Intro to Marketing, Defining Marketing for the CenturyThe importance of Marketing, Scope of marketing, Core marketing Concepts,
the new realities of marketing, Company Orientation towards market place,
Marketing Mix concept, Scanning the marketing environment, Creating value
for customer both tangible and Intangible and Co-creation of value.
Media Planning is a part of Fashion communication. The brand name used in the presentation is hypothetical and pictures so used are just for the sake of supporting it.
PICTURE credits: Google.com, Pinterest.com
The ppt is prepared by Vanjul Jain, Divya Rao, Jjwala Sekar and Arunraj
Market Segmentation, Targeting and Positioning - Benefits of SegmentationMihran Kalaydjian
The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.
Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle.
Media planning is the process of directing advertising messages to the target audience through appropriate channels at the right time and place. It involves selecting the target audience and their demographics, specifying media objectives around cost, reach, frequency and impact, and choosing specific media vehicles between concentrated and dispersed options across various categories like print, TV, radio. The media is then bought and scheduled, with considerations around continuity, concentration and pulsing to effectively meet the media objectives.
This document defines and discusses public relations and publicity. It begins by defining public relations as the process of evaluating public attitudes, aligning organizational policies with public interests, and executing communication programs to earn understanding and acceptance. The document then outlines the typical process of public relations, including determining public attitudes, establishing a PR plan, developing and executing communication programs, and implementing PR tools like press releases and community involvement. It notes advantages like credibility and cost-effectiveness, as well as disadvantages like lack of control over messaging. Finally, the document defines publicity as generated news coverage and discusses its advantages of credibility and word-of-mouth, but also the disadvantages of lack of control over timing and accuracy.
The document discusses marketing and marketing management orientations. It defines marketing as anticipating customer needs and satisfying them profitably. Marketing management is choosing target markets and keeping/growing customers through superior value. There are five main orientations: production focuses on efficiency; marketing focuses on customer needs; selling uses promotion; product focuses on quality; and societal considers customers, society and profits. The orientations help companies meet needs, avoid mistakes, uncover opportunities and achieve satisfaction.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
Media Planning is a part of Fashion communication. The brand name used in the presentation is hypothetical and pictures so used are just for the sake of supporting it.
PICTURE credits: Google.com, Pinterest.com
The ppt is prepared by Vanjul Jain, Divya Rao, Jjwala Sekar and Arunraj
Market Segmentation, Targeting and Positioning - Benefits of SegmentationMihran Kalaydjian
The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.
Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle.
Media planning is the process of directing advertising messages to the target audience through appropriate channels at the right time and place. It involves selecting the target audience and their demographics, specifying media objectives around cost, reach, frequency and impact, and choosing specific media vehicles between concentrated and dispersed options across various categories like print, TV, radio. The media is then bought and scheduled, with considerations around continuity, concentration and pulsing to effectively meet the media objectives.
This document defines and discusses public relations and publicity. It begins by defining public relations as the process of evaluating public attitudes, aligning organizational policies with public interests, and executing communication programs to earn understanding and acceptance. The document then outlines the typical process of public relations, including determining public attitudes, establishing a PR plan, developing and executing communication programs, and implementing PR tools like press releases and community involvement. It notes advantages like credibility and cost-effectiveness, as well as disadvantages like lack of control over messaging. Finally, the document defines publicity as generated news coverage and discusses its advantages of credibility and word-of-mouth, but also the disadvantages of lack of control over timing and accuracy.
The document discusses marketing and marketing management orientations. It defines marketing as anticipating customer needs and satisfying them profitably. Marketing management is choosing target markets and keeping/growing customers through superior value. There are five main orientations: production focuses on efficiency; marketing focuses on customer needs; selling uses promotion; product focuses on quality; and societal considers customers, society and profits. The orientations help companies meet needs, avoid mistakes, uncover opportunities and achieve satisfaction.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The document discusses the key aspects of planning an advertising campaign, including defining the target audience and objectives, determining the budget, developing the media plan, creating advertisement messages and artwork, executing the campaign, and evaluating its effectiveness. An effective campaign must answer the 5Ws and 1H - who, what, where, why, when, and how. Strategy is considered the most important part of developing a campaign.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines the features of advertising including communication, information, persuasion, and identification of sponsors. It discusses the objectives of advertising such as introducing new products and supporting personal selling. Finally, it examines the importance of advertising for promotion of sales, introduction of new products, and creation of good public image, as well as the roles of advertising in marketing mix and society.
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
Unit 2 techniques to measure advertising effectivenessNISHA SHAH
The document discusses methods for measuring the effectiveness of advertising. There are direct measures that establish a relationship between advertising and sales, such as comparing sales before and after an advertising campaign. There are also indirect measures that assess factors like customer awareness, attention to ad content, brand awareness, attitude change, and purchasing actions. Both direct and indirect measures are used to evaluate whether advertising is achieving its goals and influencing sales or profits.
