Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Marketing ppt
Similar to Marketing ppt (20)
Recently uploaded
Recently uploaded (20)
Marketing ppt
- 1. Introduction TO MARKETING AND MARKETING ENVIRONMENT PREEMA DSA ASSISTANT PROFESSOR DEPARTMENT OF COMMERCE MLAFGCW MALLESWARAM BANGALORE
- 3. FUNCTIONS OF EXCHANGE BUYING FUNCTION SELLING FUNCTION Planning Product planning Contractual Contracting creation Assembling Negotiator Negotiation Controlling
- 4. FUNCTIONS OF PHYSICAL SUPPLY TRANSPORTATION STORAGE
- 5. FACILITATING FUNCTION • FINANCING • RISK TAKING • MARKET INFORMATION • STANDARDIZATION AND GRADING • PRICING • BRANDING • PACKING OR PACKAGING • SALES PROMOTION • SALESMAN SHIP • ADVERTISING
- 8. RECENT TRENDS IN MARKETING E BUSIN ESS TELE MARKETING MOBILE MARKETING GREEN MARKETING RETAIL MARKETTING
- 9. E BUSINESS
- 10. MEANING • Buying and selling of products or services, effecting payments and exchange of information through electronic means of computers and networks.
- 11. MODELS OF E BUSINESS
- 12. • BUSINESS TO GOVERNMENT INTRA COMPANY E BUSINESS OR BUSINESS TO EMPLOYEE
- 13. MERITS AND DEMERITS • SALES OPPORTUNITIES • ACCESS TO GLOBAL MARKET • 24*7 OPERATION • DECREASED TRANSACTION COST • ACCURATE INFORMATION • AVAILABILITY OF LARGE VARIETTY OF PRODUCTS • DIFFICULTY IN MAINTAINING THE SECURITY • MAINTAINING RELIABILITY • SHORTAGE OF SKILLED TECHNICAL STAFF
- 14. TELE MARKETING • It is the system of marketing of goods and services by marketers and the placing of orders for goods and services by customers through telephones. • Telemarketing is an interactive marketing medium and it helps the marketers to address the prospect customer’s questions, concerns and overcome their objection.
- 15. TELEMARKETING METHODS • Interactive voice response • Voice chat • Voice and text messages • Tele shopping • Call Centres and BPO’s • Broadcast Fax
- 16. ADVANTAGES • Used in business marketing and consumer marketing • Less expensive compared to other forms of direct selling • Better chance to influence the prospects • Enhances marketing productivity by screening and selecting the prospects through preparatory conversations and then concentrating on the selected prospects • Personalised contact with prospective customers.
- 17. MOBILE BUSINESS • Is an innovation in marketing. It is business through mobile phones or cellular phones. It is technology of buying and selling goods through SMS via mobile phones.
- 18. FEATURES • Business through mobile phones • Highly personalized • Carried on by sending or receiving SMS • Innovative approach in marketing
- 19. ADVANTAGES • Reachable to millions of people • Quick business • Low cost marketing technique • Targeted customers- any time operation • Suitable- consumer market and business market
- 20. GREEN MARKETING • AMA- marketing of products that are presumed to be environmentally safe. It includes decisions relating to the entire process of company's production method of processing, packaging and distribution. • Eg. McDonalds, General Electric etc.,
- 21. CHARACTERISTICS • Products naturally grown • Products are RRB • Products are made in way that they do not damage or pollute the environment • Product packaging is eco-friendly
- 22. NEED, IMPORTANCE AND ADVANTAGES • CREATES AWARENESS AMONG THE PEOPLE • CAN BE USED STRATEGY AHEAD OF COMPETITORS • PART OF CSR • ACCESS NEW MARKET IN DEVELOPED NATION- IMPORTANCE ENVIORNMENT STANDARDS • EFFECTIVE AND EFFICIENT USE OF NATURAL RESOURCES • REDUCTION OF COST- RECYCLING ECOFRIENDLY • GREATER CONSUMER SATISFACTION AS CONSUMER FEEL PROUD
- 23. DISADVANTAGE • Mislead consumer –false information • Educating all about green products difficult • Environment policies are not same- difficult for standardization • Huge investment adopting - small and medium cannot afford
- 24. RETAILING • Retailing refers to all activities involved in selling goods or services directly to final consumers for their personal and non- business use. • Selling goods in small lots to final consumers for their personal use. • Promotion,advertisemet and customer service to assist in selling products or services directly to consumers using a medium such as stores , internet, malls , kiosks, vending machines or other fixed locations
- 25. FEATURES • SELL FINAL CONSUMERS FINAL USE • SELLING IN SMALL LOTS • DONE BY MANUFACTURERS, WHOLESALERS OR RETAILER • DOES NOT MATTER HOW THE GOODS TO SOLD TO THE CUSTOMER • CARRIED ON IN STORES, STREETS OR IN THE HOUSE OF THE CONSUMER
- 26. ADVANTAGES • REDUCTION IN OPERATING COST • LARGE VARIETY OF GOODS • NEAR CONSUMERS HOME • SALE ON CREDIT • DISCOUNT AND LOW RATES
- 27. RELATIONSHIP MARKETING • Marketing strategy aims at developing and maintaining long term relationship with important customers, suppliers and distributors in order to retain and enhance the business of the firm
- 28. FEATURES • Long term relationship with key parties • Long term relationship with some valued customers • Philosophy- retaining valued existing customers • Focusing on the provision of good quality products • LTR with employees
- 29. NEED AND ADVANTAGE • Helps to build business asset • Builds trust and loyalty • Regain lost customers • Builds reputation and brand value • Tools to regain competitive edge • Enhance business activities
