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marketing management

The document discusses various aspects of marketing including definitions of marketing, the marketing mix, and marketing management. It provides definitions of marketing from Kotler and others as the process of obtaining what individuals and groups need through the exchange of products and services. It also outlines the key elements of the marketing mix as the tools used in marketing: product, price, place, and promotion. The roles and importance of branding, packaging, and labeling as part of the product element are described.

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Marketing Management Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Jai guru dev Announcement • Teachers’ Day celebration – all students can participate either individually or in group ,NOT COMPULSORY • Interested students kindly give your name to the in-charge teacher ,Mrs. Sandhya • The completed work can be posted either on 4th or 5th September before 9am in the Google class room • XII B – short film on “Teachers behind the screen during online classes” • XI B and A– short film on “ students behind the screen during online classes “ Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Marketing Concept • Traditionally , marketing refers to the performances of business activities that direct the flow of goods and services from producers to consumers. • Thus, merchandising , selling and distribution are all parts of a large numbers of activities undertaken by a frim, collectively called marketing, • Marketing refers to a social process, where by people exchange goods and services for money or for something of value to them. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Definitions • “a social process by which individual groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others “ – Philip Kotler Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Features of marketing 1. Needs and wants 2. Creating a market offering 3. Customer value 4. Exchange mechanism Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Related concepts of Marketing What is a Market? In modern marketing sense, it refers to the set of actual and potential buyers of a product or service. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
What can be Marketed? • Physical products • Services • Ideas • Persons • Places • Experiences • Properties • Information • Organization Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Who is Marketer ? • Marketer refers to a person who takes more active part in the process of exchange • Usually it is the seller who is more active in the exchange process, as he analysis the needs, develops a product and persuades the buyers to buy the products. • But sometimes it is the buyer who puts in more efforts in the marketing process. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Marketing Management • Marketing management refers to planning, organizing, directing , and control of the activities which facilitate exchange of goods and services between producers and consumers of products and services. • The focus of marketing management is the satisfaction of consumers needs and wants. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Process of Marketing Management 1. Choosing a target market 2. To create demand for a product and keep them satisfied with the products 3. Creating, developing and communicating superior values for the customers’ satisfaction. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Functions of marketing management • Analyzing and planning the marketing activities • Implementing marketing plans • Setting control mechanism. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Objectives of marketing • Creation and management of demand • Consumer satisfaction • Attainment of organizations objectives Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Selling and Marketing Basis Selling Marketing Scope It has a limited scope . It is concerned with transfer of ownership of goods from the sellers to the buyers through promotion and salesmanship. Thus it is just a part of marketing . It has a wider scope. It is concerned with identifying customer’s needs developing the product, pricing, selling and providing after sales services to satisfy the customers. Focus It focuses on transferring the title and ownership of goods from seller to the buyer It focuses on maximum satisfaction of customer’s needs and wants Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Selling and MarketingBasis Selling Marketing Aim It aims at maximizing the profit by increasing sales It aims at increasing profit by satisfying the consumers Start and end Selling activities start after the production of products and end with their sale marketing activities start much before production of products and continue even after their sale . Emphasis Under selling, the emphasis is on bending the customer according to the product Under marketing, the emphasis is on developing the products and other strategies according to the need of the customers. Strategies Promotion and persuasion are the main strategies under selling It involves strategies related to products, promotion, pricing and physical distribution Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Marketing management Philosophies /concepts • Production concept • Product concept • Selling concept • Marketing concept • Societal marketing concept Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Functions of Marketing• Gathering and analyzing market information / market research • Marketing planning • Product designing and development • Standardization and grading • Packaging and labelling • Branding • Customer support services • Pricing of product • Promotion • Physical distribution • Transportation • Storage and warehousing Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Role of Marketing 1. Role in a firm Marketing emphasizes customer satisfaction as the key to survival and growth of an organization. It helps to focus the activities of the organization on fulfilling the needs and wants of consumers, by designing the product according to them. This help to develop brand loyalty and bring prosperity for the firm. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Role of Marketing 2. Role in the Economy Marketing acts as a catalyst in economic development of a country and helps in raising living standard of the people. Marketing inspires people to undertake various activities and to set-up enterprises for producing goods that are demanded in the market, and ensure smooth flow of goods through efficient distribution system It helps to establish linkages between the business, accelerating economic activity, leading to higher incomes, more consumption, increased savings and investment. