Chapter-1

Defining Marketing for the

21st Century
 What Is Marketing?
Change or die Eg: Nokia Mobile
Nirma Powder: Dudh si safedi nirma se ayi,
rangin kapde bhi khil khil jaye, sabki pasand Nirma

Marketing is about identifying and meeting human

and social needs profitably.
•Eg. Ebay, Amazon

“Marketing is an organizational function and a set

of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.”
 What Is Marketing management?
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.

Selling is only the tip of the marketing iceberg.

Marketing includes all activities includes knowing
customer well about his need and demand, creating
product which fulfills his demand and make the product
available to customer.
Ideally marketing should result in a customer who is
ready to buy.
Eg: I-Phone, Vivo-V5 (20MP-front camera)
 What Is Marketed?
Entity Example Entity Example

Goods Cars, TVs Services Airlines,

Hotels
Events IPL, Experiences Water park,
Tradeshow, Agro tourism
Olympic,
Places Incredible Persons Celebrities
India, Vibrant
Gujarat
Properties Real estate Organizations IIM,
Universities,
Tata
Information Books, Ideas Social
software marketing
 Demand States
Marketer Prospects

•Eight demand states are possible:

•In each case, marketers must identify the
underlying cause(s) of the demand state and
determine a plan of action to shift demand to a
more desired state.

1.Negative demand: Consumers dislike the product

and may even pay to avoid it.
2.Nonexistent demand: Consumers may be
unaware of or uninterested in the product.
3.Latent demand—Consumers may share a strong
need that cannot be satisfied by an existing product.
 Demand States (Cont…)

4.Declining demand —Consumers begin to buy the

product less frequently or not at all.
5.Irregular demand—Consumer purchases vary on
a seasonal, monthly, weekly, daily, or even hourly
basis.
6.Full demand—Consumers are adequately buying
all products put into the marketplace.
7.Overfull demand—More consumers would like to
buy the product than can be satisfied.
8.Unwholesome demand—Consumers may be
attracted to products that have undesirable social
consequences.
 Structure of Flows in Modern Exchange
Economy
•Traditionally Market is a physical place where buyers and
sellers gathered to buy and sell goods.
•Economists describe a market as a collection of buyers and
sellers who transact over a particular product or product
class (such as the housing market or the grain market).
A Simple Marketing System
 Key Customer Markets
• Consumer Markets: Companies selling mass
consumer goods and services such as soft
drinks, cosmetics, air travel, shoes establishing a
strong brand image by developing a superior
product and packaging, ensuring its availability,
and backing it with engaging communications
and reliable service.
• Business Markets: Companies selling business
goods and services often face well-informed
professional buyers skilled at evaluating
competitive offerings.
 Key Customer Markets
• Global Markets: Companies in the global marketplace
must decide which countries to enter; how to enter each
(as an exporter, licenser, joint venture partner, contract
manufacturer, or solo manufacturer); how to adapt product
and service features to each country; how to price
products in different countries; and how to design
communications for different cultures. They face different
requirements for buying and disposing of property;
cultural, language, legal and political differences; and
currency fluctuations.
• Nonprofit and Governmental Markets: Companies
selling to nonprofit organizations with limited purchasing
power such as churches, universities, charitable
organizations, and government agencies need to price
carefully.
 Marketplace, Market space and
Meta markets
• Marketplace is physical. eg. D-mart
• Market space is digital. e.g. Flipkart
• Meta market: “A cluster of complementary
products and services that are closely related in
the minds of consumers, but spread across a
diverse set of industries.”
• Eg. Automobile dealer, Event organizers, Tour
operators (Make my trip, Yatra.com)
 Needs, Wants and Demands
• Needs: Basic human requirements. Eg. Air, water, food,
clothing
•Wants: Needs that are directed to specific objects that
might satisfy the need. Eg. Non-veg
•Demands: Wants for specific products backed by an ability
to pay.
• Five types of needs:
1. Stated needs (The customer wants an inexpensive car.)
2. Real needs (The customer wants a car whose operating
cost, not initial price, is low.)
3. Unstated needs (The customer expects good service from
the dealer.)
4. Delight needs (The customer would like the dealer to
include an onboard GPS navigation system.)
5. Secret needs (The customer wants friends to see him or
her as a savvy consumer.)
 Offerings, Brands, Value and Satisfaction
Offering: “The intangible value proposition is made
physical by an offering, which can be a combination of
products, services, information and experiences.”
Brand: “It is an offering from a known source.”
•Eg. McDonald’s, Levi’s, TGB, Subway
Value: “The sum of the perceived tangible and intangible
benefits and costs to customers.”
•Value is a combination of quality, service, and price (QSP),
called the customer value triad. Value perceptions
increase with quality and service but decrease with price.
Satisfaction: “It is person’s judgment of a product’s
perceived performance in relation to expectations.”
•If the performance falls short of expectations, the customer
is disappointed. If it matches expectations, the customer is
satisfied. If it exceeds them, the customer is delighted.
 Marketing Channels

