ppt01 mm shiksha

8/2/2019 PPT01 MM shiksha

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Lecture Objectives

Describe the field of marketing

Trace the stages of evolution of marketing

as a business system

Distinguish between marketing and selling

Explain the meaning of the marketing

concept

Outline the marketing management system


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Nature and scope of marketing

Marketers:

Marketers

Consumer

Competitor

Stakeholders

Satisfactions

Innovations


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Nature and scope of marketing

Includes:

Physical

Services

Ideas

People

Places

Experiences


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The broad dimensions of

marketing Marketing encompasses:

B2B

B2C

NGO

C2C

C2B


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Needs & Wants

need is a state of felt deprivation

to survive or to feel safe and interact in society(Social)

need clothes to keep warmchoice of product is no

longer classified as a need (Physical)

need shelter for warmth and securitythe type of

shelter is a choice (Physical)

need an education or a quality pen

REFER MASLOW NEED HEIRARCHY


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Wants

want is the form taken by human needs, when they

are shaped by culture & individual personalityWe want a choice

To express

StatusGrandeur

psychological satisfaction


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Exchange

Transaction

A transaction can only occur if a market exists

A market exists where a buyer and a seller transact


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The concept of exchange

Four conditions must exist for an exchange to be able

to occur:

Two or more people or organisation must be

involved;

The parties must be involved voluntarily;

Each party must have something of value to

exchange, and the parties must believe they will

each benefit from the exchange; and

The parties must be able to communicate with each

other.


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utilities

Through combination of marketing activities a

product is given utility, or increased value.

Name five utilities


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TYPE OF GOODS

For CONVENIENCE

For SHOPPING GOODS

For STAPLE GOODS

For SPECIALIZED GOODS

Example Titan Watch


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Productionorientation

Salesorientation

Marketingorientation

Socialresponsibilityand humanorientation

The stages in the evolution of

marketing

Fig. 1.1


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The marketing function concept

A)Consumer Orientation:

B)Longterm Profitability

C)Functional Integration


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Marketing vs. Selling

DISCUSS IN THE CLASS

Th i t l k ti t


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The societal marketing conceptGood will from society

Pure Mktg overlooks Longterm Welfare

Besides Customer Satisfaction & CoProfitability Performance

Societal Interests.

competitive advantage


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HLL SOCIAL MARKETING

ASHADAAN SHELTER, MUMBAI

ANKUR EDUCATION CENTRE ASSAM

KAPPAGAM EDU CENTRE

COIMBATORE NANI CHIRAI POST EARTHQUAKE

VILLAGE RECONSTRUCTION

RURAL DEV CEBNTRE ETAH

WOMEN EMPOWERMENT SHAKTI IN

FOUR STATES


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Relationship Marketing

bonds with customers.

Value Level

Emotional levelSwitching Cost Level


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Marketing mix


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Product

Is a physical good, service or idea.

A product can be tangible or intangible


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Marketing Management


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The Planning Sequence

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