Beruflich Dokumente
Kultur Dokumente
TH JMC)
ORATOR : RAMEEZ PATOLI (124TH
What is Marketing??
Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
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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
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Marketing = ?
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.
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Industry
(a collection
of sellers)
Goods/services
Money
Information
Market
(a collection
of Buyers)
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Marketing = ?
product
product
price
price
place
place
promotion
promotion
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Convenience
Place
Product
Customer
Solution
Price
Promotion
Customer
Cost
Communication
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Difference
Difference Between
Between -- Sales
Sales &
&
Marketing
Marketing ??
Sales
trying to get the customer to want what the
company produces
Marketing
trying to get the company produce what
the customer wants
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Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and concepts
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Core Concepts of
Marketing
Based on :
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Needs, wants
demands
Markets
Products
Marketing &
Marketers
Xchange, Transaction
Relationships
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Customers
Company
Competition
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Who is a Customer ??
CUSTOMER IS . . . . .
Anyone who is in the market looking at a product /
service for attention, acquisition, use or consumption
that satisfies a want or a need
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Customer
CUSTOMER 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
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Customers - Problem
Solution
As a priority , we must bring to our customers
WHAT THEY NEED
We must be in a position to UNDERSTAND their
problems
Or in a new situation to give them a chance to AVOID
the problems
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Analysis Of Competition
Who are your competitors?
What are their strengths and weaknesses?
What have been their strategies?
How are they likely to respond to your
Marketing plan?
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Strategic Marketing
Strategic marketing management is concerned with
how we will create value for the customer
Asks two main questions
What is the organizations main activity at a
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Strategic Planning
Strategic Planning is the managerial process of
creating and maintaining a fit between the
organizations objectives and resources and the
evolving market opportunities.
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Business Strategic-Planning
Process
External environment
(Opportunity &
Threat analysis)
Goal Formulation
Business Mission
Internal Environment
(Strength/ Weakness analysis)
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Strategy Formulation
Environmental Analysis
Internal Analysis
Competitor
Customer
Supplier
Regulatory
Social/ Political
Technology Know-How
Manufacturing Know-How
Marketing Know-How
Distribution Know-How
Logistics
Identify opportunity
Firm Strategies
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Positioning
Product
Promotion
Price
Place Distribution
People
Process
Marketing Strategy
Target Market
Strategy
Marketing Mix
Product
Place/Distribution
Promotion
Price
Implementation
Evaluation,
Control
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Marketing Environment
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Factors
Influencing
Companys
Marketing
Strategy
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External
External Marketing
Marketing Environment
Environment
External Environment
is not controllable
Social
Social
Change
Change
Ever-Changing
Ever-Changing
Marketplace
Marketplace
Demographics
Demographics
Product
Product
Distribution
Distribution
Promotion
Promotion
Price
Price
Economic
Economic
Conditions
Conditions
Physical / Natural
Competition
Competition
Environmental
Scanning
Target Market
Technology
Technology
Political
Political&&
Legal
LegalFactors
Factors
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The macro-environment
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P
P rr oo dd uu cc tt
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Product is . . . . .
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Types of Products
PRODUCTS
Consumer
Products
Services
Industrial
Products
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Product
Product Item
Item
A
A specific
specific version
version of
of aa product
product
that
that can
can be
be designated
designated as
as aa
distinct
distinct offering
offering among
among an
an
organizations
organizations products.
products.
Product
Product Line
Line
A
A group
group of
of closely-related
closely-related
product
product items.
items.
Product
Product Mix
Mix
All
All products
products that
that an
an
organization
organization sells.
sells.
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Product Mix
Width how many product lines a company has
Length how many products are there in a product line
Depth how many variants of each product exist within a
product line
Consistency how closely related the product lines are in
end use
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Lighters
Cricket
S.T. Dupont
Atra
Right Guard
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What is a Service?
Defining the Essence
An act or performance offered by one party to another
(performances are intangible, but may involve use of
physical products)
An economic activity that does not result in ownership
A process that creates benefits by facilitating a desired
change in customers themselves, or their physical
possessions, or intangible assets
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Health care
Lodging
Education
Wholesaling and retailing
Laundries, dry-cleaning
Repair and maintenance
Professional (e.g., law,
architecture, consulting)
Restaurants, bars,
catering
Insurance
News and entertainment
Transportation (freight and
passenger)
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Classification of Services
Banking
Pure Intangible
Service
Good Transportation
Major Service with
Minor Product
Business Hotels
Product = Service
Computers
Major Product with
Minor Services
Materials / Components
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Product elements
Process
People
Physical evidence
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3.
3.
4.
4.
5.
5.
The
The purpose
purpose of
of aa company
company is
is to
to create
create aa customerThe
customerThe only
only
profit
profit center
center is
is the
the customer.
customer.
A
A business
business has
has twoand
twoand only
only twobasic
twobasic functions:
functions: marketing
marketing
and
and innovation. Marketing
Marketing and
and innovation
innovation produce
produce results:
results: all the
rest
rest are
are costs.
costs.
The
The aim of marketing is
is to
to make
make selling
selling unnecessary.
unnecessary.
While
While great
great devices
devices are
are invented
invented in
in the
the Laboratory,
Laboratory, great
great
products
products are
are invented
invented in
in the
the Marketing
Marketing department.
department.
Marketing
Marketing is
is too
too important to be left to the marketing
marketing
department.
department.
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The
The core
core product or service offered
Support
Support services
services and
and systems
systems
The
The technical
technical performance
performance of
of the
the firm
firm
Interaction
Interaction with
with the firm
firm and
and itit employees
employees
The
The emotional
emotional connection
connection with
with customers
customers
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Old Economy
Organize
Organize by
by product
product units
units
Focus
Focus on
on profitable
profitable transactions
transactions
Look
Look primarily
primarily at
at financial
financial
scorecard
scorecard
Focus
Focus on
on shareholders
shareholders
Marketing
Marketing does
does the
the marketing
marketing
Build
Build brands
brands through
through advertising
advertising
Focus
Focus on
on customer
customer acquisition
acquisition
No
No customer
customer satisfaction
satisfaction
measurement
measurement
Over-promise,
Over-promise, under-deliver
under-deliver
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Mythbuster Technology
alone does not deliver,
helps people do.
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start
using instantly.
with it immediately
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Mythbuster Customers
are not only present
where competition is.
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So
So what
what will
will the
the differentiators
differentiators be
be ::
Technology ?
Brand ?
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Customer Service !
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THANK YOU !
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