Introduction To Marketing
Introduction To Marketing
Introduction To Marketing
Nigel Douch
Definitions of marketing
‘Marketing is the management process that
identifies, anticipates and satisfies customer
requirements profitably’
Other tangibles
Promotion
Interest
Desire
Action
AIDA – How does it address the Customer?
Attention Interest
Desire Action
Attention
• The most vital part of any advert, email, leaflet, sales letter,
brochure or any other promotional activity.
• You must use words like 'Call Today', 'Call Now to avoid
disappointment!' 'E-mail us today', 'Fill in the reply slip below and
post it free today', and so on.
Product Price
Place Promotion
Product Decisions
Benefits offered
We must remember that Marketing is fundamentally about providing the correct bundle of
benefits to the end user, hence the saying ‘Marketing is not about providing products or
services it is essentially about providing changing benefits to the changing needs and
demands of the customer’ (P.Tailor 7/00)
Product
Product development
ORGANISATIONS
SERVICES
MARKETING
INFORMATION
EXPERIENCES
PLACES IDEAS
EVENTS
Marketing Mix (4p’s)
Slide 4 Promotion
Advertising
Public
Relations
Sales
Promotional Mix Promotion
Personal
Selling
Manufacturer
Manufacturer
Retailer
Consumer
Consumer
Packaging
Branding
back
Price
Pricing strategies:
1. Market determines
the price
2. Price as an expression
of quality
3. Price as a method of
gaining market share
back
Place (distribution)
Production site Warehouse Wholesaler
- factory outlet
- mail order house
- internet
- TV shopping
- door-to-door selling
consumer Retailer
back
Promotion
Aims:
communicate with customers
influence customers
4 major tools:
1. Sales force
2. Advertising
3. Sales promotion
4. Public relations
back
Marketing
Management
Why do we need to learn marketing management?
Can you market these products easily ?
How about these products?
Is there any difference in types of these products?
How about Marketing them?
How about their films ?
How about the products they endorse ?
Why do we need to market…………..?
Products
Persons
Services
Places
……..
……..
Let us know more about marketing Process
In group of 3 write 5 examples of each of these offerings
These can be marketed if there is a
demand for them ?
What is Demand?
NEGATIVE NO DEMAND
LATENT DECLINING
DEMAND DEMAND DEMAND DEMAND
STATES
DEMAND
STATES
Nonprofit/ Types of
Government
Business
Markets
Global
Can we apply the same marketing process to these markets ?
Marketing Concepts
Target Markets
Competition and
Segmentation
Products or
Marketers & Offering
Prospects
Marketing Concepts
Marketing
Needs, Wants &
Environment
Demand
Marketing
Supply Chain Mix
Marketing Concepts
PLACE
PRODUCT
Variety PRICE
Quality PROMOTION Channels
Design Coverage
Features Locations
Brand Inventory
Packing List price Sales
Discounts Advertising Transport
Sizes
Services Allowances Sales force
Warranties P. Period P.R,S
Returns Credit terms Direct mktg
What should a manufacturer does to strengthen 4 C’s
for each of 4 P’s in case of
product
Selling
Competing
Concepts
Production
Marketing Societal
Marketing
Production Concept
CONSUMER DURABLES
Marketing Concept
Profit
Selling & through Selling
Factory Products Concept
Promotion Sales
Volume
Profit
Target Through Selling
Customer Integrated
market Customer Concept
needs marketing
satisfaction
(
Customer Concept
Growth
One To through
Needs Customer
Individual One
customer
& Mktg
Share/
Loyalty
values Integration Lifetime/
Value
Traditional CUSTOMERS
TM
Organisational
chart
FRONT LINE
MM PEOPLE
MM
FRONT LINE
PEOPLE Modern
Organisational
chart
TM
CUSTOMERS
Factors leading to Marketing Concept
Sales decline
Slow growth
Increasing competition
•Environment deterioration
•Resource Shortages
•Population Growth
•Unhealthy Food
Marketing
&
Other Functions
A) Marketing as an Equal Function
PRODUCTION FINANCE
MARKETING HUMAN
RESOURCE
B) MARKETING As a most Important Function
PRODUCTION FINANCE
HUMAN RESOURCE
MARKETING
C) MARKETING AS THE MAJOR FUNCTION
PRODUCTION
MARKETING
HR
FINANCE
D)CUSTOMER AS THE CONTROLLING FUNCTION
OD
PR
FI
NC
CUSTOMER
MKG
HR
E) CUSTOMER AS CONTROLLING& MKTG AS A
INTEGRATIVE FUNCTION
P
MKG
MKG
CUSTOMER MKG F
MKG
HR
Marketing
Product Monetary
value cost
Service Time
Value cost
Personal Energy
value cost
Image Psychic
value cost
? ??
Prepare a summary of the topic on marketing-10 minutes
any one can be asked to make a presentation………..