Based on Chapter one of book - Marketing Management , 14E by Kotler and Keller

1. What is the scope of
Marketing?

3. “Meeting needs profitably”
Marketingis aboutmeetingandidentifying
humanand socialneeds

4. What is Marketed?

5. GOODS
Physical goods constitute the bulk of most
countries’ production and marketing efforts.

6. SERVICES
As economies advance, a growing proportion of their
activities focuses on the production of services.
Ex. hotels, car rental firms, barbers, accountants,
bankers, lawyers, engineers, doctors, etc.

7. EVENTS
Marketers promote time-based
events to both company and people

8. E X PE R I E N C E S
By orchestrating several services and goods , a firm can
create ,stage , and market experiences.

9. Persons
Artists, musicians, CEOs, physicians, high-profile
lawyers and financiers

10. PLACES
Cities ,states ,regions , and whole nations compete
to attract tourists , residents, factories , and
company headquarters

11. ORGANIZATIONS
Organizations work to build a strong, favourable , and unique
image in the minds of their target publics.

12. PROPERTIES
Properties are intangible rights of ownership to
either real property (real estate) or financial
property (stocks and bonds).

13. INFORMATION
The production, packaging, and distribution of
information are major industries.

15. Who
markets
and
where?

16. Marketers and prospects
A marketer is someone who
seeks a response—attention ,
a purchase, a vote ,
donation—from another party
, called the prospect

17. 8 Demand States Possible
 Negative Demand
 Non existent Demand
 Latent Demand
 Declining Demand
 Irregular Demand
 Full Demand
 Overfull Demand
 Unwholesome Demand

18. Markets
Markets are describedas a collectionof buyers
and sellerswho transactovera particularproduct
or productclass

19. Key costumer markets
•Consumer Markets
•Business Markets
•Global country
•Non profit and Governmental Markets

20. The Marketplace is physical, such
as a store you shop in.
The Marketspace is digital, as when
you shop on the Internet.
Meta markets are the result of
marketers packaging a system

21. By –
Himank Airon
MnC
IIT-BHU

22. References
• Marketing Management , 14E , Philip And Kotler
• www.1001fonts.com for fonts
• www.slideshare.net
• www.istockphoto.com for ideas of photos
• www.colourlover.com for color schemes
• www.images.google.com for images
• http://www.diaspark.com/Jewelry_software/images/fea
ture/erp/scalable-to-adapt-your-growing-business.png
• http://static6.depositphotos.com/1091429/641/i/450/de
positphotos_6411375-3d-marketing.jpg
• http://cdn1.drprem.com/business/wp-
content/uploads/sites/28/2014/10/business-competition-
600x330.jpg

23. Disclaimer
These slides were created by Himank
Airon,IIT-BHU during a Marketing
internship by Prof. Sameer Mathur, IIM
Lucknow (See www.IIMInternship.com )