7. Definition -
• Identifying & satisfying the needs , wants,
demand of the customer better than the
competitor.
• Meeting Needs Profitably.
• Marketing is getting and keeping the
customers.
• Search and Discover Customers
9. Ambush Marketing
• The practice by which a rival company
attempts to associate its products with an event
that already has official sponsors.
10. Viral Marketing
• A marketing technique whereby information
about a company's goods or services is passed
electronically from one Internet user to
another.
11. Cannibilization
• In marketing strategy, cannibalization refers
to a reduction in sales volume, sales revenue,
or market share of one product as a result of
the introduction of a new product by the
same producer.
12. Marketing Myopia
• A short-sighted and inward looking approach
to marketing that focuses on the needs of the
company instead of defining the company and
its products in terms of the customers' needs
and wants. It results in the failure to see and
adjust to the rapid changes in their markets.
14. Elements / Core concept of Marketing
Needs , wants
Demand
Marketing offers
(Product, Service
Experience)
Value
&
Satisfaction
Exchange,
Transaction
&
Relation
Market
15. • Needs – A state of felt Deprivation.
• Wants – The form taken by a human needs as
shaped by culture and individual personality.
• Demands –Human wants that are backed by
purchasing power.
16. Marketing offers -
• Products – Tangible e.g – Televisions etc.
• Services – Intangible e.g – Hotels, Banks etc.
• Experience – Of above two
21. Exchange , Transaction , Relationships.
Exchange – The Act of obtaining a desired object
from someone by offering something in return.
Transaction – A trade value between two parties.
Relationships- Focus on long term customer relation.
22. Market
• The set of all actual & potential buyers and
sellers of a product or service.
26. Starting Focus Means Ends
Factory Existing
Product
Selling &
Promoting
Profits by
Sales
Volume
The selling
concept
Market Customer
Needs
Integrated
Marketing
Profits by
customer
satisfaction
The Marketing
Concept
27. Concept / Orientation of Marketing
Management
1.) Production concept – The idea that consumers will favor products that are
available and highly affordable.
2.) Product concept – Consumers will favor products that offer most quality ,
performance and features and that the organisation should therefore
devote its energy in making continous product improvements
3.) Selling concept – Consumers will not buy enough of the organisation’s
products unless the organisation undertakes a large scale selling and
promotional tools.
4.) Marketing concept
33. Holistic Marketing
• Holistic marketing can be defined as a marketing
strategy which considers the business as a whole
and not as an entity with various different parts.
According to holistic marketing concept, even if a
business is made of various departments, the
departments have to come together to project a
positive & united business image in the minds of
the customer. Holistic marketing concept involves
interconnected marketing activities to ensure
that the customer is likely to purchase their
product rather than competition.
34. Some key concepts which are
important in Holistic marketing are
• Internal marketing – Marketing between all the
departments in an organization.
Relationship marketing – Building a better
relationship with your customers, internal as well
as end customers is beneficial for holistic
marketing.
Performance marketing – Driving the sales and
revenue growth of an organization holistically by
reducing costs and increasing sales.
Integrated marketing – Products, services and
marketing should work hand in hand towards to
growth of the organization.
35. Marketing Mix
• Set of tactical marketing tools
-- Four P’s Four C’s
-Product Customer solution
-Price Customer cost
-Place Convenience
-Promotion Communication
36. Presentation - (Choose any one
and make PPT)
1. Read Article from Page no 2 and make PPT
2. Read Article after this Unit and make PPT.
3. How Fair and Lovely and Maggie Captured
Market or take any product of your choice
(PPT)