Satisfied Customer who will spread the word of mouth are your most powerful assets and this positive aura about your brand is created by effective public relations program that result in good publicity. learn the insights of this very effective tool of marketing communication.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services through mass media. It is a one-way communication that aims to persuade consumers through an identified sponsor's message. Some key characteristics of advertising include that it uses an indirect and non-personal communication mode, has low feedback from consumers, and allows the sponsor to control the message content. Effective advertising follows the 5 M's framework - having the right message, budget, media, measurement of effectiveness, and understanding the target market. Common objectives of advertising include informing, persuading, and reminding consumers while supporting other promotional efforts.
1. Advertising is defined in multiple ways but generally refers to non-personal communication paid for by an identified sponsor to inform or persuade about a product, service, or idea.
2. Key characteristics include presenting sponsor information to potential buyers, disseminating product information, and seeking to persuade through mass communication.
3. Advertising can be classified in several ways such as by function, region targeted, type of market, or media used, with the goal of most advertising being to ultimately increase sales or brand awareness.
Establishing Objectives and Budgeting for the Promotional ProgramIndrajit Bage
This document discusses setting objectives and budgeting for promotional programs. It outlines the importance of setting specific, measurable objectives to guide planning, communications and evaluation. Objectives can be sales-oriented or focus on communication tasks like awareness, comprehension, conviction and action. Budgeting approaches include top-down, bottom-up, percentage of sales and return on investment. The budget is then allocated across different elements based on factors like market size, share goals and organizational characteristics.
This document discusses the ethical and legal aspects of advertising. It begins by defining advertising and listing the various media used for advertising. It then outlines the key players in the advertising process - advertisers, agencies, media, suppliers, and consumers. It identifies three main ethical principles of advertising: truthfulness, dignity of the human person, and social responsibility. Under each principle, it provides more details on how advertisers should aim to operate ethically. The document also covers some common ethical issues in advertising like puffery, stereotyping, stealth advertising, advertising to children, gratuitous content, and negative content. It concludes by noting some key legal issues for advertisers around following government rules and not misleading consumers.
Marketing strategy meaning & significance, formulation ofChandan Singh
This document discusses marketing strategy, including its meaning, formulation, and significance. It provides an introduction to marketing strategy and defines it. It then outlines the main steps in developing a marketing strategy, including understanding customers, analyzing the market and competitors, defining the marketing mix, and financial analysis. It also discusses different types of marketing plans and the key components of a marketing strategy, including target market strategy, product strategy, pricing strategy, distribution strategy, and promotion strategy. Finally, it covers the importance and benefits of formulating an effective marketing strategy.
The document outlines 4 key functions of advertising agencies: 1) The creative department generates advertising ideas. 2) The account services department handles client accounts to promote advertising for those clients. 3) The marketing services department includes media, research, and sales promotion activities. 4) The administrative services department undertakes planning, organizing, and controlling agency activities to earn a profit like any business organization.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
Corporate image is formed through both internal and external influences. Internally, factors like corporate personality, advertising, branding, public relations, and employee behavior shape how audiences view the company. Externally, industry reputation, country of origin, press, and word-of-mouth all impact corporate image. Managing corporate image requires understanding this formation process and communicating the desired identity through various internal and external channels.
Marketing is understood to mean the sale and purchase of goods and services but it is too narrow view to understand it. These slides will be helpful yo understand the broader view of it
Unit 2:
Advertising Agency: Type of agencies, Services offered by various agencies, Criteria
For selecting the agencies and evaluation.
Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting methods used.
The document provides an overview of key marketing concepts. It begins by defining marketing and explaining that marketing involves satisfying consumer needs through the entire process from identifying wants to fulfilling them. It then discusses the marketing mix, also known as the 4Ps (Product, Price, Place, Promotion). The document also covers market segmentation, targeting, and positioning. Market segmentation involves dividing the market into distinct groups with unique needs. Targeting involves selecting specific segments to target, while positioning is how the product or brand is defined in consumers' minds relative to competitors.
1) Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers. There are various types of marketing such as influencer marketing, relationship marketing, viral marketing, green marketing, and keyword marketing.
2) Marketing management involves conducting consumer research, determining product and distribution policies, and making promotional decisions. The marketing management process includes conducting market research, developing a marketing strategy and marketing plan, and providing feedback and control.
3) The marketing mix, also known as the 4Ps, refers to the set of controllable tactical marketing tools - product, price, place, and promotion. It is the crux of marketing and must be constantly reviewed and adapted to changes in the external environment.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The document discusses the key aspects of planning an advertising campaign, including defining the target audience and objectives, determining the budget, developing the media plan, creating advertisement messages and artwork, executing the campaign, and evaluating its effectiveness. An effective campaign must answer the 5Ws and 1H - who, what, where, why, when, and how. Strategy is considered the most important part of developing a campaign.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines the features of advertising including communication, information, persuasion, and identification of sponsors. It discusses the objectives of advertising such as introducing new products and supporting personal selling. Finally, it examines the importance of advertising for promotion of sales, introduction of new products, and creation of good public image, as well as the roles of advertising in marketing mix and society.
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
Unit 2 techniques to measure advertising effectivenessNISHA SHAH
The document discusses methods for measuring the effectiveness of advertising. There are direct measures that establish a relationship between advertising and sales, such as comparing sales before and after an advertising campaign. There are also indirect measures that assess factors like customer awareness, attention to ad content, brand awareness, attitude change, and purchasing actions. Both direct and indirect measures are used to evaluate whether advertising is achieving its goals and influencing sales or profits.
