Basics of Marketing

What is Marketing?
 “Satisfying needs and wants
through an exchange
process”
 Marketing is the activity, set
of institutions, and processes
for creating,communicating,
delivering, and exchanging
offerings that have value for
customers,clients, partners, Definitions
and society at large.
 “Marketing is not about
providing products or
services it is essentially about
providing changing benefits
to the changing needs and
demands of the customer”.
 A market can be defined as a
place where buyers and sellers
meet to exchange goods,
services and other relevant
information
 A market is a group of
consumers who seek to satisfy
similar needs through some Market
form of exchange
 Term Market describes the
groups of individuals or
organizations that make up the
pool of actual and potential
customers for their goods and
services. 
 Fundamentals/
Core of Marketing

Market offering,
Customer Value,
Need ,Wants &
Exchange,
Demand
Customer &
Consumer

Customer
Satisfaction ,
Customer Marketing &
Delight
Market
&
Customer
Loyalty
Needs- Needs are the
basic requirement of
any human being.
Without them, humans
cannot survive.

Needs , Wants,
Wants-Wants are the
Demands
desires which are not
necessary for survival.

Demand- Ability and
willingness to satisfy ones
needs & wants.
 The P’s- Product, Price,
Promotion, Place, Process,
People and Physical
Evidence

Or
Marketing Mix
The C’s-Consumer wants
and needs, Cost,
Convenience, and
Communication
Product :Pre-paid, Post-paid services, Value Added Services
like instant balance inquiry, Ringtones, hello tunes, easy
post-pay bill payment, MMS, Airtel Live portal, Airtel Bank

Place :Present in all Cities & towns. Highest subscribes in

rural area.

Pricing: Flexible pricing mechanism

Promotion :Aggressive marketing using all platforms.

Television, and print advertising, social media, celebrity
endorsements, Catchy signature tune.
Process :Airtel has a very straight and streamlined
process. Any consumer who wants a new connection can
directly reach out to airtel stores or even local distributors

People :It has got a huge employee base of around 18k

employees and they invest significantly in the training and
development of the skills of its employees.

Physical Evidence: Airtel retail stores and local stores act

as the physical evidence for the company