m
m  



c
r

 

 Selling?
 Advertising?
 Promotions?
 Making products available in stores?
 Maintaining inventories?

 g



 

 



„

 

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

©

 

m
    is the 
  of
choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value.

›
 9 
 
9  
 



 

î
  


 


      
 

î 
À
 
 

× 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


 ’ 

     





 

 
 


   


0
^            

Sales
trying to get the customer to want what the

 produces

Marketing
trying to get the company produce what the

  wants


9
  r
 

 
× xoods
× Services
× Events
× Experiences
× Personalities
× Place
× Organizations
× Properties
× Information
× Ideas and concepts

ÿ
  


 


 aased on :
× Needs, Wants, Desires / demand
× Products, Utility, Value & Satisfaction
× Exchange, Transactions & Relationships
× Markets, Marketing & Marketers.

c
  


 

× Need ± food ( is a must )
× Want ± Pizza, aurger, French fry's ( translation of a need
as per our experience )
× Demand ± aurger ( translation of a want as per our
willingness and ability to buy )
× Desire ± Have a aurger in a five star hotel

cc
î


  




 




m
 

 

¦ustomers

¦ompany ¦ompetition

c„
r 
 

m !!!!!

g

 


  





 
 





 p
pp  

 

c©


"
 ¦USTOMER has needs, wants, demands and
desires
 Understanding these needs is starting point of
the entire marketing
 These needs, wants «« arise within a
framework or an ecosystem
 Understanding both the needs and the
ecosystem is the starting point of a long term
relationship

c›
 ·
#




g

$

%
&

 '  u t l r fit t t r i fr

i t r t r t t f t i i t
r t.
 9  
 u
 ri
 f
rfr   t ti
.
 ¬rfr  > t ti
=> ti
f ti
 ¬rfr  < t ti
=> i

ti
f ti

cÀ
   
9

 As a priority , we must bring to our customers

³r
 ´
We must be in a position to - 
 their
problems
Or in a new situation to give them a chance to


 the problems

c
  


Value aenefit / ¦ost
aenefit r
 aenefit +  

aenefit
¦ost Monetary ¦ost + Time ¦ost +
Energy ¦ost + Psychic ¦ost

c0
 g l
i
f
C titi
r  r ur c titr
?
r 
r thir
trgth
d w k


?
r 
h v b thir
tr tgi
?
 r th
likl
t r
d t
ur M rktig
l ?

c
9
 

 




  


 


  

 


g
 

 (  

 ) 
*     


&" ¦ p


 ( 



 
 +
 &"
  •
 +
•

cÿ
9
  !


Environmental Analysis

¦ompetitor Internal Analysis

¦ustomer
Supplier Technology KnowuHow
Regulatory Manufacturing KnowuHow
Social/ Political Marketing KnowuHow
Distribution KnowuHow
Logistics
Opportunities & Threats
Strength & Weaknesses

Identity ¦ore ¦ompetencies

Identify opportunity

Fit internal ¦ompetencies with external opportunities

r

 „

’ 
 


 A written document that acts as a guidebook of

marketing activities for the marketing manager

„c
"#’#’9$%&’#'($#
ausiness Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target Market Strategy
 Marketing Mix
× Positioning
× Product
× Promotion
× Price
× Place ± Distribution
× People
× Process
Implementation, Evaluation and ¦ontrol

„„

 

)


r



 
 



 

 



    



„›
r
r   *) ’ 

 
 Technology ?
 Other media substitutes ?

„À
r 
 (
 
9  
× HMT vs. Titan
× HLL vs. Nirma
× aajaj vs. Honda
× Market leadership today cannot be taken for
granted.New and more efficient companies are able
to upstage leaders in a much shorter period.

„
!











 

9
 

„0
   


 

)


-
 

 
 




 + 
. 
  m
 
#

 




$

 $  / 
 


#
+

$




$





m

$
 %
, r 


 




 
 

„
’ 


„ÿ