Marketing Orientation 2009 , At GSBA, Greater Noida, UP, India.

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Marketing Orientation 2009 , By M C Rashid Khan

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Marketing Orientation 2009 , At GSBA, Greater Noida, UP, India.

  1. 1. M C Rashid Khan ..... Orientation Program Fundamentals of Marketing & Strategies Orientation Program for MBA Students M. C .Rashid Khan
  2. 2. Why have you come here?
  3. 3. Purpose of studying MBA <ul><li>To get a job or a career </li></ul><ul><li>To become entrepreneur </li></ul><ul><li>To get the social reorganization </li></ul><ul><li>To earn quick money </li></ul>
  4. 4. What is the difference between Business and Industry ? <ul><li>Many sales professionals know their own business and that of their customers really well. Sometimes, though, they don't know what‘s happening in the industry. What's the difference? </li></ul>
  5. 5. Business Vs Industry <ul><li>Business: </li></ul><ul><li>A business can be defined as an enterprise that provides goods and services to others who need them. </li></ul><ul><li>Ex: &quot;he bought his brother's business&quot;; &quot;a small mom-and-pop business&quot;; </li></ul><ul><li>Industry: </li></ul><ul><li>An industry refers to many companies in the same line (Category) of business. </li></ul><ul><li>Ex: IT industry, footwear industry, the steel industry, the pharmaceutical industry etc. </li></ul>
  6. 6. Process of Marketing <ul><li>Make the product </li></ul><ul><li>Sell the product </li></ul><ul><li>Buy the Product </li></ul><ul><li>How Product reach to the customers </li></ul>
  7. 7. What Kind of Product ? <ul><li>Product (Manufacture/Sale/Buy) </li></ul><ul><li>Matching with the need, want and demand of the customer/Consumer </li></ul>
  8. 8. What is Need? M C Rashid Khan ..... Orientation Program
  9. 9. Need <ul><li>Needs are the basic human requirements. It is necessary for survival. </li></ul><ul><li>People need food, air, water, clothing & shelter to survive. </li></ul><ul><li>People also have needs for recreation, education and entertainment. </li></ul><ul><li>“ Needs Pre-exists” (can’t be created). </li></ul>M C Rashid Khan ..... Orientation Program
  10. 10. What is Want? M C Rashid Khan ..... Orientation Program
  11. 11. Wants <ul><li>Want is a desire for things above and beyond what is needed. It is not necessary for survival. </li></ul><ul><li>Want is when you have options available to satisfy the needs. </li></ul><ul><li>Example you need food (need) but you want to eat a cheese burger (want). </li></ul><ul><li>Example: A thirsty customer may need water . But he sits down in a coffee shop orders for branded bottled water and a cup of coffee. The thirst need here becomes a want for coffee and bottled water. </li></ul>
  12. 12. What is Demand? M C Rashid Khan ..... Orientation Program
  13. 13. Demands <ul><li>Demands are wants for specific products backed by an ability to pay. </li></ul><ul><li>Example: Many people want a Mercedes but only a few are willing and able to buy one. </li></ul>
  14. 14. What is Market? M C Rashid Khan ..... Orientation Program
  15. 15. What is a market? <ul><li>A group of potential customers with similar needs who are willing to exchange something of value with sellers offering products that satisfy their needs. </li></ul><ul><li>Market: people or organizations with need to satisfy , money to spend , authority and willingness to buy. </li></ul><ul><li>Market can be physical as well as Virtual. </li></ul>M C Rashid Khan ..... Orientation Program
  16. 16. What is Marketing? M C Rashid Khan ..... Orientation Program
  17. 17. Definition of Marketing <ul><li>The management process which identifies , anticipates and supply customers requirement efficiently and profitably. Chartered Institute of Marketing , UK. </li></ul><ul><li>“ Marketing is a process of satisfying customer’s demand for a product or service or solution beyond his / her expectations , taking into account customer value or value addition to customer and social responsibility as compared with a competitor.” </li></ul><ul><li>-- Dr. P. L. Maggu </li></ul>M C Rashid Khan ..... Orientation Program
  18. 18. What is Marketing Management? M C Rashid Khan ..... Orientation Program
  19. 19. What is Marketing Management <ul><li>“ Art & science of choosing target markets and building profitable relationships with them”. </li></ul><ul><li>Involves getting, keeping & growing customers through creating, delivering and communicating superior customer value. </li></ul>M C Rashid Khan ..... Orientation Program
  20. 20. What is Sales? M C Rashid Khan ..... Orientation Program
  21. 21. What is Sales ? <ul><li>Sales refers to the exchange of goods or services for an amount of money or its equivalent in kind. </li></ul>
  22. 22. What is Sales Management ? M C Rashid Khan ..... Orientation Program
  23. 23. What is Sales Management ? <ul><li>Sales Management is the attainment of sales force goals in an effective and efficient manner through planning, staffing, training, leading, and controlling organizational resources. </li></ul>
  24. 24. What do you mean by customer and consumer ?
