Marketing

1. Marketing
Meaning, Definition, Scope

2. Marketing is an organisational
function and a set of processes
for creating, communicating,
and delivering value to
customers and for managing
customer relationships in ways
that benefit the organisation
and its stakeholders

3. 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

4. Social & Managerial Definition of
Marketing
• Social Definition-
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.

5. Managerial Definition-
• Marketing is primarily concerned with the problem
of profitably disposing what is produced.
• Marketing is an art of selling products.
• Marketing is the performance of business activities
that direct the flow of goods and services from the
producer to the consumer.
• Marketing is the economic process by which goods
and services are exchanged between the maker
and the user, and their values determined in terms
of money prices.
• Marketing is the delivery of a standard of living to
society.

6. ART
PHILOS
OPHY
SCIENC
E
SYSTEM
BUSINESS
FUNCTION
PRACTICE
PROCESS
RELATI
ONSHIP

7. Marketing Management
Marketing management is the art
and science of choosing target
markets and getting, keeping, and
growing customers through creating,
delivering, and communicating
superior customer value.

8. 8
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information

9. 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

10. • Neil H. Borden -- “The Concept of the Marketing Mix.”-- The
term marketing mix.
• James Culliton -- 1948 the role of the marketing manager as
a "mixer of ingredients“.
• E. Jerome McCarthy proposed a four Ps classification in
1960.
• 'Physical evidence',
– elements within the store -- the store front, the uniforms
employees wear, signboards, etc.
• 'People',
– the employees of the organization with whom customers
come into contact.
• 'Process‘
– the processes and systems within the organization that
affects its marketing process.

11. 11
The 4 Ps & 4Cs
Product
Price Place
Promotion
Customer
Solution
Customer
Cost
Convenience
Communication
Marketing
Mix

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