Marketing

Definition:
It is a social and managerial process by
which individuals and groups obtain
what they need and want through
creating, offering, and exchanging
products of value with others
Needs
It is a state of deprivation of some
basic satisfaction. People require
food, clothing , shelter, safety,
belonging, and esteem.
Wants
Wants are desires for specific
satisfiers of needs
Demands
Demands are wants for specific
products that are backed by an ability
and willingness to buy them
Evolution of Marketing
Production Concept
It holds that consumers will favour
those products that are widely
available and low in cost. Managers
of production-oriented organizations
concentrate on achieving high
production efficiency and wide
distribution.
Product Concept
It holds that consumers will favour
those products that offer the most
quality, performance, or innovative
features. Managers here focus on
making superior products and
improving them over time.
Selling Concept
Consumers, if left alone, will ordinarily
not buy enough of the organizations
products. The organization must
therefore undertake an aggressive
selling and promotion effort.

Marketing Concept
The key to achieving organizational
goals consists of being more
effective than competitors in
integrating marketing activities
towards determining the needs and
wants of target markets.
Experience Concept
Create an experience around the
product to make it memorable
Reaffirm it with cues at every
customer interaction point
Experiences are inherently personal
for a customer
An experience should be built
around a well defined theme

Difference between Selling and
Marketing Concepts
Focus on sellers needs
Emphasis to convert
product to cash


Views business as goods
producing process
Focus on customer needs
Identify opportunity,
convert needs into product
to satisfy needs

Views business as a
customer satisfaction
process
Difference between Selling and
Marketing Concepts (contd..)
Seller decides the product
Price depends on cost

Transport, storage,
distribution perceived as
extension of production
department
Buyer decides the product
Price depends on market
forces
Transport, storage,
distribution are vital
services for customer
satisfaction
Difference between Selling and
Marketing Concepts (contd..)
Packaging for protection

Different departments
work as watertight
compartments
Views customer as the
last link in business
Packaging for
convenience &
satisfaction
Integrated Marketing

Views customer as the
starting point
Difference between Selling and
Marketing Concepts (contd..)
Production oriented
Product oriented
Supply oriented
Volume oriented
Sales oriented
Internal oriented
Marketing oriented
Customer oriented
Demand oriented
Profit oriented
Satisfaction oriented
External oriented
Customer Needs
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
A Customer Oriented Firm
will have Customers who
Stay loyal for a long time
Buy new products and upgrade existing ones
Talk favourably about the firm and its
products
Pay less attention to competing brands
Offer product/service ideas to the firm
Are cost effective
CEO
Top
Management
Middle
Management

Junior Executives
Customers








Customers

Junior Executives
Middle
Management
Top
Management
CEO

Inverting Organizational Pyramid





Friendly &
Cooperative Colleagues

Extras Mutual
Courtesy and respect

Expectations Service
Being taken care

Pleasant Concern for
approach needs





Internal Customer
Care
Care and
Concern
Cooperation
And Collaboration
Communicating
Three C of internal customer orientation
Integrated Marketing
When all departments in a
company work together to serve
customers interests, the result is
integrated marketing
Production
Quality
Assembly
Testing
Warehouse
Materials
PPC
HRD
Finance
Channel R&D
Marketing
Relevance of Marketing
in India
Two schools of thought: one says yes
and the other says no.
Statements against are:
Economically a backward country
Essentially an agricultural country
40% population below poverty line
Social framework does not permit Marketing
in India
Relevance of Marketing
in India (contd..)
Statements supporting are:
India displays several features of free
market economy
Liberalization and Globalization
Benefits of Marketing
in India
It activates production-consumption chain
Economic growth is the enlargement of a
nations markets
Improves the productivity and efficiency
of the economy
Ensures a better deal for the consumers
Created competent entrepreneurs
Broadening of Marketing
Broadening will Solve the Criticisms Against Marketing

Case: Google


Broadening of Marketing
The Ideas Associated with Broadening of Marketing
Societal Marketing Concept
Ethics in Marketing
Corporate Social Responsibility
Green Marketing