The document provides an overview of marketing concepts for bankers. It defines marketing as the process of planning and executing activities related to conception, pricing, promotion, and distribution of products and services. It discusses the key elements of the marketing mix - product, price, place, and promotion. It also explains other important marketing concepts like the 4 Ps and 4 Cs framework, differentiation between sales and marketing, scope of products and services that can be marketed, and the core concepts of understanding customer needs, wants, and demands.
This document provides an overview of marketing concepts and frameworks for bankers. It defines marketing as the process of planning exchanges to satisfy individual and organizational goals. Marketing management involves choosing target markets and creating, delivering, and communicating superior customer value. The marketing mix of product, price, place, and promotion are explained as the key elements to manage. Customer value, needs, and the marketing triangle of customers, company, and competition are core concepts. The document outlines the strategic planning process and components of a marketing plan to guide activities.
The document provides an overview of marketing concepts for bankers. It defines marketing as the process of planning and executing activities to create exchanges that satisfy individual and organizational goals. It discusses the marketing mix of product, price, place, and promotion. It also explains concepts such as the 4 Ps and 4 Cs frameworks, and differences between sales and marketing. The document emphasizes that understanding customer needs is key and outlines the marketing process from developing a business mission to implementation and evaluation.
Marketing involves planning and executing ideas, products and services to create value for customers. It includes conception, pricing, promotion and distribution to satisfy individual and organizational goals. Marketing management is the process of choosing target markets and creating, delivering and communicating superior customer value. The core concepts of marketing are understanding customer needs, wants, demands and desires and delivering products and services that provide utility, value and satisfaction.
This document provides an overview of marketing concepts for bankers. It defines marketing as the process of planning and executing ideas, goods, and services to create exchanges that satisfy goals. Marketing management involves choosing target markets and growing customer value. The marketing mix consists of the 4 Ps - product, price, place, and promotion. Additional concepts covered include the scope of products and services that can be marketed, the 4Cs customer framework, and differences between sales and marketing. The document emphasizes understanding customer needs and creating value as core to a customer-centric approach.
This document provides an overview of marketing concepts. It begins by defining marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services. It then discusses key marketing terms like the marketing mix, marketing management, and the 4Ps of marketing. Several sections explain core concepts in more depth, such as the differences between sales and marketing, the scope of products that can be marketed, and frameworks for understanding customers and their needs. The document also covers strategic marketing and planning, discussing topics like the marketing environment, marketing objectives, and the components of a marketing plan. It aims to give the reader a well-rounded introduction to fundamental aspects of marketing.
The document provides an overview of marketing concepts and strategies. It begins with several definitions of marketing from different universities. It then discusses that knowing customer wants is not enough on its own for success, and that strategies and tactics are also important. The true nature of marketing today involves conflict between corporations, not just satisfying needs. The document goes on to discuss key marketing concepts like the marketing mix, relationship marketing, common marketing errors, and differences between production-oriented versus market-oriented businesses. It also covers strategic planning components and various corporate growth strategies.
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
The document provides an overview of marketing management and key concepts. It discusses marketing as both a philosophy and set of techniques. The marketing concept and orientation are explained, focusing on understanding customer needs. Key marketing concepts of customers, needs, value, and exchange are defined. The marketing mix and its elements of product, price, place, and promotion are introduced. The marketing management process and factors in the marketing environment are also mentioned.
This document provides an overview of marketing concepts and frameworks for bankers. It defines marketing as the process of planning exchanges to satisfy individual and organizational goals. Marketing management involves choosing target markets and creating, delivering, and communicating superior customer value. The marketing mix of product, price, place, and promotion are explained as the key elements to manage. Customer value, needs, and the marketing triangle of customers, company, and competition are core concepts. The document outlines the strategic planning process and components of a marketing plan to guide activities.
The document provides an overview of marketing concepts for bankers. It defines marketing as the process of planning and executing activities to create exchanges that satisfy individual and organizational goals. It discusses the marketing mix of product, price, place, and promotion. It also explains concepts such as the 4 Ps and 4 Cs frameworks, and differences between sales and marketing. The document emphasizes that understanding customer needs is key and outlines the marketing process from developing a business mission to implementation and evaluation.
Marketing involves planning and executing ideas, products and services to create value for customers. It includes conception, pricing, promotion and distribution to satisfy individual and organizational goals. Marketing management is the process of choosing target markets and creating, delivering and communicating superior customer value. The core concepts of marketing are understanding customer needs, wants, demands and desires and delivering products and services that provide utility, value and satisfaction.
This document provides an overview of marketing concepts for bankers. It defines marketing as the process of planning and executing ideas, goods, and services to create exchanges that satisfy goals. Marketing management involves choosing target markets and growing customer value. The marketing mix consists of the 4 Ps - product, price, place, and promotion. Additional concepts covered include the scope of products and services that can be marketed, the 4Cs customer framework, and differences between sales and marketing. The document emphasizes understanding customer needs and creating value as core to a customer-centric approach.
This document provides an overview of marketing concepts. It begins by defining marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services. It then discusses key marketing terms like the marketing mix, marketing management, and the 4Ps of marketing. Several sections explain core concepts in more depth, such as the differences between sales and marketing, the scope of products that can be marketed, and frameworks for understanding customers and their needs. The document also covers strategic marketing and planning, discussing topics like the marketing environment, marketing objectives, and the components of a marketing plan. It aims to give the reader a well-rounded introduction to fundamental aspects of marketing.
The document provides an overview of marketing concepts and strategies. It begins with several definitions of marketing from different universities. It then discusses that knowing customer wants is not enough on its own for success, and that strategies and tactics are also important. The true nature of marketing today involves conflict between corporations, not just satisfying needs. The document goes on to discuss key marketing concepts like the marketing mix, relationship marketing, common marketing errors, and differences between production-oriented versus market-oriented businesses. It also covers strategic planning components and various corporate growth strategies.
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
The document provides an overview of marketing management and key concepts. It discusses marketing as both a philosophy and set of techniques. The marketing concept and orientation are explained, focusing on understanding customer needs. Key marketing concepts of customers, needs, value, and exchange are defined. The marketing mix and its elements of product, price, place, and promotion are introduced. The marketing management process and factors in the marketing environment are also mentioned.
This document provides an overview of key concepts for developing marketing and sales strategies for technology startups. It discusses defining an attractive target market and developing a marketing plan that identifies specific activities to generate sales leads and build brand awareness. It also covers understanding the sales process, from initial prospecting to closing deals. The importance of defining each stage of the sales process and aligning marketing tools to support the process is emphasized.
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
The document discusses several key marketing concepts:
1. It defines marketing as satisfying needs through exchange processes, with the goal of making selling unnecessary.
2. The marketing mix, or 4Ps (product, price, place, promotion), are controllable activities to produce a desired response from customers.
3. Marketing research helps identify problems and opportunities to improve decision making related to products, pricing, distribution, and promotion.
The presentation introduces the strategic marketing model and walks through the process of implementation using this model for strategic marketing. A variation on this process can also be used for corporate branding engagements.
This document discusses the changing nature of marketing from mass targeting to individual relationships. It notes that marketing is evolving from interruptive tools to those that engage. It provides examples of how a marketer's job has changed from 2000 to 2009, moving from maintaining websites and measuring metrics to creating content, publishing on blogs and social networks. The document recommends various marketing thought leaders and resources to stay informed and concludes that trust is essential in marketing without it, marketers have nothing.
This document provides an overview of marketing and marketing management concepts from Chapter 1 of a marketing textbook. It defines marketing as managing profitable customer relationships by attracting new and retaining current customers. Marketing management is the art and science of building relationships with target markets. The challenges facing modern marketers are discussed, including connecting with customers via technology, partners, and within a globalized world. Customer relationship management is key to attracting, retaining, and growing customers through delivering superior customer value and satisfaction.
This document appears to be a resume or CV for Sandra Eisenberg. It includes details about her work experience including roles in marketing, product management, sales, and as a marketing consultant. It lists companies and organizations she has worked with including Microsoft, Citrix, Avaya, TechData, NCR, and Teradata. The document spans 15 pages and includes sections about her background, experience, education, and references.
The document discusses key aspects of developing marketing and sales strategies for a business plan. It covers defining marketing, conducting market research, choosing a target market, understanding competition, developing a marketing strategy and plan, marketing communications, and developing a sales strategy and process. The key points are that an effective marketing plan should define specific activities to achieve objectives, and the sales process must be understood as it affects key investment factors like costs, growth and profitability. Investors will focus on how the company will take the product to market and deliver business objectives.
The document outlines the objectives of Session 1 which are to understand the concepts underlying the discipline of marketing, the basic tasks of marketing managers, and the marketing concept and how it contrasts with other business philosophies. It then provides examples of common misconceptions in marketing and outlines the core concepts, management process, modern system, and essential requirements of marketing. Finally, it contrasts the selling and marketing concepts.
The document discusses key concepts in marketing management including definitions of marketing, the marketing process, and the role of marketing in business. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It also discusses the importance of understanding customer needs and creating value for targeted customers. Marketing management aims to establish long-term customer relationships and meet the objectives of both customers and businesses.
Strategic marketing is defined as the management function that seeks to generate profit by organizing a company's resources to determine and satisfy customer needs better than competitors. It emphasizes profits over just sales and identifies target markets. Strategic marketing combines target markets and marketing strategies, strives for sustainable differentiation, and leads strategic planning and new product development. While marketing communications, sales, and customer service are important tactical elements, strategic marketing is the overarching management function.
The document is about the politics of agile development methods from Pragmatic Marketing. It discusses how developing products is difficult and features often get prioritized over market problems. It notes how more documentation gets created rather than completing the product. The document advocates for product managers to represent market needs and be the single voice of priority on the team.
This 3 credit, 33 session course on Industrial Marketing is taught by Manish Parihar. The purpose is to understand concepts of business-to-business marketing and differences from consumer marketing. Students will learn organizational buying processes and latest online B2B marketing trends. The course covers fundamentals of industrial marketing, business buying behaviors, product strategies, pricing, distribution channels, strategic planning, and industrial marketing using online media.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
Top 10 questions chapter 2 developing marketing strategies and plans silubricosue_silubrico
The document discusses key concepts from marketing strategies and plans. It provides examples to explain strategic and tactical marketing plans, Porter's three generic strategies of overall cost leadership, differentiation and focus. It also defines marketing alliances and the major competitive spheres that companies operate in, including industry, geography, vertical channels, market segments and products.
This document discusses six essential dimensions for sales force success: 1) Strategy and Structure, 2) Customer Knowledge, 3) Talent, 4) Climate, 5) Processes, and 6) Support Systems. It explains that high performing sales organizations integrate these six dimensions and regularly evaluate and adapt them. Specifically, it emphasizes having a clear sales strategy aligned with business goals, understanding customers, developing sales talent, fostering a positive work climate, defining sales processes, and providing competitive intelligence and other support to sales teams.
This document provides a summary of a marketing knowledge sharing session given by David Ren.
[1] The session covered marketing concepts, career paths in marketing, and David's experiences with creation and global strategy, as well as regional strategy and execution.
[2] David discussed the marketing concept and phases including planning, management, and sustaining. He also shared insights from creating innovation and developing global and regional strategies.
[3] The document outlines David's approach to marketing organization, deliverables, quarterly planning, execution, monitoring, and reporting.
Marketing involves identifying and meeting customer needs in an efficient and profitable manner. It is defined by major organizations as the process of creating, communicating, delivering, and exchanging offerings that have value. Marketing is not just selling, persuading people to buy things, or an exact science - it is the management of customer-centered exchanges. The marketing concept focuses on determining customer needs and wants in order to deliver satisfactory products and services. Relationship marketing prioritizes retaining existing customers through communication and additional offerings over time, while transactional marketing focuses only on single sales.
This document provides instructions for upgrading to or installing Windows 7 using either the Upgrade or Custom installation options. The Upgrade option keeps existing files and settings, while Custom deletes programs and settings, requiring reinstallation of programs after installation. It outlines preparation steps like backing up files and finding the product key. For Upgrade, it describes starting the computer normally and following prompts. For Custom, it warns that all data will be deleted and provides instructions for selecting partitions.
This document provides details on the Mutual Funds (Advanced) certification module offered by the National Stock Exchange of India. It includes 20 chapters that cover topics such as types of mutual funds and their investments, valuation of investments, accounting practices, portfolio structures, performance evaluation metrics, regulations and taxation. The curriculum allocates most weightage to chapters on portfolio structures, performance evaluation and permitted investments of mutual funds.
This document provides an overview of key concepts for developing marketing and sales strategies for technology startups. It discusses defining an attractive target market and developing a marketing plan that identifies specific activities to generate sales leads and build brand awareness. It also covers understanding the sales process, from initial prospecting to closing deals. The importance of defining each stage of the sales process and aligning marketing tools to support the process is emphasized.
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
Introduction to Marketing - Session 2 at ITM, Mumbai. Includes:
Targeting
What is good marketing research?
Marketing research Questions
Types of information
Types of market research
Market research summary
Test Market
Define Target Audience
Estimate market potential
Analyze market share/share of customer
Track competitors
Identify market characteristics & trends
Analyze sales data
Sales forecasting: Existing / new products
Product
• Product Strategy
• Product Essentials
• Features and Benefits
• Classifying products
• Product line and mix
• Branding
• Packaging and LabellingTrademarks
Positioning and Brand Building
• The Art of Positioning is Marketing
• Positioning the game of Mind and Heart
• Brand is a Promise
• Brand is owned by Customers
• Understanding Brand Drivers
• Brand Attributes
• Brand Architecture
• The Positioning Template
The document discusses several key marketing concepts:
1. It defines marketing as satisfying needs through exchange processes, with the goal of making selling unnecessary.
2. The marketing mix, or 4Ps (product, price, place, promotion), are controllable activities to produce a desired response from customers.
3. Marketing research helps identify problems and opportunities to improve decision making related to products, pricing, distribution, and promotion.
The presentation introduces the strategic marketing model and walks through the process of implementation using this model for strategic marketing. A variation on this process can also be used for corporate branding engagements.
This document discusses the changing nature of marketing from mass targeting to individual relationships. It notes that marketing is evolving from interruptive tools to those that engage. It provides examples of how a marketer's job has changed from 2000 to 2009, moving from maintaining websites and measuring metrics to creating content, publishing on blogs and social networks. The document recommends various marketing thought leaders and resources to stay informed and concludes that trust is essential in marketing without it, marketers have nothing.
