This document defines marketing and explains key marketing concepts. Marketing is defined as a set of processes for creating and delivering value to customers to improve customer relationships. The marketing concept focuses on satisfying customer needs while meeting organizational profit goals. An effective marketing strategy selects a target market and develops a marketing mix involving the four Ps - product, price, place, and promotion. The target market is segmented based on demographics, geographics, behaviors, and psychographics to effectively reach customers.

1. Marketing: Providing Value to
Customers
WHAT IS MARKETING

2. WHAT IS MARKETING?
• Marketing is a set of processes for creating, communicating,
and delivering value to customers and for improving customer
relationships. It includes everything that organizations do to
satisfy customers’ needs.

3. MARKETING
• The management process through which goods and services
move from concept to the customer. It includes the
coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's
place, and
(4) development and implementation of a promotional strategy.

4. MARKETING v/s SELLING
• Marketing is the systematic planning, implementation and
control of business activities to bring together buyers and
sellers.
• A sale is a transaction between two parties where the buyer
receives goods (tangible or intangible), services and/or assets
in exchange for money. 2) An agreement between a buyer and
seller on the price of a security.
• Overall picture to promote, distribute, price products/services;
fulfill customer's wants and needs through products and/or
services the company can offer.
• Fulfill sales volume objectives.

5. MARKETING v/s SELLING
• Market research; Advertising; Public relations; Customer
service and satisfaction. selling: Once a product has been
created for a customer need, persuade the customer to
purchase the product to fulfill her needs
• Marketing is the process. Selling is the ultimate result of
marketing

6. MARKETING CONCEPT
The philosophy of satisfying customers’ needs while meeting
organizational profit goals is called the marketing concept.
Marketing concept is based on:
• Customer’s need
• Product designed to satisfy that need
• Organizational participation to satisfy customer's need
• e.g; pace makers design a product with zero error to satisfy
customer and to run their business profitabily

7. MARKETING STRATEGY: 3Cs
• To put the marketing concept into practice, you need a
marketing strategy
• The 3 C concept of marketing strategy is a very interesting
concept for marketers as it explains complete marketing
strategy on the basis of 3 variables.
• The 3 C of marketing strategy are
• 1) Customer
2) Company
3) Competitor
• Customer + Company = Low competition.( loyal customer) or
reverse relation
• Customer + Competitor = Low penetration for our company.

8. MARKETING STRATEGY: 3Cs
• Customer = Competitor or Company( tough competition)
the company needs to create more USP’s(a unique selling point).
so that it is above the competitor in the customers mind. For
example, Pepsi vs Coke, Bata or Servis
• Customer = Competitor 1 or Competitor 2 or Competitor 3
or Company
•

9. DESIGNING A STRATEGIC
MARKETING PLAN
• A marketing strategy tells you what to say, how to say it and
who to say it to in order to make more sales.
• A marketing strategy is a plan for performing two
tasks:
1. Selecting a target market
2. Developing your marketing mix—implementing strategies for
creating, pricing, promoting, and distributing products that satisfy
customers

10. MARKETING STRATEGY

11. SELECTING A TARGET MARKET:
Identify a specific group of consumers who should be particularly
interested in your product, who would have access to it, and who
have the means to buy it
1. IDENTIFY YOUR MARKET:
• A consumer market— product for personal use
• 2. An industrial market__ product use in making other
products,
• 3. or both
2. SEGMENTING THE MARKET:
• Target market is to divide the entire market into smaller
portions, or market segments—groups of potential customers
with common characteristics that influence their buying
decisions.

12. SELECTING A TARGET MARKET:
Market can be segmented as following:
1. Demographics (age, gender, income, occupation and
education)
2. Geographics (region, climate, population)
3. Behavior (receptiveness to technology, usage)
4. Psychographics or lifestyle variables (interests, activities,
attitudes, and values) examples expensive cars ordinary cars

13. WHAT IS MARKETING MIX?
• This program involves a combination of tools called the
marketing mix often referred to as the “four Ps” of marketing:
• 1. Developing a product that meets the needs of the target
market
• 2. Setting a price for the product
• 3. Distributing the product—getting it to a place where
customers can buy it
• 4. Promoting the product—informing potential buyers about it

14. MARKETING MIX

15. PUROSE OF MARKETING MIX
• The goal is to develop and implement a marketing strategy that
combines these four elements.
• ‘putting the right product in the right place, at the right price, at
the right time.’