Unit-I Marketing: Definition, general concepts and scope of marketing, distinction between marketing & selling. Marketing environment. Industry and competitive analysis. Analyzing consumer buying behaviour and industrial buying behaviour.

1. Chapter 1 – Marketing
B. Pharm 8th Semester
Presented By
Roshan Kumar Dubey
Assistant Professor, Department of Pharmaceutics
MGIP

2. Introduction
• The economic life of any business is
depending on production and marketing of
goods and services.
• Organizations works on both key functions to
fulfill their commitments to their stakeholders.
• The goal of any manufacturer is to produce a
zero-defect product and satisfy need of
consumers.

3. • Only manufacturing a product never creates
the need of buying that product in to mind of
consumers.
• Hence, marketing plays a crucial role in sale of
products.
• In general, marketing focuses on satisfying
consumer demands. ―Marketing is all about
creating a need in mind of consumers and
satisfying that need: Philip Kotler”
• The success of business is not only depending
on producer, but also depends on consumers.

4. • Marketing is one of primordial art which plays
role directly or indirectly in all business.
• Marketing is the blend of social and
managerial process by to satisfy the
requirement of individuals and groups at good
profit.
• Marketing is the process to relate creativity,
productivity and profitability.
• It is the way to deliver right goods and/or
services to right person with right promotion.

5. • Marketing is the booster for business
performance that directs the flow of product to
end customer.
• Marketing is the way to deliver product to
target customer with the mutual gain.
• Marketing looks at the entire business process
as a highly integrated effort to satisfy the
target.
• Marketing is one of primordial art which plays
role directly or indirectly in all business.

6. • It is the business function that point-outs need
of the market along with market potential and
targeted customer segment which will give
better position to a company.

7. Scope of Marketing
1. Products and service
2. Marketing research
3. Channels of Distribution
4. Physical distribution
5. Promotional Dicisions
6. Pricing Decisions
7. Environmental Analysis
8. Feedback from customers

8. Marketing and Selling
Marketing Selling
Marketing is broader
terminology and includes number of
activities.
Selling is one of the activities or steps in
overall marketing process.
Marketing process helps the selling of
products. The consumers ask for particular
brand of pain relief spray from available
brands is function of marketing.
Selling is act of convincing or influencing a
customer to buy the product or service.
For example, to sell a pain relief spray by
retailer to consumer in exchange of money
is selling.
Marketing on the needs of the buyer Selling focuses on the needs of the seller
Marketing with the idea of satisfying the
needs of the customer by means of the
product and the whole cluster of things
associated with creating, delivering and
finally consuming it.
Selling is preoccupied with the seller‘s need
to convert his product into cash

9. “Don’t tell me how good
your product is, but tell
me how good it will
make me”

10. To make selling more effective, one need to
perform good marketing with activities like
• Assessment
• Marketing research
• Product development
• Pricing and distribution.
• Advertisement

11. Marketing Environment
• A company's marketing environment includes
all the causes that help to maintain business as
well as relation between company and targeted
customers.
• Factors influencing the business are divided
into two parts as internal and external.

12. Internal factors External factors
These are
controllable factors
These are beyond the
control of a company
Examples.
personnel, physical
facilities, marketing-mix
etc.
Examples. economic factors,
socio-cultural factors,
government and legal
factors,demographic factors,
geophysical factors, etc.

13. Based on the factors affecting business, marketing
environments are broadly classified in to two categories:
a. The Microenvironment
These are the factors associated with company‘s
immediate environment that controls the knack of
marketers to serve their consumers. It includes
following factors;
1. Suppliers
2. Customers
3. Competitors
4. Marketing intermediaries
5. Public

14. b. Macro environments
• It is more uncontrollable factor which may be
boon or threat for company.
• The macro environmental forces are as follow;
1. Economic environment
2. Political and Government environment
3. Socio-cultural environment
4. Demographic environment
5. Natural environment
6. Physical facilities and technological
environment
7. International environment

15. The Microenvironment
1. Suppliers:
• It includes anyone who supply the required
material to the company.
• Company should identify and work with more
than one supplier in order to avoid any
emergency and unpredicted circumstances
which interns may hamper the company
production rate.

16. 2. Customers:
• As discussed earlier, in order to stand in
market for longer time and to compete, major
task of organization is to create new customer
and sustain older customers.
• Monitoring of the customers is one of the
crucial aspect to maintain and uplift any
business. Targeted consumers may include
individuals as well as any another.
• In order to sustain in market, any company
should target the large customers.

17. 3. Competitors:
• For example, the competition for a company
making antacid tablets may come not only
from other antacid tablets manufacturers
but
also from antibiotic tablets manufacturers,
antacid suspension manufacturer, etc.
• Such alternatives which satisfy a category of
desire are called generic competition.

18. 4. Marketing intermediaries
• It includes all those who help to company for
product promotion, distribution and selling to
the end consumer.
• It also plays decisive role in overall business
and profit to the company.
• It is again recommended to have number of
distribution channel in order to maintain
supply chain.

19. 5. Public
• Many times company experience notable
effect of public‘ factor on business e.g. one of
the leading company ends with bringing down
the share price of the company by ruining
image.
• Company also get affected by local publics
such as environmental pollution.
• Moreover; action by local publics also affects
the business of company but not always.

21. Macro Environment
• Overall performance of company it depends on
both microenvironment forces as well as
macro-environment forces. It is more
uncontrollable factor which may be boon or
threat for company.
• The macro environmental forces are as follow;

22. 1. Economic environment
• Country in which business is located is also
matters a lot in overall development of
business.
• Economical structure of nation including but
not restricted for economy nature, income
level, distribution of income, resources for
development are the significant factors to set
business strategies.
• Government economic policy has a very strong
impact on business.

23. 2. Political and Government environment
• Political and government environment has a
close relationship with the economic system
and economic policy.
• Every country wishes to protect the staying
population by ensuring quality of product.
• All government maintain regulation by
implementing number of laws which need to
be consider while performing any business.

24. 3. Socio-cultural environment
• For any successful business, one should
always focus on socio-culture environment. It
includes following aspects;
Customs
Traditions
Taboos
Tastes
Preferences
• While starting any business one should always
focus on appropriate policies based on concept
of socio-cultural environment.

25. 4. Demographic environment
• Product demand and ultimately sale depends
mainly on demographic environment.
• It includes factors like educational level, sex
composition, age, growth rate, population etc.
• Example: Marketing of baby product in
country with increase in population like India
will always lead to good business. On the other
hand, marketing of such product in country
like United State where birth rate is low will
not earn good profit.

26. 5. Natural environment
• Geographical and ecological factors also affect
to success of any business. It includes
following factors;
Natural resources endowments
Weather and climate conditions
Topographical factors
Location aspects in the global context
Port facilities

27. • Location of certain industries also dependent
on geographical and ecological factors as well
as on climate and weather conditions.
• Example: industries with high material index
located near the raw material sources.

28. 6. Physical facilities and technological
environment:
• Development and ultimately stability of
business depends on physical facilities and
technological environment.
• Example: Television sale depends on coverage
of telecasting

29. 7. International environment:
• The international environment is very
important for business which is directly
depends on exports and/or imports.
• Example: a recession in foreign markets or the
adoption of protectionist policies may help the
export-oriented industries.