Intro to the subject

• 1.WHY DID YOU CHOOSE MARKETING?

• 2.WHAT DO YOU THINK YOU ARE GOING
TO LEARN ABOUT?
• 3.BOARD PATTERN OF MARKING
• 4.PROJECT DETAILS
• 5.CAREERS IN MARKETING
• 6.MYTHS ABOUT MARKETING
• 7.WILL THE SUBJECT HELP ME IN
UNIVERSITY?
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 Jobs in marketing
• Marketing Specialist
• Social Media Manager
• Search Engine Optimization Specialist
• Email Marketing Manager
• Web Content Writer
• Web Producer
• Product Manager
• Marketing Analyst
• Advertising Coordinator
• Advertising Manager
• Public Relations Manager
• Brand Manager
• Media Buyer
• Chief Marketing Officer
• Digital Marketing Manager
• Digital Marketing Director
• eCommerce Manager
MARKETING MANAGEMENT

UNIT 1
INTRODUCTION
TO MARKETING
Good Marketing is No Accident

TATA SWACH
Write about how tata
swatch a water purifier
has identified an unmet
need and helped rural
india?

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Thinking activity

•List 5 problems
you will face if
there is NO
marketing
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Marketing defined
• Identifying and Meeting needs profitably

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NIRMA –NEW STRATEGY

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 e d
e fin
D
Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging offers
that have value for customers,
clients, partners,
and society at large.

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 25

 e d
e fin
D
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.

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 9 of 25

Starter activity
• 1.Choose your favorite product.
• 2.list down reasons why you love the product.
• 3.What un met need do you feel that product
has met??
• 4.Does the product have demand? YES/NO
why do you feel so?
• 5.Is it GOODS/SERVICES?
• 6.What has the brand done to maintain strong
relationship with you?
Introduction-Marketing
Core marketing concepts

Needs
wants and
demands

Create an
Exchange offering

Customer Customer
satisfaction Value
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Needs Wants and demands

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Meaning of needs-wants-
demand

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Make a story -NWD

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2.Create a Market Offering
How a brand developed its
product

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Development of a service

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3.Customer Value
• Customer value is difference between the
benefits the customer gains from owning a
product and cost of obtaining the product.

Customer Value = Total Customer Benefits –

Total Customer Costs
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4.Customer satisfaction
• 4. A Customer is said to be satisfied if their
expectations match with the actual
performance of the product.

• Customer Satisfaction=Experience –
Expectation
4.Exchange process

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5.Exchange
• Exchange is the act of obtaining a desired
object from someone by offering something
in return. Marketing works through
exchange.

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TASK 1
• In a recent assignment your school asked
you to persuade people and collect money
for school’s social service initiative. You
could successfully convince your neighbor
for contributing money. Did marketing take
place in the process? Explain why or why
not.

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Learning objective

• To explain and apply

the scope of marketing

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What is Marketed ? Scope of
marketing
• Experiences
Persons
• Events
• Properties
• Organizations
• Information
• Ideas Places

Goods
Services
What is Marketed?
Goods

Services

Events & Experiences

Persons

Places & Properties

Organizations

Information

Ideas
What kind of thing is marketed?
Healthcare advertisement

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Identify the kind of product

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Experience

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Shopping is an experience

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Places
Incredible India

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Switzerland Tourism
commercial

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Person marketing

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Organisation

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Property-Real
estate/stocks/shares/Mutual fund

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Roti reminder-Idea

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IDEA of safety being marketed by
CEAT

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Events

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 Classify them into different categories-
Give examples of similar products
• 1.Nursing
• 2.Ashok Leyland –Manufacturing and selling trucks
• 3.Blood donation awareness
• 4.Justin Bieber concert
• 5.Oscar award ceremony
• 6.Oscars telecast on Star Movies
• 7.MRI machine to be sold to an hospital
• 8.India being marketed as a leader in Medical tourism
• 9.Varun Dhawan endorsing the new range of Skybags
• 10.SBI mutual fund
• 11.Philips promoting their innovation in Research & Development
• 12.Save the girl child campaign
• 13.Lodha Promoting its new township in Bangalore
• 14. Banking, consultancy
• 15. Philips promises its customers products which are technologically advance and hassle free.
• 16. newspapers, magazines, books
• 17. creating awareness on few ideas like Family Planning, AIDS awareness, discouraging-
smoking, child labour
 Assignment
• Badshah is going to perform in Dubai soon, and
the tickets for the live performance are
available for sale now. Your event management
firm is taking care of Sales
• 1.what kind of product is marketed? Define the
target market for the show?
• 2.Ways of Advertising and Promoting the show?
Your budget is 25000 dhs.
• 3.Four Offers that you can suggest so that the
sales are higher?
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 Importance of marketing

