Introduction to marketing

1. Unit 1
IntroductiontoMarketing
MARKETINGMIX
4P’S/ELEMENTS,4C’SOFMARKETING,
DIFFERENCEBETWEENSELLING&
MARKETING
ASST. PROF. ARCHANA SALUNKHE

2. Content
MeaningofMarketingMix
4 P’sofMarketing/ElementsofMarketingMix
4 C’sofMarketing
Di erenceBetweenSelling& Marketing
MarketingasanActivityandaFunction

3. Marketing Mix
•
•
•
•
1.
2.
3.
4.
Meaning:
JamesCulliton,AmericanMarketingExpertcoinedtheterm“MarketingMix”
Marketingmangersas“mixerofIngredients”
The4componentsofmarketingmix arecalledas“marketingmix variables”
or“ControllableVariables”
JeromeMcCarthyclassi edthemarketingmix variablesinto4P’s:
Product
Price
Place
Promotion

4. 4P’sofMarketing /ElementsofMarketing Mix

5. Continued….
1.
2.
3.
4.
Product:Referstowhatthebusinesso ersforsaleandmayincludeproductsorservices
Price :Pricereferstothetotalcosttocustomertoacquiretheproduct,and
mayinvolvebothmonetaryandpsychologicalcostssuchasthetimeande ort
spentinacquisition.
Place:Placereferseithertothephysicaldistributionisthedeliveryofgoodsattheright
timeattherightplace.
Promotion:refersto"themarketingcommunicationusedtomaketheo erknownto
potentialcustomersandpersuadethemtoinvestigateitfurther".[

6. OneMinutePaper
Question
What aretheelementsofmarketingmix?

7. 4C’sofMarketing

8. Di erenceBetweenSelling &Marketing
Basis Selling Marketing
1.Meaning Directs the owofgoods &Services Directs wantsatisfying goods &services
2.Objective Concentrates on howto sell thegoods Concentrates on thesatisfaction
3.Importance Production-oriented Consumer-oriented
4.Basis Based on need to convers goods into
cash
Based on demand forecasting,product
planning and R&D
5.PlaceofConsumers Lastlink in thebusiness Causeand purposeofthebusiness
6.Fixing Price Costofproduction &distribution
determines theprice
Costofmarketing,demand,consumer
preferencedetermines theprice
7.Nature Pre-supposes goods can besold easily Goods should bemadeas perneeds
8.RoleofPro t Primary Secondary
9.Marketing Research Less important MoreImportance
10.Stress Needs ofsellers arestressed Wants ofbuyers arestressed

9. OneMinutePaper
Question
Distinguishbetweensellingandmarketing?

10. Marketing
MarketingAsAnActivity
MarketingAsAFunction

11. AnyQuestions?