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Marketing basics


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This slides contains Marketing Concepts, Strategic Planning & Marketing Environment

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Marketing basics

  1. 1. Marketing ManagementBasic Concepts & Environment Dharmesh Motwani
  2. 2. What is Marketing?Marketing is a human activity directed at satisfying needs & wants through exchange process.
  3. 3. Exchange  The provision or transfer of goods, services, or ideas in return for something of value
  4. 4. Marketing Mix The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives. Traditional 4 P’s v/s Modern 7 P’s
  5. 5. Concepts in Marketing1.Production Concept2.Product Concept3.Selling Concept4.Marketing Concept5.Societal Marketing Concept (includes CRM)
  6. 6. COMPONENTS OF MARKETING ORIENTATION 3 components:  customer orientation  competitor orientation  inter-functional co- ordination
  7. 7. Marketing Tasks Exchange Tasks  Buying & Procurement  Assembling  Selling Physical Distribution Tasks  Storage  Transportation  Inventory Management
  8. 8. Marketing Tasks Product Planning & Development Tasks  Determining Needs & Wants  Defining Product Size/Design/Quality  Packaging & Labeling Supporting Tasks  Market Research  Segmentation  Risk Bearing Promotion Tasks
  9. 9. Strategic Planning  Strategic planning is defined as:  “The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”
  10. 10. Strategic Planning Defining the purpose & mission Setting Objectives & Goals Designing the business portfolio Developing detailed marketing plans
  11. 11. Strategic Planning  Identify strategicDesigning Business business units (SBUs) Portfolio  Assess each SBU:  The BCG growth- Step 1: share matrix Analyze the classifies SBUs into one of four categories current business using the: portfolio  Market growth rate  SBU’s relative market share within the market.
  12. 12. BCG Growth-Share Matrix HighMarket QuestionGrowth Stars Marks Low CashMarket Dogs CowsGrowth High Relative Low Relative Market Share Market Share
  13. 13. Strategic Planning  Determine the futureDesigning Business role of each SBU and choose the Portfolio appropriate resource Step 2: allocation strategy: Shape the future  Build  Hold business portfolio  Harvest  Divest  SBUs change positions over time
  14. 14. Strategic PlanningProduct/Market Expansion Grid Existing Products New Products Existing Market Product Markets Penetration Development New Market Diversification Markets Development
  15. 15. Marketing System The marketing system consists of an organization engaged in marketing & serving a market comprising direct and indirect consumers & customers.  Exchange System  Organizational (Micro Environment) System  Macro environment System
  16. 16. Marketing Environment It consists of the actors & forces to the marketing that affect marketing managements ability to develop and maintain successful exchanges with its customers"
  17. 17. Components of Marketing Environment Internal Environment External Environment  Micro  Macro
  18. 18. Components of Marketing Environment Micro Environment  Customers  Suppliers  Intermediaries  Employees  Competitors  Shareholders
  19. 19. Components of Marketing Environment Macro Environment  Economic Environment  Political Environment  Social & Cultural Environment  Demographic Environment  Technological Environment
  20. 20. Marketing Planning The process that leads to the development of the marketing plan. (i.e. Strategic Planning for marketing department) SWOT Analysis
  21. 21. Marketing Process Analyzing marketing opportunities Selecting target markets Developing the marketing mix Managing the marketing effort