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  • Introduction To Marketing - Selected Slides

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    Adarsh Kumar
    27 views3 pages
    The document outlines key principles of marketing including delivering customer value better than competitors, understanding customer needs through segmentation and targeting, and differentiating products. It also describes the marketing process, from assessing opportunities and customer insights, to value creation through product design and pricing, and value delivery using integrated communications and distribution channels. The goal is to provide maximum value to targeted customer segments while considering strengths, weaknesses, opportunities, and threats, as well as the external environment.

    Original Description:

    basic know how of marketing

    Original Title

    Introduction to Marketing_selected Slides

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    The document outlines key principles of marketing including delivering customer value better than competitors, understanding customer needs through segmentation and targeting, and differentiating products. It also describes the marketing process, from assessing opportunities and customer insights, to value creation through product design and pricing, and value delivery using integrated communications and distribution channels. The goal is to provide maximum value to targeted customer segments while considering strengths, weaknesses, opportunities, and threats, as well as the external environment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    27 views3 pages

    Introduction To Marketing - Selected Slides

    Uploaded by

    Adarsh Kumar
    The document outlines key principles of marketing including delivering customer value better than competitors, understanding customer needs through segmentation and targeting, and differentiating products. It also describes the marketing process, from assessing opportunities and customer insights, to value creation through product design and pricing, and value delivery using integrated communications and distribution channels. The goal is to provide maximum value to targeted customer segments while considering strengths, weaknesses, opportunities, and threats, as well as the external environment.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 3

    Principles of marketing

    Essence of

    marketing
    1.

    Principle of customer value

    2.

    Firm delivers products, customers buy values and benefits


    Success = f (providing value)
    Customer insight

    Principle of differentiation

    3.

    Provide customer value better than competition


    Provides competitive advantage, USP/ edge

    Principle of segmentation, targeting and positioning

    You cannot deliver value to everybody


    Carefully choose targets segments
    Segments different from each other, similar inside
    Limited resources - Know which battles to pick
    Concentrate your resources forgo other opportunities

    Steps in marketing
    Assessing market opportunities and customer value
    Environment scanning
    Developing insights about needs, wants and motives
    Value
    Exploratio Choosing the value
    n
    Segmentation, targeting and positioning & branding Strategic
    Marketing

    Value
    Creation

    Value
    delivery

    Designing value
    Decision involving product and services
    Pricing

    Delivering value
    Distribution and access
    Communicating value
    Integrated marketing communication

    Needs
    Wants
    Demands

    Location
    Coverage
    Channel

    Design
    Quality
    Variety

    CUSTOMERS
    Needs and other
    segmenting dimensions

    COMPANY
    Objectives & resources

    S
    W
    O
    T

    Segmentation &
    targeting
    Differentiation &
    positioning

    COMPETITO
    Current &RS
    prospective

    Produc
    Place
    t
    TARGET
    Price

    List price
    Discount
    Allowance

    Promoti
    on
    Sales promo.
    Advertising
    Sales force

    EXTERNAL MARKET ENVIRONMENT - PESTLE


    Political

    Economic

    Sociocultural

    Technologic
    al

    Legal

    Environmenta
    l

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