The document defines marketing as identifying and satisfying customer needs profitably. It discusses the evolution of marketing from a production orientation to a sales orientation to a modern marketing orientation focused on customer wants. Key aspects of marketing include identifying parties that can exchange value, communication between parties, and parties having the freedom to reject exchanges. The document also outlines external factors like the political, economic, social and technological environment that influence marketing decisions.

2. What do you mean by marketing?
‘Marketing is the management process
that identifies, anticipates and
satisfies customer requirements
profitably’

3. Defination given by author
‘Marketing is a social and managerial
process by which individuals and
groups obtain what they want and
need through creating, offering and
exchanging products of value with
others’
Kotler 1991

4. Feature’s of marketing…..
 There are at least two parties.
 Each party has something that might be of
value to the other party.
 Each party is capable of communication and
delivery.
 Each party is free to reject the exchange
offer.
 Each party believes it is appropriate or
desirable to deal with the other party

5.  Production orientation
 Sales orientation
 Marketing Concept orientation
 Societal marketing orientation
Evolution of Marketing

6. 1. Production Orientation
 The focus for the business is to reduce
costs through mass production.
 A business orientated around production
belives that the ‘economies of scale’
generated by mass production will reduce
costs and maximise profits.
 A production orientated business needs to
avoid production efficiency processes
which affect product design and quality.

7. 2. Sales Orientation
 A sales orientated company’s focus
is simple, make the product, and
then sell it to the target market.
 This type of orientation involves the
organization making what they
think the customer needs or likes
without relevant research.

8. 3. Marketing Orientation . . .
 Focusing on customer wants so the
organization can distinguish its products from
competitors’ .
 Integrating all the organization’s activities,
including promotion, to satisfy these wants.
 Achieving long term goals for the
organization by satisfying customer wants
and needs legally and responsibly.

9. 4. Societal Marketing
Orientation
 Organization exists not only to satisfy
customer wants/needs and to meet
organizational objectives, but also to
preserve and enhance individuals’ and
society’s long-term best interests.
 Extends marketing concept to serve one
more customer - society as a whole.

10. Differences between Production/
Sales & Marketing Orientations
Production/Sales Focus
 Organization’s needs
 Producing/Selling
goods/services
 Everybody
 Profit through max.
sales volume
 Intensive promotion
Marketing Focus
 Customer’s needs
 Satisfying customer
wants/needs
 Specific groups of people
 Profit through customer
satisfaction
 Coordinated mktg.
activities (4 p’s)

11. Marketing management process
 Analysis/Audit - where are we now?
 Objectives - where do we want to
be?
 Strategies - which way is best?
 Tactics - how do we get there?
 Implementation - Getting there
 Control - Ensuring arrival

12. Price
Promotion
Place
Product
The Four P’s
-the “arrow”
CONTROLLABLE FACTORS AFFECTING
MARKETING DECISIONS

13. Social
Natural
Economic
Technologic
Political and Legal
Competitive
External
Environmental
Factors
Helps identify market opportunities
UNCONTROLLABLE FACTORS AFFECTING
MARKETING DECISIONS

14. Marketing Environment
 All the actors and forces
influencing the company’s
ability to transact business
effectively with it’s target
market

15. Market Environment
 Includes:
 Microenvironment - forces close
to the company that affect its
ability to serve its customers.
 Macroenvironment - larger
societal forces that affect the
whole microenvironment

16. Marketing analysis techniques-:

17. PEST analysis
 Political Factors
 Economic Factors
 Socio-cultural Factors
 Technological Factors

18. SWOT ANALYSIS
 Strengths
 Weaknesses
 Opportunities
 Threats

19. Thank you