Satisfied Customer who will spread the word of mouth are your most powerful assets and this positive aura about your brand is created by effective public relations program that result in good publicity. learn the insights of this very effective tool of marketing communication.
Integrated marketing communication (IMC) involves coordinating different communication channels like advertising, sales promotion, public relations, direct marketing, and social media to deliver a unified message to customers. The goal of IMC is to create a seamless brand experience and maximize the effectiveness of each marketing channel. IMC considers how all aspects of the marketing mix can work together harmoniously to effectively promote products and services to end-users.
Advertising is defined as any paid form of non-personal presentation and promotion of ideas, goods, and services through mass media. It is a one-way communication that aims to persuade consumers through an identified sponsor's message. Some key characteristics of advertising include that it uses an indirect and non-personal communication mode, has low feedback from consumers, and allows the sponsor to control the message content. Effective advertising follows the 5 M's framework - having the right message, budget, media, measurement of effectiveness, and understanding the target market. Common objectives of advertising include informing, persuading, and reminding consumers while supporting other promotional efforts.
1. Advertising is defined in multiple ways but generally refers to non-personal communication paid for by an identified sponsor to inform or persuade about a product, service, or idea.
2. Key characteristics include presenting sponsor information to potential buyers, disseminating product information, and seeking to persuade through mass communication.
3. Advertising can be classified in several ways such as by function, region targeted, type of market, or media used, with the goal of most advertising being to ultimately increase sales or brand awareness.
Establishing Objectives and Budgeting for the Promotional ProgramIndrajit Bage
This document discusses setting objectives and budgeting for promotional programs. It outlines the importance of setting specific, measurable objectives to guide planning, communications and evaluation. Objectives can be sales-oriented or focus on communication tasks like awareness, comprehension, conviction and action. Budgeting approaches include top-down, bottom-up, percentage of sales and return on investment. The budget is then allocated across different elements based on factors like market size, share goals and organizational characteristics.
This document discusses the ethical and legal aspects of advertising. It begins by defining advertising and listing the various media used for advertising. It then outlines the key players in the advertising process - advertisers, agencies, media, suppliers, and consumers. It identifies three main ethical principles of advertising: truthfulness, dignity of the human person, and social responsibility. Under each principle, it provides more details on how advertisers should aim to operate ethically. The document also covers some common ethical issues in advertising like puffery, stereotyping, stealth advertising, advertising to children, gratuitous content, and negative content. It concludes by noting some key legal issues for advertisers around following government rules and not misleading consumers.
Marketing strategy meaning & significance, formulation ofChandan Singh
This document discusses marketing strategy, including its meaning, formulation, and significance. It provides an introduction to marketing strategy and defines it. It then outlines the main steps in developing a marketing strategy, including understanding customers, analyzing the market and competitors, defining the marketing mix, and financial analysis. It also discusses different types of marketing plans and the key components of a marketing strategy, including target market strategy, product strategy, pricing strategy, distribution strategy, and promotion strategy. Finally, it covers the importance and benefits of formulating an effective marketing strategy.
The document outlines 4 key functions of advertising agencies: 1) The creative department generates advertising ideas. 2) The account services department handles client accounts to promote advertising for those clients. 3) The marketing services department includes media, research, and sales promotion activities. 4) The administrative services department undertakes planning, organizing, and controlling agency activities to earn a profit like any business organization.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Integrated Marketing communication ToolsKuhu Pathak
This document provides an overview of various integrated marketing communication (IMC) tools including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It describes each tool, highlighting their advantages and disadvantages. It also discusses considerations for developing an IMC promotional program such as situation analysis, objectives, strategy, integration, implementation, and evaluation. The goal of IMC is to coordinate these various promotional elements into a controlled, integrated marketing communications program.
This document discusses local media planning. It defines key local media like newspapers, radio, magazines, out-of-home, directories, direct mail and new media. It emphasizes matching local media to target markets and conducting local market research. The document provides examples of different local media plans for businesses with different target markets in the same area. It also discusses factors in local media planning like population, economic base, behavior patterns and secondary research sources.
Corporate image is formed through both internal and external influences. Internally, factors like corporate personality, advertising, branding, public relations, and employee behavior shape how audiences view the company. Externally, industry reputation, country of origin, press, and word-of-mouth all impact corporate image. Managing corporate image requires understanding this formation process and communicating the desired identity through various internal and external channels.
Marketing is understood to mean the sale and purchase of goods and services but it is too narrow view to understand it. These slides will be helpful yo understand the broader view of it
Unit 2:
Advertising Agency: Type of agencies, Services offered by various agencies, Criteria
For selecting the agencies and evaluation.
Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting methods used.
The document provides an overview of key marketing concepts. It begins by defining marketing and explaining that marketing involves satisfying consumer needs through the entire process from identifying wants to fulfilling them. It then discusses the marketing mix, also known as the 4Ps (Product, Price, Place, Promotion). The document also covers market segmentation, targeting, and positioning. Market segmentation involves dividing the market into distinct groups with unique needs. Targeting involves selecting specific segments to target, while positioning is how the product or brand is defined in consumers' minds relative to competitors.
1) Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers. There are various types of marketing such as influencer marketing, relationship marketing, viral marketing, green marketing, and keyword marketing.
2) Marketing management involves conducting consumer research, determining product and distribution policies, and making promotional decisions. The marketing management process includes conducting market research, developing a marketing strategy and marketing plan, and providing feedback and control.
3) The marketing mix, also known as the 4Ps, refers to the set of controllable tactical marketing tools - product, price, place, and promotion. It is the crux of marketing and must be constantly reviewed and adapted to changes in the external environment.
The document outlines the key concepts and elements of successful marketing. It discusses the meaning of marketing, elements like the 4 Ps (product, price, place, promotion), and the evolution of marketing from a production to sales to modern customer-oriented era. It also covers strategic marketing processes like identifying target markets and stakeholders, as well as requirements for organizational marketing success like having a shared vision, action plan, and capacity to be market-oriented.
Module2 puno geneblazo_targa_lopez_oblena_mostolesALEXISPUNO
The document discusses key concepts in marketing including:
- Marketing is the process of creating, communicating, delivering, and exchanging offerings of value for customers.
- The four Ps of marketing are product, price, place, and promotion which make up a company's marketing mix.
- Market research involves determining the viability of new products or services directly with potential customers.
- A marketing culture means employees are involved in marketing the brand and empowered as brand ambassadors.
This document provides an overview of key marketing concepts. It defines marketing as a social process involving the exchange of goods and services to satisfy needs and wants. The core concepts discussed include needs, wants and demand, products and services, customer value, exchange and relationships. It also distinguishes between selling and marketing, and describes the marketing concept orientation which focuses on customer needs rather than production. Key elements of the marketing environment, including internal factors like staff and resources, and micro factors like customers and suppliers, are also summarized.
This document provides an overview of key marketing management concepts including definitions of marketing, the marketing management process, the 4Ps of the marketing mix, and marketing orientations like production, selling, and marketing concepts. It also discusses the internal and external environment, needs, wants and demands, and holistic marketing including relationship marketing, integrated marketing, internal marketing, and social responsibility marketing. The marketing environment comprises demographic, economic, technological, political, legal, social, and ecological forces impacting marketing activities.
The document provides a syllabus for a Principles of Marketing course that is divided into 3 modules over 12 hours each. Module 1 covers introduction to marketing concepts, the marketing environment, and the marketing mix. Module 2 focuses on consumer behavior and market segmentation. Module 3 discusses product and pricing strategies.
This document provides an introduction to strategic marketing. It defines key marketing concepts such as the marketing concept, features of marketing, and the marketing mix. It discusses the evolution of marketing from production-oriented to customer-oriented approaches. It also outlines the process of developing a strategic marketing plan, including analyzing the marketing environment and defining objectives and strategies. The marketing mix of product, price, place, and promotion is introduced as the key elements in a company's marketing strategy.
This document provides an overview of the marketing process. It discusses the key steps in the marketing process including situation analysis, marketing strategy development, marketing mix decisions, and implementation and control. Situation analysis involves understanding the company, customers, competitors, collaborators, and market climate. Marketing strategy is developed after identifying opportunities through segmentation and targeting. Marketing mix decisions determine the product, price, place, and promotion tactics. The marketing plan is then implemented and results are monitored to adjust to changes.
The document provides an overview of key concepts in marketing including the marketing mix, elements of marketing, and functions of marketing management. It defines marketing as meeting needs profitably and identifies the four Ps of the marketing mix as product, price, place, and promotion. It also discusses the importance of marketing in satisfying customer wants, generating employment, improving standards of living, and facilitating economic growth. Additionally, it outlines the managerial and functional activities involved in marketing management such as determining objectives, planning, organizing, staffing, directing, coordinating, and controlling the marketing function.
This document discusses the evolution of marketing from early human needs to modern organizations. It explains that early humans obtained basic needs directly through activities like hunting and gathering. As needs grew more complex, barter systems and then monetary exchange developed to allow people to meet needs. This gave rise to markets where goods and services were exchanged. Over time, the focus shifted to better understanding customer needs and developing business organizations oriented around marketing and satisfying customers. The document also outlines different concepts in marketing including production, product, and societal orientations as well as definitions of marketing.
E- Marketing Strategies
A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.
This document is a research project report on sales promotion strategies submitted for a Master's degree. It includes a student declaration, supervisor certification, acknowledgements, table of contents, and outlines the introduction, research design, company profile, data analysis, findings, recommendations, and appendices. The report examines sales promotion tools and objectives used by companies to encourage purchases.
Marketing involves creating value for customers and building strong customer relationships to capture value in return. It is the process of communicating the value of a product or service to customers. Marketing includes identifying, pricing, distributing, and promoting products and services to satisfy customer needs and wants better than competitors. It is a critical business function that is customer-oriented, competitor-focused, and market-driven with the long-term objective of maximizing profits through customer satisfaction.
