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An Introduction to MarketingAn Introduction to Marketing
PowerPoint byPowerPoint by
Vidyadhar VedakVidyadhar Vedak
DY Patil Inst of MCA, Pune 44.DY Patil Inst of MCA, Pune 44.
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The Ne !cono"y
Substantial increase in buying powerSubstantial increase in buying power
A greater variety of goods and servicesA greater variety of goods and services
A greater amount of information about practically anythingA greater amount of information about practically anything
WebsitesWebsites can provide companies with powerful new information and salescan provide companies with powerful new information and sales
channels.channels. TheThe InternetInternet can be used as a communication channel for purchasing, training,can be used as a communication channel for purchasing, training,
and recruiting.and recruiting.
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The Ne !cono"y
Companies can collect fuller and richerCompanies can collect fuller and richerinformationinformation about markets, customers,about markets, customers,
prospects and competitors.prospects and competitors.
Companies can haveCompanies can have !way communication!wa
y communication with customers and prospects.with customers and prospects.
Companies can improve logistics andCompanies can improve logistics and
operations for cost savings while improvingoperations for cost savings while improving
accuracy and service "uality eg. onlineaccuracy and service "uality eg. onlineshopping.shopping.
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The #co$e of Marketing
#arketing$ typically seen as the#arketing$ typically seen as the
task of creating, promoting, andtask of creating, promoting, and
delivering goods and services todelivering goods and services toconsumers and businesses,consumers and businesses, at aat a
profit
profit..
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The #co$e of Marketing
%laces%laces
%roperties%roperties
&rgani'ations&rgani'ations
InformationInformation
IdeasIdeas
(oods(oods
ServicesServices
)*periences)*periences
)vents)vents
%ersons%ersons
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Marketing Conce$ts
and Tools +efining #arketing+efining #arketing
#arketing#arketing #arketing #anagement#arketing #anagement
Core #arketing ConceptsCore #arketing Concepts Segmentation, Target #arketsSegmentation, Target #arkets
and %ositioning ST%-and %ositioning ST%-
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%igure &'&( A #i"$le Marketing #yste"
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Marketing Conce$ts
and Tools
#arketplace,#arketplace,
#arketspace,#arketspace,andand
#etamarket#etamarket
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Marketing Conce$ts
and Tools #arketers and %rospects#arketers and %rospects
eeds, Wants, and +emandseeds, Wants, and +emands
%roduct, &ffering, and /rand%roduct, &ffering, and /rand
0alue and Satisfaction0alue and Satisfaction Customer value triadCustomer value triad 0alue0alue
0alue 1 /enefits 2 Costs 10alue 1 /enefits 2 Costs 1 3unctional benefits 4 )motional benefits- 23unctional benefits 4 )motional benefits- 2
#onetary costs 4 Time costs 4 )nergy costs 4#onetary costs 4 Time costs 4 )nergy costs 4
%sychic costs-%sychic costs-
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Marketing Conce$ts
and Tools
5elationships and etworks5elationships and etworks
5elationship marketing5elationship marketing C//C//
C5#C5#
#arketing Channels#arketing Channels
Supply ChainSupply Chain
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Marketing Conce$ts
and ToolsCompetitionCompetition
/rand competition/rand competition
Industry competitionIndustry competition
3orm competition3orm competition
(eneric competition(eneric competition
#arketing environment#arketing environment Task environmentTask environment
/road environment/road environment
#arketing %rogram#arketing %rogram #arketing program#arketing program
#arketing mi*#arketing mi*
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%igure &')(The %our P
Co"$onents
of the
Marketing Mi*
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%igure &'+( Marketing'Mi* #trategy
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Co"$any rientations
Toard the Market$lace %roduction Concept%roduction Concept
