Marketing & Marketing mix (basic slides for school students)

1. Class 12
Commerce
Chapter 14
Marketing and marketing mix
Prepared
By
Sowndarya shree A.S

2. Meaning
• Marketing is the study of exchange relationships.
It is the business process of identifying,
anticipating and satisfying customers' needs and
wants.
• Marketing is used to attract customers, it is one of
the primary components of business
management and commerce.

3. Evolution of marketing
• Barter System  Goods are exchanged against goods.
• Production orientation concern with mass
production and little care with customers.
• Sales orientation -> satisfaction with consumer needs.
• Marketing orientation  Advertising , personal selling
etc are the tools to boost their sales
• Consumer orientation  satisfying consumer tastes
and preference and expectations.
• Management orientation  planning , promoting and
distributing.

4. Marketing concepts
• What can I sell?
• Shall I first create product?
• Shall I love my products?
• Who is supreme in market?
• Who will shape my decision?

5. Objectives of marketing
1. Understand the marketing policies
2. Develop marketing field
3. Suggest solutions to problems
4. Create demand
5. Branded goodwill
6. Revive existing marketing function

6. Functions of marketing
1. Functions of exchange
2. Functions of physical supply
3. Facilitating function

8. 1. Functions of exchange
Exchange refers to transfer of goods and services
for money.
1. Buying and assembling
2. Selling

9. 2. Function of physical supply
1. Transportation:
 Transport means carrying of goods, materials and men from
one place to another.
 It plays an important role in the marketing.
 It creates place utility by moving goods from the place where
they are available in plenty, to places where they are needed.

10. 2. Storage and warehousing:
Storage:
 Storage involves the holding and preservation of goods from the time they are
produced to the time they are consumed.
 A time gap between the production and consumption of goods.
 Need for storing so as to make the goods available to the consumers and when they
are required.
Warehousing:
 Warehouses create time utility by storing the goods throughout the year and releasing
them as and when they are needed.
 Types of warehouses are used for storage of goods, which are as follows.
(i) Private warehouses
(ii) Public warehouses
(iii) Bonded warehouses

11. 3. Facilitating function

12. 1. Financing:
2. Risk Bearing:

13. 3. Market Information: “All the facts, estimates, opinions and other
information used in marketing of goods”.
4. Standardization: Standards based on qualities of a commodity. Quality
determined on the basis of various factors like size, colors, taste, appearance
etc.
5. Grading: Classification of standardized products in to certain well defined
classes.
6. Branding: Giving a name or symbol to a product in order to differentiate it
from competitive products.
7. Packing: Wrapping and crating of goods before distribution.
8. Pricing:

15. Elements of marketing mix

16. Product:
 Product is the main element of marketing.
 Without a product, there can be no marketing.
 A product is anything that can be offered to a market for attention ,
acquisition, use or consumption that might satisfy a want or a need
Price:
• Price is the value of a product expressed in monetary terms.
• It is the amount charged for the product.
Place:

17. Promotion:

18. Marketing mix matrix:

19. Principle of 4 P’S: