It’s All About

Marketing

By:-
Prof. Geeta Naidu
H.O.D
Department of Management Technology
S.B.J.I.T.M.R
 ng is A l l
M ar ke ti
o u n d U s
A r
 But this is not for today's
competitive scenario,
As we are talking about Green
Branding, CSR. Corporate
governance.
 What is marketing?
• ??????? What are your thoughts?
• “The process of planning and executing the
conception, pricing, promotion and
distribution of ideas, goods and services to
create exchanges that satisfy individual and
organizational goals.

Create, sustain, maintain or add

VALUE!
 Evolving Views of Marketing’s
Role
Production

Marketing

Customer
re
Hu ur
so
ma ces

ce
n
n

na
Fi

The customer as the controlling function and marketing as the inte

 The Marketing Process
• People: Consumer Behavior, Segmentation
• Strategy: Planning, Competition, Research
• Performance: Satisfaction, profits, sales, repeat
sales, brand awareness, brand recognition,
market share, market growth, brand equity
• 4Ps: Product, Price, Place, Promotion
 Customer is KING!!:- The 4 Ps of
Marketing
1. Product – good, 2. Price – what the
service or idea that product is exchanged
offers a bundle of for
tangible and intangible 4. Place – all aspects of
attributes to satisfy the getting products to the
consumer consumer in the right
3. Promotion – the location at the right
communication of all time.
other Ps
 What can you “market”?
• Products, Services • Categories of
• Experiences, markets:
Events – Consumer
• People – Business
– Global
• Places, Properties
– Government &
• Organizations Nonprofit
• Information, Ideas
 Elements of Exchange
At
At Least
Least Two
Two
Parties
Parties Something
Something of
of
Value
Value

Necessary Ability
Ability to
to
Necessary Communicate
Conditions Communicate
Conditions Offer
Offer
for
for Exchange
Exchange
Freedom
Freedom toto
Accept
Accept or
or Reject
Reject
Desire
Desire to
to Deal
Deal
With
With Other
Other Party
Party
 Marketing Management
Philosophies

Philosophy
Philosophy Key Ideas

Production
Production Focus on efficiency of internal operations

Focus on aggressive techniques for

Sales
Sales overcoming customer resistance

Market Focus on satisfying customer needs and wants

Market
Focus on satisfying customer needs and
Societal
Societal wants while enhancing individual and
societal well-being
• Relationship Era
– Began in 1990s
– Carried customer orientation even further
– Focuses on establishing and maintaining
relationships with both customers and
suppliers
– Involves long–term, value–added
relationships
 DEBATE:
• Does Marketing CREATE or SATISFY
NEEDS?

• Marketing has often been defined in terms of satisfying

customers needs and wants. Critics, however, maintain
that marketing does much more than that and creates
needs and wants that did not exist before. According to
these critics, marketers encourage consumers to spend
more money than they should on goods and services
they really don’t need.
 Functions of Marketing
• Promotion
– Communicates information about products,
services, images or ideas to customers or
clients to influence their purchase behavior.
 Functions of Marketing
• Financing
– Determining the
need for and
availability of
financial resources
to aid in marketing
activities.
 Functions of Marketing
• Distribution
– The physical
movement or the
transfer of
ownership of a
good or service
form the producer
to the consumer.
 Added Value
• Utility is the usefulness of a product.

There are five types of utilities. . . .

 Form Utility
• Making or producing things

• For example, how is wheat changed to a

more useful product?
 Place Utility
• The product’s usefulness is increased
because of its location.

• Where does the various types of food

you eat everyday come from? Would
you like to go to MAHABALESHWAR to
get an STRAWBEERY?
 Time Utility
• Making a product available at the right
time of year or a convenient time of
day.

• Ex. DIWALI, Valentine’s Day or stores

staying open late in order to attract
customers who work during the day.
 Possession Utility
• The ability to aid customers in owning goods.

• Does the store offer credit cards or take checks?

 Information Utility
• Usefulness added to the product through
communication.

• Packages, labels, advertisements,

displays, signs . . .
 Customer Value

– Offer products that perform

– Give consumers more than they
expect
– Avoid unrealistic pricing
– Give the buyer facts
– Offer organization – wide
commitment in service and after
sales support
What is Perceived Customer Value?

Product
Product value
value
Services
Services value
value Total
Total
customer
customer
Personnel
Personnel value
value benefit
benefit
Customer
Customer
Image
Image value
value delivered
delivered
value
value
Monetary
Monetary cost
cost

Time
Time cost
cost Total
Total
customer
customer
Energy
Energy cost
cost cost
cost
Psychic
Psychic cost
cost
 Customer Satisfaction
• The feeling that a product has met or exceeded
the customers’ expectation
– Focus on delighting customers
– Provide solutions to consumers’ problems
– Measuring satisfaction: complaint and suggestion
systems, surveys, lost customer analysis
 Satisfied Customers
• Are loyal longer
• Buy more (new products & upgrades)
• Spread favorable word of mouth
• Are more brand loyal (less price
sensitive)
• Offer feedback
• Reduce transaction costs
• Is Satisfaction the same as LOYALTY?
 “The Mismanagement of
Customer Loyalty”
• How does your firm currently treat loyalty? Is it
important? Do you currently measure it? How
effective it is? What do you think needs to
change?
• What companies can be considered “best
practices” candidates for generating customer
loyalty?
Social Criticisms of Marketing – the
consumer interest