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Marketing Mix Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Marketing mix • It is a combination of four elements – product, price , promotion and place. • Marketing mix refers to the tools or ingredients which the marketer mixes in order to interact with a particular market Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Elements of Marketing Mix Product mix Price mixPlace mix Promotion mix Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Product mix product means goods or services or anything of value which offered to the market for saleProducts Consumer products industrial products Durability basis shopping efforts involved Non durable durable service convenience shopping specialty Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Industrial product the products which are used as inputs for producing other goods • Characteristics of industrial products 1. Number of buyers 2. Channel levels 3. Geographic concentration 4. Derived demand 5. Technical consideration 6. Reciprocal buying 7. Leasing out Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Industrial goods • Materials and parts • Raw materials 1. Farm products 2. Natural products • Manufactured materials and parts 1. Component material 2. Component parts Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Industrial goods • Capital items 1. Installations 2. Equipment's • Supplies and business services 1. Maintenance and repair items 2. Operating supplies Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Product Mix • A product is not just, a physical tangible object, it is rather a ‘bundle of services’ associated with the utilization of that product. Apart form the physical product/service, product mix consist of • Branding , Packaging , Labelling Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Branding • A brand is a name, term, sign, symbol, design or some combination of them used to identify the products and differentiate it form that of its competitors • Branding is not only done to identify the seller or producer but also to make your product superior than competitor’s product Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Terms related to branding • Brand • Brand name • Brand mark • Trade mark Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Advantages to the Marketers 1. Enables marking product differentiation 2. Help in advertising and display programs 3. Differential pricing by building brand 4. Ease in introduction of new product. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Advantages to customers • Helps in product identification • Ensures quality • Status symbol Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Characteristics of good brand name • Short and easy • Suggestive • Distinct • Adaptable to packaging • Versatile • Capable of registration • Staying power Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Packaging • It refers to the act of designing and producing the container or wrapper of a product • Packaging implies placing products in suitable packages for delivery of the product to customer or for the purpose of storage and transport Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Levels of packaging 1. Primary packaging • it means the immediate container of a product • it may be kept till the customer is ready to use the product • E.g. toothpaste tube or bottle of perfume • It provides protection and facilitates the use of the products Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
2. Secondary packaging • It means additional layer of protection • E.g. toothpaste tube is packed in a cardboard box. • When the consumer begins to use the product, the box is disposed off. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
3. Transportation packaging • It means packaging done to protect the product and help in the process of transportation and storage • E.g. toothpaste boxes are sent to retailers in corrugated boxes each contains 50 or 100 units . Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A., Primary packaging Secondary packaging Transportation packaging
Importance of Packaging 1. Rising standards of health and sanitation 2. Self-service outlets 3. Innovational opportunity 4. Product differentiation Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Function of packaging 1. Product identification 2. Product protection 3. Facilitating use of the product 4. Product promotion Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Labelling • The term ‘labelling’ means designing a label to be put on the package • A label may be a small slip attached or placed to the product to complex graphics that are part of package • It is a medium, through which the manufacture • gives necessary information to the user or consumer. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Function of labeling • Describes the product and specify its contents • Identification of the product or brand • Grading of product • Helps in promotion of products • Providing information required by law Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
PRICE Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Price • Pricing refers to the process of determining the price of a product • Price of a product refers to the amount of money that he customer has to pay to obtain a product from the market. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Price Mix 1. Price range 2. Profit range 3. Discounts to be offered 4. Credit terms 5. Pricing strategies and policies Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Factors affecting price determination • Product cost • The utility and demand • Extent of competition in the market • Government and legal regulation • Pricing objectives • Marketing methods used Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
PLACE/PHYSIC AL DISTRIBUTION Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
• Physical distribution is concerned with making the goods and services available at the right place • There are two important channels I. Channels of distribution II. Physical movement of goods Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
I Channels of distribution • A large number of middlemen not only result in economy of effort, but also helps to cover a large geographical area and bring efficiency in distribution, including transportation, storage and negotiation Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Function of channels of distribution • Sorting • Accumulation • Allocation • Assorting • Product promotion • Negotiation • Risk – taking Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Types of channels of distribution • Direct channel Manufacture consumer • Indirect channels When one or more intermediary is involved in the distribution network, then it is referred to as indirect Channels Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Indirect channels • Manufacturer – retailer- consumer • Manufacturer – wholesaler – retailer – consumer • Manufacturer – agent – wholesaler – retailer – consumer Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Factors determining choice of channels 1. Product related factors I. Nature of the product II. Perishability III. Unit value of the product IV. Product complexity 2. Company related factors I. Financial strength of the firm II. Degree of control Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Factors determining choice of channels 3. Competitive factors 4. Market factors I. Number of buyers II. Size of the order III. Geographical concentration of buyers V. Environmental factors Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