  25. 25. Customer and Consumer <ul><li>A customer is someone who buys a product. </li></ul><ul><li>A consumer is a person who actually uses the product. </li></ul><ul><li>A customer may be a consumer as well. </li></ul>
  26. 26. What can be Marketed? <ul><li>Goods </li></ul><ul><li>Services </li></ul><ul><li>Experiences </li></ul><ul><li>Events </li></ul><ul><li>Persons </li></ul><ul><li>Places </li></ul><ul><li>Properties </li></ul><ul><li>Organizations </li></ul><ul><li>Information </li></ul><ul><li>Ideas </li></ul>M C Rashid Khan ..... Orientation Program
  27. 27. The Scope of Marketing <ul><li>Goods : Watches, cosmetic , steel, cars , TVs‘ </li></ul><ul><li>Services : Airlines, hotels, barbers, car rentals , beauticians </li></ul><ul><li>Experiences : Walt Disney , Fun and Food village, Essel world, Appu Ghar etc. </li></ul>
  28. 28. The Scope of Marketing <ul><li>Events : Olympics, trade shows, sports events </li></ul><ul><li>Persons : Celebrity, artists, political candidate etc </li></ul><ul><li>Places: Cities, nations to attract tourists, Bangalore is positioned as silicon valley of India, Kerala is marketed as God’s own country. </li></ul>
  29. 29. The Scope of Marketing <ul><li>Properties : Marketers market real properties (real estate) financial property ( stock and bonds </li></ul><ul><li>Organizations: Corporate, universities, museums, performing arts and non profits organization all use marketing to boost their public image and to compete for customers and revenue. </li></ul>
  30. 30. The Scope of Marketing <ul><li>Information: information is essentially what books , schools and universities produce, market and distribute at a price to parents , students, students and communities. </li></ul><ul><li>Example: Encyclopedias, consumer reports and internet etc. </li></ul><ul><li>Ideas : Every market offering includes a basic idea. </li></ul><ul><li>Example: Charles Revson of Revlon once observed : In the factory we make cosmetic ; in the store we sell hope. </li></ul><ul><li>Consultancies </li></ul>
  31. 31. Sales Versus Marketing M C Rashid Khan ..... Orientation Program
  32. 32. M C Rashid Khan ..... Orientation Program Sales Marketing Emphasis is on the product Emphasis on consumer needs and wants Company Manufactures the product first Company first determines customers needs and wants to deliver a product Management is sales volume oriented Maximise profits through sales maximization Management is long term profit oriented Maximise profits through increased consumer satisfaction Selling views the customers as the last link in the business Marketing views the customer as the very purpose of the business
  33. 33. What is the difference between Goods and Services? M C Rashid Khan ..... Orientation Program
  34. 34. M C Rashid Khan ..... Orientation Program Goods Services A good is a physical entity i.e. it is a tangible product which can be touched and feel. Example: CD_ROM of encyclopedia , a shirt , or a bar of chocolate are example of goods <ul><li>Economic activities or benefits offered for sale that are essentially intangible and don’t result in the ownership of anything. </li></ul><ul><li>Examples : </li></ul><ul><li>Banking, airlines, haircuts, and hotels, Health care , laundry, transportation , etc </li></ul>
  35. 35. What is Marketing Mix? M C Rashid Khan ..... Orientation Program
  36. 36. Marketing Mix <ul><li>&quot;Marketing Mix&quot; is the set of controllable, tactical marketing tools that work together to achieve company's objectives. </li></ul><ul><li>They are: </li></ul><ul><li>product, price, promotion, place , people , process and physical evidence. </li></ul>M C Rashid Khan ..... Orientation Program
  37. 37. What is a Product? M C Rashid Khan ..... Orientation Program
  38. 38. What is a Product ? <ul><li>Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Kotler. </li></ul><ul><li>A product is a total package of attributes the customers obtains when making a purchase. … Quelch </li></ul><ul><li>It can be an object, service, idea, etc </li></ul>Prof M C Rashid Khan , mcrashidkhan@yahoo.co.in
  39. 39. What is Price ? M C Rashid Khan ..... Orientation Program
  40. 40. Price <ul><li>The price is the amount a customer pays for the product. </li></ul><ul><li>It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. </li></ul>M C Rashid Khan ..... Orientation Program Money Time Energy
  41. 41. What is Promotion? M C Rashid Khan ..... Orientation Program
  42. 42. Promotions <ul><li>A variety of short-term incentives to encourage trial or purchase of a product or service. </li></ul><ul><li>Promotion represents all of the communications that a marketer may use to inform, persuade and remind potential buyers. </li></ul><ul><li>Examples: </li></ul>M C Rashid Khan ..... Orientation Program
