Markting

1. Understanding Marketing
Prof. Rajeev Dutraj
Arun Kumar: Marketing Management, Vikas Publishing House.
Saxena, Rajan: Marketing Management, TMH.
Gandhi, J.C.: Marketing, TMH.
Ramaswamy, V.S. and S. Namakumari : Marketing Management, Macmillian.

2. ➢
➢
A. Social Process
➢

3. ➢
•
•
•
•
•
•
•
•
➢
✓
➢
✓
• Suppose we need to book
railway ticket through counter
and online railway ticket
booking.
• The time of online booking is
very fast in comparison through
counter.
B. Organization Function
✓
✓
✓

4. ➢
✓
✓
✓
✓
✓
✓
✓
✓
✓
Holistic
Marketing
Integrated
Marketing
Relationship
Marketing

5. i. Consumer Market
➢
✓
✓
ii. Industrial Market
➢

6. ➢
i. Product Orientation
➢
ii. Sales Orientation
➢
➢
iii. Marketing Orientation
➢
iv. Customer Orientation
➢
v. Organization Orientation
➢

9. ➢
✓
➢
✓
➢
✓
➢
✓
➢
✓
Marketing Segmentation
✓
✓
✓
✓

10. 1. More effective marketing
➢
2. More efficient spending
➢
3. Higher quality leads
➢
4. Identifying niche markets
➢
5. Improved customer retention
➢
6. Differentiating your brand
➢

11. ✓
✓
✓
✓
✓
✓
✓

12. ✓
✓
✓

13. Target Marketing
➢
➢
❖ Benefits of the Target Marketing Process are;
➢
➢
➢

14. Product Positioning