Introduction to Marketing

Management

Dr. Pratik Darji

Marketing
Marketing is social
and managerial activity in which buyers
and sellers obtain what they want and need through creating,
exchanging and offering goods and services at some
value.
 Social & Managerial
Activity
 Buyers & Sellers
 What they want & Need
 Creating, exchanging
and offering
 Goods and services
 Some value (Price)
Social & Managerial Activity
Custom
ers

Bottom
Top
Level
Level

Middle
Middle
Level
Level

Top
Bottom Level
Level

Customers
 Market Segmentation

• Two
Definitio Definitio Example Market
Example
It may be A Process Wheele
n n divided
defined as of dividing r
based on
a process buyers in market
customer
of dividing to various is
Ages like.,
a market group with divided
Baby
in to sub- a common in to
segment,
market on need or two
Young age
the basis want in to segmen
segment,
of some different t Male
Old age
criteria. classes. &
segment
Female
 Bases For Market Segmentation

1
 2
 3
 4

Geographic Demograp Psychogra Behavioris

hic phic tic
• Local • Gender • Social • Occasions
• Urban & • Age Classes • Usage rate
Rural • Size of • Life Style • Product
• Regional Family • Personality Loyalty
• National • Income • Product • Firm
• International • Family life Consumpti Loyalty
cycle on • Place
• Occupatio Loyalty
n • Product
• Religion Benefits
• Nationality
• Education
 8 Advantages of Segmentation
Significant
0 Increase in
Sales Information on
1 Market
Opportunities 0
Proper 2
0 market
Strategy
3 Adjustments to
Changing
Circumstances 0
0
Production
According to
4
Need
5 Benefits to
Customers 0
0
Specialization
in Management
6
7 Benefits to
0
Society

8
Market Targeting
Evaluating market segments
Size and growth of market segment
Structural attractiveness of the segment
Ends and means of the company