This document provides an introduction to marketing concepts. It defines key terms like market, customer, demand, and product. It explains that marketing involves moving goods from producer to consumer and satisfying customer needs. The document also outlines the marketing mix of product, price, place, and promotion. It discusses the importance of marketing to society, companies, and consumers. Overall, the document introduces fundamental aspects of marketing such as definitions, concepts, environments, relationships and management.

1. INTRODUCTION TO
MARKETING
PREPARED BY JULIN JOSE K

2. GENERAL DEFINITIONS
❖ MARKET
❖ A PLACE WHERE GOODS ARE BOUGHT AND SOLD.
❖ CUSTOMER
❖ THE PERSON WHO MAKES THE DECISION TO PURCHASE A PRODUCT
AND WHO PAYS FOR IT.
❖ DEMAND
❖ HUMAN WANTS THAT ARE BACKED BY PURCHASING POWER BECOME
DEMAND.
❖ PRODUCT
❖ ANYTHING THAT CAN BE OFFERED TO SATISFY A NEED OR WANT.

3. MARKETING
❖ IT IS THE BUSINESS OF MOVING GOODS SERVICES FROM THE PRODUCER TO
THE CONSUMER
❖ PRODUCT ORIENTED
❖ ACCORDING TO AMA (AMERICAN MARKETING ASSOCIATION) PERFORMANCE
OF BUSINESS ACTIVITIES THAT DIRECT THE FLOW OF GOODS AND SERVICES
FROM PRODUCER TO CONSUMER OR USER.
❖ CUSTOMER ORIENTED
❖ PHILIP KOTLER “MARKETING IS THE HUMAN ACTIVITY DIRECTED AT
SATISFYING NEEDS AND WANTS THROUGH AN EXCHANGE PROCESS.
❖ VALUE ORIENTED
❖ KOTLER DEFINED MARKETING AS CCDVTP.MEANS CREATING ,
COMMUNICATING,AND DELIVERING VALUE TO THE TARGET MARKET AT A
PROFIT.

4. MARKETING AND SELLING
MARKETING SELLING
CONSUMER’S WANTS SELLER’S NEEDS
CUSTOMER ORIENTED PROFIT ORIENTED
BEGINS EVEN BEFORE PRODUCTION BEGINS AFTER PRODUCTION
CREATES TIME PLACE AND POSSESSION
UTILITY
ONLY POSSESSION UTILITY
LONG RUN ORIENTED SHORT RUN ORIENTED

5. VALUE OF MARKETING
❖ FUNCTIONAL VALUE
❖ PHYSICAL PERFORMANCE UTILITY RECEIVED FROM THE PRODUCT’S
ATTRIBUTES .
❖ SOCIAL VALUE
❖ PERCEIVED UTILITY.
❖ EMOTIONAL VALUE
❖ CAPACITY OF A PRODUCT TO STIMULATE THE CONSUMER’S EMOTIONS.
❖ EPISTEMIC VALUE
❖ PRODUCT’S ABILITY TO FOSTER CURIOSITY.
❖ CONDITIONAL VALUE
❖ SATISFY CERTAIN CIRCUMSTANCES A CUSTOMER FACES.

6. UTILITES
❖ FORM UTILITY
❖ BY PRODUCTION FUNCTION. WOOD TO CHAIR
❖ PLACE UTILITY
❖ BY TRANSPORT.
❖ TIME UTILITY
❖ BY STORAGE AND WAREHOUSING
❖ POSSESSION UTILITY
❖ BY EXCHANGE PROCESS
❖ INFORMATION UTILITY
❖ BY MARKETING COMMUNICATION

7. PHILOSOPHY OF MARKETING
ATTITUDE OF MIND THAT APPLIES TO EVERYBODY WHO WORKS FOR THE
ORGANIZATION. THEY SHOULD ALL BE AWARE THAT IF THEY DON’T PUT
CUSTOMERS FIRST, SOMEBODY ELSE WILL, AND WILL WIN THEIR
PROFITABLE BUSINESS.