This document provides an overview of marketing and marketing management concepts from Chapter 1 of a marketing textbook. It defines marketing as managing profitable customer relationships by attracting new and retaining current customers. Marketing management is the art and science of building relationships with target markets. The challenges facing modern marketers are discussed, including connecting with customers via technology, partners, and within a globalized world. Customer relationship management is key to attracting, retaining, and growing customers through delivering superior customer value and satisfaction.
This document appears to be a resume or CV for Sandra Eisenberg. It includes details about her work experience including roles in marketing, product management, sales, and as a marketing consultant. It lists companies and organizations she has worked with including Microsoft, Citrix, Avaya, TechData, NCR, and Teradata. The document spans 15 pages and includes sections about her background, experience, education, and references.
The document discusses key aspects of developing marketing and sales strategies for a business plan. It covers defining marketing, conducting market research, choosing a target market, understanding competition, developing a marketing strategy and plan, marketing communications, and developing a sales strategy and process. The key points are that an effective marketing plan should define specific activities to achieve objectives, and the sales process must be understood as it affects key investment factors like costs, growth and profitability. Investors will focus on how the company will take the product to market and deliver business objectives.
The document outlines the objectives of Session 1 which are to understand the concepts underlying the discipline of marketing, the basic tasks of marketing managers, and the marketing concept and how it contrasts with other business philosophies. It then provides examples of common misconceptions in marketing and outlines the core concepts, management process, modern system, and essential requirements of marketing. Finally, it contrasts the selling and marketing concepts.
The document discusses key concepts in marketing management including definitions of marketing, the marketing process, and the role of marketing in business. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It also discusses the importance of understanding customer needs and creating value for targeted customers. Marketing management aims to establish long-term customer relationships and meet the objectives of both customers and businesses.
Strategic marketing is defined as the management function that seeks to generate profit by organizing a company's resources to determine and satisfy customer needs better than competitors. It emphasizes profits over just sales and identifies target markets. Strategic marketing combines target markets and marketing strategies, strives for sustainable differentiation, and leads strategic planning and new product development. While marketing communications, sales, and customer service are important tactical elements, strategic marketing is the overarching management function.
The document is about the politics of agile development methods from Pragmatic Marketing. It discusses how developing products is difficult and features often get prioritized over market problems. It notes how more documentation gets created rather than completing the product. The document advocates for product managers to represent market needs and be the single voice of priority on the team.
This 3 credit, 33 session course on Industrial Marketing is taught by Manish Parihar. The purpose is to understand concepts of business-to-business marketing and differences from consumer marketing. Students will learn organizational buying processes and latest online B2B marketing trends. The course covers fundamentals of industrial marketing, business buying behaviors, product strategies, pricing, distribution channels, strategic planning, and industrial marketing using online media.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
Top 10 questions chapter 2 developing marketing strategies and plans silubricosue_silubrico
The document discusses key concepts from marketing strategies and plans. It provides examples to explain strategic and tactical marketing plans, Porter's three generic strategies of overall cost leadership, differentiation and focus. It also defines marketing alliances and the major competitive spheres that companies operate in, including industry, geography, vertical channels, market segments and products.
This document discusses six essential dimensions for sales force success: 1) Strategy and Structure, 2) Customer Knowledge, 3) Talent, 4) Climate, 5) Processes, and 6) Support Systems. It explains that high performing sales organizations integrate these six dimensions and regularly evaluate and adapt them. Specifically, it emphasizes having a clear sales strategy aligned with business goals, understanding customers, developing sales talent, fostering a positive work climate, defining sales processes, and providing competitive intelligence and other support to sales teams.
This document provides a summary of a marketing knowledge sharing session given by David Ren.
[1] The session covered marketing concepts, career paths in marketing, and David's experiences with creation and global strategy, as well as regional strategy and execution.
[2] David discussed the marketing concept and phases including planning, management, and sustaining. He also shared insights from creating innovation and developing global and regional strategies.
[3] The document outlines David's approach to marketing organization, deliverables, quarterly planning, execution, monitoring, and reporting.
Marketing involves identifying and meeting customer needs in an efficient and profitable manner. It is defined by major organizations as the process of creating, communicating, delivering, and exchanging offerings that have value. Marketing is not just selling, persuading people to buy things, or an exact science - it is the management of customer-centered exchanges. The marketing concept focuses on determining customer needs and wants in order to deliver satisfactory products and services. Relationship marketing prioritizes retaining existing customers through communication and additional offerings over time, while transactional marketing focuses only on single sales.
This document provides instructions for upgrading to or installing Windows 7 using either the Upgrade or Custom installation options. The Upgrade option keeps existing files and settings, while Custom deletes programs and settings, requiring reinstallation of programs after installation. It outlines preparation steps like backing up files and finding the product key. For Upgrade, it describes starting the computer normally and following prompts. For Custom, it warns that all data will be deleted and provides instructions for selecting partitions.
