The document discusses marketing and provides definitions, concepts, and career opportunities. It defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The document outlines marketing philosophies like production, sales, and societal orientation. It discusses key marketing concepts such as the 4Ps of marketing, customer value, customer satisfaction, and branding. It also explores criticisms of marketing and provides examples of marketing functions and career paths in fields like brand management, sales, advertising, and retail.

1. It’s All About
Marketing
By:-
Prof. Geeta Naidu
H.O.D
Department of Management Technology
S.B.J.I.T.M.R

3. But this is not for today's
competitive scenario,
As we are talking about Green
Branding, CSR. Corporate
governance.

5. What is marketing?
• ??????? What are your thoughts?
• “The process of planning and
executing the conception, pricing,
promotion and distribution of ideas,
goods and services to create
exchanges that satisfy individual and
organizational goals.
Create, sustain, maintain
or add VALUE!

7. Evolving Views of Marketing’s
Role
The customer as the controlling function and marketing as t
Customer
Marketing
Production

8. The Marketing Process
• People: Consumer Behavior,
Segmentation
• Strategy: Planning, Competition, Research
• Performance: Satisfaction, profits, sales,
repeat sales, brand awareness, brand
recognition, market share, market growth,
brand equity
• 4Ps: Product, Price, Place, Promotion

9. Customer is KING!!:- The 4 Ps of
Marketing
1. Product – good,
service or idea that
offers a bundle of
tangible and
intangible attributes
to satisfy the
consumer
3. Promotion – the
communication of all
other Ps
2. Price – what the
product is
exchanged for
4. Place – all aspects
of getting products
to the consumer in
the right location at
the right time.

10. What can you “market”?
• Products, Services
• Experiences,
Events
• People
• Places, Properties
• Organizations
• Information, Ideas
• Categories of
markets:
– Consumer
– Business
– Global
– Government &
Nonprofit

11. Elements of Exchange
Desire to Deal
With Other Party
Freedom to
Accept or Reject
Something of
Value
Ability to
Communicate
Offer
At Least Two
Parties
Necessary
Conditions
for Exchange

12. Marketing Management
Philosophies
Philosophy Key Ideas
Production
Sales
Market
Societal
Focus on efficiency of internal operations
Focus on satisfying customer needs and wants
Focus on satisfying customer needs and
wants while enhancing individual and
societal well-being
Focus on aggressive techniques for
overcoming customer resistance

13. • Relationship Era
–Began in 1990s
–Carried customer orientation
even further
–Focuses on establishing and
maintaining relationships with
both customers and suppliers
–Involves long–term, value–added
relationships

14. DEBATE:
• Does Marketing CREATE or SATISFY
NEEDS?
• Marketing has often been defined in terms of
satisfying customers needs and wants. Critics,
however, maintain that marketing does much
more than that and creates needs and wants that
did not exist before. According to these critics,
marketers encourage consumers to spend more
money than they should on goods and services
they really don’t need.

15. Functions of Marketing
• Promotion
–Communicates information about products,
services, images or ideas to customers or
clients to influence their purchase behavior.

16. Functions of Marketing
• Financing
– Determining the
need for and
availability of
financial resources
to aid in marketing
activities.

17. Functions of Marketing
• Distribution
– The physical
movement or the
transfer of
ownership of a
good or service
form the producer
to the consumer.

18. Added Value
• Utility is the usefulness of a product.
There are five types of utilities. . . .

19. Form Utility
• Making or producing things
• For example, how is wheat changed to a
more useful product?

20. Place Utility
• The product’s usefulness is increased
because of its location.
• Where does the various types of food
you eat everyday come from? Would you
like to go to MAHABALESHWAR to get an
STRAWBEERY?

21. Time Utility
• Making a product available at the right
time of year or a convenient time of
day.
• Ex. DIWALI, Valentine’s Day or stores
staying open late in order to attract
customers who work during the day.

22. Possession Utility
• The ability to aid customers in owning goods.
• Does the store offer credit cards or take checks?

23. Information Utility
• Usefulness added to the product through
communication.
• Packages, labels, advertisements,
displays, signs . . .

24. Customer Value
– Offer products that perform
– Give consumers more than they
expect
– Avoid unrealistic pricing
– Give the buyer facts
– Offer organization – wide
commitment in service and after
sales support

25. What is Perceived Customer Value?
Product value
Services value
Personnel value
Image value
Total
customer
benefit
Monetary cost
Time cost
Energy cost
Psychic cost
Total
customer
cost
Customer
delivered
value

26. Customer Satisfaction
• The feeling that a product has met or exceeded
the customers’ expectation
– Focus on delighting customers
– Provide solutions to consumers’ problems
– Measuring satisfaction: complaint and suggestion
systems, surveys, lost customer analysis

27. Satisfied Customers
• Are loyal longer
• Buy more (new products & upgrades)
• Spread favorable word of mouth
• Are more brand loyal (less price
sensitive)
• Offer feedback
• Reduce transaction costs
• Is Satisfaction the same as LOYALTY?

