Marketing Mgt Modul 1 and chapter 1 according to GTU syllabus

1. Marketing Management Module:1 Chapter:1 – Nature & Scope of Marketing

2. Introduction to Marketing MM/M1/SS

3. From the time you wake up.. MM/M1/SS

9. MM/M1/SS What is sold What is marketed A grocery shop sells ‘Channa’ Commodity A restaurant sells ‘Channa-Bhatura’ Product MDH , a food company sells ready to eat channa masala Brand Tata Consultancy Service sells TCS Certainity Solution

10. What is Marketed? MM/M1/SS Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas

11. Good Marketing is No Accident The roaring success of four-wheeler Tata Ace, in a market earlier dominated by three-wheeler load carriers, was due to a deep understanding of the market needs and customer requirements. MM/M1/SS

12. Let’s define… MM/M1/SS

13. What is Marketing? 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. MM/M1/SS

14. What is Marketing Management? 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. MM/M1/SS

16. ‘ The right product, in the right place, at the right time, and at the right price’ Adcock et al

17. ‘ Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Philip Kotler MM/M1/SS

20. Some marketing Gurus.. MM/M1/SS

21. Selling is only the tip of the iceberg “ There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker MM/M1/SS

22. Key Customer Markets MM/M1/SS Consumer Markets Business Markets Global Markets Nonprofit/ Government Markets

23. Desire + Willingness + Purchasing Power Need, Want, Demand MM/M1/SS

25. Demand States MM/M1/SS Nonexistent Latent Declining Irregular Full Unwholesome Overfull Negative

32. Evolution of the marketing concept MM/M1/SS

34. Societal Marketing Concept Societal Marketing Concept Company (Profits) Consumers (Want Satisfaction) Society (Human Welfare) MM/M1/SS

35. Figure 1.4 Holistic Marketing Dimensions MM/M1/SS

36. Modern Marketing Concept Traditional Organization Chart Customers Front-line people Middle Management Top Management MM/M1/SS

37. Modern Marketing Concept Customer-Oriented Organization Chart MM/M1/SS Customers Front-line people Middle management Top manage- ment Customers Customers

38. Figure 1.1 Structure of Flows in a Modern Exchange Economy MM/M1/SS

39. Figure 1.2 A Simple Marketing System MM/M1/SS

42. Product MM/M1/SS

47. Product Life Cycle MM/M1/SS

48. PRICE MM/M1/SS

51. Place MM/M1/SS

52. Marketing Channels and Supply Chain Management The fourth ‘P’ of marketing (place)

53. Consumer Marketing Channels MM/M1/SS Wholesaler Distributor Retailer Consumer     Consumer Retailer Consumer  Manufacturer 0-level channel Wholesaler Retailer Consumer   Mfg 2-level channel Mfg 3-level channel 1-level channel Manufacturer

54. Promotion MM/M1/SS

56. MM/M1/SS

61. Marketing Concept - The 4 P’s & The 4 Cs Marketing Mix Customer Solution Customer Cost Communication Convenience MM/M1/SS Product Price Promotion Place

62. Acoording to customer point of view- SIVA MM/M1/SS Product S olution Promotion I nformation Price V alue Place A ccess

63. Marketing Concept - The 4 P’s MM/M1/SS