This document provides details on the Mutual Funds (Advanced) certification module offered by the National Stock Exchange of India. It includes 20 chapters that cover topics such as types of mutual funds and their investments, valuation of investments, accounting practices, portfolio structures, performance evaluation metrics, regulations and taxation. The curriculum allocates most weightage to chapters on portfolio structures, performance evaluation and permitted investments of mutual funds.
This document discusses derivatives markets and contains over 50 questions on topics such as:
- The basics of derivatives like forwards, futures, and options.
- Market microstructure issues including liquidity, arbitrage, and program trading.
- Past derivatives disasters and how to minimize risks.
- Policy considerations for developing derivatives markets in India, including which markets are ready and international experiences.
- Regulatory issues involving competition, fraud, manipulation, and risk management.
20 ideas-for-using-mobile-phones-in-language-classroom-Suzy Ja
Mobile phones can be used in many ways to support second language learning both inside and outside the classroom. The document outlines 20 practical ideas for using mobile phones, focusing on developing the four skills of speaking, listening, reading and writing. Some key ideas include using the phone's notes, camera, and voice recording features to collect language samples from daily life. Free programs can help organize language samples and create flashcards for mobile study. Overall, mobile phones provide a way for students to access language materials and practice anytime, anywhere.
GBN Web Development offers complete website packages for $25 per month. They guarantee clients will get a $1000-quality website for $250, with a beautiful design, search engine optimization, and ongoing personal service. Clients can take a 30-day test drive to ensure they are satisfied, with a refund if not. This is a limited offer for only 50 clients, so clients are encouraged to contact Virgil Griffin soon through the provided website and phone number.
This document discusses indirectness in persuasive messages. It notes that persuasive messages are generally written indirectly as they aim to change the reader's mindset. It provides tips for crafting effective persuasive messages, including knowing your readers, identifying targeted benefits, using logical, emotional and character appeals, and making the requested action clear and easy to comply with. It also discusses persuasive requests and sales messages, emphasizing developing a persuasive plan, gaining attention, presenting persuasion, and making a clear, positive request.
Подход Lean для стартапов. Тестирование бизнес-гипотез и продуктов.
http://uchinovoe.ru/
http://blog.uchinovoe.ru/
http://vk.com/uchinovoe
http://facebook.com/uchinovoe
http://youtube.com/uchinovoe
The document discusses various direct taxes levied in India including income tax, corporation tax, dividend tax, capital gains tax, wealth tax, gift tax, estate duty, land revenue, agricultural income tax, and professional tax. It outlines the introduction and key aspects of each tax. It also discusses direct taxes at the state and local government levels. The document notes both the merits and demerits of direct taxes, such as equity and economy but also possibilities of evasion, complexity, and unsuitability for underdeveloped countries.
This document provides an overview of key marketing concepts from a global perspective. It begins by defining marketing as the process of planning, pricing, promoting and distributing goods and services to create value for customers. The marketing mix of product, price, place and promotion is discussed. The document also distinguishes between marketing and sales, explores the scope of what can be marketed, and covers core concepts like customer needs, value, and the marketing environment. Key frameworks are summarized, including the marketing system, 4Ps and 4Cs, and the strategic marketing process. The roles of various stakeholders in marketing are also outlined.
Marketing management involves applying marketing techniques and managing a firm's marketing resources and activities. The document discusses key marketing concepts like the marketing mix of product, price, place, and promotion. It explains the difference between sales and marketing, the scope of what can be marketed, and core marketing concepts like identifying customer needs and managing relationships in markets. The marketing process and external factors that influence marketing are described. Traditional and expanded views of the marketing mix are also presented, along with insightful quotes about marketing.
This document provides an overview of marketing concepts for bankers. It defines marketing and discusses the key elements of the marketing mix - product, price, place, and promotion. It also differentiates between marketing and sales, explaining that marketing focuses on understanding customer needs while sales pushes products. The document outlines the strategic marketing process and explores topics like the marketing environment, customer relationships, and common myths about marketing in the banking industry. It emphasizes that true customer centricity in financial services is defined by exceptional customer service.
This document provides an overview of marketing concepts for bankers. It defines marketing and discusses the key elements of the marketing mix - product, price, place, and promotion. It also differentiates between marketing and sales, explaining that marketing focuses on understanding customer needs while sales pushes products. The document outlines the strategic marketing process and covers topics such as marketing management, the marketing environment, products and services, customers, and myths about marketing in the banking industry. It emphasizes that true customer centricity in banking is achieved through superior customer service.
New product and brand development report @navinfotech bhopalPriya Dubey
This document provides an overview of key marketing concepts. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The marketing mix, also called the 4Ps, includes product, price, place, and promotion. Services are also discussed, including their intangible nature. Customer value and satisfaction are driven by a company's value proposition, which includes the core product or service as well as support services. The document outlines several other important marketing concepts such as branding, the marketing environment, and the strategic marketing process.