II physical distribution • The physical handling and movement of goods from place of production to the place of distribution is called as physical distribution • It covers all the activities required to physically move the goods from the manufacturers to the customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Components of physical distribution 1. Order processing 2. Transportation 3. Warehousing 4. Inventory control Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Promotion Mix Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Promotion • Promotion refers to the use of communication with the twin objectives of informing potential customers about a product and persuading them to buy it Medan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Promotion mix • Promotion mix consists of all the activities aimed at persuading customers to buy the product • It includes communications activities undertaken to inform and convince customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Elements of promotion mix Advertising Sales promotion Personal selling Public relations Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Advertising • Advertising is an impersonal form of communication which is paid for by the marketers to promote some goods or services Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Features of Advertising • Paid form of communication • Impersonality • Identified sponsor Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Merits / role of advertising • Mass reach • Enhancing customer satisfaction and confidence • Expressiveness • Economy Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Limitations of Advertising • Less forceful • Lack of feedback • Inflexibility • Low effectiveness Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Objection to advertising • Adds to cost • Undermines social values • Confuses the buyers • Encouragement sale of inferior goods • Some advertisement are in Bad taste Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
PERSONAL SELLING Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Personal selling • Personal selling or salesmanship in the process of informing, assisting and persuading people to buy a product or service through direct personal contract • It involves face-to-face communication between a seller and a buyer. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Features of Personal selling • Personal form • Development of relationship • Flexible • Direct feedback Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Merits of Personal selling • Flexibility • Direct feedback • Minimum wastage Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Role of personal selling • Importance to businessmen i. Effective promotional tool ii. Flexible iii. Minimum wastage of efforts iv. Consumer attention v. Lasting relationship vi. Personal support vii. Role in introduction stage viii. Link with customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Role of personal selling • Importance to customers i. Helps in identifying needs ii. Provides latest market information iii. Expert advice iv. Induces customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Role of personal selling • Importance to society i. Converts latest demand into effective demand ii. Employment opportunities iii. Career opportunities iv. Mobility of sales people v. Product standardization Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Qualities of good salesperson • Physical qualities • Psychological qualities • Technical quality • Communication skills • Honesty • Persistent • Courtesy • Capacity to inspire trust Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Sales promotion Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Sales promtion • Sales promotion refers to all the immediate activities, which are undertaken for the purpose of increasing immediate sales • These activities mainly include lowering the price, distributing the coupons, conducting contests, giving away of gifts, etc., • Promote sales among different groups I. Customers II. Traders or middlemen III. Salespersons Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Merits of sales promotion • Attention value • Useful in new product launch • Synergy in total promotional efforts Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Limitation of sales promotion • Reflects crisis • Spoils products image Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Commonly used sales promotion activities • Rebate • Discount • Refunds • Product combinations • Quantity gift • Instant draws and assigned gift • Lucky draw • Usable benefits • Full finance @ 0% • Sampling • Contests Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Public relations Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Definitions • The Chartered Institute of Public Relations “public relations as a strategic management function that adds value to an organizations by helping It to manage its reputation “ Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Ways/methods/tools and techniques of public relation • Newsletters print or e-mailed newsletters • Social media • Press release • Special events Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Role of public relations • Smooth functioning of business • Building corporate image and brand equity • Launching new products • Press relations • Corporate commination • Lobbying • Counselling Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
Thank you Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,

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marketing management

  • 1.
  • 2.
    Jai guru dev Announcement •Teachers’ Day celebration – all students can participate either individually or in group ,NOT COMPULSORY • Interested students kindly give your name to the in-charge teacher ,Mrs. Sandhya • The completed work can be posted either on 4th or 5th September before 9am in the Google class room • XII B – short film on “Teachers behind the screen during online classes” • XI B and A– short film on “ students behind the screen during online classes “ Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 3.