This presentation discusses Shaolin's marketing strategy to improve business. It covers key topics such as an overview of marketing, how marketing adds value through utility, how marketing affects everyone, the marketing concept of customer orientation, developing a marketing strategy through target market selection and designing a marketing mix, understanding the marketing environment and buyer behavior, and the role of marketing research. The presentation is intended to explain Shaolin's marketing strategy and how its implementation can help improve the business.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
The document discusses a marketing management course taken by Naveen Singh. It provides details about the course topics, instructor, important dates, and grading. The course will cover basic marketing concepts in the first week and then focus on segmentation, targeting, differentiation, positioning and the 4Ps of marketing. It will help students understand how marketing management can help organizations stand out in competition and improve profits. The course runs from April to June 2022 and will include assessments and exams. A minimum grade of 60% is required to obtain a verified certificate.
Marketing involves creating, communicating, and delivering value to customers. There are several core concepts in marketing including needs, wants, demands, exchange, and market. Marketing encompasses goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
Traditional approaches to marketing include the production, sales, marketing, relationship, and societal concepts. The goals of marketing are to identify target markets, increase sales and profits, boost brand awareness, gain market share, counter competitors, and expand distribution channels. Contemporary approaches include not-for-profit organization marketing, person marketing, place marketing, cause marketing, event marketing, and green marketing.
This document provides guidelines for a research project worth 100 marks for M.Com students. It outlines that each student must complete an individual project under teacher supervision on a topic decided in consultation with the teacher. The project can be based on any area of an elective course or involve a minimum 20 days/100 hours internship with a company/NGO. Sample topics are provided and the evaluation methodology is described. Structure and content guidelines are given for sections of the research report such as introduction, literature review, methodology, findings and conclusion. General rules for references and guidelines for internship-based projects are also included.
Disaster-meaning, Meaning - Disaster Management, Features of Disaster Management, Problems and Challenges of Disaster Management, Consequences/ Effects of Disasters - Physical, Psychological, Economic, Social, Disasters in India, Cop-up Strategies, Physical Coping Strategies, Mental Coping Strategies, Emotional Coping Strategies, Measures at National Level, Measures at State Level, Measures at District Level
Franchising, Types of Franchising, Merits of Franchising, Demerits of Franchising, Outsourcing, Merits of Outsourcing, Demerits of Outsourcing, Strategic Reasons of Growing Outsourcing in India, Business Process Outsourcing (BPO), Knowledge Process Outsourcing (KPO), Merits of KPO and BPO, Demerits of KPO and BPO, E-commerce, Features of E-commerce, Types of E-commerce Models, Merits of E-commerce, Demerits of E-commerce, Digital Economy, Features of Digital Economy, Merits of Digital Economy, Demerits of Digital Economy, Business Process Re-engineering (BPR)
The document discusses various topics related to corporate restructuring, renewal, and strategic alliances. It provides definitions and examples of restructuring, which involves reducing the size of a firm to improve efficiency. Corporate renewal refers to turnaround management through analysis and planning. Strategic alliances are agreements between independent organizations to pursue shared objectives. They allow companies to share resources for mutual benefit while maintaining independence. The document outlines various types and provides examples of each topic.
Retail Brand Alternatives, National Brands, Manufacturer’s Brands, Licensed Brands, Private-Label Brands, store brands, house brands, own brands, Premium Private-Label Brands, Copycat Brands, Exclusive Brands, Generic Brands, National Brands or Private Brands?, Advantages of Private Labels, Drawbacks of Private Labels
Retail Location - Meaning of Retail Location, Types of Retail Location, Freestanding, City or Town business district, Shopping Center, Nontraditional location such as in an airport or within another store, Importance of Suitable Location, Steps involved in choosing a Retail Location
Advertising Fundamentals and Media
Basics of Advertising: Concept and Features, Significance, Classification of Advertising, Integrated Marketing Communication (IMC) - Elements, Behavioural Model (E. K. Strong AIDA), DAGMAR Model (Russell Colley), Heirarchy of Effects (Lavidge and Steiners).
Ad Agency: Various Functional Department, Types, Measures for gaining and reasons for losing clients, Evaluation Criteria for Selecting an Advertising Agency.
Media: New Media Options, Forms of Digital Media, Media Objectives, Criteria for Selecting Suitable Media, Methods of Setting Advertising Budget
This document discusses technology in retailing and its importance. It explains how the retail business was an early adapter of information technology and how the internet has allowed retailers to reach customers at home. It also discusses how retailers now use technologies like electronic data interchange, radio frequency identification, and database management systems to increase efficiency, analyze customer data, track inventory, and enhance business processes. The document also covers e-tailing/online retailing and green retailing practices that are better for the environment.
Basics of Productivity and TQM: Concepts of Productivity, Modes of Calculating Productivity. Importance of Quality Management, Factors Affecting Quality; TQM – Concept and Importance, Cost of Quality, Philosophies and Approaches To Quality: Edward Deming, J. Juran, Kaizen, P. Crosby’s Philosophy.
Product and Service Quality Dimensions, SERVQUAL: Characteristics of Quality, Quality Assurance, Quality Circle: Objectives of Quality Circles, Ishikawa Fish Bone, Applications in Organizations.