- 30. CUSTOMER RELATIONSHIP MARKETING • Business strategy intended towards understanding, interacting , anticipating and responding to the needs of current and potential customers using technology to organise and synchronise business process
- 31. CRM PERMITS BUSINESS TO • Understand customers • Retain customers • Attract new customers increase profit • Decrease customer management cost
- 32. Features and advantages • Better customer- service attract new customers -increases revenue • Winning customer loyalty and confidence • Profiling individual customers- segmentation • Personalised products to customers- LTR • Knowing customers needs and wants • Develops better communication channels • Tool against global competition • Expanding business operation
- 33. Identify which type of marketing is this
- 42. MEANING AND DEFINITION It is the sum total of all those forces, institutions and activities that directly and indirectly has an impact on the marketing operations of a business. According to Philip Kotler “ Marketing Environment is the totality of forces and entities that surround and potentially affect the marketing of a particular product”
- 43. CLASSIFICATION OF MARKETING ENVIRONMENT • MACRO ENVIRONMENT- EXTERNAL OR UNCONTROLLABLE • MICRO ENVIRONMENT- INTERNAL OR CONTROLLABLE
- 44. MACRO ENVIRONMENT • Demographic environment or forces Density of population Urban and rural distribution of population Gender Literacy levels Age distribution
- 45. ECONOMIC ENVIRONMENT National income and per capita income Purchasing power and standard of living Consumption pattern Availability of credit Price level changes and inflation General economic conditions
- 46. • Technological environment • Social and cultural environment • Political and legal environment • Physical or ecological environment • Competition • International environment • Customer demand
- 47. MICRO ENVIRONMENT • Organisation-departments • Corporate resources- 5 Ms • Marketing mix- 4 P’s • Markets-Control-Divide • Suppliers- Selecting – quality prompt delivery, competitive price etc • Marketing intermediaries • Employees- loyalty, productivity-employee policy • Public- individuals or group
- 48. MARKET SEGMENTATION • Dividing the entire or total heterogeneous markets into several segments or sub-markets where the sub- markets have homogeneous characteristics. • According to Philip Kotler and Gary Armstrong “ The process of classification customers into groups with different needs, characteristics or behaviour is called market segmentation. A market segment consists of consumer who responds in a similar way to a given set of marketing stimuli”
- 50. Objectives • According to Philip Kotler “ The purpose of market segmentation is to determine the difference among the buyers which may be consequential is choosing among them or marketing to them.
- 51. IMPORTANCE OR BENEFITS OF MARKET SEGMENTATION Understanding the needs and wants of customers Better position to spot marketing opportunities Allocation of marketing budget Meeting the competition effectively Effective marketing programme Choosing of advertising medias Increasing sale volume Specialised marketing Provision of information Formulation of marketing mix
- 52. BASIS FOR MARKET SEGMENTATION CONSUMER PRODUCTS • Geographical factors • Demographic factors • Socio- economic factors • Psychographic or personality factor INDUSTRIAL GOODS • Kinds of business • Size of buyers • Geographical location of buyers • Purchasing procedure of buyer
- 53. GEOGRAPHIC LOCATION • PLACE OF RESIDENCE • REGION • URBAN -SUBURBAN –RURAL • SIZE OF TOWN/CITY • CLIMATIC ZONE
- 55. DEMOGRAPHICS CHARECTERISTICS • GENDER • AGE • MARITAL STATUS • FAMILY SIZE • INCOME • OCCUPATION • RELIGION • EDUCATION • SOCIAL CLASS • FAMILY SIZE • FAMILY LIFE CYCLE
- 56. PSYCHOGRAPHIC SEGMENTATION • INTERESTS • OPINION • PERSONALITY • ACTIVITIES • VALUES • ATTITUDE
- 57. BEHAVIORAL SEGMENTATION • USAGE RATE • PRODUCT BENEFITS • BRAND LOYALTY • PRICE CONSCIOUSNESS • OCCASIONS • USER STATUS
- 58. INDUSTRIAL GOODS • COMPANY SIZE • INDUSTRY • PURCHASING APPROACHES • PRODUCT USAGE • GEOGRAPHIC
- 59. Is the behavior exhibited by consumers planning, purchasing and using economic goods and services for the satisfaction of their wants. Boone and Kurtz- consumer behavior is the outcome of both individual and environmental influences. Walters and Paul “ Consumer behavior is the process whereby individual decide what when where how and from whom to purchase goods and services”
- 60. FACTORS • Internal or Psychological factors Motivation Perception Learning Beliefs and attitudes Personality
- 61. Socio cultural factors Family Reference group Social class Culture Economic factor Personal income Family income Income expectations Savings Liquid assets Consumer credit Other economic factors
- 62. Personal factor Age Occupation Income Life style Other factors Political factor Legal factor Technology Ethical consideration
- 63. TIME FOR RIDDLES Who makes it, has no need of it. Who buys it, has no use for it. Who uses it can neither see nor feel it. What is it? a man every day goes to office 2 hours late and comes after 2 hours. he goes to office by lift up to 9th floor and more 3 floors goes by walking but while returning he comes by lift from 12 th floor, why?