PPT ON PRINCIPLE OF MARKETING

1. PROF SUMA SOMASAGAR
DEPARTMENT OF COMMERCE
SUBJECT:- PRINCIPLE OF MARKETING

2. The Purpose of a Business
Is to Create and Retain the
Right Customer
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3. Defining Marketing
Marketing is a societal process by which
individuals and groups obtain what they need and
want through creating, offering, and exchanging
products and value with others.
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4. What is Marketed?
 Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organisation
 Information
 Ideas
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5. Who Markets
 Marketers and prospects
Demand states
 Negative demand
 Nonexistent demand
 Latent demand
 Irregular demand
 Full demand
 Overfull demand
 Unwholesome demand
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6. MARKET PLACES, MARKET SPACES AND
METAMARKETS
 Consumer markets
 Business markets
 Global markets
 Non-profit and governmental markets
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7. Core Marketing Concepts
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Needs, wants,
and demands
Products
Value,
satisfaction,
and quality
Exchange,
transactions,
and relationships
Markets

8. Need, Wants, Demands
 Need. A human need is a state of felt
deprivation. Examples include the need for food,
clothing, warmth and safety.
 Wants. Wants are how people communicate
their needs. A hungry person may want a
hamburger, noodles, or cheese and bread.
 Demands. When backed by buying power,
wants become demands.
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9. Product
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A product is anything that can be offered to satisfy a need or a want.

10. Value, Satisfaction, and Quality
 Customer value is the difference between the
benefits that the customer gains from owning
and/or using a product and the costs of obtaining
the product.
 Customer satisfaction depends on a product’s
perceived performance in delivering value relative
to a buyer’s expectations.
 Quality begins with customer needs and ends
with customer satisfaction.
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11. Why Satisfaction May Not Lead To
Customer Loyalty
 Some customers never return to an area – but they can
still recommend
 Some customers shop for the best price - differentiate
your product
 Some customers like to have different purchase
experiences – like to stay or dine at different places
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12. Why Managers Should Be Concerned
About Customer Loyalty
 Customer loyalty leads to increased profit
 Customer loyalty leads to increased partnership
 Lower marketing and sales costs
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13. Exchange, Transactions, and Relationships
 Exchange is the act of obtaining a desired
object from someone by offering something in
return.
 A transaction is marketing’s unit of
measurement and consists of a trade of values
between two parties.
 Relationship marketing builds relationships
with valued customers, distributors, dealers,
and suppliers by promising and consistently
delivering high-quality products, good service,
and fair prices.
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14. Markets
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A market is a set of actual and potential buyers
who might transact with a seller.

15. Marketing and Sales Concepts Contrasted
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Factory
Existing
Products
Selling
and
Promoting
Profits
through
Volume
The Selling Concept
Starting
Point
Focus Means Ends
Market
Customer
Needs
Integrated
Marketing
Profits
through
Satisfaction
The Marketing Concept

16. Marketing Management
Philosophies
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Production Concept
Product Concept
Selling Concept
Marketing Concept
Holistic Marketing Concept
•Consumers favor products that are
available and highly affordable.
•Improve production and distribution.
•Consumers favor products that offer
the most quality, performance, and
innovative features.
•Consumers will buy products only if
the company promotes/ sells these
products.
•Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
•Focuses on the development design, and
Implementation, of marketing programm

17. Internal
marketing
Integrated
marketing
Performance
marketing
Relationship
marketing
Holistic
marketing
Marketing
department
Senior
Managment
Other depts
Communication
Products
& services
Channels
enviornment
Sales
revenue
Brand equity
ethics
community
legal
Customers
Channel
Partners
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18. The Four Ps
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Marketing
Mix
Product
Price
Promotion
Place
(Distribution)

19. THANK YOU