8. CREATING LONG TERM LOYALTY RELTIONSHIPS
IT IS CREATED ONLY WHEN CUSTOMERS PERCEIVE FAIRNESS, EQUITY AND
TRANSPARENCY IN HIS/HER RELATIONSHIP WITH THE COMPANY.
A SATISFIED CUSTOMER IS THE BEST UNPAID SELLER.
REAL MARKETING SUCCESS DEPENDS ON REPEAT BUSINESS .THIS HAPPENS
THROUGH BUILDING LONG TERM LOYALTY RELATIONSHIP WITH
CUSTOMERS.

9. STRATEGIES TO CREATE LONG TERM LOYALTY
● FINANCIAL INCENTIVES
● SOCIAL AS WELL AS FINANCIAL BENEFITS
● FINANCIAL,SOCIAL AND STRUCTURAL BENEFITS
● CLUB MARKETING PROGRAMME

10. NEW MARKETING REALITIES
● NETWORK INFORMATION
● SOCIAL RESPONSIBILITY
● GLOBALIZATION
● DEREGULATION
● PRIVATISATION
● HEIGHTENED COMPETITION
● INDUSTRY CONVERGENCE
● RETAIL TRANSFORMATION
● DISINTERMEDIATION
● CONSUMER BUYING BEHAVIOUR
● CONSUMER INFORMATION
● SOCIAL NETWORKING SITES
● CONSUMER PARTICIPATION
● CONSUMER RESISTANCE
● SUSTAINABLE MARKETING

11. IMPORTANCE OF MARKETING
TO SOCIETY
● PROVIDE EMPLOYMENT
● RAISES STANDARD OF LIVING
● CREATES UTILITIES
● REDUCES COSTS
● SOLVES SOCIAL PROBLEMS
● MAKES LIFE EASIER
● ENRICHES SOCIETY

12. CONTINUES...
TO COMPANIES
● HELPS IN INCOME GENERATION
● HELPS IN PLANNING AND DECISION MAKING
● HELPS IN DISTRIBUTION
● DELPS IN EXCHANGING INFORMATION
● HELPS ADAPT TO CHANGING ENVIRONMENT
● EXPANDS GLOBAL PRESENCE
● HELPS TO EARN GOODWILL

13. CONTINUES...
TO CONSUMERS
● PROVIDES QUALITY PRODUCTS
● PROVIDES VARIETY OF PRODUCTS
● IMPROVES KNOWLEDGE OF CONSUMERS
● HELPS IN SELECTION
● CONSUMER SATISFACTION

14. CONTINUES...
TO ECONOMY SPECIALLY INDIAN ECONOMY
● INCREASE EMPLOYMENT OPPORTUNITIES
● BALANCED GROWTH OF THE ECONOMY
● INCREASE IN PER CAPITA INCOME,GDP,NATIONAL INCOME
● INCREASE IN PROFIT,SALE OF GOODS
● DEVELOPMENT OF TRANSPORT,WAREHOUSING,ADVERTISEMENT,BANKING
AND INSURANCE,FINANCE,STANDARD OF LIVING
● INDUSTRIAL DEVELOPMENT
● MAXIMUM UTILISATION OF RESOURCES
● INCREASE IN EXPORT
● SAVES ECONOMY FROM DEPRESSION

15. MARKETING MANGEMENT
MEANING AND DEFINITION
IN THE WORDS OF KOTLER AND KELLER,”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”.
IT IS THE PROCESS OF PLANNING ,ORGANISING, DIRECTION, CONTROLLING
AND EVALUATING THE EFFORTS OF AN ORGANISATION FOR THE PURPOSE
OF ACHIEVING THE MARKETING GOALS SUCH AS CUSTOMER SATISFACTION
AND PROFIT MAXIMIZATION.

16. NATURE OF MARKETING MANAGEMENT
FEATURES
● MANAGERIAL FUNCTION
● GOAL ORIENTED
● DETERMINING APPROPRIATE MARKETING MIX
● SPECIALISED FUNCTION
● MARKETING CONCEPT IN ACTION
● UNIVERSAL FUNCTION

17. MARKETING MANAGEMENT TASKS
FOUR BASIC MARKETING MANAGEMENT TASKS:
1. CONVERSIONAL MARKETING;
TASK IS NEEDED WHEN THERE IS A NEGATIVE DEMAND.NEGATIVE
DEMAND EXISTS WHEN MAJORITY OF CONSUMERS DISLIKE THE
PRODUCT.IT MEANS DEVELOPING A PLAN OR STRATEGY THAT WILL
CONVERT THE NEGATIVE DEMAND IN TO A POSITIVE DEMAND.

