MARKETING       Prof. Jogendra NayakDepartment of Management Studies            IIT Roorkee
CHANGES IN LIFESTYLEEarlier             Present• Tap water         • Mineral water• Newspaper         • Virtual paper• Spo...
Marketing• Definition• Needs, wants and demands• Markets, market place, virtual and meta  markets• Company  orientations(p...
What is marketed?•   Goods•   Services•   Events•   Experiences•   Persons•   Places•   Properties•   Organizations•   Inf...
Challenges in Indian market•   High volatility in market•   Diversity•   Disparity in income•   Accessibility•   Concern f...
The customer• Customer life cycle  – Prospect  – First time buyer  – Repeat buyer  – Core buyer  – defector
Barriers to entry and exit•   Government policy•   Costs•   Presence of strong brands•   Technology•   Customer preferences
Competition•   Innovative solutions to existing problems•   Price war•   Switching channels of distribution•   Service bas...
Market opportunity•   Demand analysis•   Segment analysis•   Industry analysis•   Competitor analysis
Marketing planning• PIMS approach• Portfolio methods  – BCG Approach  – GE Approach
Segmentation•   Definition•   Need for segmentation•   Mass marketing•   Niche marketing•   Local marketing•   Individual ...
Segmenting consumer markets•   Geographic•   Demographic•   Psychographic•   Behavioural•   VALS Framework
Segmenting business markets•   Demographic•   Operating variables•   Purchasing approaches•   Situational factors•   Perso...
Positioning
Product strategy• Levels of a product   –   Core   –   Basic   –   Expected   –   Augmented   –   potential• Product class...
Product mix• Product mix    –   Length    –   Width    –   Depth    –   Consistency•   Line stretching•   Line filling•   ...
Setting the price•   Setting the pricing objective•   Determining demand•   Estimating costs•   Analyzing competitor’s cos...
Pricing objectives•   Survival•   Maximize profit•   Maximize market share•   Maximum market skimming•   Product quality l...
Pricing•   Product line pricing•   Optional feature pricing•   Captive product pricing•   Two part pricing•   By-product p...
Pricing method•   Markup pricing•   Target return pricing•   Perceived value pricing•   Value pricing•   Going rate pricing
Marketing channels• Role of channels• Levels of channel• Channel design decisions  – Lot size  – Waiting and delivery time...
Marketing
Marketing
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Marketing

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Marketing

  1. 1. MARKETING Prof. Jogendra NayakDepartment of Management Studies IIT Roorkee
  2. 2. CHANGES IN LIFESTYLEEarlier Present• Tap water • Mineral water• Newspaper • Virtual paper• Sports • Video games• Telephone • Mobile• Typewriter • Computer• Ticket booking • Online booking• Kirana stores • Shopping centres
  3. 3. Marketing• Definition• Needs, wants and demands• Markets, market place, virtual and meta markets• Company orientations(production, product, selling, mar keting)
  4. 4. What is marketed?• Goods• Services• Events• Experiences• Persons• Places• Properties• Organizations• Information• Ideas
  5. 5. Challenges in Indian market• High volatility in market• Diversity• Disparity in income• Accessibility• Concern for ecology• Role of social channels• Fast change in lifestyle (DINK’s)
  6. 6. The customer• Customer life cycle – Prospect – First time buyer – Repeat buyer – Core buyer – defector
  7. 7. Barriers to entry and exit• Government policy• Costs• Presence of strong brands• Technology• Customer preferences
  8. 8. Competition• Innovative solutions to existing problems• Price war• Switching channels of distribution• Service based competition• Experience based competition
  9. 9. Market opportunity• Demand analysis• Segment analysis• Industry analysis• Competitor analysis
  10. 10. Marketing planning• PIMS approach• Portfolio methods – BCG Approach – GE Approach
  11. 11. Segmentation• Definition• Need for segmentation• Mass marketing• Niche marketing• Local marketing• Individual marketing
  12. 12. Segmenting consumer markets• Geographic• Demographic• Psychographic• Behavioural• VALS Framework
  13. 13. Segmenting business markets• Demographic• Operating variables• Purchasing approaches• Situational factors• Personal characteristics
  14. 14. Positioning
  15. 15. Product strategy• Levels of a product – Core – Basic – Expected – Augmented – potential• Product classifications – Durability and tangibility(durable, nondurable, services) – Consumer goods classification(convenience, shopping, specialty, unsought) – Industrial goods classification(materials and parts, capital items, supplies and business services)
  16. 16. Product mix• Product mix – Length – Width – Depth – Consistency• Line stretching• Line filling• Line pruning• Co branding
  17. 17. Setting the price• Setting the pricing objective• Determining demand• Estimating costs• Analyzing competitor’s costs, prices and offers• Selecting a pricing method• Selecting the final price
  18. 18. Pricing objectives• Survival• Maximize profit• Maximize market share• Maximum market skimming• Product quality leadership
  19. 19. Pricing• Product line pricing• Optional feature pricing• Captive product pricing• Two part pricing• By-product pricing• Product bundling pricing
  20. 20. Pricing method• Markup pricing• Target return pricing• Perceived value pricing• Value pricing• Going rate pricing
  21. 21. Marketing channels• Role of channels• Levels of channel• Channel design decisions – Lot size – Waiting and delivery time – Variety – Service backup• Channel conflict

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