UNIT 1

INTRODUCTION TO
MARKETING
7 Lessons You Can Learn from IKEA’s Killer
Marketing

1. Create an Experience, Not Just a Product

2. Have Strong Brand Identity
3. Invest in Content Marketing
4. Make Use of Your Social Media Channels
5. Get to Know Your Customers
6. Keep It Fresh
7. Don’t Take Yourself Too Seriously
• A market is the set of actual and potential
buyers of a product. These buyers share a
particular need or want that can be satisfied
through exchange relationships.

• Product (Marketing Offer): physical product,

service, information, experience, person, place,
organization, and ideas.
 Marketer - Meaning

A Marketer is someone who seeks a response – attention, a

purchase, a vote, a donation – from another party called the
prospect. If two parties are seeking to sell something to each
other, we call them both marketers.
Hug Me: Coca-Cola Introduces Gesture Based Marketing in
Singapore
Modern Marketing Management –
Four Ps

•People
•Processes
•Programs
•Performance
 Functions of Marketing
•Market research

• Decisions about the product (ten basic offerings)

•Real,
•Services,
•Experience,
•Events,
•Persons,
•Places,
•Properties,
•Organizations,
•Information and
•Ideas
•Pricing decisions
•Distribution or Square
•Promotion
•Sale 
•Aftermarket
The marketing is a function of the company or organization (as is
the production function, financial, administrative, etc …) which is
intended to identify target markets to meet their needs or desires
through proper implementation the following functions:
1) Market research,
2) product decisions,
3) pricing decisions,
4) distribution or plaza
5) promoting,
6) Sale
Recent Trends in
Marketing
 What is E-business?

E-business (electronic business) is the conducting of business on the

[ Internet, not only buying and selling but also servicing customers and
collaborating with business partners.

The processes and tools that allow an organization to use Internet-based

[ technologies and infrastructure, both internally and externally, to conduct
day to day business process operations.

Stands for electronic business and refers to any kind of sales, services,
[ purchasing or commerce on the Internet.

A new-tech jargon word used more for marketing than for technical
description. Most commonly it broadly refers to conducting business over
[ the Internet (email and web) by communicating and perhaps transacting
(buying and selling) with customers, suppliers, and business partners.