Physical goods constitute the bulk of most countries’ production and marketing effort. The United States produces and markets billions of physical goods, from eggs to steel to hair dryers. In developing nations, goods particularly food, commodities, clothing, and housing are the mainstay of the economy As economies advance, a growing proportion of their activities are focused on the production of services. Every market offering has a basic idea at its core. In essence, products and services are platforms for delivering some idea or benefit to satisfy a core need. Marketing remains one of the most vital of business activities. It is the very life blood of a firm's revenues, for without it, few if any customers would be aware of the company's products or services.

1. MARKETING MANAGEMENT
SESSION-01
Dr.Aravind.TS
www.aravindts.com
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3. The Scope of Marketing
• Marketing people are involved in marketing 10 types of
entities:
1. Goods
2. Services
3. Experience
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas
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4. Goods
• . Physical goods constitute the bulk of most
countries’ production and marketing effort.
The United States produces and markets
billions of physical goods, from eggs to steel to
hair dryers. In developing nations, goods
particularly food, commodities, clothing, and
housing are the mainstay of the economy.
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5. Services.
• As economies advance, a growing proportion
of their activities are focused on the
production of services.
• Services include airlines, hotels, and
maintenance and repair. people, as well as
professionals such as accountants, lawyers,
engineers, and doctors. Many market
offerings consist of a variable mix of
goods and services.
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6. Experiences.
• By orchestrating several services and goods,
one can create, stage and market experiences.
• Walt Disney World’s
MagicKingdom,VEEGALAND ETC is an
experience;
• RAIN FOREST CAFE.
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7. Events.
• Marketers promote time-based events, such as
the Olympics, trade shows, sports events, and
artistic performances.
• VANITHA ICE SHOPPING FESTIVAL
• OOTY FLOWER SHOW
• FILMFARE AWARD NIGHT
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8. Persons.
• Celebrity marketing has become a
major business. artist,
musicians,CEOs, physicians, high-
profile- lawyers and financiers, and
other professionals draw help from
celebrity marketers.
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9. Places.
• Cities, states, regions, and nations compete to
attract tourists, factories, company-
headquarters, and new residents.
• Place marketers include economic development
specialists, real estate agents, commercial banks,
local business associations, and advertising and
public relations agencies.
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10. Properties.
• Properties are intangible rights of ownership of
either real property(real estate) or financial
property (stocks and bonds). Properties are
bought and sold, and this occasions a marketing
effort by real estate agents (for real estates) and
investment companies and banks (for securities).
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11. Organizations.
Organizations actively work to build a strong,
favorable image in the mind of their publics.
Philips, the Dutch electronics company,
advertises with the tag line,
“Let’s Make Things Better.”
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12. Organizations.
The Body Shop and Ben & Jerry’s also
gain attention by promoting social causes.
Universities, museums, and performing arts
organizations boost their public images to
compete more successfully for audiences and
funds.
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13. Information.
• The production, packaging, and distribution of
information is one of society’s major
industries.
• Schools and universities; publishers of
encyclopedias, non-fiction books, and
specialized magazines; makers of CDs; and
Internet Web sites.
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14. Ideas.
• Every market offering has a basic
idea at its core. In essence,
products and services are
platforms for delivering some
idea or benefit to satisfy a core
need.
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15. Marketing Defined and Defended
Of all the various activities engaged in by
businesses, Marketing is perhaps the most
visible and far-reaching. Marketing is virtually
inescapable in the free world. Consumers are
confronted with thousands of Marketing
messages every day, from TV and radio
advertisements, to newspapers, magazines,
billboards, direct mail, and more.
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16. MARKETING IS…..
• Marketing remains one of the most vital of
business activities. It is the very life blood of a
firm's revenues, for without it, few if any
customers would be aware of the company's
products or services.
Business = Marketing
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17. “Business have two basic functions:
Marketing and Innovation”
By-P.Ducker
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18. MARKETING IS…..
It can be argued, furthermore, that
Marketing is the very essence of a
free society, in which competing
ideas, products, philosophies, etc., all
seek their place in the marketplace
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19. MARKETING IS…..
• Marketing is pervasive and is performed
by everyone,
• The nation's top retailers and
manufacturers,
• our next door neighbor who is holding a
garage sale.
• Politicians use it to seek public office.
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20. MARKETING IS…..
Individuals use it in the form of a resume.
Charities use it to raise funds for their cause.
Churches use it to proselytize and recruit
members.
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21. What is Marketing?
Marketingis the collection of
activities associated with the production,
distribution, sale, and consumption of
goods and services, between producers,
sellers, and consumers.
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22. MARKETING INCLUDES
• Developing products and services that will
meet legitimate consumer needs.
• Understanding consumers so that better
products and services can be offered.
• Communicating these products and services
to potential consumers.
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23. MARKETING INCLUDES
• Determining where, how, and through
whom to distribute these goods and services.
• Establishing prices for these goods and
services that take into account production
costs, market factors, and consumer ability
and willingness to pay
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24. The Center of Marketing
CUSTOMER
AND
CUSTOMER ALONE
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25. The Center of Marketing
• The customer is at the center of all Marketing
activities. No matter how good your products
or services are, how cleverly you advertise
them, how competitively you price them, or
how widespread you distribute them, if the
customer does not drive all of your decision
making, it will be a BIG FLOP SHOW
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26. CUSTOMER
THE CENTRAL POINT
Products must be designed with the
customer in mind. If they do not meet
the needs and wants of customers, there
is little point in continuing. Thus, it is
important that marketers have an
intimate understanding of their
customers.
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28. Marketing management
THANK YOU
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