Professional Documents
Culture Documents
Lecture-1
Basic concept
Environment
Marketing strategies
Managing market information
Consumer market & buyer Behavior
Business marketing & Buyer Behavior
Product services idea or brand
4Ps & mix
Pricing
Promotions
Placement
Sustain marketing
Social responsibilities
Market Ethics
Digital Marketing
Grading Plan
Term Exams 28 ( 14 marks each)
(PAQs)
Class Presentations 03
Assignments 03
Quizzes & Report Writing 03
Final Exam 60
Total Marks 100
1. Understand the concepts associated with
and the fundamental differences among
business philosophies based on product
orientation, selling orientation, market
orientation, and relationship marketing
orientation.
their
Application in marketing decisions.
Outline the functions of marketing
communication.
Discuss social responsibility and ethics in
marketing.
Understand the importance of customer
relationship in
Principles of Marketing by Philip
Kotler and Gary Armstrong
Fundamentals of Marketing by
Stanton, Etzel and Walker
Marketing by Joel R. Evans and
Barry Berman
Today’s Topics
Introduction-an
overview of marketing
Road map
Introduction of Marketing
Its all about marketing
Idea share
Every one even every thing doing the
marketing
Market As Noun = Place vs mechanism
Set of actual and potential buyer(whenever
customers needs
Range of activities (marketing
mix - 4P’s)
What is Marketing?
Learning to make what you can
sell vs. selling what you can
make.
• Marketers:
– Centre on attempts to understand
consumers.
– Seize an advantage over competitors.
– Gain a foothold in a market.
– Satisfy consumers.
• Include:
– Physical goods—clothes, machines, tractors.
– Services—banks, theatres, health insurance.
– Ideas—Clean Up Australia, road safety.
– People—Cathy Freeman, Barry Humphries
(people are a marketable product or brand).
– Places—Daintree, a new business estate.
– Experiences—travel, yoga.
Customers
Place Promotion
Simple Marketing
System
Communication
Product/Service
Producer/Seller Consumer
Money
Feedback
Marketing’s 4 P’s
Product
Price
Place
Promotion
Marketing’s 4 P’s (+2)
People
Product
Price
Place
Promotion
Profits
Marketing
–It assumes that it will
proceed in accordance with
ethical practices.
–Identifies the 4 marketing
variables - product, price,
promotion, and distribution.
Marketing Includes...
Personal selling
Advertising
Maintaining inventories
etc
What Can Be Marketed?
Goods Places
Services
Properties
Experiences
Organizations
Events
Persons
Information
Ideas
How Does an
Organization Create a
Customer?
Identifying customer needs
Designing goods and services that
meet those needs
Communicating information about
those goods and services to
prospective buyers
How is Marketing
Done?
Marketers Develop and Implement
a Marketing Plan Based on the
Following Information:
Organization’s Strengths
and Weaknesses
Why Study
Marketing ?
Contributions to Society
Contributions to Marketing decisions affect
Individual Organizations the lives of individual
Critical to the success consumers and society as
Why Study Marketing?
Plays an important role in society
Vital to business
opportunities
Affects your life every day
Marketing is
Everywhere in Your
Life
Marketing is....
getting the right products to
the right people at the right
price and at the right place
and time with the right
promotion
More simply:
Marketing is the
delivery of customer
satisfaction at a profit.
t o p
s s
et ’ r e
L th e
i
Chapter One
Chapter 1- slide 46
What Is Marketing?
Marketing is a process by
which companies create value
for customers and build strong
customer relationships to
capture value from customers
in return
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 47
Publishing as Prentice Hall
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating, offering and
exchanging products of value with others.
Kotler 1994
Actors and Forces in a
Modern Marketing System
Environment
Company
(marketer)
Marketing End-user
Suppliers inter- market
mediaries
Competitors
Simple Marketing System
Communication
Product/Service
Producer/Seller Money Consumer
Feedback
Core Marketing Concepts
Pr
ts , od
uc
a n s Se and ts
, w nd rvi
e ds ma ce
Ne d de
s
an
Core
satisfaction,
Marketing
and quality
Value,
Concepts
M
ar
Exchange,
ke
transactions,
ts
and relationships
Understanding the Marketplace
and Customer Needs
Core Concepts
includes:
– physical goods, services, people, places, organizations,
activities, ideas etc
Understanding the Marketplace
and Customer Needs
Exchange is the act of obtaining a desired
object from someone by offering
something in return
Major Developments