The document discusses several key aspects of production management including the definition and importance of production, types of production systems, factors affecting plant location and process design. Specifically, it defines production as the process of transforming inputs like raw materials into finished goods through various activities. It outlines different types of production systems like job production, batch production, mass production and continuous production. It also discusses factors that influence the design of production processes and the selection of optimal plant locations.
The document discusses the history and development of the marketing mix concept. It notes that the term was first coined in 1948 by Neil Borden in an article describing marketing managers as "mixers of ingredients". In 1960, Jerome McCarthy further developed Borden's theory by identifying the four main elements of the marketing mix as the 4 P's: Product, Price, Place, and Promotion. The marketing mix refers to the set of controllable variables that a company uses to influence consumer demand.
Business Functions, Meaning and Definition of Business Functions, Planning, Strategy, Decision-Making, Supply Chain, Finance, Marketing, Human Resource, Legal, Accounting and Auditing, Administration, Information and Technology, Social Functions, Corporate Social Responsibility
Evaluation and Control of Sales Performance
Sales Performance
Methods of Supervision and Control of Sales force
Sales Performance Evaluation Criteria
Sales Performance Review
Sales Management Audit
B. Measuring Distribution Channel Performance
Evaluating Channels
Control of Channel
C. Ethics in Sales Management
D. New Trends in Sales and Distribution Management
The document discusses distribution channel management. It defines key terms like distribution channel, intermediaries, direct and indirect selling. It describes different types of distribution channels like intensive, selective and exclusive distribution. It also discusses various channel partners like wholesalers, distributors and retailers; and their roles and functions. Factors affecting the choice of distribution strategy are also highlighted.
Market Analysis - Meaning, Dimensions of a Market, Sales Forecasting - Meaning, Short Term Forecasts, Medium Term Forecast, Long Term Forecast, Importance of Sales Forecasting, Methods of Sales Forecasting - Qualitative
Techniques, Expert Opinion, Delphi Technique, Consumer
Survey, Method Sales Force, Estimate Sales Hierarchy Estimate, Quantitative Techniques, Moving Averages, Sales Ratio Method. Market Share Projection, Regression Analysis,
Sales Quota - Meaning, Types of Sales Quota, Sales Value or Financial Quota, Sales Volume Quota, Activity, Combination Quota, Factors Determining Fixation of Sales Quota, Sales Territory, Reasons - Setting up or Reviewing Sales Territories, Assigning Salesman to Territories, Use of IT in Territory Management, Reasons/Advantages of Setting Sales Territories,
Selling, Process of Selling, Methods of Closing Sales, Reasons for Unsuccessful Closing, Theories of Selling, Stimulus – Response Theory, Product Orientation Theory, Need Satisfaction Theory, Selling Skills, Conflict Management in Sales, Task Process, Process Process, Relationship Process, Functional Conflict, Dysfunctional Conflict, Methods to Resolve Conflicts. Consumer Selling v/s Organizational Selling, National Selling v/s International Selling
This document discusses sales management and distribution management. It covers topics such as the definitions, objectives, and evolution of sales management. It also discusses the roles and structures of sales departments and organizations, including functional, product specialization, market specialization, territory-based, and hybrid structures. Additionally, it touches on the importance of distribution and provides definitions related to distribution.
Organizational Development (OD)- Meaning, Definition, Need for OD, Organizational Development Techniques, Traditional Techniques, Sensitivity Training, Grid Training, Survey Feedback, Modern Techniques - Process Consultation, Third Party, Team Building, Transactional Analysis (TA), Work Stress - Meaning, Reasons for Stress at Workplace, Causes of Stress, Individual Stressors, Group Stressors, Organizational Stressors, Environmental Stressors, Impact / Consequences / Outcome of Stress, Stress v/s Burnout, Managing Stress at Individual Level, Role of Organizations in Managing Stress
Organizational Change - Meaning, Change agents, Characteristics of Organizational Change, Causes of Organizational Change, Internal Factors , External Factors, Lewins Model of Organizational Change, Unfreezing, Moving, Refreezing, Creativity - Meaning, Components of Creativity, Qualities of a Creative Person, Factors affecting Creativity in Organizations, Ways of enhancing creativity for effective decision making, Brain Storming, Creative Problem Solving, Stages in Creative Problem Solving
Motivation - Meaning, Intrinsic and extrinsic motivation, Theories of Motivation, Need Theories, Process Theories, A. Maslow Need Hierarchy, F. Herzberg Dual Factor, Mc Gregor Theory X and Theory Y, Ways of Motivating through Carrot and Stick in Organizations
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Training: ISO/IEC 27001 Information Security Management System - EN | PECB
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Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
2. Dr. Parveen Kaur
NagpalMarketing
Marketing deals with identifying and meeting human and social needs.
One of the shortest definitions of marketing is “meeting needs
profitably.”
Social definition of marketing is “Marketing is a societal process by
which individuals and groups obtain what they need and want through
creating, offering, and freely exchanging products and services of value
with others”
Marketing is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to
create exchange and satisfy individual and organizational objectives.
(American Marketing Association)
3. Dr. Parveen Kaur
NagpalMarketing
The aim of marketing is to know and understand the customer so well
that the product or service fits him and sells itself.
