Introduction to Marketing

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Introduction to Marketing

• Session-1

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Concepts
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What is Marketing?

• Is it same as selling, Advertising?
• Marketing, Kotler(1980) Activity directed
  towards satisfying human needs through exchange
  process.
• Marketing Meeting needs profitably.
• Marketing Process of creating, communicating and
  delivering the value

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Marketing as a value delivery process
What is Value?
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Marketing Vs. Selling

• Marketing is NOT the same as selling.
• Selling is just the tip of the marketing iceberg.
• Aim of marketing
• Know your customers well.
• Design the products to meet customers needs.
• Product should sell itself.

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What is a market?

• Is it a place where goods and services are
  exchanged?

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What is Marketed

• Anything
• Goods
• Services
• Events
• Experiences
• Persons
• Places
• Properties.
• Organization
• Information.
• Ideas

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Customer Markets

• Consumer Markets
• Products and Services sold for the mass
  customers.
• Brand Strength.
• Business Markets
• Well trained and informed buyers.
• Products or services should demonstrate higher
  value for the customer and profit making ability.

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• Global Market
• Cultural diversity.
• Where to enter, how to enter markets?
• Economic variables and pricing.
• Non profit and Government Markets
• Careful Pricing.
• Bidding.

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Marketing Philosophies
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Holistic Marketing
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Relationship Marketing

• Maintain strong relationship with stakeholders
  that affect the success of the firm.
• Customers (Offer better value, and retain)
• Channels (Increase the earnings)
• Partners (Better ROI, Brand building)
• Increase the return to the stakeholders.
• Build up a marketing network.
• Emphasize on Customer Retention.
• Treat everyone as partners, create a win-win
  situation.

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Integrated Marketing

• Integrated Marketing programs to deliver value.
• Different activities to provide synergy.
• Vary the Marketing Mix as per the need.
• How would you sell Mercedes Benz Against a Maruti
  in Nepal

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Internal Marketing

• Imbibe the sense of marketing into all the
  organizational functions.
• Marketing is not only the job of marketing
  department.

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Performance Marketing

• Measuring ROI on marketing activities.
• Social Aspect.
• Scorecard is beyond the sales revenue.
• Market Share.
• Customer Satisfaction.
• Product Quality

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What is Marketing Management

• It is the analysis of planning, organizing,
  leading and control of programs to create, build
  and maintain beneficial exchange with target
  buyers for the purpose of achieving
  Organizational Goals.

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Steps in Marketing Management

1. Analyzing Marketing Opportunity.
2. Selecting Target Markets.
3. Developing Marketing Mix (4Ps)
4. Managing the Marketing Effort

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• Marketing Myopia?

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THANK YOU