marketing

1. AGENDA
 Overview
 Key concepts
 Definitions
 What is marketed
 Tasks of marketing management
 VALUE Concept
 VBM- an introduction

2. BACK to BASICS
 Needs
 Wants
 Demand

3. Activities in Sales & Marketing
 CREATE Demand:
 Gaining new customers
 Regaining lost consumers
 CATER Demand:
 Retaining existing consumers

4. What is MARKETING
 A science
 An art
 A business function
 A process
 A philosophy

5. What is Marketed?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
 Ideas

6. TASKS of Marketing
Management
 Developing marketing strategies & plans
 Capturing insights
 Connecting with consumers
 Building strong brands
 Shaping market offerings
 Delivering value
 Communicating value
 Creating long term growth

7. VALUE Concept
 “Marketing is all about CREATING,
COMMUNICATING &
DELIVERING VALUE”

8. VALUE FRAME WORK
 Selecting the value
 Creating the value
 Communicating the value
 Delivering the value
 Capturing the value back from the
market
 Enhancing the value

9. DISTINGUISH
SELLING
 Selling starts with a
seller & needs of the
seller
 Business as “goods
producing process”
 Cost determines the
price
MARKETING
 Marketing starts with
buyers & their needs
 Business as
“customer satisfying
process”
 Consumer
determines the price

10. THE BCG MATRIX

11. Porter's 5 FORCES MODEL

12. SWOT Analysis
WEAKNESSSTRENGTHS
OPPORTUNITIES THREATS

13. PEST Analysis
 Political
 Economic
 Social
 Technological
 Environmental
 Legal
 Ethical