PRINCIPLES

OF
MARKETING
INTRODUCTION
TO

MARKETING
 MUSIC TO MARKETER’S EARS

• I always eat there.

• They are the best.

• I purchase my books at that

particular bookstore.

• I will prefer to go in that university.

• I only fly with that airline.

 MARKET
• “ A market is an area over
which buyers and sellers
negotiate for the exchange of a
well defined commodity.’’

• In other words, a market is

an place where buyers and
sellers gather to exchange their
goods.
 MARKETER
Marketers are keenly
interested in markets. Marketers
try to understand the
requirements and wants of
specific markets and to select the
markets that they can serve best.
So, marketers develop products
and services that create value
and satisfaction for customers in
these markets.
 MARKETING
“ Marketing is a process through
which goods and services are moved
from producers to customers for the
satisfaction of producers and
customers.”

In other words, “ Marketing is a

process in which one party
exchanges its goods and services to
other for certain value.”
In this definition, the two parties
mean the seller as producer and the
buyer as customer and the certain
value means the price of the item
which is exchanged.
MARKETING SYSTEM IN SIMPLE FORM
 MARKETING
Marketing deals with
product, price, placement and
promotion and care as at
company, customers,
competitors and collaborators.
MARKETING DEALS WITH ….
 ACCORDING TO
PHILP KOTLER
Marketing is a social and
managerial process by which
individuals and groups obtain
what they need and want through
creating, offering and exchanging
products of value with others.
 IN SIMPLE FORM

Marketing is the delivery of

customer satisfaction at a profit.
 MARKETING IS . . . . .
getting the right products to
the right people at the right price
and the right place and time with
the right promotion.
 MARKETING
Marketing involves having
the Right Product available in the
Right Place at the Right Time
and making sure that the
customer is Aware of the
Product.
 ACCORDING TO
AMERICAN MARKETING ASSOCIATION
(AMA)
MARKETING

Marketing is the process of

planning and executing the
conception, pricing, promotion
and distribution of ideas, goods,
services, organizations and
events to create and maintain
relationships that will satisfy
individual and organizational
objectives.
 MARKETING
It assumes that the marketing
effort will proceed in accordance with
ethical practices and that it will
effectively serve the interests of both
society and the organization.

• Identifies the 4 Marketing Variables:-

Product, Price, Place and Promotion.

• States that the customer, client or

public determines the marketing
program.

• Emphasizes on creating and

maintaining relationships.

• Finally, marketing concept applies for

both non profit organizations and
profit-oriented businesses.
 IMPORTANCE OF MARKETING

• Goal of all organizations is to

create and maintain customers.

• Marketing and Innovation are the

only two ways to achieve the
goal.

• Keeping in view “ Costs Benefits

Ratio.”
 HOW DOES AN ORGANIZAION
CREATE A CUSTOMER ?
• Identifying customer needs.

• Designing goods and services that

meet those needs.

• Communicating information about

those goods and services to
prospective buyers.

• Making the goods or services available

at times and places that meet
customer’s needs.

• Pricing goods and services to reflect

costs , competition and customer’s
ability to buy.

• Providing for the necessary service

and follow-up to ensure customer
satisfaction after the purchase.
Marketing Puzzle
Marketing Puzzle
 MARKETING MIX
OR
MARKETING’S 4 Ps

• Product

• Price

• Place

• Promotion
 MARKETING 4 Ps (+2)

• Product

• Price

• Place

• Promotion

• Profit

• People
 PARTS OF MARKETING
• Advertising

• Selling

• Pricing

• Packaging

• Service

• Research

• E-commerce

• Promotion
 FEW WORDS
• CONSUMER OR END USER

• BUYER OR PURCHASER

• CUSTOMER
 CONSUMER IS A KING

Producer produces the

commodities according to the
demand of the consumer. So, we
can say that consumer is
compared as a King.
 HOW DO YOU DELIGHT
THE CUSTOMERS ?

• When you will give them more

than with they are expecting.

• When you provide them more

than whatever they have paid for
you.