    Marketing Concept • Traditionally, marketing refers to the performances of business activities that direct the flow of goods and services from producers to consumers. • Thus, merchandising , selling and distribution are all parts of a large numbers of activities undertaken by a frim, collectively called marketing, • Marketing refers to a social process, where by people exchange goods and services for money or for something of value to them. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 4.
    Definitions • “a socialprocess by which individual groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others “ – Philip Kotler Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 5.
    Features of marketing 1.Needs and wants 2. Creating a market offering 3. Customer value 4. Exchange mechanism Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 6.
    Related concepts ofMarketing What is a Market? In modern marketing sense, it refers to the set of actual and potential buyers of a product or service. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 7.
    What can beMarketed? • Physical products • Services • Ideas • Persons • Places • Experiences • Properties • Information • Organization Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 8.
    Who is Marketer? • Marketer refers to a person who takes more active part in the process of exchange • Usually it is the seller who is more active in the exchange process, as he analysis the needs, develops a product and persuades the buyers to buy the products. • But sometimes it is the buyer who puts in more efforts in the marketing process. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 9.
    Marketing Management • Marketingmanagement refers to planning, organizing, directing , and control of the activities which facilitate exchange of goods and services between producers and consumers of products and services. • The focus of marketing management is the satisfaction of consumers needs and wants. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 10.
    Process of MarketingManagement 1. Choosing a target market 2. To create demand for a product and keep them satisfied with the products 3. Creating, developing and communicating superior values for the customers’ satisfaction. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 11.
    Functions of marketingmanagement • Analyzing and planning the marketing activities • Implementing marketing plans • Setting control mechanism. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 12.
    Objectives of marketing •Creation and management of demand • Consumer satisfaction • Attainment of organizations objectives Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 13.
    Selling and Marketing BasisSelling Marketing Scope It has a limited scope . It is concerned with transfer of ownership of goods from the sellers to the buyers through promotion and salesmanship. Thus it is just a part of marketing . It has a wider scope. It is concerned with identifying customer’s needs developing the product, pricing, selling and providing after sales services to satisfy the customers. Focus It focuses on transferring the title and ownership of goods from seller to the buyer It focuses on maximum satisfaction of customer’s needs and wants Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 14.
    Selling and MarketingBasisSelling Marketing Aim It aims at maximizing the profit by increasing sales It aims at increasing profit by satisfying the consumers Start and end Selling activities start after the production of products and end with their sale marketing activities start much before production of products and continue even after their sale . Emphasis Under selling, the emphasis is on bending the customer according to the product Under marketing, the emphasis is on developing the products and other strategies according to the need of the customers. Strategies Promotion and persuasion are the main strategies under selling It involves strategies related to products, promotion, pricing and physical distribution Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 15.
    Marketing management Philosophies /concepts •Production concept • Product concept • Selling concept • Marketing concept • Societal marketing concept Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 16.
    Functions of Marketing•Gathering and analyzing market information / market research • Marketing planning • Product designing and development • Standardization and grading • Packaging and labelling • Branding • Customer support services • Pricing of product • Promotion • Physical distribution • Transportation • Storage and warehousing Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 17.
    Role of Marketing 1.Role in a firm Marketing emphasizes customer satisfaction as the key to survival and growth of an organization. It helps to focus the activities of the organization on fulfilling the needs and wants of consumers, by designing the product according to them. This help to develop brand loyalty and bring prosperity for the firm. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 18.
    Role of Marketing 2.Role in the Economy Marketing acts as a catalyst in economic development of a country and helps in raising living standard of the people. Marketing inspires people to undertake various activities and to set-up enterprises for producing goods that are demanded in the market, and ensure smooth flow of goods through efficient distribution system It helps to establish linkages between the business, accelerating economic activity, leading to higher incomes, more consumption, increased savings and investment. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 19.
    Marketing Mix Madan KumarM.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 20.
    Marketing mix • Itis a combination of four elements – product, price , promotion and place. • Marketing mix refers to the tools or ingredients which the marketer mixes in order to interact with a particular market Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 21.
    Elements of MarketingMix Product mix Price mixPlace mix Promotion mix Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 22.
    Product mix product meansgoods or services or anything of value which offered to the market for saleProducts Consumer products industrial products Durability basis shopping efforts involved Non durable durable service convenience shopping specialty Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 23.