Ideally, marketing should result in a customer who is ready to buy.
Marketing is carried out by a marketer. Marketer is someone who seeks
a response—attention, a purchase, a vote, a donation—from another
party, called the prospect.
Just as production and logistics professionals are responsible for supply
management, marketers are responsible for demand management.
They seek to influence the level, timing, and composition of demand to
meet the organization’s objectives.
4. Dr. Parveen Kaur
NagpalMarketing
Eight demand states are possible:
1. Negative demand—Consumers dislike the product and may even pay
to avoid it.
2. Nonexistent demand—Consumers may be unaware of or
uninterested in the product.
3. Latent demand—Consumers may share a strong need that cannot be
satisfied by an existing product.
4. Declining demand—Consumers begin to buy the product less
frequently or not at all.
5. Irregular demand—Consumer purchases vary on a seasonal, monthly,
weekly, daily, or even hourly basis.
5. Dr. Parveen Kaur
NagpalMarketing
6. Full demand—Consumers are adequately buying all products put into
the marketplace.
7. Overfull demand—More consumers would like to buy the product
than can be satisfied.
8. Unwholesome demand—Consumers may be attracted to products
that have undesirable social consequences.
In each case, marketers must identify the underlying cause(s) of the
demand state and determine a plan of action to shift demand to a more
desired state.
7. Dr. Parveen Kaur
NagpalImportance of Marketing
Marketing has helped introduce and gain acceptance of new products
that have eased or enriched people’s lives.
It can inspire enhancements in existing products as marketers innovate
to improve their position in the marketplace.
Successful marketing builds demand for products and services, which,
in turn, creates jobs.
Successful marketing also allows firms to more fully engage in socially
responsible activities.
Marketing helps in building strong brands and a loyal customer base,
intangible assets that contribute heavily to the value of a firm.
8. Dr. Parveen Kaur
NagpalCase-let: Dominos
When two employees in Conover, North Carolina, posted a YouTube
video showing themselves preparing sandwiches while putting cheese
up their noses and violating other health-code standards, Domino’s
learned an important lesson about PR and brand communications in a
modern era. Once it found the employees—who claimed the video was
just a gag and the sandwiches were never delivered—the company
fired them. In just a few days, however, there had been more than a
million downloads of the video and a wave of negative publicity.
When research showed that perception of quality for the brand had
turned from positive to negative in that short time, the firm
aggressively took action through social media such as Twitter, YouTube,
and others.
9. Dr. Parveen Kaur
NagpalWhat all can be Marketed?
◎ Goods
◎ Services
◎ Events
◎ Experiences
◎ Information
◎ Persons
◎ Places
◎ Properties
◎ Organizations
◎ Ideas
10. Dr. Parveen Kaur
NagpalScope of Marketing
Scope of
Marketing
Marketing
Research
Product
Planning &
Development
Pricing
Advertising
Sales
Promotion
Packaging
Branding
&
Labeling
After Sale
Service
Test
Marketing
11. Dr. Parveen Kaur
NagpalCore Marketing Concepts
Core
Marketing
Concepts
Needs,
Wants &
Demand Target
Market,
Positioning
&
Segmentati
on
Offering
s &
Brands
Marketin
g
Channel
s
Value &
Offering
s
Supply
Chain
Competit
ion
12. Dr. Parveen Kaur
NagpalCompany Orientation Towards Market Place
Exchange
Production
Product
SellingMarketing
Societal
Holistic
14. Dr. Parveen Kaur
NagpalHolistic Marketing Dimensions
Holistic Marketing Concept - Based on the development, design,
and implementation of marketing programs, processes, and
activities that recognize their breadth and interdependencies.
Holistic marketers address three key management questions:
Value exploration—How a company identifies new value
opportunities
Value creation—How a company efficiently creates more promising
new value offerings
Value delivery—How a company uses its capabilities and
infrastructure to deliver the new value offerings more efficiently.
15. Dr. Parveen Kaur
NagpalHolistic Marketing Dimensions
Relationship Marketing aims to build mutually satisfying long-term
relationships with key constituents in order to earn and retain their
business. Four key constituents for relationship marketing are:
Customers
Employees
Marketing partners (channels, suppliers, distributors, dealers,
agencies)
Members of the financial community (shareholders, investors,
analysts).
16. Dr. Parveen Kaur
NagpalHolistic Marketing Dimensions
Integrated Marketing - Marketer devises marketing activities and
assembles marketing programs to create, communicate, and deliver
value for consumers such that “the whole is greater than the sum of
its parts.”
Two key themes are:
any different marketing activities can create, communicate, and
deliver value
Marketers should design and implement any one marketing activity
with all other activities in mind. E.g. when a hospital buys an MRI
from General Electric’s Medical Systems division, for instance, it
expects good installation, maintenance, and training services to go
with the purchase.
17. Dr. Parveen Kaur
NagpalHolistic Marketing Dimensions
Internal Marketing - Task of hiring, training, and motivating able
employees who want to serve customers well. It ensures that
everyone in the organization embraces appropriate marketing
principles, especially senior management.