1.Promotion and creating 1.Choice and variety to the 1.Employment generation

awareness consumers

2.Increase the sales and 2.Creates Utilities-Form, 2.Welfare of the society

profit of the company place and possession

3.Enhance the reputation of 3.Various platforms for

the company selling

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Welfare of the society

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Apply --this helps which entity

1.To add value for consumers,

2.To win customers,
3.To outperform its competition,
4.To make a difference to society
5.To achieve the firm’s other
defined objectives.
 Marketing Management
Philosophies

• Consumers favor products that are

Production Concept available and highly affordable.
• Improve production and distribution.

• Consumers favor products that offer

Product Concept the most quality, performance, and
innovative features.

Selling Concept • Consumers will buy products only if

the company promotes/ sells these
products.

Marketing Concept • Focuses on needs/ wants of target

markets & delivering satisfaction
better than competitors.
Holistic Marketing Concept • Focuses on everything as everything and
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Haier-focusing on Production

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Armani-Smart watch

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Apple-Product Philosophy

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MUTUAL FUNDS-
SALES ORIENTATION

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Info-commercials
Last minute homework-
marketing orientation

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Understanding needs

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SOCIETAL ORIENTATION

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Societal Marketing concept
• 1.Giving back to the society
• 2.business a part of society
• 3.Business has the financial and human
resources
• “Marketing efforts are socially responsible
and help the organization in gaining trust in
the society and also remain profitable”.

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P&G tackles many issues

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Election campaign by-TATA TEA

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Nestle –csr initiatives

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Identify the orientations this
company follows

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 KNOWLEDGE ASSESSMENT 3 State True or False

1. Product means only physical products

2. Needs and wants are same.
3. Marketing is more than selling.
4. Marketing concept doesn’t just end with understanding customers
needs and wants, it is making customers satisfied.
5. Product concept led to production concept.
6. Production concept believed in improvement in product and making
it available to customers.
7. The production concept is extinct in India.
8. Marketing begins before production and continues after sales.
9. Marketing is no longer a function of marketing department only.
10. In selling concept, it is the customer and not the seller that needs to
beware.

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 Choose any 2 philosophies
What's Hot what’s not about them
HOT NOT

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Selling lemonade activity

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 Cre-activity time
• Create your own technologically driven
lemonade stand or brand(Use AI,QR …..)
• Select target group
• Select the orientation of your stand or brand
• Apply 4p’s(acc to orientation) to your
lemonade stand /brand
• Be creative and different
• WIN THE FIRST MARKETING CHAMPION
AWARD
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Who is Responsible for Marketing?

Entire Organization
Marketing Department

Chief Marketing Officer

(CMO)
Selling is only the tip of the iceberg

“There will always be need for

some selling. But the aim of marketing
is to make selling superfluous. The aim
of marketing is to know and understand
the customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer
who is ready to buy. All that should be
needed is to make the product or
service available.”
Peter Drucker
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The Selling and Marketing
Concepts Contrasted
 Selling vs marketing
BASES Selling Marketing
DEFINITION

SCOPE

EMPHASIS

PROFIT
THROUGH
MARKET
SEGMENTATION
MARKETING
 SELLING
MARKETING
PRICE
DETERMINATION

STARTS WITH

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Holistic Marketing Dimensions

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Pitch about importance of
marketing

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The Four P’s

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Marketing Mix and the Customer

Four P’s Four C’s

• Product • Customer
• Price solution
• Place • Customer cost
• Promotion • Convenience
• Communication

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 BRAND THIS NOW
• A WELL KNOWN COSMETIC COMPANY WANTS TO
INTRODUCE A MILD SHAMPOO THAT CAN BE USED
DAILY.THE COMPANY FELT THAT IN THE WARM AND HOT
WEATHER THE PERSPIRATION RESULTS IN HAIR DAMAGE
AND THIS SHAMPOO WOULD BE SAFE AND EFFICIENT
AND GOOD FOR HAIR.
• A.DECIDE A TARGET GROUP-Which country are you
launching
• B.WHICH ORIENTATION THIS COMPANY IS FOLLOWING?
Explain
• C.GIVE A BRAND NAME AND DESIGN A LOGO
• D.SUGGEST A TAGLINE
• E.WHO WOULD BE THE BRAND AMBASSADOR
DEPENDING ON YOUR TARGET GROUP?why chosen?