Communication (To deliver and

receive message)

Distribution (Deliver physical

product or service)
Service (Transaction with
potential buyers)
 Marketing Environment
1. Task environment
2. Broad environment.

The task environment includes the actors

engaged in producing, distributing, and promoting
the offering.

The broad environment consists of six

components: demographic environment,
economic environment, Social-cultural
environnent, Natural environnent, Technological
environnent, and Political- legal environment.
 Company Orientations towards
the marketplace
The production concept is one of the oldest concepts
in business.
•It holds that consumers prefer products that are widely
available and inexpensive.
•Managers concentrate on achieving high production
efficiency, low costs, and mass distribution.
• It can be used when company wants to expand the
market.
The product concept proposes that consumers favor
products offering that have the most quality,
performance or innovative features.
•Managers focus on making superior products and
improving them over time.
 Company Orientations towards
the marketplace (Cont…)
The selling concept Organization must undertake
aggressive selling and promotion efforts.
•It is practiced most aggressively with unsought
goods buyers don’t normally think of buying such as
insurance, encyclopedia and when firms with
overcapacity.
•Aim to sell what they make, rather than make what
the market wants.
The marketing concept emerged in the mid-
1950s as a customer-centered, sense-and-
respond philosophy.
•The job is to find not the right customers for your
products, but the right products for your customers.
 Holistic Marketing
The holistic marketing concept is based on
interdependencies. It recognizes everything matters.
 Relationship Marketing
It aims to build mutually satisfying long term
relationship with key constituents in order to earn
and retain their business.

Customers

Employees

Marketing Partners (Channel,

supplier, distributors, dealers,
agencies)

Financial Community (Shareholders,

investors)
 Integrated Marketing
Key themes:
(1) Many different marketing activities can create,
communicate, and deliver value, and
(2) When coordinated, marketing activities
maximize their joint effects. In other words
marketers should design and implement any one
marketing activity with all other activities in mind.
Integrated Marketing (Cont…)
McCarthy
classified various
marketing activities
into marketing-mix
tools of four broad
kinds, which he
called the four Ps of
marketing: product,
price, place, and
promotion.
Customer Centric
“SIVA”
1. Solution
2. Information
3. Values
4. Access
 Internal Marketing
• It ensures that everyone in the organization
follows marketing principles.
• Internal marketing is the task of hiring, training,
and motivating able employees who want to serve
customers well.
• It requires vertical alignment with senior
management and horizontal alignment with other
departments, so everyone understands,
appreciates and supports the marketing efforts.
 Performance Marketing
•Performance marketing requires understanding the
financial and nonfinancial returns to business and
society from marketing activities and programs also
considering the legal, ethical, social, and
environmental effects of marketing activities and
programs.
•Top marketers are increasingly going beyond sales
revenue to examine the marketing scorecard and
interpret what is happening to market share,
customer loss rate, customer satisfaction, product
quality, and other measures.
•Societal marketing concepts: “Meeting needs
profitably in a way that preserves or enhance
consumer’s and society’s long term well being.”
 Marketing Management Tasks
• Developing marketing strategies and plans
• Assess market opportunities and customer value
• Choose value
• Design value
• Deliver value
• Communicate value
• Sustain growth and value