Marketing

Management
SHUBHANGI MISHRA
 Introduction

Marketing is the activity of getting

people aware of and interested in a
brand and its products, often by
promoting its offerings so that
customers perceive them as
valuable or desirable.
 Marketing
Orientation Concepts
Production
orientation

Sales Societal
orientation orientation

Product Market
orientation orientation
 T h is ap p ro ac h fo c use d o n m ax im iz in g e f f ic ie n c y
Production w hile lowerin g pro duc tio n c o sts to meet

Orientation c usto m e r s’ p r ic e n e e d s.

Advantages
Mass production

Maximum ef ficiency at the lowest costs

D i s t r i b u t i o n o f p r o d u c t s i n e x p e n s i v e l y.

Disadvantages
The emphasis on ef f iciency may af fect the
company’s ability to produce a product that
meets the customer’s high demands.
 I t p lac e s e mp h asis o n quality. W h ile all
Product reso urc es were direc ted towards the

Orientation quality o f a p ro d uc t.

Advantages
Mass production of products at lower costs.

F o c u s o n q u a l i t y.

Improved sales due to the high quality of products.

Better market research.

Disadvantages
Narrow branding. Customers identify with brands, and if you don’t
develop a brand that resonates with their needs, they may not be
interested in what you’re selling.

High risks of running out of business. Without a clear message

explaining to customers the benefits of using their products, a
competitor with a better message can run you out of business.
 A sale s - o r ien te d b usin e ss p uts its e n e r g y an d
Sales ef fo r ts in to sellin g an already ex istin g

Orientation p ro d uc t.

Advantages
It generates immediate shor t -term sales.

If a company’s product or ser vice is the best in the

market, selling it.

Disadvantages
Customer loyalty and confidence are at
risk since they are pressured to buy what
they don’t want.
 D ue to th e in c r e ase in e nv iro n men tal awar e n e ss, th e n ew

Societal c o n c e pt o f “ S o c ietal Or ie n tatio n ” h as e m e r g ed .

B usin e sse s th at imp le m ent th is id e a in c lin e toward s th e eth ic al

Orientation ap p ro ac h in th e ir w id e r m arketin g an d r e se arc h str ate g ie s.

Advantages
Promotes ethical practices.

Helps build a better image for the organization

Disadvantages
The marketing message can be misleading.

Budget limitations
 T h e m arketin g o r ie n tatio n c o n c e p t is b uilt aro un d th r e e p illar s:
Market
Orientation
Market - o rien ted
b usin e sse s fo c us o n
an alyz in g the targ et
aud ie n c e to d ete rm ine
the ir n e e d s an d d e sig n a
pro duc t to f it tho se
n e e d s.
C u s tomer fo c us
C o o rdin ated
M a r keting P ro f itab ility
Advantages
I t i n c r e a s e s c u s t o m e r s a t i s f a c t i o n , c o n f i d e n c e , a n d l o y a l t y.
It increases sales, which also leads to higher volume and
m a r k e t s h a r e o f a b u s i n e s s e n t i t y.
Disadvantages
Businesses must learn to quickly change direction to
keep up with the constantly changing demands of
their customers.
Principles of marketing
There are 7 principles of marketing:
 Principles of marketing
PRODUCT OR SERVICE
T h is is ab o ut the fe atur e s, str e n g th s
an d c o r e value that the pro duc ts o r
se r v ic e s provid e d by th e o r g an iz atio n
h as an d is pe rc e ive d to h ave .
Marketin g e n sure s th at th ey ar e
shared w ith the tar get c usto mer s in
the b e st way p o ssib le .
PRICE
The pric e po in t at w hic h a pro duc t is
so ld is a m arketin g d isc ussio n ,
b e c ause n ot o n ly d o e s it n e e d to
c ap tur e th e c o st in c ur r e d , b ut it h as to
r e f le c t th e p o sitio n ing o f
the b ran d itself.
 Principles of marketing
PLACE
The plac e o r c han n els thro ugh
w h ic h a pro d uc t is so ld is c r itic al.
On e has to e n sur e th at it is
d istrib ute d via p lac e s th at ar e
ac c e ssib le to pote n tial b uye r s.
PROMOTION
The per so na o f the b ran d is def in ed
by th e p ro m otion. I t is tar g ete d
toward s b o o stin g b r an d r e c o g n ition
an d sale s. Ad ve r tisin g , sale s
p ro m otion an d p ub lic r e latio n s ar e
par t o f this element.
 Principles of marketing
PEOPLE
T his c ove r s all pe o ple w h o ar e asso c iate d
w ith th e o rg an iz atio n in so m e fo r m o r ro le ,
th at is, the B o ard o r m an ag e m e nt,
e mp loyees, c usto m e r s, ve n d o r s an d so o n .
T h ey d e f in e the c ultur e an d b usin e ss
go als, an d w hether the o rgan iz atio n w ill
g row to the n ex t leve l o r n ot.
PROCESS
T h e ac tual syste m s an d o p e r ational
p ro c e sses o f th e o r g an iz atio n ar e c o r e to
the way the f in al pro duc t go es o ut in to
th e h an d s o f th e c o n sum e r. G r e at
p ro c e sses w ill e n sur e th at c o sts ar e
m i n i m i z e d. Ke e p i ng o p e r a ti o na l
exc e lle n c e in m in d an d d e sig n in g th e
pro c esses is impo r tan t. That w ill also
r e sult in p ro f it m ax im iz atio n .
Principles of marketing

PHYSICAL EVIDENCE

The physic al presenc e o r evidenc e has a

h ug e ro le to p lay p ar tic ular ly in th e se r v ic e
in d ustr ie s. I t h e lp s th e c usto m e r c o n n e c t
at a d if fe r e nt leve l w ith th e b r an d an d also
r e f le c ts h ow th e o r g an iz atio n an d its
p ro d uc ts ar e p e rc e ive d.
 Consumer Behavior
C o n sum er b e havio r in m arketin g r e fe r s to th e ac tio n s an d d e c isio n s th at p e o p le
m ake w he n they ar e p urc h asin g o r usin g p ro d uc ts. C o n sum e r b e h av io r toward s
a p ro d uc t in c lud e s eve r yth ing f ro m th e in itial d e c isio n to b uy it, to h ow th ey use
it an d w heth er o r n ot th ey c o n tin ue to p urc h ase it i n th e f utur e .

Four factors that determine the characteristics of

consumer behavior:
• Pe r so n al

• Psyc ho log ic al

• S o c ial

• C ultur al
 Stages of Consumer
Buying/Decision
The 5 Stages of Consumer Buying/Decision Making Process:

• Re c o g n ition o f n e e d s an d wan ts.

• I n fo rm atio n se arc h .

• Evaluatio n o f alte r n ative s.

• Purc hasin g .

• Po st - purc h ase evaluatio n .

Types of Consumer Behavior

• C o mplex - buying b e h av io r.

• D isso n an c e -r educ in g b uyin g

b e havio r.

• Hab itual b uyin g b e h av io r.

• Var iety - seekin g b uyin g b ehavio r.

“Marketing is the homework that we do
before we have a product.”
-PHILIP KOTLER

THANK YOU
B y: Shub han gi Mishr a