Session 6 fundamentals of marketing
This presentation is the property of its rightful owner.
Sponsored Links
1 / 32

Session 6- Fundamentals of Marketing PowerPoint PPT Presentation


  • 65 Views
  • Uploaded on
  • Presentation posted in: General

Session 6- Fundamentals of Marketing. Marketing-Definition.

Download Presentation

Session 6- Fundamentals of Marketing

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Session 6 fundamentals of marketing

Session 6- Fundamentals of Marketing


Marketing definition

Marketing-Definition

  • Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

  • Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management


Old marketing

OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER


Modern marketing

MODERN MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER


Marketing functions

Marketing Functions

  • Environmental Analysis and Marketing Research

  • Consumer Analysis

  • Product Planning

  • Distribution Planning

  • Price Planning

  • Promotion Planning

  • Broadening the Organization’s/Individual’s Scope

  • Marketing Management


Session 6 fundamentals of marketing

A Classification of Marketing Research

Marketing Research

Problem Identification Research

Problem

Solving

Research

  • Market Potential Research

  • Market Share Research

  • Image Research

  • Market Characteristics Research

  • Forecasting Research

  • Business Trends Research

  • Segmentation Research

  • Product Research

  • Pricing Research

  • Promotion Research

  • Distribution Research


Environmental analysis marketing research exercise

Environmental Analysis/ Marketing Research Exercise

INDIAN PRIEMIER LEAGUE


Indian premier league

Indian Premier League


Indian premier league1

Indian Premier League


4 ps of marketing

4 Ps of Marketing


4 ps of marketing1

4 Ps of Marketing

  • A marketer’s task is to build a marketing program or plan to achieve the company’s desired objectives.

  • The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the market.

  • These tools are broadly classified into four groups namely, product, price, place and promotion.

  • These are called the 4Ps of marketing.


Product

Product

  • Product variety

  • Quality

  • Design

  • Features

  • Brand name

  • Packaging

  • Sizes

  • Services

  • Warranties

  • Returns


Price

Price

  • List price

  • Discounts

  • Allowances

  • Payment period

  • Credit terms


Place

Place

  • Channels

  • Coverage

  • Assortments

  • Locations

  • Inventory

  • Transport


Promotion

Promotion

  • Sales promotion

  • Advertising

  • Sales force

  • Public relations

  • Direct marketing


Session 6 fundamentals of marketing

  • The marketing mix decisions must be made for influencing the trade channels as well as the final customers.

  • The company prepares an offering mix of products, services and price.

  • The company utilizes a mix of sales promotion, advertising, sales force, public relations, direct mail, telemarketing and internet to reach the trade channels and target customers.


Session 6 fundamentals of marketing

  • The firm can change its price, sales force size and advertising expenditures in the short run. It can develop new products and modify its distribution channels only In the long run.

  • Thus the firm typically makes a fewer period-to-period changes in the short run than in the number of marketing-mix decision variables might suggest.


Session 6 fundamentals of marketing

LAW OF FEW

10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%


Session 6 fundamentals of marketing

2006

2001

2005

1999

2005

2007

2004


Marketing strategy

Marketing Strategy

  • If a firm wants success in marketing efforts, it must formulate an appropriate and effective strategy or policy for its products. Marketing Strategy is the techniques which a firm adopts to counteract the marketing changes.


Session 6 fundamentals of marketing

1989


Marketing mix

Marketing Mix


Marketing mix1

Marketing Mix

  • The Product Mix Strategies. Decisions about packages, design, warranties, Product life cycle and new product development.

  • The Place or Distribution Mix Strategies. Involves the physical distribution of goods and the selection of marketing channels


Marketing mix2

Marketing Mix

  • The Promotion Mix Strategies. Activities relating to personal selling, advertising and sales promotion tools.

  • The Price Mix Strategies. Method of selling profitable and justifiable prices. Value of money. Involves discount, mark ups, services offered, sales tax, cost of goods sold, etc.


Thank you

Thank you


  • Login