18. CONTINUES ...
2.DEVELOPMENTAL MARKETING;
IT IS THE TASK OF DEVELOPING LATENT DEMAND FOR A PRODUCT
OR SERVICE INTO ITS ACTUAL DEMAND.
LATENT DEMAND MEANS UNREALISED DEMAND FOR A PRODUCT OR
SERVICE THAT DOES NOT EXISTS.

19. CONTINUES...
3.REMARKETING;
TASK OF FINDING OR CREATING NEW USES OR USERS OR
SATISFACTIONS FOR AN EXISTING PRODUCT IS ALSO KNOWN AS
REMARKETING.
CHALLENGE IS TO TAKE REMEDIAL STEPS TO REVITALIZE THE
DEMAND FOR THE PRODUCT.

20. CONTINUES...
4.MAINTENANCE MARKETING;
TASK OF CONTINUOUSLY MONITORING THE DEMAND LEVEL AND
MAINTAINING AT THE FULL LEVEL IS KNOWN AS MAINTENANCE MARKETING.
FULL DEMAND EXISTS WHEN THE CURRENT LEVEL OF DEMAND FOR A
PRODUCT OR SERVICE IS EQUAL TO THE DESIRED LEVEL.

21. FUNCTIONS OF MARKETING
FUNCTIONS OF EXCHANGE
● BUYING - RAW MATERIAL
● ASSEMBLING - GATHERING OF GOODS PURCHASED FROM DIFFERENT
SOURCES
● SELLING - TRANSFER OF OWNERSHIP FROM SELLER TO BUYER
FUNCTIONS OF PHYSICAL SUPPLY
● TRANSPORTATION - PLACE UTILITY
● STORAGE - TIME UTILITY TIME OF PRODUCTION TO TIME OF CONSUMPTION

22. CONTINUES...
FACILITATING FUNCTIONS
● FINANCING - COST OF GETTING MERCHANDISE INTO THE HANDS OF
FINAL USERS
● RISK BEARING - INSURANCE FOR SOME RISKS AND FOR OTHERS NOT
● STANDARDISATION AND GRADING - UNIFORMITY TO THE PRODUCTS
AND CLASSIFYING PRODUCTS ACCORDING TO UNIFORMITY IS GRADING.
● MARKET INFORMATION - BASIS FOR DECISION MAKING
● PROMOTION - PRODUCT MESSAGE TO THE BUYERS
ADVERTISING,PERSONAL SELLING.

23. TYPES OF MARKETING
★ DEMARKETING; DISCOURAGE CUSTOMERS FROM PURCHASE DUE TO PRODUCT
SHORTAGE.WITHDRAWING DISCOUNTS AND OFFERS.
★ REMARKETING; FINDING NEW USES OR USERS FOR EXISTING
PRODUCT.INTRODUCING OLD PRODUCT IN NEW LOOK
★ OVER MARKETING; GENERATE MAXIMUM SALES EVEN BY NEGLECTING QUALITY
CONTROL AND PRODUCTION EFFICIENCY
★ COUNTERMARKETING; ATTEMPT TO DESTROY THE DEMAND FOR A
PRODUCT.CIGARETTE ALCOHOLICS
★ MASS MARKETING; MARKETING A SINGLE PRODUCT TO THE ENTIRE CUSTOMERS.

