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    Session 2 Mm1 Pgp2021 - CD

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    shashwat shubham
    The document discusses the evolving definitions and purpose of marketing over time. Marketing is described as directing the flow of goods and services from producers to consumers (1935), as well as the process of planning, executing, and managing customer relationships to create value for an organization and its stakeholders (2004, 2007). The document also suggests that marketing involves creating, communicating, and delivering offerings that have value for customers, partners, and society. It asks questions about what is marketed, who markets, whom marketing is targeted towards, and how marketing is done.

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    Session 2 Mm1 Pgp2021 - CD

    Uploaded by

    shashwat shubham
    8 views26 pages
    The document discusses the evolving definitions and purpose of marketing over time. Marketing is described as directing the flow of goods and services from producers to consumers (1935), as well as the process of planning, executing, and managing customer relationships to create value for an organization and its stakeholders (2004, 2007). The document also suggests that marketing involves creating, communicating, and delivering offerings that have value for customers, partners, and society. It asks questions about what is marketed, who markets, whom marketing is targeted towards, and how marketing is done.

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    Session 2 Mm1 Pgp2021_cd - Copy

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    The document discusses the evolving definitions and purpose of marketing over time. Marketing is described as directing the flow of goods and services from producers to consumers (1935), as well as the process of planning, executing, and managing customer relationships to create value for an organization and its stakeholders (2004, 2007). The document also suggests that marketing involves creating, communicating, and delivering offerings that have value for customers, partners, and society. It asks questions about what is marketed, who markets, whom marketing is targeted towards, and how marketing is done.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    8 views26 pages

    Session 2 Mm1 Pgp2021 - CD

    Uploaded by

    shashwat shubham
    The document discusses the evolving definitions and purpose of marketing over time. Marketing is described as directing the flow of goods and services from producers to consumers (1935), as well as the process of planning, executing, and managing customer relationships to create value for an organization and its stakeholders (2004, 2007). The document also suggests that marketing involves creating, communicating, and delivering offerings that have value for customers, partners, and society. It asks questions about what is marketed, who markets, whom marketing is targeted towards, and how marketing is done.

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    of 26

    “THE AIM OF

    MARKETING
    IS TO MAKE
    SELLING
    UNNECESSARY.”
    THE NEW INDIAN
    CONSUMER
    Source: Kantar Consumers insights 2021
    Source: Kantar Consumers insights 2021
    Source: Kantar Consumers insights 2021
    A
    L
    E
    X
    A
    VIRTUAL INFLUENCERS
    Technology is geography (it’s one world)

    SUSTAINABILITY IS EFFICIENCY (GREENER IS


    CHEAPER)

    Each person is empowered (freer to soar and freer to fall)


    M A R K E T I N G
    IS
    E V E R Y T H I N G
    METAVERSE: THE NEW EXPERIENCE
    ECONOMY
    AUGMENTED REALITY
    SHIFTING THE BALANCE (1.0 TO 5.0)
    WHAT IS
    MARKETING?
    1935: “Set of business activities that direct the flow of the performance of goods
    and services from producers to consumers.”

    1985: “(marketing is) the process of planning and executing the conception,
    pricing, promotion, and distribution of ideas, goods and services to create
    exchanges that satisfy individual and organizational objectives.”

    2004: “marketing is an organizational function and a set of processes for creating,


    communicating and delivering value to customers and for managing customer
    relationships in ways that benefit the organization and its stakeholders.”
    WHAT IS MARKETING?

    2007: marketing is the activity, set of institutions,


    and processes for creating, communicating,
    delivering, and exchanging offerings that have
    VALUE for customers, clients, partners, and
    society at large.
    WHY? Marketing
    What is Marketed?
    • Goods • Places

    • Services • Properties

    • Events • Organizations

    • Experiences • Information

    • Persons • Ideas
    Who Markets?
    WHOM DO YOU MARKET TO?

    • Consumer markets
    • Business markets
    • Global markets
    • Nonprofit & governmental markets
    HOW DO I DO IT?

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