    Industrial product the productswhich are used as inputs for producing other goods • Characteristics of industrial products 1. Number of buyers 2. Channel levels 3. Geographic concentration 4. Derived demand 5. Technical consideration 6. Reciprocal buying 7. Leasing out Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 24.
    Industrial goods • Materialsand parts • Raw materials 1. Farm products 2. Natural products • Manufactured materials and parts 1. Component material 2. Component parts Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 25.
    Industrial goods • Capitalitems 1. Installations 2. Equipment's • Supplies and business services 1. Maintenance and repair items 2. Operating supplies Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 26.
    Product Mix • Aproduct is not just, a physical tangible object, it is rather a ‘bundle of services’ associated with the utilization of that product. Apart form the physical product/service, product mix consist of • Branding , Packaging , Labelling Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 27.
    Branding • A brandis a name, term, sign, symbol, design or some combination of them used to identify the products and differentiate it form that of its competitors • Branding is not only done to identify the seller or producer but also to make your product superior than competitor’s product Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 28.
  • 29.
    Terms related tobranding • Brand • Brand name • Brand mark • Trade mark Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 30.
    Advantages to theMarketers 1. Enables marking product differentiation 2. Help in advertising and display programs 3. Differential pricing by building brand 4. Ease in introduction of new product. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 31.
    Advantages to customers •Helps in product identification • Ensures quality • Status symbol Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 32.
    Characteristics of goodbrand name • Short and easy • Suggestive • Distinct • Adaptable to packaging • Versatile • Capable of registration • Staying power Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 33.
    Packaging • It refersto the act of designing and producing the container or wrapper of a product • Packaging implies placing products in suitable packages for delivery of the product to customer or for the purpose of storage and transport Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 34.
  • 35.
    Levels of packaging 1.Primary packaging • it means the immediate container of a product • it may be kept till the customer is ready to use the product • E.g. toothpaste tube or bottle of perfume • It provides protection and facilitates the use of the products Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 36.
    2. Secondary packaging •It means additional layer of protection • E.g. toothpaste tube is packed in a cardboard box. • When the consumer begins to use the product, the box is disposed off. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 37.
    3. Transportation packaging •It means packaging done to protect the product and help in the process of transportation and storage • E.g. toothpaste boxes are sent to retailers in corrugated boxes each contains 50 or 100 units . Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 38.
    Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A., Primarypackaging Secondary packaging Transportation packaging
  • 39.
    Importance of Packaging 1.Rising standards of health and sanitation 2. Self-service outlets 3. Innovational opportunity 4. Product differentiation Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 40.
    Function of packaging 1.Product identification 2. Product protection 3. Facilitating use of the product 4. Product promotion Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 41.
    Labelling • The term‘labelling’ means designing a label to be put on the package • A label may be a small slip attached or placed to the product to complex graphics that are part of package • It is a medium, through which the manufacture • gives necessary information to the user or consumer. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 42.
  • 43.
    Function of labeling •Describes the product and specify its contents • Identification of the product or brand • Grading of product • Helps in promotion of products • Providing information required by law Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 44.
  • 45.
    Price • Pricing refersto the process of determining the price of a product • Price of a product refers to the amount of money that he customer has to pay to obtain a product from the market. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 46.
    Price Mix 1. Pricerange 2. Profit range 3. Discounts to be offered 4. Credit terms 5. Pricing strategies and policies Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 47.
    Factors affecting pricedetermination • Product cost • The utility and demand • Extent of competition in the market • Government and legal regulation • Pricing objectives • Marketing methods used Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 48.
  • 49.
    • Physical distributionis concerned with making the goods and services available at the right place • There are two important channels I. Channels of distribution II. Physical movement of goods Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 50.
    I Channels ofdistribution • A large number of middlemen not only result in economy of effort, but also helps to cover a large geographical area and bring efficiency in distribution, including transportation, storage and negotiation Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 51.
    Function of channelsof distribution • Sorting • Accumulation • Allocation • Assorting • Product promotion • Negotiation • Risk – taking Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 52.
    Types of channelsof distribution • Direct channel Manufacture consumer • Indirect channels When one or more intermediary is involved in the distribution network, then it is referred to as indirect Channels Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 53.
    Indirect channels • Manufacturer– retailer- consumer • Manufacturer – wholesaler – retailer – consumer • Manufacturer – agent – wholesaler – retailer – consumer Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 54.
