INTRODUCTION TO MARKETING

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Marketing Introduction
MVS.SRINIVASA RAO, Associate Professor, MRPG
College, VZM
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An Overview of Marketing
Dr. MVS. Srinivasa Rao, Associate Professor
Define the term marketing Describe four
marketing management philosophies Discuss the
differences between sales and market
orientations Describe several reasons for
studying marketing
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What Is Marketing?
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Define the term marketing
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Human Needs
Needs are many and Common They never ends
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Human Wants
Wants are few and different Difficult to
satisfy
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Market
The place where the needs and wants of the
customers are satisfied.
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Marketing - Definition

• A societal process by which individuals and
  groups obtain what they need and want through
  creating, offering and freely exchanging goods
  and services of value with others.
• - Philip Kotler, 1953.
• Father of Modern Marketing

• The definition emphasizes the society and its
  orientation.

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History of Marketing Thought The journey
First
1800s
Early 1900s
Bartering
Marketing is not economics
College Courses (academics)
1930s
1960s
First marketing theories
Marketing research
1970s
1980s 1990s
Becomes major business function
Focus on customer external environment
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Marketing Management Definition

• It is the process of planning and executing the
  conception, pricing, promotion and distribution
  of ideas, goods and services to create exchanges
  that satisfy individual and organizational goals.
• - American Marketing Association,1939.

• The definition encompasses both the philosophy
• and the organization orientation.

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