Definition, Nature, Scope & Goals of marketing, Difference between marketing and selling. Marketing process; Approaches to Marketing Functions and Significance of marketing Need- Want- Demand, Marketing Plan Meaning and features of marketing environment Steps in environmental scanning Components of marketing environment.

1. Basics Of Marketing

5. Definition
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 goals.
The American Marketing Association (AMA)

6. Nature of Marketing

7. Scope

8. Goals

9. Difference Between Marketing And
Selling
Dimension Marketing Selling
Meaning It is satisfying needs and
wants through an exchange
process
Selling only involves
exchange of money for
goods or service or an effort
to execute the exchange
process
Inception Marketing starts before
decision of production of
goods or services
Selling emphasizes on sale
products & stresses needs of
seller
Subject
Matter
Marketing accords importance
to satisfaction of consumers
wants effectively
Selling emphasizes on sale
products & stresses needs of
seller

10. Difference between marketing and
selling
Dimension Marketing Selling
Environment Marketing has to take into
consideration both the internal
and external factors of the
business
Selling is concerned with the
internal factors like production
and distribution of goods
Scope Marketing is a wider term,
which, includes selling,
advertising, customer service
and also the distribution of
goods
Selling is the part of marketing
and thus it is not a
comprehensive term
Dynamics It is an integral approach that
utilizes various functional areas
of business in order to achieve
the long-term objectives of
business. Emphasis on adopting
future technology.
It is short-run-oriented &
focuses on today’s products
and markets. It emphasis on
staying with existing
technology and reducing costs.

11. Marketing Process

12. Approaches to Marketing

13. The Trade approach
Before the inception of Industrial Revolution
People consumed most of what they
produced.
Any excess household production was brought
to town and sold or traded for other goods
This concept can be termed as BARTER SYSTEM

14. The Production Approach
High Production & Low Cost
Mass distribution: Easy Availability of the Product
Profit through Large scale

16. The Product Approach
Focus On Highest Quality
Product Improvement
Profit through better Quality

17. The Selling Approach
Focus On Seller Need
Force Customer to like the PRODUCT
One way Process
Pushing the Product

18. The Marketing Approach
Force on Customer Need
Customize Product As Per Demand
Two Way Process
Customer Satisfaction Is Important

19. The Societal Approach
Society First Business Later
Focus on Public Health & Safety
Social Welfare at Large

20. Functions of Marketing

21. Importance Of Marketing
Offers Wide Employment Opportunities
Ensures Healthy Competition
Business Value Acceleration
Offers Satisfaction Of Customer Requirements
Creates Competitive Advantage
Facilitates Demand & Product Awareness

22. Core Concept Of Marketing

31. Marketing Plan
Marketing Plan Is A Road Map Providing You With Direction Toward Reaching
Your Business Objectives

32. Marketing Environment

34. MICRO
ENVIRONMENT
The micro-environment
affects the organization
directly.
It refers to the environment
that most closely linked to
the firm
This environment is also not
under the full control of
business.
The business can influence
this environment.

35. • Customer: Customers are the
actual buyer of our goods and
services. The company must study
its customer markets closely since
each market has its own special
characteristics
• Public
• Supplier: Suppliers are firms and
individuals that provide the
resources needed by the company.
• Intermediaries: are firms that
help the company to Reseller
promote, sell, and distribute its
goods to Physical distribution final
buyers.
• Competitor

36. MACRO
ENVIRONMENT 'Macro Environment' The
conditions that exist in the
economy as a whole, rather
than in a particular sector or
region.
In general, the macro
environment will include
trends in gross domestic
product (GDP), inflation,
employment, spending, and
monetary and fiscal policy.

37. Apple Inc – PESTLE
Analysis
37
P E
S T
L E

38. Political Factors
Sales
• It is reported that more than a half of sales of their
products come from countries other than America.
Production
• Apple Inc manufactures a number of its parts and
products from outside the US, like Czech Republic,
Ireland, China, Korea and Cork.
Relation
• The bad political relations between US and the other
world have bad outcomes for the company.
38

39. Economic Factors
Inflation, Recession And Currency Are Three Important
Economic Factors That Apple Noticed.
Since Apple Inc Products Were Viewed As Luxury
Products, Therefore Customers Started Pending Less On
Them.
US Dollar Value Keeps Fluctuating, However The
Company Has Purchased Itself Foreign Currencies And
Thus, The Economic Effects On The Company Are
Minimized.
39

40. Social Factors
Possessing These Items Are Considered As Status Symbols In Many
Societies Which Have Also Increased The Sales Of Apple Inc Products.
As The Purchasing Power Of The Common Has Risen In Various Markets
Across The World The Purchasing Of Luxury Products Have Gone Up.
As The World Cannot Be Imagined Without The Gadgets, Thus Apple
Products Have Marked Their Presence On The International Market.
40

41. Technological Factors
• Technology has a short lifetime. That is why Apple needs
to upgrade their product more often so they will outdo
their competitors easily.
• Apple Inc has invested largely in its product research and
development field and thus its products are at the top of
the new innovative products ranking.
• One of the most innovative and technologically advanced
products is the iPod which marked the demise of
walkman.
41

42. Legal Factors
Apple Inc has been a participant in various
legal proceedings and claims since it began
operation.
In October 2009, Nokia Corporation sued
Apple for Apple's infringement of Nokia's
patents relating to wireless technology
Apple has been in a number of patent
cases with players like HTC and Samsung.
42

43. Environmental Factors
From reporting the entire carbon footprint to finding
ways to reduce that footprint, Apple takes a
comprehensive approach to environmental responsibility.
Apple’s commitment to the environment includes
properly disposing of electronic equipment at the end of
its useful life. It responsibly recycle your computers and
displays.
On track towards achieving an ambitious goal: to power
every Apple facility entirely with energy from renewable
sources — solar, wind, hydro and geothermal.
43

45. Political Environment
• In 2003, after the publication of a report by
(SACN) on the link between general levels of
salt intake among the UK population and
heart disease.