    Factors determining choiceof channels 1. Product related factors I. Nature of the product II. Perishability III. Unit value of the product IV. Product complexity 2. Company related factors I. Financial strength of the firm II. Degree of control Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 55.
    Factors determining choiceof channels 3. Competitive factors 4. Market factors I. Number of buyers II. Size of the order III. Geographical concentration of buyers V. Environmental factors Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 56.
    II physical distribution •The physical handling and movement of goods from place of production to the place of distribution is called as physical distribution • It covers all the activities required to physically move the goods from the manufacturers to the customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 57.
    Components of physicaldistribution 1. Order processing 2. Transportation 3. Warehousing 4. Inventory control Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 58.
    Promotion Mix Madan KumarM.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 59.
    Promotion • Promotion refersto the use of communication with the twin objectives of informing potential customers about a product and persuading them to buy it Medan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 60.
    Promotion mix • Promotionmix consists of all the activities aimed at persuading customers to buy the product • It includes communications activities undertaken to inform and convince customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 61.
    Elements of promotionmix Advertising Sales promotion Personal selling Public relations Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 62.
    Advertising • Advertising isan impersonal form of communication which is paid for by the marketers to promote some goods or services Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 63.
    Features of Advertising •Paid form of communication • Impersonality • Identified sponsor Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 64.
    Merits / roleof advertising • Mass reach • Enhancing customer satisfaction and confidence • Expressiveness • Economy Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 65.
    Limitations of Advertising •Less forceful • Lack of feedback • Inflexibility • Low effectiveness Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 66.
    Objection to advertising •Adds to cost • Undermines social values • Confuses the buyers • Encouragement sale of inferior goods • Some advertisement are in Bad taste Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 67.
  • 68.
    Personal selling • Personalselling or salesmanship in the process of informing, assisting and persuading people to buy a product or service through direct personal contract • It involves face-to-face communication between a seller and a buyer. Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 69.
    Features of Personalselling • Personal form • Development of relationship • Flexible • Direct feedback Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 70.
    Merits of Personalselling • Flexibility • Direct feedback • Minimum wastage Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 71.
    Role of personalselling • Importance to businessmen i. Effective promotional tool ii. Flexible iii. Minimum wastage of efforts iv. Consumer attention v. Lasting relationship vi. Personal support vii. Role in introduction stage viii. Link with customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 72.
    Role of personalselling • Importance to customers i. Helps in identifying needs ii. Provides latest market information iii. Expert advice iv. Induces customers Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 73.
    Role of personalselling • Importance to society i. Converts latest demand into effective demand ii. Employment opportunities iii. Career opportunities iv. Mobility of sales people v. Product standardization Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 74.
    Qualities of goodsalesperson • Physical qualities • Psychological qualities • Technical quality • Communication skills • Honesty • Persistent • Courtesy • Capacity to inspire trust Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 75.
    Sales promotion Madan KumarM.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 76.
    Sales promtion • Salespromotion refers to all the immediate activities, which are undertaken for the purpose of increasing immediate sales • These activities mainly include lowering the price, distributing the coupons, conducting contests, giving away of gifts, etc., • Promote sales among different groups I. Customers II. Traders or middlemen III. Salespersons Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 77.
    Merits of salespromotion • Attention value • Useful in new product launch • Synergy in total promotional efforts Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 78.
    Limitation of salespromotion • Reflects crisis • Spoils products image Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 79.
    Commonly used salespromotion activities • Rebate • Discount • Refunds • Product combinations • Quantity gift • Instant draws and assigned gift • Lucky draw • Usable benefits • Full finance @ 0% • Sampling • Contests Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 80.
    Public relations Madan KumarM.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 81.
    Definitions • The CharteredInstitute of Public Relations “public relations as a strategic management function that adds value to an organizations by helping It to manage its reputation “ Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 82.
    Ways/methods/tools and techniques ofpublic relation • Newsletters print or e-mailed newsletters • Social media • Press release • Special events Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 83.
    Role of publicrelations • Smooth functioning of business • Building corporate image and brand equity • Launching new products • Press relations • Corporate commination • Lobbying • Counselling Madan Kumar M.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,
  • 84.
    Thank you Madan KumarM.A.,M.A.,B.Ed.,M.Phil.,M.B.A.,