28. “The Mismanagement of
Customer Loyalty”
• How does your firm currently treat loyalty? Is it
important? Do you currently measure it? How
effective it is? What do you think needs to
change?
• What companies can be considered “best
practices” candidates for generating customer
loyalty?

29. Social Criticisms of Marketing – the
consumer interest
• Causes prices to be higher
• Deceptive practices in promotion,
packaging and price
• High pressure selling
• Shoddy or unsafe products
• Poor service to disadvantaged people

30. Other Social Criticisms of
Marketing
• Impact on society
– Materialism
– Too few social goods
– Cultural pollution
– Too much political power
• Impact on other business
– Acquisitions, entry barriers

31. Other aspects of marketing:-
1.Branding
2.Advertising or IMC
3.Product line
4.CRM
5. Technology advancement
6.Scanning the marketing environment
7.Marketing research and demand forecasting.
8.Segmentation
9.Targeting
10.Positioning and repositioning
11.Analyzing buyer behavior
12.analyzing competition.

32. 13. Packaging and labeling
14. Marketing of services

33. Why study marketing?
• . . . to understand
business
• . . . to learn
interpersonal skills
• . . . to perfect
communication skills.

34. Majoring in Marketing
Careers in Marketing

35. Why Major in Marketing?
• At the core of every type of organization
• Allows you to draw on many skills and interests,
such as creativity, sales, research and analysis,
communication, and management
• Brings together many diverse industries, i.e.,
strategic alliances, co-branding, etc.
• Is at the forefront of societal and public policy
issues
• Offers outstanding variety of career
opportunities and a fast route up the corporate
ladder
• IT’S FUN!!

36. Marketing Course “Tracks”
• Advertising
– Advertising Management
– Integrated Marketing Communications
• Sales
– Personal Selling
– Sales Management
• International
– International Marketing and Trade
– Business Law Minor

37. Experiential Learning:
Integrated Marketing Campaigns
• Seminar-style class taught in the WINTER SESSION
• Students function as an advertising agency and
develop a marketing campaign for an actual company
• Pitch campaign at the regional level (NYC)

38. Linking Marketing Electives to Career Paths

39.  Marketing positions are available in:
 Businesses of all sizes and industries
 Consumer Packaged Goods Companies
 Global companies
 Non-profit organizations
 Media companies
 TV, Radio, Newspapers, Magazines, e-
commerce companies
 Marketing services providers
 Advertising agencies
 PR firms
 Marketing research companies
 Product placement firms
39
Marketing Jobs

40. Academic Training
Brand and
Product
Marketing
Research
Sales
Advertising
(Account
Services)
Retail
Public
Relations
Vice President
of Marketing
Brand/Product
Manager
Marketing
Coordinator
Marketing
Assistant
Top Sales
Executive
Regional Sales
Manager
District Sales
Manager
Sales
Representative
Director of
Market Research
Market Research
Manager
Market Research
Supervisor
Market Research
Analyst
Director of
Client Services
Account Director
Account
Supervisor
Account
Executive
Asst. Account
Executive
Top Public
Relations
Executive
Public relations
manager
Public relations
specialist
Vice president
District sale
manager
Store manager
Department
Manager
Retail sales staff
Common Marketing Career Paths and Salary Ranges
40

41. • Example: Brand Management can be found in:
– Packaged goods companies
– Pharmaceuticals
– Advertising firms
– PR firms
– Brand Development firms
– Financial firms
– Accounting firms
– Education
– Non-profits
41
Where Can I Work in Brand
Management?

42. • Professional Selling is performed in:
– Health Care Products and Services
– Financial Services
– Information Technology/Networking Products
and Services
– Sports Products and Services
42
Where Can I Work in Sales?

43. • For advertising, public relations, interactive
marketing, marketing research, and other
marketing services, look at:
– Advertising agencies
– Media buying firms
– Public relations firms
– Direct marketing firms
– Interactive marketing firms
– Marketing research firms
– Sports marketing agencies
– Sports teams (advertising and sponsorship sales)
– Event planning firms
– Media companies (advertising sales)
• In-house positions
43
Where Can I Work in Marketing
Support?

44. • Retailing offers many options for marketing
majors—buying, store operations and
management, e-commerce, and corporate
management
• Among the types of companies to look at:
– Mass merchants
– Department stores
– Specialty retailers
– Discount stores and warehouse clubs
– Grocery and drug store chains
– Restaurant and fast food chains
– Dealerships
– Non-store retailers: e-commerce firms,
mail order and catalogue companies
44
Where Can I Work in Retail?

45. • Marketing can be the gateway to other company
experiences due to its integration with other fields
• Marketing careers are varied, universal, and
amusing
• You CAN find a job in marketing
• You CAN earn a strong salary in marketing
• You’re going to have some excitement in your job
45
Marketing Rocks!

46. T o h a v e e n d u r a n c e a n d t o l i s t e n m e

48. Contact Information
Prof. Geeta Naidu
H.O.D
DMT-SBJTMR
CELL NO: 98233-06455
MAIL ID-naidugeeta@rediffmail.com