46. Continue….
• In Germany, all fast food restaurants has to
provide clear indications of a number of
nutritional factors for each of their meals,
including salt and sugar levels, calorie
content, saturated and unsaturated fat levels,
and a traffic-light, with green indicating both
low calorie and low fat options, and red
indicating high calorie, high fat options

47. Economical
• The recent economic recession result in Fast food
restaurants .
• In 2008, near the height of the crisis, UK actually
saw increased growth in terms of revenue of 4.5%,
with an overall increase in demand for McDonald’s
products of around 4%.
• Other countries that saw similar increases in demand
in the fast food industry in general and McDonald’s in
particular include Japan, France and Belgium

48. Sociological
• Rise In Many Societal
Health-based Food
Initiatives:
• Unprocessed And
Organic Foods,
• Awareness Of Obesity
And Heart Disease
And Its Links To High-
fat Foods.

49. In 2004 Morgan Spurlock, an
American social-commentary
filmmaker , he ate only
McDonald’s for 30 days, for 3
meals a day (breakfast, lunch
and dinner). He did not allow
himself to have any other food
during that time, and had to
upgrade to a super-size meal
whenever asked, which had
double the amount of fries of a
medium sized meal, and also
came with a 42 ounce coke.

50. • After the 30 day period, he had gained 1
stone and 10.5 pounds of extra weight
which represented a 13% body mass
increase, had a cholesterol level of 230
(where levels below 200 are considered
healthy)

51. Continue…..
In response to this, McDonald’s has
phased out the super-size option for all of
its US meals and began offering more
healthy menu options, including fruit
smoothies, salads, milk, water and fruit

52. Technological
• McDonald have also run a number of
successful online marketing campaigns,
including an ‘Ask McDonald’s Youtube
campaign in 2012, where over 20,000
questions from the public were
answered, with most being based
around the quality and supply chain of
McDonald’s food and burgers

53. Hoax post that claimed a batch
of McDonald’s hamburgers in
Oklahoma had been found to
have been contaminated with
‘human meat

54. Environmental
• Replanting of trees to offset carbon emissions
caused by the transportation of goods, a
reduction in the amount of paper used in the
administrative side of the business, energy-
saving initiatives such as the turning off of
lights, electrical appliances and computers
when facilities are not in use, and a reduction
in the amount of packaging used in the
production process .

55. Continue….
“Anti-McD Day of Action” which involved demonstrations,
protest marches and pickets of many McDonald’s stores
across the UK.
The ‘Day of Action’ has been repeated every year on the same
date, and protests against “the promotion of junk food, the
unethical targeting of children, exploitation of workers,
animal cruelty, damage to the environment.

56. Continue….
• In response to this, McDonald’s have initiated
a number of Corporate Social Responsibility
(CSR)
• ‘Earth Hour’
• Packaging, seeking out more biodegradable
packaging in many markets; they have
initiated paper-reduction

57. Legal
• McDonald’s operates in have some form of a
Health and Safety legal framework,
particularly with regard to food preparation
• “there are at least 70 safety checks on beef
and chicken every day. In fact, McDonald’s
rigorous standards have been used by
government agencies as models for their own
regulations”

58. Continue..
• Regulating The Maximum Length Of An
Employee’s Daily And Weekly Working
Hours
• Employee Breaks And Facilities, Tax And
Payroll Requirements, Business
Registration And Accountancy
Standards For Reporting Profit And Loss

59. NEED FOR ANALYSING
MARKETING ENVIRONMENT
• Customer: Create & Retain
• Competitor: OT Study
• Company: Own Analysis( SW)
• Supplier: bargaining power they affect the
cost structure of the industry
• Intermediaries: considerable influence
• Public: opinion, values, beliefs and attitudes
in order to design a proper marketing strategy

60. MARKET POTENTIAL
• Market potential is the entire size of
the market for a product at a specific time. It
represents the upper limits of the market for a
product. Market potential is usually measured
either by sales value or sales volume.
• The Estimated maximum total sales revenue
of all suppliers of a product in a market during
a certain period.

61. MARKET SHARE
• Calculated by taking the company’s
sales over the period and dividing it
by the total sales of industry over the
same period.
• Market share is said to be a key
indicator of market
competitiveness—that is, how well a
firm is doing against its competitors

64. Marketing Myopia

70. Value

71. Value

72. Customer & Consumer

74. Customer Satisfaction & Delight

76. Customer Loyalty

77. Loyalty Types

78. Consumer Market

80. Company Offerings

93. Business Market

94. Global Market

103. Non Profit & Government Market

105. Market Place

106. MarketSpace

107. Meta Market