This document discusses marketing and provides an overview of key marketing concepts. It summarizes that marketing is about creating, communicating, and delivering value to customers and managing customer relationships. It also discusses the five competing concepts that organizations can use, including production, selling, marketing, product, and holistic concepts. Finally, it discusses the importance of collecting information and forecasting demand through a marketing information system to assess needs and distribute timely information.

1. Summer Internship
under Prof. Sameer Mathur
IIM Lucknow
www.iiminternship.com

2. Marketing : A Collective perspective

3. Marketing is an organizational function and a
set of processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.

4. 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.
● Marketers are skilled at managing demand: they
seek to influence its level, timing, and composition
for goods, services, events, experiences, persons,
places, properties, organizations, information, and
ideas.
BUSINESS
NON-
PROFIT
CONSUMER
GLOBAL
marketplaces

5. 5 COMpeting concepts
There are five competing concepts under which organizations can
choose to conduct their business:
PRODUCTION CONCEPT
SELLING CONCEPT
MARKETING CONCEPT
PRODUCT CONCEPT
HOLISTIC CONCEPT

6. FIRMS SURPASSING MARKETING EXCELLENCE

7. Collecting Information and Forecasting Demand
To carry out their analysis, planning,
implementation, and control responsibilities,
marketing managers need a marketing information
system (MIS). The role of the MIS is to assess the
manager's’ information needs, develop the needed
information, and distribute that information in a
timely manner.

8. COMPONENTS OF MIS

9. ● Walmart is a perfect example of a company which has found opportunities by
identifying trends (directions or sequences of events that have some
momentum and durability) and megatrends (major social, economic,
political, and technological changes that have long-lasting influence).
Within the rapidly changing global trends it has very intelligently kept in mind
the demographic and natural environment, socio-cultural and economic
arena, along with technological considerations and political-legal arena.
● It has paved way for innovations keeping in mind the likes of the customer
and the changing market trends. Since it was able to mould itself according
to the changing scenarios that is why it still stands strong as the retail
giant.

10. competitive dynamics

11. From cannibalizing its own product lines and
move its current systems to new technology,
to being the the computer giant by beating
all competitions, IBM has a long history of
ups and downs. It was thrown off the market
but it bounced back by changing its
strategies.
Today, IBM is the largest and the most
profitable IT firm in the world.

12. Managing Retailing,
Wholesaling, and Logistics
While innovative retail formats like Wills Lifestyle stores and Big
Bazaar in India, international retailers like Zappos in the United
States, H&M from Sweden, and Zara and Mango from Spain have
thrived in recent years, others such as Subhiksha in India, Gap,
Home Depot, and Kmart have faced decline. The more successful
intermediaries use strategic planning, advanced information
systems, and sophisticated marketing tools. They segment their
markets, improve their market targeting and positioning, and
aggressively pursue market expansion and diversification
strategies. In this chapter, we consider marketing excellence in
retailing, wholesaling, and logistics.

13. Spain’s ZARA has become
Europe’s leading apparel
retailer, with high fashion styles
at reasonable prices. The
company’s success lies within 4
key points:
1. Design and Production
2. Logistics
3. Customers
4. Stores
Success comes from having
complete control over all parts
of its business- design,
production and distribution.

14. The HBR Cases

15. CASE ONE

16. CASE TWO

17. CASE THREE

18. CASE
ANALYSIS
SITUATIONS
PROOF
AND
ACTION
ALTERNATIVESHYPOTHESIS
QUESTIONS
1 2
3 5
4

19. Advertising’s
New Medium:
Human
Experience

20. advertising should be rethought!
CONVENTIONAL DOESN’T WORK ANYMORE!
HUMAN EXPERIENCE IS A MEDIUM FOR
ADVERTISING!

21. SOCIALPUBLIC
PSYCHOLOGICALTRIBAL
4 SPHERES OF HUMAN
EXPERIENCE

23. The positive and noticeable
improvement in the powerpoint
presentations
is credited to the various tips given by
Jesse Desjardin
Garr Reynolds
Nancy Duarte

24. Made by Sakshi Upadhyaya, for summer internship
under Prof. Sameer Mathur, IIM Lucknow.