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Copyright © 2003 Prentice-Hall, Inc.

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An Introduction to MarketingAn Introduction to Marketing

PowerPoint byPowerPoint by

Vidyadhar VedakVidyadhar Vedak

DY Patil Inst of MCA, Pune 44.DY Patil Inst of MCA, Pune 44.


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The Ne !cono"y

Substantial increase in buying powerSubstantial increase in buying power

A greater variety of goods and servicesA greater variety of goods and services

A greater amount of information about practically anythingA greater amount of information about practically anything

WebsitesWebsites can provide companies with powerful new information and salescan provide companies with powerful new information and sales

channels.channels. TheThe InternetInternet can be used as a communication channel for purchasing, training,can be used as a communication channel for purchasing, training,

and recruiting.and recruiting.


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The Ne !cono"y

Companies can collect fuller and richerCompanies can collect fuller and richerinformationinformation about markets, customers,about markets, customers,

prospects and competitors.prospects and competitors.

Companies can haveCompanies can have !way communication!wa

y communication with customers and prospects.with customers and prospects.

Companies can improve logistics andCompanies can improve logistics and

operations for cost savings while improvingoperations for cost savings while improving

accuracy and service "uality eg. onlineaccuracy and service "uality eg. onlineshopping.shopping.


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The #co$e of Marketing

#arketing$ typically seen as the#arketing$ typically seen as the

task of creating, promoting, andtask of creating, promoting, and

delivering goods and services todelivering goods and services toconsumers and businesses,consumers and businesses, at aat a

profit

profit..


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The #co$e of Marketing

%laces%laces

%roperties%roperties

&rgani'ations&rgani'ations

InformationInformation

IdeasIdeas

(oods(oods

ServicesServices

)*periences)*periences

)vents)vents

%ersons%ersons


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Marketing Conce$ts

and Tools +efining #arketing+efining #arketing

#arketing#arketing #arketing #anagement#arketing #anagement

Core #arketing ConceptsCore #arketing Concepts Segmentation, Target #arketsSegmentation, Target #arkets

and %ositioning ST%-and %ositioning ST%-


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%igure &'&( A #i"$le Marketing #yste"


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Marketing Conce$ts

and Tools

#arketplace,#arketplace,

#arketspace,#arketspace,andand

#etamarket#etamarket


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Marketing Conce$ts

and Tools #arketers and %rospects#arketers and %rospects

eeds, Wants, and +emandseeds, Wants, and +emands

%roduct, &ffering, and /rand%roduct, &ffering, and /rand

0alue and Satisfaction0alue and Satisfaction Customer value triadCustomer value triad 0alue0alue

0alue 1 /enefits 2 Costs 10alue 1 /enefits 2 Costs 1 3unctional benefits 4 )motional benefits- 23unctional benefits 4 )motional benefits- 2

#onetary costs 4 Time costs 4 )nergy costs 4#onetary costs 4 Time costs 4 )nergy costs 4

%sychic costs-%sychic costs-


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Marketing Conce$ts

and Tools

5elationships and etworks5elationships and etworks

5elationship marketing5elationship marketing C//C//

C5#C5#

#arketing Channels#arketing Channels

Supply ChainSupply Chain



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Marketing Conce$ts

and ToolsCompetitionCompetition

/rand competition/rand competition

Industry competitionIndustry competition

3orm competition3orm competition

(eneric competition(eneric competition

#arketing environment#arketing environment Task environmentTask environment

/road environment/road environment

#arketing %rogram#arketing %rogram #arketing program#arketing program

#arketing mi*#arketing mi*



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%igure &')(The %our P

Co"$onents

of the

Marketing Mi*



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%igure &'+( Marketing'Mi* #trategy



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Co"$any rientations

Toard the Market$lace %roduction Concept%roduction Concept

%roduct concept%roduct concept Selling ConceptSelling Concept

#arketing Concept#arketing Concept



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%igure &'-( Contrasts eteen the #ales Conce$t

and the Marketing Conce$t



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Co"$any rientations

Toard the Market$lace

Target #arketTarget #arket

Customer eedsCustomer eeds Stated needsStated needs

5eal needs5eal needs

6nstated needs6nstated needs

+elight needs+elight needs

Secret needsSecret needs



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%igure &'/( Traditional rgani0ational Chart

1ersus Modern Custo"er'riented Co"$any

rgani0ation Chart



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%igure &'&2( The Custo"er Conce$t

Co"$any rientations Toard

the Market$lace



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Co"$any rientations

Toard the Market$lace Societal #arketing ConceptSocietal #arketing Concept

Cause!related marketingCause!related marketing



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3o usiness and

Marketing are Changing Company responses and ad7ustmentsCompany responses and ad7ustments

5eengineering5eengineering

&utsourcing&utsourcing

)!commerce)!commerce

AlliancesAlliances

+igital #arketing+igital #arketing

%artner!suppliers%artner!suppliers

)!#arketing)!#arketing

(lobal and local(lobal and local

+ecentrali'ed+ecentrali'ed



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Ada$ting Marketing to the

Ne !cono"y Everyone Everyone does the marketingdoes the marketing

/uild brands through/uild brands through performance performance,,

not 7ust advertisingnot 7ust advertising

(rowth thru customer(rowth thru customer retentionretention rather than customerrather than customer acquisitionacquisition

3rom none to in!depth customer3rom none to in!depth customer

satisfaction measurement satisfaction measurement 3rom over!promise, under!deliver to3rom over!promise, under!deliver to

under-promise, over-deliver under-promise, over-deliver

The ewThe ew Hybrid Hybrid



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Tale 5'&( ld !cono"y 1s. Ne !cono"y

ld !cono"yld !cono"y Ne !cono"yNe !cono"yrgani0e y $roduct unitsrgani0e y $roduct units

%ocus on $rofitale transactions%ocus on $rofitale transactions

6ook $ri"arily at financial scorecard6ook $ri"arily at financial scorecard

%ocus on shareholders%ocus on shareholders

Marketing does the "arketingMarketing does the "arketinguild rands through ad1ertisinguild rands through ad1ertising

%ocus on custo"er ac7uisition%ocus on custo"er ac7uisition

No custo"er satisfactionNo custo"er satisfaction

"easure"ent"easure"ent1er'$ro"ise, under'deli1er 1er'$ro"ise, under'deli1er

rgani0e y custo"er seg"entsrgani0e y custo"er seg"ents

%ocus on custo"er lifeti"e 1alue%ocus on custo"er lifeti"e 1alue

6ook also at "arketing scorecard6ook also at "arketing scorecard

%ocus on stakeholders%ocus on stakeholders

!1eryone does the "arketing!1eryone does the "arketinguild rands through eha1ior uild rands through eha1ior

%ocus on custo"er retention and%ocus on custo"er retention andgrothgroth

Measure custo"er satisfaction andMeasure custo"er satisfaction andretention rateretention rate

8nder'$ro"ise, o1er'deli1er 8nder'$ro"ise, o1er'deli1er



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Tale 4.&( Product'riented 1ersus Market'riented

Definitions of a usiness

Co"$anyCo"$any Product DefinitionProduct Definition Market DefinitionMarket Definition

Missouri'PacificMissouri'Pacific9ailroad9ailroad

:e run a railroad:e run a railroad :e are a $eo$le'and':e are a $eo$le'and'goods "o1er goods "o1er

;ero*;ero* :e "ake co$ying:e "ake co$yinge7ui$"ente7ui$"ent

:e hel$ i"$ro1e office:e hel$ i"$ro1e office$roducti1ity$roducti1ity

#tandard il#tandard il :e sell gasoline:e sell gasoline :e su$$ly energy:e su$$ly energy

Colu"ia PicturesColu"ia Pictures :e "ake "o1ies:e "ake "o1ies :e "arket entertain"ent:e "arket entertain"ent

!ncyclo$aedia!ncyclo$aedia :e sell encyclo$edias:e sell encyclo$edias :e distriute Infor"ation:e distriute Infor"ation

Carrier Carrier :e "ake air:e "ake airconditioners andconditioners andfurnacesfurnaces

:e $ro1ide cli"ate:e $ro1ide cli"atecontrol in the ho"econtrol in the ho"e



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Tale 5'


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=ueries elco"ed> .

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