Introduction of Marketing

- Dr. Manjushri Janardan Yadav

Meaning and Defination

 Marketing is a multifaceted business activity that involves the creation,

communication, delivery, and exchange of offerings (products or services) that have
value for customers, clients, partners, and society at large. The American Marketing
Association (AMA) provides a widely accepted definition of marketing:
 "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."
Nature of Marketing

 Customer-Centric
 Dynamic and Evolving
 Value Creation
 Exchange Process
 Integrated Process
 Holistic Approach
Scope of Marketing

 Product Management
 Pricing Strategies
 Promotion and Advertising
 Distribution and Channel Management
 Market Research
 Sales Management
 Customer Relationship Management (CRM)
 Digital Marketing
 Global Marketing
 Ethical and Social Responsibility
 Strategic Planning
Goals of Marketing

 Increase Sales
 Build Brand Awareness
 Enhance Brand Image and Reputation
 Expand Market Share
 Customer Retention
 Introduce New Products or Services
 Increase Profitability
 Adapt to Market Changes
 Digital Presence and Engagement
Concept of Marketing

 Needs, Wants, and Demands

 Target Market
 Value Proposition
 Marketing Mix
 Customer Relationship Management (CRM)
 Segmentation, Targeting, and Positioning (STP)
 Market Research
 Brand and Branding:
 Digital Marketing:
 Innovation and Continuous Improvement:
Functions of Marketing:

 Market Research
 Product Development and Planning
 Promotion and Advertising
 Distribution and Channel Management
 Sales and Selling
 Customer Relationship Management (CRM)
 Branding and Positioning
 Public Relations (PR)
 Market Segmentation and Targeting
 Digital Marketing and E-commerce
Approaches of Marketing

 Production Orientation
 Product Orientation
 Sales Orientation
 Market Orientation
 Societal Marketing Orientation
 Relationship Marketing:
Role of Strategic Planning in Marketing

 Setting Objectives
 Market Analysis
 SWOT Analysis
 Target Market Selection
 Marketing Mix Strategy
 Resource Allocation
 Risk Management
 Integration with Organizational Strategy
Role of Strategic Marketing

 Long-Term Planning
 Competitive Positioning
 Brand Development
 Innovation and Adaptation:
 Customer Value Creation
 Market Expansion:
 Performance Measurement
 Global Marketing Strategies