24. CONTINUES….
★ META MARKETING; E J KELLY- ATTEMPTS TO APPLY SCIENTIFIC SOCIAL ETHICAL
AND MANAGERIAL EXPERIENCE IN THE FIELD OF MARKETING.
★ SYNCHRO MARKETING; ATTEMPT TO SOLVE THE PROBLEM IN FLUCTUATIONS IN
SEASONAL DEMAND FOR PRODUCTS LIKE UMBRELLA ICECREAMS.
★ MEGA MARKETING; ATTEMPT TO ENTERING AND SELLING PRODUCTS IN AN
UNRECEPTIVE COUNTRY.
★ MAXI MARKETING; IT CONSISTS OF MAXIMUM TARGETING MAX MEDIA MAX SALES
AND MAX DISTRIBUTION TO REACH THE MAXIMUM PROSPERITY.
★ DIRECT MARKETING; APPROACH TO THE CUSTOMERS DIRECTLY WITHOUT THE HELP
OF MIDDLEMEN.

25. CONTINUES….
★ STIMULATIONAL MARKETING; CREATING DEMAND FOR A PRODUCT
WHICH HAS NO DEMAND OR HAS VERY LITTLE DEMAND.
★ INTERNATIONAL MARKETING; SPREADING MARKETING ACTIVITIES
ACROSS THE NATIONAL BOUNDARIES OF A COUNTRY.
★ MORPH MARKETING; TRANSFORMING PRODUCTS INTO SERVICES
AND DELIVERING VALUE TO THE CUSTOMERS BEYOND THEIR
EXPECTATION.

26. MARKETING ENVIRONMENT
FORCES INFLUENCING THE MARKETING DECISION MAKING IS KNOWN AS MARKETING
ENVIRONMENT…
IT CAN BE CLASSIFIED IN TO
➔ INTERNAL ENVIRONMENT ; ELEMENTS WITHIN THE ORGANISATION, LIKE DECISIONS,
FINANCE AND HR.STRENGTH AND WEAKNESS OF THE ORGANISATION.
➔ EXTERNAL ENVIRONMENT; ELEMENTS OUTSIDE THE ORGANISATION,
MICRO ENVIRONMENT; FACTORS IN THE FIRM’S IMMEDIATE ENVIRONMENT ,LIKE
SUPPLIERS ,CUSTOMERS, INTERMEDIARIES ETC.
MACRO ENVIRONMENT; EXTERNAL FACTORS IN THE COMPANY’S ACTIVITIES WHICH
IS UNCONTROLLABLE.ECONOMICAL, POLITICAL ETC.

27. MARKETING MIX
THE HARMONIOUS BLENDING OF THE FOUR CONTROLLABLE FACTORS INTO A MARKETING
PROGRAM IS CALLED MARKETING MIX..” E J Mc CATHY “CALLED THESE FACTORS AS 4P’S OF
MARKETING.
THE FOUR ELEMENTS OF CONTROLLABLE FACTORS ARE;
1. PRODUCT; PRODUCT LINE,PRODUCT QUALITY,BRAND,PACKAGE,LABELLING,PRODUCT
SERVICES.
2. PRICE; PRICE , REBATE, DISCOUNTS AND ALLOWANCES, CREDIT.
3. PROMOTION; ADVERTISING,PERSONAL SELLING,PUBLICITY,SALES PROMOTION.
4. PLACE; CHANNELS OF DISTRIBUTION, STORAGE , TRANSPORT,INVENTORY
MANAGEMENT

28. ADDITIONAL 4 P’S OF MARKETING
1. PACKAGE ; PRESERVATION PLUS PROMOTION
2. PACE; SPEED WITH WHICH THE PRODUCTS ARE BROUGHT TO THE
MARKET.
3. POLITICS; POLICY OF THE GOVERNMENT IN POWER.
4. PEOPLE; ASSUMES MORE IMPORTANT IN SERVICE INDUSTRIES.

29. RELATIONSHIP MARKET
IT MEANS MARKETING ORIENTED TOWARDS STRONG LASTING
RELATIONSHIPS WITH INDIVIDUAL ACCOUNTS.. Mr.JACKSON
ANOTHER NAME FOR CREATING LONG TERM LOYALTY RELATIONSHIPS..
CUSTOMER RELATIONSHIP MARKETING {CRM}
IS TO MOVE ORGANISATIONS FORM A PRODUCT ORIENTED TO CUSTOMER
ORIENTED PHILOSOPHY..
A LOYAL CUSTOMER IS A LONG LASTING ASSET TO THE COMPANY.

30. THANK YOU…….