This document provides guidance on developing a market entry strategy. It discusses key considerations such as understanding customer needs, differentiating your product or service, identifying target industry segments, and building competitive advantages. The document emphasizes planning all aspects of market entry including analyzing the market and competition, setting objectives, outlining assumptions, and defining growth strategies over time. The goal is to help organizations plan their path from their current state to their desired future state when entering new markets.
The document provides an overview of marketing concepts and strategies. It begins with several definitions of marketing from different universities. It then discusses that knowing customer wants is not enough, and that success requires effective strategies and tactics. Marketing is described as "war" between corporations competing for customers. The rest of the document discusses marketing mix, relationship marketing, common marketing mistakes, and differences between production-oriented and market-oriented businesses. It also covers goals vs strategies, components of strategy, and corporate growth strategies like market penetration, product development, market development, and diversification.
This document discusses the concept of marketing through various definitions and frameworks. It begins by posing questions about what marketing is, then provides definitions from experts, including that it is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services.
It introduces key marketing concepts like the marketing mix of product, price, place and promotion. It also distinguishes between sales and marketing, noting that marketing is about producing what customers want while sales is getting customers to want what a company produces.
Finally, it discusses the core concepts of marketing including understanding customer needs, wants and demands as the starting point, and how customers choose products based on value, satisfaction, benefits versus costs. The document
The document provides an overview of marketing concepts and frameworks. It discusses definitions of marketing, the marketing mix of product, price, place and promotion. It also summarizes the strategic marketing process, including situation analysis, target market strategy, marketing objectives and implementation. Additional topics covered include the marketing environment, products and services, customer behavior and satisfaction, and common myths about marketing in the banking industry.
This document provides an introduction to marketing management concepts. It defines marketing as the process of meeting customer needs and wants through product creation and exchange. Marketing management involves choosing target markets and growing customer relationships through superior value. The marketing mix, also called the 4Ps, consists of product, price, place, and promotion. Marketing aims to understand customer needs and problems in order to provide valuable solutions. A company's marketing strategy must consider its external environment and internal strengths and weaknesses. The key goals of marketing are to create and deliver customer value.
This document provides an overview of marketing concepts. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. The marketing mix, also called the 4Ps, includes product, price, place, and promotion. Services are also discussed, along with their characteristics of intangibility, inseparability, variability, perishability, and non-ownership. The marketing environment and strategic planning process are outlined. Customers are defined as those looking to satisfy needs and wants. The core concepts of marketing are built around customer needs, products, exchange, and markets.
Marketing is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services. It includes identifying customer needs and wants and delivering superior customer value. The key elements are product, price, place and promotion known as the marketing mix. Customer satisfaction depends on both functional and emotional benefits perceived relative to costs. While selling focuses on the company's needs, marketing focuses on customer needs.
Marketing is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services. It includes identifying customer needs and wants and delivering superior customer value. The key aspects of marketing include understanding customers, competitors and the market environment. The marketing mix involves decisions around product, price, place and promotion. Customer satisfaction depends on both functional and emotional benefits exceeding costs.
This document provides an overview of key marketing concepts. It begins by defining marketing in several ways, such as the process of planning and executing the conception, pricing, promotion and distribution of goods. It also notes that marketing management is the art and science of choosing target markets and creating superior customer value. The document then discusses the core concepts of marketing including needs, wants, demands, products, utility, value, satisfaction, exchange and relationships. It also covers the marketing mix of product, price, place and promotion. Finally, it discusses the importance of understanding customers, their needs and the customer experience.
The document discusses key aspects of sales management including:
1. Calculating gross margin and net profit from sales figures.
2. Setting sales objectives that align with broader corporate goals and developing strategies and tactics to achieve these objectives such as targeting specific customers or products.
3. Organizing the sales team and determining the optimal sales structure, compensation plans, and approaches for activities like introducing new products.
The overall focus is on planning sales activities, setting objectives, and organizing the sales force to execute strategies and meet targets in an effective manner.
This chapter discusses key components of developing an effective advertising plan, including conducting a situation analysis, setting objectives, developing creative and media strategies, and implementing and evaluating the plan. It emphasizes the importance of setting specific, measurable objectives and matching the right message to the right audience through the right media. The chapter also explores factors that contribute to new product advertising success, the relationship between advertising and sales, and various methods for budgeting advertising expenditures.
This chapter discusses key components of developing an effective advertising plan, including conducting a situation analysis, setting objectives, developing creative and media strategies, and implementing and evaluating the plan. It emphasizes the importance of setting specific, measurable objectives and matching the right message to the right audience through the right media. The chapter also explores factors that contribute to new product advertising success, the relationship between advertising and sales, and various methods for budgeting advertising expenditures.