• Causes prices to be higher

• Deceptive practices in promotion,
packaging and price
• High pressure selling
• Shoddy or unsafe products
• Poor service to disadvantaged people
 Other Social Criticisms of
Marketing
• Impact on society
– Materialism
– Too few social goods
– Cultural pollution
– Too much political power
• Impact on other business
– Acquisitions, entry barriers
Other aspects of marketing:-
1.Branding
2.Advertising or IMC
3.Product line
4.CRM
5. Technology advancement
6.Scanning the marketing environment
7.Marketing research and demand forecasting.
8.Segmentation
9.Targeting
10.Positioning and repositioning
11.Analyzing buyer behavior
12.analyzing competition.
13. Packaging and labeling
14. Marketing of services
 Why study marketing?
• . . . to understand
business
• . . . to learn
interpersonal skills
• . . . to perfect
communication skills.
Majoring in Marketing
Careers in Marketing
 Why Major in Marketing?
• At the core of every type of organization
• Allows you to draw on many skills and interests,
such as creativity, sales, research and analysis,
communication, and management
• Brings together many diverse industries, i.e.,
strategic alliances, co-branding, etc.
• Is at the forefront of societal and public policy
issues
• Offers outstanding variety of career
opportunities and a fast route up the corporate
ladder
• IT’S FUN!!
 Marketing Course “Tracks”
• Advertising
– Advertising Management
– Integrated Marketing Communications
• Sales
– Personal Selling
– Sales Management
• International
– International Marketing and Trade
– Business Law Minor
 Experiential Learning:
Integrated Marketing Campaigns

• Seminar-style class taught in the WINTER SESSION

• Students function as an advertising agency and
develop a marketing campaign for an actual company
• Pitch campaign at the regional level (NYC)
Linking Marketing Electives to Career Paths
 Marketing Jobs
 Marketing positions are available in:
 Businesses of all sizes and industries
 Consumer Packaged Goods Companies
 Global companies
 Non-profit organizations
 Media companies
 TV, Radio, Newspapers, Magazines, e-
commerce companies
 Marketing services providers
 Advertising agencies
 PR firms
 Marketing research companies
 Product placement firms

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 Common Marketing Career Paths and Salary Ranges

Brand Advertising
Advertising
Brand and
and Sales
Marketing
Marketing Public
Public Retail
Product Sales Research
Research
(Account
(Account
Relations Retail
Product Services)
Services) Relations

Top Sales Director of Top Public

Vice President Director of
Executive Client Services Relations Vice president
of Marketing Market Research
Executive

Account Director District sale

Brand/Product Regional Sales Market Research manager
Manager Manager Manager

Account Public relations

Store manager
Supervisor manager

Marketing District Sales Market Research

Coordinator Manager Supervisor Department
Account
Executive Manager

Marketing Sales Market Research Public relations

Assistant Representative Analyst Asst. Account specialist Retail sales staff
Executive

Academic
Academic Training
Training

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 Where Can I Work in Brand
Management?
• Example: Brand Management can be found in:
– Packaged goods companies
– Pharmaceuticals
– Advertising firms
– PR firms
– Brand Development firms
– Financial firms
– Accounting firms
– Education
– Non-profits

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 Where Can I Work in Sales?

• Professional Selling is performed in:

– Health Care Products and Services
– Financial Services
– Information Technology/Networking Products
and Services
– Sports Products and Services

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Where Can I Work in Marketing
Support?
• For advertising, public relations, interactive
marketing, marketing research, and other
marketing services, look at:
– Advertising agencies
– Media buying firms
– Public relations firms
– Direct marketing firms
– Interactive marketing firms
– Marketing research firms
– Sports marketing agencies
– Sports teams (advertising and sponsorship sales)
– Event planning firms
– Media companies (advertising sales)
• In-house positions

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 Where Can I Work in Retail?
• Retailing offers many options for marketing
majors—buying, store operations and
management, e-commerce, and corporate
management
• Among the types of companies to look at:
– Mass merchants
– Department stores
– Specialty retailers
– Discount stores and warehouse clubs
– Grocery and drug store chains
– Restaurant and fast food chains
– Dealerships
– Non-store retailers: e-commerce firms,
mail order and catalogue companies

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 Marketing Rocks!

• Marketing can be the gateway to other company

experiences due to its integration with other fields

• Marketing careers are varied, universal, and

amusing

• You CAN find a job in marketing

• You CAN earn a strong salary in marketing

• You’re going to have some excitement in your job

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To have endurance and to listen me
 Contact Information

Prof. Geeta Naidu

H.O.D
DMT-SBJTMR
CELL NO: 98233-06455
MAIL ID-naidugeeta@rediffmail.com