What is Marketing…??

Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?

 All of the above, plus much more!

1
The Give and Get of Marketing

2
Marketing = ?

Marketing is the process of planning and executing

the conception, pricing, promotion, and distribution of
ideas, goods, services to create exchanges that satisfy
individual and organizational goals
 American Marketing Association

3
 Marketing = ?
 Marketing is the sum of all activities that take you to a
sales outlet. After that sales takes over.
 Marketing is all about creating a pull, sales is all about
push.
 Marketing is all about managing the four P’s –
 product
 price
 place
 promotion

4
 The 4 Ps & 4Cs

Marketing Convenience
Mix

Place
Product

Customer
Solution Price Promotion

Customer Communication
Cost

5
 Difference
Difference Between
Between -- Sales
Sales &
&
Marketing
Marketing ??

Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what
the customer wants

6
Scope – What do we
market
 Goods
 Services
 Events
 Experiences
 Personalities
 Place
 Organizations
 Properties
 Information
 Ideas and concepts

7
 Core Concepts of
Marketing

 Based on :
 Needs, Wants, Desires / demand

 Products, Utility, Value & Satisfaction

 Exchange, Transactions & Relationships
 Markets, Marketing & Marketers.

8
 Core Concepts of Marketing

Needs, wants Utility, Value &

Products
demands Satisfaction

Marketing & Xchange, Transaction

Markets
Marketers Relationships

9
Core Concepts of Marketing
 Need – food ( is a must )
 Want – Pizza, Burger, French fry's ( translation of a need
as per our experience )
 Demand – Burger ( translation of a want as per our
willingness and ability to buy )
 Desire – Have a Burger in a five star hotel

10
Scope of Marketing …

Who are your competitors?

What are their strengths and weaknesses?
What have been their strategies?
How are they likely to respond to your
Marketing plan?

11
The Marketing Plan
 A written document that acts as a guidebook of
marketing activities for the marketing manager

12
Strategy Formulation
Environmental Analysis

Competitor Internal Analysis

Customer
Supplier Technology Know-How
Regulatory Manufacturing Know-How
Social/ Political Marketing Know-How
Distribution Know-How
Logistics
Opportunities & Threats
Strength & Weaknesses

Identity Core Competencies

Identify opportunity

Fit internal Competencies with external opportunities

13
Firm Strategies
CONTENTS of MARKETING PLAN

Business Mission Statement

Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target Market Strategy
 Marketing Mix
 Positioning
 Product
 Promotion
 Price
 Place – Distribution
 People
 Process
Implementation, Evaluation and Control
14
The Marketing Process

Business
Mission
Stateme
nt

Objectiv
es

Situation
or SWOT
Analysis

Marketing Strategy
Target Market
Strategy

Marketing Mix
Product Place/Distribution

Promotion Price

Implementation
15 Evaluation,
Control
Factors
Influencing
Company’s
Marketing
Strategy

16
The macro-environment

is the assessment of the external forces that act upon the

firm and its customers, that create threats & opportunities

17
Product Items, Lines, and Mixes

AA specific
specific version
version of
of aa product
product
Product
Product Item
Item that
that can
can be
be designated
designated as as aa
distinct
distinct offering
offering among
among anan organization’s
organization’s products.
products.

AA group
group of
of closely-related
closely-related
Product
Product Line
Line product
product items.
items.

All
All products
products that
that an
an
Product
Product Mix
Mix organization
organization sells.
sells.

18
Product Mix
Width – how many product lines a company has
Length – how many products are there in a product line
Depth – how many variants of each product exist within
a product line
Consistency – how closely related the product lines are
in end use

19
Gillette’s Product Lines & Mix

Width of the product mix

Depth of the product lines

Blades and Writing

razors Toiletries instruments Lighters
Fusion – 5 blade
Mach 3 Turbo
Mach 3 Series Paper Mate Cricket
Sensor Adorn Flair S.T. Dupont
Trac II Toni S.T. Dupont
Atra Right Guard
Swivel Silkience
Double-Edge Soft and Dri
Lady Gillette Foamy
Super Speed Dry Look
Twin Injector Dry Idea
Techmatic Brush Plus

20
Some Industries - Service
Sector

 Banking, stock broking  Health care

 Lodging  Education

 Restaurants, bars,  Wholesaling and

retailing
catering
 Laundries, dry-cleaning
 Insurance
 Repair and maintenance
 News and entertainment  Professional (e.g., law,
architecture, consulting)
 Transportation (freight
and passenger)

21
 The Marketing Mix

 The conventional view of the marketing mix consisted

of four components (4 Ps): Product, Price, Place/
distribution and Promotion.
 Generally acknowledged that this is too narrow today;
now includes , Processes, Productivity
[technology ]People [employees], Physical evidence
 Marketers today are focused on virtually all aspects
of the firm’s operations that have the potential to
affect the relationship with customers.

22