Marketing

Marketing

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 Marketing

What is Marketing

According to Theodore Levitt, Marketing is the

process of getting and keeping the customers.

According to Prof. Malcom Me Nair, Marketing

is the creation and delivery of standard of living
to the society.

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 Marketing

Phenomenon of Marketing

Product

Goods

Commodity

Merchandise

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 Marketing

Joint Point of Marketing

1. Identifications

2. Declare

3. Satisfactions

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 Importance of Marketing

• determination of potential customers and

understanding and the needs of theme

• Help to understand the markets.

• Producing and designing the goods and services

which are satisfy the needs and wants

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 Importance of Marketing

• maintained the relation with customers

• Collection of customers feedback for achieving

organizations goals

• Distributions of goods and services at the right

time, at right place to the right person

• determine the suitable price

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 Concept of Marketing

Marketing concept
Needs

Marketing want

Transaction Demand

Exchange Product

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 Marketing Philosophy

• Production Philosophy

• Product Philosophy

• Marketing Philosophy

• Selling Philosophy

• Societal Philosophy

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 Different Dimension of Marketing

1. Market Trend
2. Market Analysis
3. Market Walking
4. Market Metrics
5. Market Possess
6. Market Cordiality
7. Market handling

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 Types of Marketing

1. Conversion Marketing
2. Development Marketing
3. Weaken Marketing
4. Exhortative Marketing
5. Renewed Marketing
6. Protective Marketing
7. Coping Marketing
8. Concurrency Marketing
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 Marketing Mix

This model are the collection of tools and

controllable factors in marketing, with the

combination of these factors the companies

determine the business strategies to reach target

market

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 Con…
Marketing Mix

• 4Ps

• 4Cs

• 4Vs

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 Objective of Marketing

• To maximize the consumptions

• To maximize the consumers satisfaction

• To maximize the right of selection

• To maximize the standard of living

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 Objective of Marketing

• Creating new customers.

• Satisfying the needs of customers.

• Determining the marketing mix

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 Marketing Environment

Marketing environment comprises all the actors

and forces outside marketing that affect

marketing management’s ability to develop and

maintain successful transactions with its target

customers.
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Components of Marketing environment

Macro Environment

Micro Environment

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 Micro environment

Micro environment includes the factors or

elements in a firm’s immediate environment

which affect its performance and decision-

making.

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 Micro environment

• The company:

• Supplier:

• Marketing intermediary:

• Customer market:

• Competitor:

• Public:
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 Macro environment

Macro environment refers to all forces that are

part of the larger society and affects the micro

environment.

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 Macro environment

• Demography environment.

• Economy environment.

• Political environment.

• Cultural environment

• Technology environment.

• Natural forces.
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 Purpose of Macro environment

• To know where the environment is heading

• To figure out the opportunities and threats

• To assess the scope of various opportunities

• To help formulate an appropriate overall

marketing strategy- in line with the trends in
the environment

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 Nature of Marketing

• Marketing is an integrated process.

• Marketing is a customer oriented
• Marketing is a system
• Marketing is a creative
• Marketing is a goal oriented
• Exchange is essence of marketing
• Marketing is a continuous process
• Marketing is science as well as art
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 Pricing

• Price is the quantity of payment or

compensation given by one party to another in
return for one unit of good or service.

• Or price is the function of determining the

product or services or idea value in monetary
terms by marketing manager before its offered
to the target customer for sale
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 Pricing objectives

• To maximize the profit

• To maximize market share
• Preservation and survival of the company
• Competitive situation
• Capturing the market(Acquisition of market
ownership.) dump
• Resource mobilization
• Price stability

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 Steps in setting price

• Select the price objective

• Determine the demand

• Estimate the costs

• Analyze competitors price

• Select pricing methods

• Select final price

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 Pricing strategies

1. Original pricing strategies

2. Secondary pricing strategies

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 Primary pricing strategies

• Premium pricing strategy

• Penetrating pricing strategy

• Economy pricing strategy

• Skimming pricing strategy

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 Secondary pricing strategies

• Psychological pricing strategy

• Product line pricing strategy

• Promotional pricing strategy

• Discrimination pricing strategy

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 Factors affecting pricing strategies

Internal factors:

• Marketing goals.

• Marketing mixes.

• Cost factors.

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 Factors affecting pricing strategies

External factors:

• The nature of the market.

• Competitors prices.

• Economic conditions.

• Distribution factors.

• Rules

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 Advertising

The process of delivering a message about

ideas, goods and services through the media,

paid by individual sponsor.

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 Features of advertising

 Communication

 Persuasion

 Profit Maximization

 Information

 Element of Marking Mix

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 Importance of advertising

 Education of People

 Support to Press

 Creates awareness in people.

 Create brand awareness.

 Important for buyer and seller.

 Creates regular demand.

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 5 M model

The marketing process is a process of analyzing the

opportunities in the market, selection of the target

markets, and development of the Marketing Mix

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 5 M’s in advertising

there are five M’s of advertisement to

understand the whole concept of

advertisement.

How to use 5 M’s in advertising strategy?

How to implement advertising strategy?

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 Segmentation

According to Philip Kotler, ” Market

segmentation is the sub-dividing of market into

homogeneous sub-sections of customers

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 Segmentation objectives

• Finding potential customers.

• Get extra advantages for the customers.

• Confirm the right place to buy.

• Pay attention to better benefits

• Ensure proper use of marketing

• Increase productivity
• Recognize real competition in market place
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 Bases for segmentation

• Geographical Segmentation

• Demographic Segmentation

• Psychographic Segmentation

• Behavioral Segmentation

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 Benefits of Segmentation

Adjustment of product and market.

Better position of products

Allocation of marketing budget.

Understanding and meeting the need of

consumer.
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 Con…

Enhance efficiency

Competitive advantage

Targeted media

Market expansion

Better communication
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 Con…

Increase profitability

Identifies new market

Reduce costs

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 Competitive Condition

• Bargaining Power of suppliers

• Bargaining Power of Customer

• Threat of new entrant

• Threat of Substitute Goods

• Competitive Rivalry
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 Process of Marketing

The marketing process is a process of

analyzing the opportunities in the market,

selection of the target markets, and

development of the Marketing Mix

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 Con…

Setting Marketing Objectives.

Analyzing Marketing Opportunities.

Researching and selecting Target Markets.

Designing Marketing Strategies.

Planning Marketing Programmes.

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 7 Os' in Marketing
7 Os'‫؛‬
1. Occupants

2. Object

3. Objectives

4. Organization

5. Operations

6. Occasions

7. outlets
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