loans and advance and trade credit.
 Risk Taking:
 Risk means loss due to some unforeseen situations.
The different risks are usually termed as place risk,
time risk, physical risk, etc.

Functions of
Market Information:
Marketing
 Retailers need to know about sources of supply and also about
Management
customers “buying motives and buying habits”. Manufacturers
need to know about retailers and about advertising media. 
  Introduce new products.
 Understand the Customer Needs

Importance Of  Improve a Product/service to satisfy Customer Needs

Marketing  Expand the technique to reach potential customers

Management  Provide the right tools at the right time
 Saves companies Time & Money
Importance Of
Marketing
Management
  Marketing Helps in Transfer, Exchange and Movement of
Goods
 It Acts as a Source of New Ideas
 Helpful In Raising And Maintaining The Standard Of
Importance Of Living Of The Community
Marketing  It Creates Employment
Management  It is also Helpful In Development Of An Economy
Thank You