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
This document discusses key concepts related to marketing. It begins by defining marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It then discusses the key elements of the marketing mix - product, price, place, and promotion. The document also distinguishes between sales and marketing, noting that sales involves getting customers to want what a company produces while marketing involves getting a company to produce what customers want. It emphasizes understanding customer needs, wants, and demands as the starting point for marketing and developing long-term customer relationships.
3. Marketing = ?
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, services to create exchanges that satisfy
individual and organizational goals
American Marketing Association
3
4. Marketing = ?
Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value.
4
5. Simple Marketing System
Communication
Goods/services
Industry Market
(a collection (a collection
of sellers) of Buyers)
Money
Information
5
6. Marketing = ?
Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
Marketing is all about creating a pull, sales is all about
push.
Marketing is all about managing the four P’s –
product
price
place
promotion
6
7. The 4 Ps & 4Cs
Marketing Convenience
Mix
Place
Product
Customer
Solution Price Promotion
Customer Communication
Cost
7
8. Difference Between - Sales & Marketing ?
Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what
the customer wants
8
9. Scope – What do we market
Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and concepts
9
10. Core Concepts of Marketing
Based on :
Needs, Wants, Desires / demand
Products, Utility, Value & Satisfaction
Exchange, Transactions & Relationships
Markets, Marketing & Marketers.
10
12. Core Concepts of Marketing
Need – food ( is a must )
Want – Pizza, Burger, French fry's ( translation of a need
as per our experience )
Demand – Burger ( translation of a want as per our
willingness and ability to buy )
Desire – Have a Burger in a five star hotel
12
13. In order to understand Marketing let us begin with the
Marketing Triangle
Customers
Company Competition
13
14. Who is a Customer ??
CUSTOMER IS . . . . .
Anyone who is in the market looking at a product /
service for attention, acquisition, use or consumption
that satisfies a want or a need
14
15. Customer –
CUSTOMER has needs, wants, demands and
desires
Understanding these needs is starting point of the
entire marketing
These needs, wants …… arise within a framework
or an ecosystem
Understanding both the needs and the ecosystem is
the starting point of a long term relationship
15
16. How Do Consumers Choose Among
Products & Services?
Value - the value or benefits the customers gain from
using the product versus the cost of obtaining the
product.
Satisfaction - Based on a comparison of performance
and expectations.
Performance > Expectations => Satisfaction
Performance < Expectations => Dissatisfaction
16
17. Customers - Problem Solution
As a priority , we must bring to our customers
“WHAT THEY NEED”
We must be in a position to UNDERSTAND their
problems
Or in a new situation to give them a chance to AVOID
the problems
17
18. Customer looks for Value
Value = Benefit / Cost
Benefit = Functional Benefit + Emotional
Benefit
Cost = Monetary Cost + Time Cost +
Energy Cost + Psychic Cost
18
19. Strategic Marketing
Strategic marketing management is concerned with
how we will create value for the customer
Asks two main questions
What is the organization’s main activity at a
particular time? – Customer Value
What are its primary goals and how will these be
achieved? – how will this value be delivered
20
20. Strategic Planning
Strategic Planning is the managerial process of
creating and maintaining a fit between the
organization’s objectives and resources and the
evolving market opportunities.
Also called Strategic Management Process
All organizations have this
Can be Formal or Informal
21
24. The Marketing Plan
A written document that acts as a guidebook of
marketing activities for the marketing manager
25
25. CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
Target Market Strategy
Marketing Mix
Positioning
Product
Promotion
Price
Place – Distribution
People
Process
Implementation, Evaluation and Control
26
26. The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product Place/Distribution
Promotion Price
Implementation
Evaluation, Control
27
28. Why a product like radio declined
and now once again emerging as
an entertainment medium ?
29
29. What Were the Drivers of This Change ?
Technology ?
Government policy ?
Other media substitutes ?
30
30. Why Market Leaders Suffered ?
HMT vs. Titan
HLL vs. Nirma
Bajaj vs. Honda
Dot.com boom, then bust and now resurgence
Market leadership today cannot be taken for
granted.New and more efficient companies are able
to upstage leaders in a much shorter period.
31
37. Product Items, Lines, and Mixes
A specific version of a product
A specific version of a product
that can be designated as a
that can be designated as a
Product Item
Product Item distinct offering among an
distinct offering among an
organization’s products.
organization’s products.
A group of closely-related
A group of closely-related
Product Line
Product Line product items.
product items.
All products that an
All products that an
Product Mix
Product Mix organization sells.
organization sells.