Performance Marketing - Requires understanding the financial and
nonfinancial returns to business and society from marketing
activities and programs. Top marketers are increasingly going
beyond sales revenue to examine the marketing scorecard and
interpret what is happening to market share, customer loss rate,
customer satisfaction, product quality, and other measures. They are
also considering the legal, ethical, social, and environmental effects
of marketing activities and programs.
18. Dr. Parveen Kaur
NagpalMarket Mix
McCarthy classified various marketing activities into marketing-mix
tools of four broad kinds, which he called the four Ps of marketing:
Product
Price
Place
Promotion
19. Dr. Parveen Kaur
NagpalMarket Mix
Given the breadth, complexity, and richness of marketing, these four Ps
are not complete but updated to encompasses modern marketing
realities:
People
Processes
Programs
Performance
20. Dr. Parveen Kaur
NagpalMarket Environment
“A company’s marketing environment consists of the actors and forces
outside of marketing that affect marketing management ability to build
and maintain successful relationships with target customers” - Philip
Kotler
The marketing activities of the business are affected by several internal
and external factors.
While some of the factors are in the control of the business, most of
these are not and the business has to adapt itself to it
The marketing environment of a business consists of internal and
external components.
21. Dr. Parveen Kaur
NagpalMarket Environment
The internal environment of the business includes all the forces and
factors inside the organization which affect its marketing operations.
These components can be grouped under the Five M’s of the business:
• Men
• Money
• Machinery
• Materials
• Markets
22. Dr. Parveen Kaur
NagpalMarket Environment
The external environment is further divided into two
components:
• Micro
• Macro
Micro Environment
The micro-component of the external environment is also
known as the task environment. Includes:
◎ Suppliers - all the parties which provide all the resources
◎ Market Intermediaries - parties involved in distributing
the product or service of the organization
23. Dr. Parveen Kaur
NagpalMarket Environment
◎ Partners - separate entities like advertising agencies, market
research organizations, banks, etc. which conduct business
with the organization.
◎ Customers - comprise of the target group of the organization.
◎ Competitors - players in the same market who target similar
customers
◎ Public - made up of any other group that has an actual or
potential interest or affects the company’s ability to serve its
customers
24. Dr. Parveen Kaur
NagpalMarket Environment
Macro Environment
The macro or the broad environment includes larger societal
forces which affect society as a whole.
The broad environment is made up of six components:
◎ Demographic - people who constitute the market. It is
characterized as the factual investigation and segregation of
the population according to their size, location, age, gender,
occupation etc.
◎ Economic - constitutes factors which influence customers’
purchasing power and spending patterns. These factors include
the GDP, GNP, interest rates, inflation, income distribution etc.
25. Dr. Parveen Kaur
NagpalMarket Environment
◎ Physical - includes the natural environment in which the
business operates. This includes the climatic conditions,
environmental change, accessibility to water and raw
materials, natural disasters, pollution etc.
◎ Technological - constitutes innovation, research and
development in technology, technological alternatives etc.
◎ Political & Legal - includes laws and government’s policies
prevailing in the country. It also includes other pressure groups
and agencies which influence or limit the working of the
industry and/or the business in the society.
◎ Socio-cultural - is made up of the lifestyle, values, culture,
prejudice and beliefs of the people.
27. Dr. Parveen Kaur
NagpalNew Realities of Marketing
◎ Network Information Technology
◎ Globalization, Deregulation and Privatization
◎ Heightened Competition
◎ Mobile Marketing
◎ Retail Transformation
◎ Disintermediation (E.g. Amazon.com)
◎ Consumer Information, Participation and Resistance
28. Dr. Parveen Kaur
NagpalNew Realities of Marketing
◎ Industry Convergence
◎ Consumer Buying Power
◎ Social Media Marketing
29. Dr. Parveen Kaur
NagpalValue of Marketing
Marketing has helped in introduction of innovative products that
gained acceptance as they have eased or enriched people’s lives.
Marketers were able to interact with people and find out their
unmet needs and convey that information to new product
developers and designers.
It also facilitated enhancements in existing products as firms
(marketers) innovate to improve their position in the
marketplace.
Successful marketing not only build demand for products and
services but also allow firms to fully engage in socially responsible
activities.
30. Dr. Parveen Kaur
NagpalCreating Value for Customer
Creating customer value is a distinct source of competitive
advantage
Customer value can be defined as an incremental benefit derived
by the customer from consuming a product for paying its cost.
The term value signifies all the benefits being offered to the
customer by the product.
Customer Value = Benefits (sum of both tangible and intangible
benefits) - Cost.
Customer value is dependent upon three factors – Quality, Price,
and Service. The value of the product tends to increase with its
service and quality as its benefits increase, whereas, the value of a
product reduces with an increase in its price.
31. Dr. Parveen Kaur
NagpalReferences
1. Marketing Management: The Millennium Edition, Kotler. P, Prentice
Hall
2. “The Marketing Environment” by John A. Dawson
3. Marketing Management: An Asian Perspective - 5th Edition by Philip
Kotler, Kevin Lane Keller, Ang Swee Hoon, Leong Siew Meng, Tan
Chin Tiong
4. Ramaswamy V.S. and Namakumari S. Marketing Management –
Planning, Implementation and Control, 5th edition, Macmillan