Marketing & concepts

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  • Drucker, Yogi Berra, A Chinese Proverb, William Davidow, David Packard
  • Marketing & concepts

    1. 1. Presentation on: Marketing and its concept Presented by: Prashant Ranka B.B.A. 3rd sem. Date: 27-08-2012
    2. 2.      Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories?  All of the above, plus much more! 2
    3. 3. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 3
    4. 4. Communication Industry (a collection of sellers) Goods/services Money Market (a collection of Buyers) Information 4
    5. 5.  Marketing is the sum of all activities that take you to a sales outlet. After that sales takes over.  Marketing is all about creating a pull, sales is all about push.  Marketing is all about managing the four P’s –  product  price  place  promotion 5
    6. 6. Marketing Mix Convenience Place Product Customer Solution Price Promotion Customer Cost Communication 6
    7. 7.           Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and concepts 7
    8. 8. Difference Between - Sales & Marketing ? Sales trying to get the customer to want what the company produces Marketing trying to get the company produce what the customer wants 8
    9. 9.  Based on : Needs, Wants, Desires / demand  Products, Utility, Value & Satisfaction  Exchange, Transactions & Relationships  Markets, Marketing & Marketers.  9
    10. 10. Needs, wants demands Markets Products Marketing & Marketers Utility, Value & Satisfaction Xchange, Transaction Relationships 10
    11. 11.  Need – food ( is a must )  Want – Pizza, Burger, French fry's ( translation of a need as per our experience )  Demand – Burger ( translation of a want as per our willingness and ability to buy )  Desire – Have a Burger in a five star hotel 11
    12. 12.  A written document that acts as a guidebook of marketing activities for the marketing manager 13
    13. 13. CONTENTS of MARKETING PLAN Business Mission Statement Objectives Situation Analysis (SWOT) Marketing Strategy  Target Market Strategy  Marketing Mix  Positioning  Product  Promotion  Price  Place – Distribution  People  Process Implementation, Evaluation and Control 14
    14. 14. The Marketing Process Business Mission Statemen t Objective s Situation or SWOT Analysis Marketing Strategy Target Market Strategy Marketing Mix Product Place/Distribution Promotion Price Implementation Evaluation, Control 15
    15. 15. 1. “The purpose of a company is ‘to create a customer…The only profit center is the customer.’” 2. “A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.” 3. “The aim of marketing is to make selling unnecessary.” 16
    16. 16. New Economy Old Economy • Organize by product units • Focus on profitable transactions • Look primarily at financial scorecard • Focus on shareholders • Marketing does the marketing • Build brands through advertising • Focus on customer acquisition • No customer satisfaction measurement • Over-promise, under-deliver • Organize by customer segments • Focus on customer lifetime value • Look also at marketing scorecard • • • • • Focus on stakeholders Everyone does the marketing Build brands through performance Focus on customer retention Measure customer satisfaction and retention rate • Under-promise, over-deliver 17
    17. 17. Thank You  18

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