38
38. Product Mix
Width – how many product lines a company has
Length – how many products are there in a product line
Depth – how many variants of each product exist within a
product line
Consistency – how closely related the product lines are in
end use
39
39. Gillette’s Product Lines & Mix
Width of the product mix
Depth of the product lines
Blades and Writing
razors Toiletries instruments Lighters
Fusion – 5 blade
Mach 3 Turbo
Mach 3 Series Paper Mate Cricket
Sensor Adorn Flair S.T. Dupont
Trac II Toni S.T. Dupont
Atra Right Guard
Swivel Silkience
Double-Edge Soft and Dri
Lady Gillette Foamy
Super Speed Dry Look
Twin Injector Dry Idea
Techmatic Brush Plus
40
40. What is a Service? Defining
the Essence
An act or performance offered by one party to another
(performances are intangible, but may involve use of
physical products)
An economic activity that does not result in ownership
A process that creates benefits by facilitating a desired
change in customers themselves, or their physical
possessions, or intangible assets
41
41. Some Industries - Service Sector
Banking, stock broking Health care
Lodging Education
Restaurants, bars, Wholesaling and retailing
catering Laundries, dry-cleaning
Insurance Repair and maintenance
News and entertainment Professional (e.g., law,
architecture, consulting)
Transportation (freight and
passenger)
42
42. Classification of Services
Pure Intangible
Banking
Service
Good Transportation
Major Service with
Minor Product
Business Hotels
Product = Service
Computers
Major Product with
Minor Services
Materials / Components
Pure Tangible Product
43
43. Major Characteristic of Services
Intangibility – Services are intangibility cannot be seen,
tasted, felt, heard or smelled before purchase.
Inseparability - Services are produced and consumed
simultaneously.
Variability or Heterogeneity – Services are highly variable
Perishability – Services cannot be stored.
Non Ownership - Services are rendered but there is no
transfer of title
44
44. The Marketing Mix
The conventional view of the marketing mix consisted of
four components (4 Ps): Product, Price, Place/
distribution and Promotion.
Generally acknowledged that this is too narrow today;
now includes , Processes, Productivity [technology ]
People [employees], Physical evidence
Marketers today are focused on virtually all aspects of
the firm’s operations that have the potential to affect
the relationship with customers.
45
45. The “8Ps” of Integrated Service
Management vs. the Traditional
“4Ps”
► Product elements
► Place, cyberspace, and time
► Process
► Productivity and quality
► People
► Promotion and education
► Physical evidence
► Price and other user outlays
46
47. Great Words on Marketing
1. “The purpose of a company is ‘to create a customer…The only
profit center is the customer.’”
2. “A business has two—and only two—basic functions: marketing
and innovation. Marketing and innovation produce results: all the
rest are costs.”
3. “The aim of marketing is to make selling unnecessary.”
4. “While great devices are invented in the Laboratory, great
products are invented in the Marketing department.”
5. “Marketing is too important to be left to the marketing
department.”
48
48. Drivers of Customer Satisfaction
Many aspects of the firm’s value proposition contribute
to customer satisfaction:
The core product or service offered
Support services and systems
The technical performance of the firm
Interaction with the firm and it employees
The emotional connection with customers
Ability to add value and to differentiate as a firm focuses
more on the top levels
49
49. Marketers and Markets
Marketers are focused on stimulating exchanges with
customers who make up markets – B2C or B2B.
The market is comprised of people who play a series
of roles: decision makers, consumers,
purchasers, and influencers.
It is absolutely essential that marketers have a detailed
understanding of consumers, their needs and
wants.
Much happens before and after the sale to affect
customer satisfaction
50
51. What Changed in Marketing…
Old Economy New Economy
• Organize by product units • Organize by customer segments
• Focus on profitable transactions • Focus on customer lifetime value
• Look primarily at financial • Look also at marketing scorecard
scorecard
• Focus on shareholders • Focus on stakeholders
• Marketing does the marketing • Everyone does the marketing
• Build brands through advertising • Build brands through performance
• Focus on customer acquisition • Focus on customer retention
• No customer satisfaction • Measure customer satisfaction and
measurement retention rate
• Over-promise, under-deliver • Under-promise, over-deliver
52
53. Myth 1 – The larger the range of products, the more
customer-centric I am.
Mythbuster – The range of products has
emerged from being
competition-centric.
54
54. Myth 2 – Better technology (read CRM) leads to
better customer service.
Mythbuster – Technology
alone does not deliver,
helps people do.
55
55. Myth 3 – Launch a product and the customer will start
using instantly.
- Give a customer a card and he will learn how to play
with it immediately
Mythbuster – Customers need
To be educated too…
56
56. Myth 4 – The only way to get a customer is from
competition.
Mythbuster – Customers
are not only present
where competition is.
57
57. Myth 5 – Just advertise and - You will sell.
Mythbuster – Advertising will only sell,
Not retain customers.
58
58. Myth 6 – No difference between marketing & selling
Mythbuster – “Selling focuses on the needs of the
seller; marketing on the needs of the buyer.
59
59. Myth 7 – In the absence of relationships ‘trust’ builds
financial brands
Mythbuster – Trust is not a differentiator at all…
it is the very minimum that the customer expects!!
60
60. So what will the differentiators be :
• Technology ?
• Brand ?
61
61. The real differentiator of
customer – centricity in a
commoditised world of financial
products -
Customer Service !
62