MARKETING

1. MODULE -1
INTRODUCTION OF MARKETING

17. EVOLUTION OF MARKETING
• Marketing has changed over the centuries, decades and years.
The production centered system systematically changed into
relationship era of today and over the period, the
specializations have emerged such as sales Vs marketing and
advertising Vs retailing. The overall evolution of marketing has
rise to to the various concepts.

18. MARKETING ORIENTATIONS

23. • Societal responsibility of
marketing is a marketing
concept that holds that a
company should make
marketing decisions not only
by considering consumers'
wants, the company's
requirements, but also
society's long-term interests

24. SOCIETAL MARKETING
• Societal Marketing Concept The idea that the organization
should determine the needs, wants, and interests of target
markets and deliver the desired satisfactions more effectively
and efficiently than competitors in a way that maintains or
improves the consumer’s and society’s well – being.

25. FUNCTIONS OF MARKETING
1.Selling
2.Buying
3.Transportation
4.Storage
5.Standardization and grading
6.Financing
7.Risk taking
8.Market information

26. DIFFERENCE BETWEEN MARKETING AND
SELLING
MARKETING
• 1 Marketing starts with the buyer
and focuses constantly on buyer’s
needs.
• 2 Seeks to convert “customer
needs” into ‘products’.
• 3 Views business as a customer
satisfying process.
• 4 Marketing effort leads to the
products that the customers
actually want to buy in their own
interest.
SELLING
• 1 Selling starts with the seller and
is preoccupied all the time with
the seller’s needs.
• 2 Seeks to convert ‘products’ into
“Cash”. 3 Views business as a
goods producing process.
• 4 The company makes the product
first and then figures out how to
sell it and make a profit.

27. DIFFERENCE BETWEEN MARKETING AND
SELLING
MARKETING
5. Marketing communication is looked
upon as a tool for communicating the
benefits/ satisfactions provided by the
product.
6. Consumers determine the price; price
determines costs.
7. Marketing views the customer as the
very purpose of the business. It sees the
business from the point of view of the
customer. Customer consciousness
permeates the entire organization – all
SELLING
5. Seller’s motives dominate
marketing communication
(promotions).
6. Cost determines the price.
7. Selling views the customer as the
last link in the business.

28. DIFFERENCE BETWEEN MARKETING AND
SELLING
MARKETING
8 ‘Customer satisfaction’ is the primary
motive.
9. External market orientation.
10. Marketing concept takes an outside in
perspective .
11. It is a broad composite and worldwide
concept, more so in this era of globalization.
12. Marketing is more ‘pull’ than ‘push’.
13. Marketing begins much before the
production of goods and services, i.e. with
identification of customers’ needs. It
continues even after the sale to ensure
SELLING
8. ‘Sales’ is the primary motive.
9. Internal company orientation.
10. Selling concept takes an inside-out
perspective.
11 It is a narrow concept related to
product, seller and sales activity.
12. Selling involves ‘push’ strategy
13. Selling comes after production and
ends with the delivery of the product and
collection of payment.

29. DIFFERENCE BETWEEN MARKETING AND
SELLING
MARKETING
14. Marketing has a wider connotation and includes
many activities like marketing research, product
planning & development, pricing, promotion,
distribution, selling etc.
15. It concerns itself primarily and truly with the ‘value
satisfactions’ that should flow to the customer from the
exchange.
16. It assumes: “. the buyer beware”.
17 Marketing generally has a matrix type of
organizational structure.
18. The main job is to find the right products for your
customers.
19. The mindset is “What is that we can make here or
source from outside to satisfy the needs of the target
customers”. skills are required.
SELLING
14. Selling is a part of marketing.
15. It over emphasizes “the exchange’
aspect, without caring for the ‘value
satisfactions’ inherent in the exchange.
16 It assumes: “Let the buyer beware”.
17. It has a functional structure.
18. The main job is to find the customers for
your products.
19. The mindset is “Hook the customer”.
20. Selling and conversational skills are
required.

30. CONSUMER NEED
NEEDS
Human needs are the basic requirements and include food, clothing and
shelter. without these humans cannot survive. an extended part of needs
today has become education and healthcare. generally,
the products which fall under the needs category of products do not
require a push.
Instead the customer buys it themselves. but in todays tough
and competitive world, so many brands have come up with the same
offering satisfying the needs of the customer, that even the “needs
category product” has to be pushed in the customers mind.
EXAMPLE OF NEEDS CATEGORY PRODUCTS / SECTORS – AGRICULTURE
SECTOR, REAL ESTATE (LAND ALWAYS APPRECIATES), FMCG, ETC.

31. CONSUMER WANTS
• Wants are a step ahead of needs and are largely dependent on the needs
of humans themselves. For example, you need to take a bath. But i am
sure you take baths with the best soaps. Thus Wants are not mandatory
part of life. You DONT need a good smelling soap. But you will definitely
use it because it is your want. In the above image, the baby needs milk but
it WANTS candy :)

50. MARKETING CHALLENGES IN GLOBAL ECONOMIC
CHLLENGES
• 1. Language Barriers
• 2. Cultural Differences
• 3. Managing Global Teams
• 4. Currency Exchange and Inflation Rates
• 5. Nuances of Foreign Politics, Policy, and Relations

52. SWOT ANALYSIS
• SWOT (strengths, weaknesses,
opportunities, and threats) analysis
is a method for identifying and
analyzing internal strengths and
weaknesses and external
opportunities and threats that shape
current and future operations and
help develop strategic goals. SWOT
analyses are not limited to
companies.

53. PESTLE (PEST) ANALYSIS

56. CUSTOMER VALUE

64. CUSTOMER COST AND ITS COMPONENTS
• Customer cost refers not only to the price of a product, but it
also encompasses the purchase costs, use costs and the post-
use costs. Purchase costs consist of the cost of searching for a
product, gathering information about the product and the cost
of obtaining that information.

66. GREEN MARKETING

73. 3V CONCEPTS OF NIRMALAYA KUMAR

74. 3V CONCEPTS OF NIRMALAYA KUMAR
• VALUE FOR THE CUSTOMER
• 1.This V answers the question: WHO are we trying to have as clients? In this point, we
would include all what we know about our customers: consumer behavior, marketing
research, and other information that could be helpful to know about them, and what
is more, to know what are they looking for, what is their need?
• 2. VALUE PROPOSITION
• This V would have to answer the question WHAT are we going to offer to them? This V
talks about the product, and is the point where Marketing gets involved with different
departments as Investigation and Research, Design, and Production. Eigther if the
need of a customer would be assuaged by a good or a service.
• VALUE NETWORK
• The last V answers the question: HOW are we going to deliver the proposition to the
customer? This is the point where all the company is involved. Logistics, Marketing,
Sales, but also Finance, Human Resources, and Purchases.

75. EMERGING AREAS.

76. NEURO MARKETING
• Neuromarketing is a commercial marketing communication
field that applies neuropsychology to market research, studying
consumers' sensorimotor, cognitive, and affective responses to
marketing stimuli.

79. SENSORY MARKETING
• Sensory marketing involves many techniques that are used to
reach your customer’s senses and influence their behavior
based on how your brand and tactics make them feel. Using
media senses in advertising and marketing campaigns can
greatly influence your audience and their decision to buy your
product.

87. SOCIAL RESPONSIBILITY IN MARKETING
•Social responsibility in marketing involves
focusing efforts on attracting consumers who
want to make a positive difference with their
purchases. Many companies have adopted
socially responsible elements in their marketing
strategies as a means to help a community via
beneficial services and products.