INTRODUCTION MEANING DEFINATION WHAT ARE CUSTOMER NEEDS AND WANTS IMPORTANCE OF MARKETING MARKETING PROCESS MARKETING MIX

1. MARKETING
MANAGEMENT

2. WHAT IS
MARKETING

3. DEFINITION OF MARKETING
ACCORDING TO AMERICAN MARKETING
ASSOCIATION: Marketing is the performance of
business activities that directs the flow of Goods
and Services from Producer to consumer or user.

4. Dr. Philip Kotler
Kotler: A Social and Managerial process
whereby individuals and groups obtain what
they need and want through creating and
exchanging products and value with others.

5. What are Consumers’ Needs, Wants, and Demands?
Needs: are the necessities or basic need that
may include physical, social and individual
needs i.e Food
Want: is the desired form through which
human needs can be fulfilled i.e Bread
Demands: Human wants backed by buying
power i.e Money

6. SIMPLY PUT
Marketing is the delivery of customer
satisfaction at a profit
GOALS
Attract new customers by promising superior
value and keep and grow current customers
by delivering satisfaction

7. NATURE OF
MARKETING

8. DYNAMIC AND CONTINOUS PROCESS
CUSTOMER CENTRIC FUNCTION
MARKETING IS COMPREHENSIVE
MARKETING IS CREATIVE
MARKETING IS HIGHLY INTERACTIVE
MARKETING NEEDS TO BE MANAGED

9. IMPORTANCE OF
MARKETING

10. KNOW THE TASTE AND PREFERENCES
FULFILS THE NEEDS OF THE BUYER
ELIMINATE OUTDATED PRODUCT
GUIDES THE MARKETERS
AVAILABILITY
EASY BUYING
YESTERDAY LUXURIES INTO TODAYS NECESSARIES

11. MARKETING
PROCESS
Analyzing
Market
Opportunities
Designing
Marketing
strategies
Planning
Marketing
Programes
Managing the
Marketing
Effort

12. Analyzing Market Opportunities
(Researching and Selecting target markets)

13. Developing Marketing Strategies
In this step, the Marketer prepares a
various strategies for each new and
existing products.
POSITIONING:
positioning is placing the product in the
minds of the customer, before placing it in
the market for sale

14. PLANNING MARKETING PLANS
Marketing Strategy into Marketing plans
First Decision is about the level of Marketing
Expenditures needed to achieve the Marketing
Objectives
Second Decision is how to divide the total
Marketing Budget Among Various tools i.e

15. MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE

16. Managing the Marketing effort
In this Step Marketers organize the firms
marketing resources to implement and control the
marketing plans.

18. FOUR FRIENDS HAVING A PREFERENCE FOR A
VEGETABLE BURGER, A PUFF, A CHICKEN BURGER, AND
AN ICE CREAM RESPECTIVELY TO SATSFY THEIR
HUNGER DENOTES
A. NEEDS
B. WANTS
C. DEMAND

19. ______ IS A KEY ELEMENT OF MARKETING MIX AND IS
CONCERNED WITH EFFECTIVELY AND EFFECIENTLY
COMMUNICATING TO THE CUSTOMERS
A. PROMOTING
B. PEOPLE
C. PROCESS