  43. 43. What is Advertising? M C Rashid Khan ..... Orientation Program
  44. 44. Advertising <ul><li>Advertising is mass, paid communication which is used to transmit information, develop attitudes , and induce some form of response from the potential customers. </li></ul><ul><li>-Adrian Palmer </li></ul>M C Rashid Khan ..... Orientation Program
  45. 45. What do you mean by Place? M C Rashid Khan ..... Orientation Program Transport DC
  46. 46. Place <ul><li>Place represents the location where a product can be placed for purchase. It is often referred to as the distribution channel. </li></ul><ul><li>It can include any physical store as well as virtual stores on the Internet. </li></ul><ul><li>Location of outlets </li></ul><ul><li>Method of transportation </li></ul><ul><li>Inventory level to be held </li></ul>M C Rashid Khan ..... Orientation Program
  47. 47. What do you mean by People? M C Rashid Khan ..... Orientation Program
  48. 48. People <ul><li>All human actors who play a part in product delivery. </li></ul><ul><li>They influence the buyers perception. </li></ul><ul><li>They handle exceptional situations and difficult customers </li></ul><ul><li>Example: employee , customers, intermediaries etc. </li></ul>
  49. 49. What do you mean by Process ? M C Rashid Khan ..... Orientation Program
  50. 50. Process <ul><li>The actual procedures , mechanism and flow of activities by which the product is made or service is delivered. </li></ul><ul><li>Example: Traveling by airline </li></ul><ul><li>A passenger is required to check in, get a boarding pass and then go for a security check before boarding the plane to avail the service. </li></ul>
  51. 51. What is Physical Evidence ? M C Rashid Khan ..... Orientation Program
  52. 52. Physical Evidence <ul><li>The environment in which the service is delivered and where the firm and customers interact and any tangible components that facilitate performance or communication of service. </li></ul><ul><li>Example: </li></ul><ul><li>Internet/web pages. </li></ul><ul><li>Brochures </li></ul><ul><li>Furnishings </li></ul><ul><li>Signage </li></ul><ul><li>Business cards </li></ul><ul><li>Equipments </li></ul><ul><li>The building itself </li></ul>
  53. 53. What is Segmentation? M C Rashid Khan ..... Orientation Program
  54. 54. Segmentation M C Rashid Khan ..... Orientation Program The process of identifying groups of customers who have similar needs and respond in a similar way to a given marketing stimulus.
  55. 55. What is Targeting ? M C Rashid Khan ..... Orientation Program
  56. 56. Target Market <ul><ul><li>A group of consumers sharing common needs or characteristics that the company decides to serve. </li></ul></ul><ul><ul><li>The segment(s) that the company can most profitably serve, given its resources and capabilities. </li></ul></ul>M C Rashid Khan ..... Orientation Program
  57. 57. What is Positioning ? M C Rashid Khan ..... Orientation Program
  58. 58. Positioning <ul><li>Positioning is creating and maintaining a particular image relating to competing products in the mind of the customers. </li></ul>M C Rashid Khan ..... Orientation Program Magic Kingdom Families with younger kids
  59. 59. What is Brand? M C Rashid Khan ..... Orientation Program
  60. 60. Brand <ul><ul><li>“ A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition.” AMA </li></ul></ul>M C Rashid Khan ..... Orientation Program
  61. 61. What is the difference between Product and Brand ? M C Rashid Khan ..... Orientation Program
  62. 62. M C Rashid Khan ..... Orientation Program Product Brand A product is something that is made in a factory A brand is something that is bought by a customer A product can be copied by a competitor A brand is unique A product can be quickly outdated. A successful brand is timeless
  63. 63. Marketing Purpose <ul><li>Creating Alternatives for customers </li></ul><ul><li>Product design , Designing Additional features for a new product </li></ul><ul><li>Determination of Price </li></ul><ul><li>Promotional measures </li></ul><ul><li>Hiring a required number of sales persons </li></ul><ul><li>Deciding how much to spend on Advertising </li></ul><ul><li>Hire Ad agency, Plan Ad campaign </li></ul><ul><li>Design Company logo , Get Broacher made </li></ul><ul><li>Retain a high powered public relation firm </li></ul><ul><li>Alter or reposition the company’s image </li></ul>M C Rashid Khan ..... Orientation Program
  64. 64. M C Rashid Khan ..... Orientation Program Give your feedback at : gsba.rashidkhan @ gmail.com

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