This document provides an introduction to marketing concepts. It defines marketing as identifying and meeting human and social needs profitably. The document outlines key marketing definitions, concepts, and scope. Marketing is described as the set of activities involved in creating and delivering products with value for customers. The scope of marketing is discussed as including goods, services, organizations, events, persons, and more. Inbound and outbound marketing approaches are also mentioned.

1. Dr. SREE GIRI PRASAD BERI
M. Pharm., Ph. D
Professor & Head of the Department
1

2. 2
Introduction - Marketing
 Definitions
 General Concepts
 Scope of Marketing
 Distinction between Marketing and Selling
 Marketing Environment
 Industry and Competitive Analysis
 Analyzing Consumer Buying Behavior
 Industrial Buying Behavior

3. INTRODUCTION
We are using various types of items/products for our daily
needs like tooth paste, Soap, Shampoo, etc.

4. Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Many Companies are producing these similar products.

5. Marketing: It is an Identification of Requirements of
Humans/Society and fulfilling/Meeting to those needs
profitably.
Word Marketing is derived from word “ Market”.
In general, Marketing is directly related to Market and
Consumers.
From company to consumer, it takes many steps and
simply these steps are known as “Marketing”.
So, Marketing is defined as Identifying and
Reunion of Human and Social needs.

6. AMA – American Marketing Association defines
Marketing as: It is an activity, Set of Institutions,
process for creating, communicating, delivering and
exchanging offerings that have value for customers,
clients, partners and society at large”.
Concepts of Marketing:
Marketing and Marketing Concepts are directly
Associated with each other.
Marketing Concept term is related to basic principle of
Modern Marketing.

7. According to this concept; An organization has to
envisage the requirements of consumers and fulfills the
needs in more perfect and effective manner than
competitors.
Marketing concept is to search a better way by which
services and goods can sell to targeted consumers.
Scope of Marketing:
Marketing can be classified as:
OUTBOUND An attempt made by traditional
methods to gain public attention for
getting the product in to market.
Ex: Radio, Ads, Newspaper , Television.

8. INBOUND It is More Organic and requires
production of content that is highly
relevant to a targeted audience.
Importance Scope of Marketing:
Most important concept of marketing are as follows:
Goods
Organizations
Information Idea
Properties
Events
Services Persons

9. Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Goods:
Based on the importance and necessity of goods,
many companies utilizes advertisements for the
promotion of their goods.
Services: Because of competition and
advances in economics
More activities are focused on production of
better and quality services.
Now a days both services and goods are given by
the company itself.

10. Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Tuesday, October 10, 2023 NNRG SCHOOL OF PHARMACY
Events:
Ex: Health Camps, Social Activities, Company
Anniversaries.
Persons Tie up with popular personalities
Here many marketers conducts various events to
promote their products.
Sport persons and film stars for branding their
services and products.