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  • Session1 Mm1 Pgp2021 - CD

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    shashwat shubham
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    The document discusses several key aspects of marketing: 1) Marketing has evolved from directing the flow of goods and services to creating value for customers, partners, and society. 2) What is marketed has expanded from just goods and services to include experiences, ideas, organizations and more. 3) Marketing is done by consumer, business, nonprofit/governmental, and global markets. 4) Understanding the marketplace involves analyzing different types of needs, wants, and demands. 5) Modern marketing realities include shifts due to technology, globalization, and social responsibility.

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    The document discusses several key aspects of marketing: 1) Marketing has evolved from directing the flow of goods and services to creating value for customers, partners, and society. 2) What is marketed has expanded from just goods and services to include experiences, ideas, organizations and more. 3) Marketing is done by consumer, business, nonprofit/governmental, and global markets. 4) Understanding the marketplace involves analyzing different types of needs, wants, and demands. 5) Modern marketing realities include shifts due to technology, globalization, and social responsibility.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    2 views30 pages

    Session1 Mm1 Pgp2021 - CD

    Uploaded by

    shashwat shubham
    The document discusses several key aspects of marketing: 1) Marketing has evolved from directing the flow of goods and services to creating value for customers, partners, and society. 2) What is marketed has expanded from just goods and services to include experiences, ideas, organizations and more. 3) Marketing is done by consumer, business, nonprofit/governmental, and global markets. 4) Understanding the marketplace involves analyzing different types of needs, wants, and demands. 5) Modern marketing realities include shifts due to technology, globalization, and social responsibility.

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    © All Rights Reserved
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    of 30

    THE BUSINESS OF

    M A R K E T I N G
    M A R K E T I N G

    TO YOU?
    “THE AIM OF
    MARKETING
    IS TO MAKE
    SELLING
    UNNECESSARY.”
    A
    L
    E
    X
    A
    VIRTUAL INFLUENCERS
    Technology is geography (it’s one world)

    SUSTAINABILITY IS EFFICIENCY (GREENER IS


    CHEAPER)

    Each person is empowered (freer to soar and freer to fall)


    M A R K E T I N G
    IS
    E V E R Y T H I N G
    METAVERSE: THE NEW EXPERIENCE
    ECONOMY
    AUGMENTED REALITY
    SHIFTING THE BALANCE (1.0 TO 5.0)
    Source: https://www.marketingjournal.org/marketing-5-0-technology-for-humanity-an-interview-with-hermawan-kartajaya-and-iwan-
    setiawan/
    WHAT IS
    MARKETING?
    1935: “Set of business activities that direct the flow of the performance of goods
    and services from producers to consumers.”

    1985: “(marketing is) the process of planning and executing the conception,
    pricing, promotion, and distribution of ideas, goods and services to create
    exchanges that satisfy individual and organizational objectives.”

    2004: “marketing is an organizational function and a set of processes for creating,


    communicating and delivering value to customers and for managing customer
    relationships in ways that benefit the organization and its stakeholders.”
    WHAT IS MARKETING?

    2007: marketing is 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.
    WHY? Marketing
    What is Marketed?
    • Goods • Places

    • Services • Properties

    • Events • Organizations

    • Experiences • Information

    • Persons • Ideas
    Who Markets?
    WHOM DO YOU MARKET TO?

    • Consumer markets
    • Business markets
    • Global markets
    • Nonprofit & governmental markets
    HOW DO I DO IT?
    HOW DO YOU UNDERSTAND THE
    MARKETPLACE?
    Needs: the basic human requirements such as for air, food,
    water, clothing, and shelter

    Wants: specific objects that might satisfy the need

    Demands: wants for specific products backed by an ability to


    pay
    Types of Needs
    STATED

    REAL

    UNSTATED

    DELIGHT

    SECRET
    The New Marketing Realities

    • Technology

    • Globalization

    • Social responsibility
    SHIFTING THE BALANCE (1.0 TO 4.0)

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