The idea in marketing that if customers are left to themselves, they will not make the effort to buy a company's products. Therefore, it dictates, companies must be aggressive in pushing their sales.
Group of people sharing a common
In marketing, market refers to the group of
consumers or organizations that is interested
in the product, has the resources to purchase
the product and is permitted by law and
regulations to acquire the product.
Marketing is a process of creation, stimulation
and fulfillment of wants and demands
Marketing is a never ending cyclic process; it
starts before manufacturing of product and
does not end even after consumption.
Marketing is about identifying and meeting
human and social needs.
“meeting needs profitably”.
Marketing is to identify a product for a
market. It is not a battle among products it’s
a battle among perception.
Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering and
freely exchanging goods and services of
values with others.
After sales /customer support
Selling of Product
Packaging & labeling
Product is a need satisfier , set of values that
companies offer to satisfy the needs.
“every product is a bundle of features”.
Characteristics: degree of a product.
- basic things.
Features: when we talk about any specific
individual. Eg. Maggi.
Attributes: they are those features which
delivers benefits to one defined group of
consumers. For eg.maggi
Quality : it is the ability of any product to
satisfy its user.
- Fitness of use.
Satisfaction: It is a felt mental stage which is
a result of actual performance and expected
A marketer is someone who seeks a response
– attention, a purchase, a vote- from another
party, called the prospect.
One that sells goods or services in or to a
market, especially one that markets a
Someone who promotes or exchanges goods
or services for money.
(collection of sellers)
(collection of buyers)
Nonprofit/ Government Markets
Consumer markets are the markets for
products and services bought by individuals
for their own or family use. It can be
Consumer Durable goods
Non durables Goods- FMCG, semi durables
Transportation/ Service Market-Postal Services,
Courier Services, Dentist, Logistic Services
to final consumer.
other businesses use what
they have bought to make new
Selling finished goods. E.g. Office furniture,
ACs, computer systems, Inverters.
Selling raw materials. E.g.- steel, coal, gas,
timber, engine, computer parts etc.
Selling services to business. E.g.- waste
disposal, legal services , security, accounting.
Companies selling goods to global marketplaces.
Faces additional decisions and challenges.
Which country to enter, how to enter (exporter, joint
venture partner, contract manufacturer, solo
manufacturer), how to adapt their products and
services’ features to each country, what marketing
mix strategies to use. Which decisions to be made
according to legal, cultural and political system of
Companies selling their goods to nonprofit
organization such as temples, universities,
charitable organizations or govt. agencies.
Carefully pricing has to be done as these
organizations have limited purchasing power.
Much govt. purchasing calls for bids with the
lowest bid being favored.
One of the oldest concept.
It holds that consumers will prefer products that are
widely available and inexpensive.
Believes in high production efficiency , low costs and
Consumers favors products that offer the most
quality , performance or innovative features.
Focus is on making superior products and
improving them overtime.
Consumers will buy products only if the
company aggressively promotes/ sells these
Focuses on needs/wants of target market &
delivery value better than competitor.
Understanding customer Needs and wants and marketing environment
Design a customer –driven market Strategy
Construct a Market Program
Build Profitable Relationship
Capture value from customers
Research consumers and the marketplaces.
Manage Marketing information and customer data
Laws and regulations
Internal audit (resources and manpower)
Tools for external/ internal audit- SWOT,
PEST, Marketing Environment analysis
Select Consumers to serve- Market
segmentation , targeting.
Value proposition – Differentiation and
Product and service design- Build strong
Price- create real value
Place-manage demand and supply chain
Promotion –create value proposition
Customer relationship management with
Product relationship management with
Generate revenue, earn profit
Create loyal, satisfied customers.
Capture customer , life time value.
Increase Market Share.
Feedbacks for improvements and new product
Controlling of the marketing plan is done
“Remember that there is no planning without
control. Control is vital”
“MIS consists of people, equipment and
procedure to gather, sort , analyze, evaluate
and distribute needed timely and accurate
information to marketing decision makers.”
A MIS relies on Internal company records,
Marketing Intelligence system and MR.
As marketers we call the purpose of managing
internal change as Internal Marketing. Marketer
has to make changes in 5 M s according to
his marketing decision.
It refers to the forces that are close to the company and
affects its ability to serve its customers.
The company itself- All departments of the company.
Its suppliers- material suppliers, services supplier like MR agency.
Intermediaries- All those people who help the company to promote , sell and
distribute its product to final consumer. egFinancial intermediaries (banks ,
insurance companies), marketing intermediaries (Advertising agencies)
Customers- consumer mrkt, Govt mrkt, Business mrkt, International mrkt, Reseller
Public- Financial public, media public, Govt public, Citizen Action public
(environmentalists, socialist), General Public.
When dealing with the marketing environment
it is important for a company to become
proactive. By doing so, they can create the
kind of environment that they will prosper in
and can become more efficient by marketing
in areas with the greatest customer potential.
It is important to place equal emphasis on
both the macro and microenvironment and to
react accordingly to changes within them.