%roduct concept%roduct concept Selling ConceptSelling Concept
#arketing Concept#arketing Concept
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%igure &'-( Contrasts eteen the #ales Conce$t
and the Marketing Conce$t
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Co"$any rientations
Toard the Market$lace
Target #arketTarget #arket
Customer eedsCustomer eeds Stated needsStated needs
5eal needs5eal needs
6nstated needs6nstated needs
+elight needs+elight needs
Secret needsSecret needs
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%igure &'/( Traditional rgani0ational Chart
1ersus Modern Custo"er'riented Co"$any
rgani0ation Chart
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%igure &'&2( The Custo"er Conce$t
Co"$any rientations Toard
the Market$lace
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Co"$any rientations
Toard the Market$lace Societal #arketing ConceptSocietal #arketing Concept
Cause!related marketingCause!related marketing
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3o usiness and
Marketing are Changing Company responses and ad7ustmentsCompany responses and ad7ustments
5eengineering5eengineering
&utsourcing&utsourcing
)!commerce)!commerce
AlliancesAlliances
+igital #arketing+igital #arketing
%artner!suppliers%artner!suppliers
)!#arketing)!#arketing
(lobal and local(lobal and local
+ecentrali'ed+ecentrali'ed
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Ada$ting Marketing to the
Ne !cono"y Everyone Everyone does the marketingdoes the marketing
/uild brands through/uild brands through performance performance,,
not 7ust advertisingnot 7ust advertising
(rowth thru customer(rowth thru customer retentionretention rather than customerrather than customer acquisitionacquisition
3rom none to in!depth customer3rom none to in!depth customer
satisfaction measurement satisfaction measurement 3rom over!promise, under!deliver to3rom over!promise, under!deliver to
under-promise, over-deliver under-promise, over-deliver
The ewThe ew Hybrid Hybrid
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Tale 5'&( ld !cono"y 1s. Ne !cono"y
ld !cono"yld !cono"y Ne !cono"yNe !cono"yrgani0e y $roduct unitsrgani0e y $roduct units
%ocus on $rofitale transactions%ocus on $rofitale transactions
6ook $ri"arily at financial scorecard6ook $ri"arily at financial scorecard
%ocus on shareholders%ocus on shareholders
Marketing does the "arketingMarketing does the "arketinguild rands through ad1ertisinguild rands through ad1ertising
%ocus on custo"er ac7uisition%ocus on custo"er ac7uisition
No custo"er satisfactionNo custo"er satisfaction
"easure"ent"easure"ent1er'$ro"ise, under'deli1er 1er'$ro"ise, under'deli1er
rgani0e y custo"er seg"entsrgani0e y custo"er seg"ents
%ocus on custo"er lifeti"e 1alue%ocus on custo"er lifeti"e 1alue
6ook also at "arketing scorecard6ook also at "arketing scorecard
%ocus on stakeholders%ocus on stakeholders
!1eryone does the "arketing!1eryone does the "arketinguild rands through eha1ior uild rands through eha1ior
%ocus on custo"er retention and%ocus on custo"er retention andgrothgroth
Measure custo"er satisfaction andMeasure custo"er satisfaction andretention rateretention rate
8nder'$ro"ise, o1er'deli1er 8nder'$ro"ise, o1er'deli1er
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Tale 4.&( Product'riented 1ersus Market'riented
Definitions of a usiness
Co"$anyCo"$any Product DefinitionProduct Definition Market DefinitionMarket Definition
Missouri'PacificMissouri'Pacific9ailroad9ailroad
:e run a railroad:e run a railroad :e are a $eo$le'and':e are a $eo$le'and'goods "o1er goods "o1er
;ero*;ero* :e "ake co$ying:e "ake co$yinge7ui$"ente7ui$"ent
:e hel$ i"$ro1e office:e hel$ i"$ro1e office$roducti1ity$roducti1ity
#tandard il#tandard il :e sell gasoline:e sell gasoline :e su$$ly energy:e su$$ly energy
Colu"ia PicturesColu"ia Pictures :e "ake "o1ies:e "ake "o1ies :e "arket entertain"ent:e "arket entertain"ent
!ncyclo$aedia!ncyclo$aedia :e sell encyclo$edias:e sell encyclo$edias :e distriute Infor"ation:e distriute Infor"ation
Carrier Carrier :e "ake air:e "ake airconditioners andconditioners andfurnacesfurnaces
:e $ro1ide cli"ate:e $ro1ide cli"atecontrol in the ho"econtrol in the ho"e
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Tale 5'
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=ueries elco"ed> .