all about a framework to mktg

1. mktg
D.K.SINGH

2. Mktg
Meeting needs profitably :3SN4P
 Creatg,comctg,& deliverg sup val to the TC & maintg
endurg relationship for the benefit of the org
 Societal process by which indivs & groups obtain what
they need and want thru creatg, offerg & exchangg
pdts of val with others
 Choosg TM,gettg,keepg & growg custs by cc&d sup val
for profit

3. Nature
1.Goal oriented-co(profit)cust(need satisfn) society(welfare)
2.Cust focus-cust is king/sup val/make or break
3.Integrated approach-activities to complement&
coordinate
4.persuasive-influence cust abt the sup val
5.pervasive-every level/dept needs to ‘think cust first’
6.exchange-bet buyer& seller for mutual benefit
7.Long term approach-relationship(CRM)& retainment

4. SCOPE
1.Research:info abt biz envt(Biz oppty),
cust & competitors in particular( sup val2 TM)
2.Basic fn(strategising)-comprehensive action plan that blends
together the 4Ps to devp a sup mkt offer to theTM
3.Support fn( facilitating): financg,insurance, standardn&
gradg, brandg &packagg ,assemblg & storg, transportn
4.Exchanging:initiatg for exchange, contingent to mkt situation
5.Feedback&Followup-maintenance(CRM)& growth

5. PROCESS/FUNCTIONS
1.scanning the mktg envt-to identify &analyse the biz
oppty.
2.Selecting TM & MP
3.deciding mktg strategy-LCFN
4.Devlpg mktg prog ie 4P-devp,com & deliver a sup val 2 TC
5.Implement the mktg plan
7.feedback& follow up 4 maintenance & growth

6. ROLE/SIGNIFICANCE
1.Generate profit( tap mkt oppty)
2.Need satisfn-winnig cust
3.Welfare of society-CSR/improve std of living-
*Paul Mazur:ceation& delivery of std of living to society
4.Employment generation-
5.Contributes to GDP
6.Create goodwill
7.Competitive edge
8.lifeline to mass media

7. core concepts
Need;a state of felt deficiency of a basic satisfn
#a basic requirement#pre-exist mkter
can’t be created(*unaware*inarticulate)
Types
1.stated-inexpensive car
2.real-low operating cost&not the price
3.unstated-excellent dealer service
4.delight-onboard navigation system
5.secret-neighbour envy/’techno savvy’

8. •Want:desire for specific satisfier(pdt)
•N turns into W,when directed towards a pdt
•#shaped by one’s culture& personality
•N(food/esteem/clothing)::W(burger/mercedes/PierreCardin)
•Carpenter:simply giving cust what they W isn’t enough
anymore,to get an edge,a mkter must help them learn
what they W
•Demand:a want backed by the ability& willingness to
buy a pdtMM=DM:Mkter seeks influence the of LTC of
D’states to meet the mktg objective

9. D-States Feature #eg Mktg task
1.Negative-Avoidance/dislike
#vaccination/dentist/vasectomy
Educating change attitude
2.No-Lack of awareness /interest
#foreign language/new farming technique
InformingConnect benefit& need
3. Latent-a N that can’t be satisfied by existing pdts
•#harmless cigarette/fuel efficient car
•Devpg/Creative mktg
4. Declining-Lowering D
Stimulating/Re-mktg

10. 5.Irregular-Fluctuating
#peak hour transit/resort/hotels/museum
matching/Syncromktg Alter the D’pattern thru flexi pricing
& promo
6.Full-Satisfying level
Maintaining the current D level
7.Overfull-More D than that can be handled
postponing/Demktg
•Reduce D by inceasing P
8.Unwholesome- D for unhealthy,dangerous pdt
#Cigarette,liquor,drug,cracker
Desisting discouraging

11. • Value:the diff bet the benefit one gets and the cost one bears
for the pdt V=B/C=(f+e)/(m+t+e+p)cust value
triad:QSP(quality/service/price)
• Satisfaction:the extent to which a pdt’s perceived perfo
meets a buyer expectation
• Exchange:the act of obtaining sthg in return of offering sthg
• Transaction:a trade bet two parties that involves at least two
things of value &agreed upon conditions
• Quality:ability to satisfy cust need
• Service:an intangible benefit that does not result into the
ownership of anything

12. Contd
Mkter-one who seeks a response from a prospect
Mktg:obtaining a desired response from a prospect
Mkt:a group of actual or potential custs for a pdt
Mkt place-physical(store),mkt space-digital(internet)
need mkt (diet seeking), pdt mkt(shoes)demographic (youth)
geographic (Indian)
Meta mkt(Mohan Sawhney):a cluster of contemporary pdts &
services closely related in the minds of consumer but spread
across a diverse set of industries
Comptn:brand(wagonR-i10)industry(maruti-hundai) form
(ola/uber-public transport)generic(vacation trip,LEDTv) ~
disposable income