classroom 101
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Its All AboutMarketing
By:-Prof. Geeta Naidu
H.O.DDepartment of Management Technology
S.B.J.I.T.M.R
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But this is not for today's competitivescenario,
As we are talking about Green Branding,CSR. Corporate governance.
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What is marketing?
??????? What are your thoughts?The process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods andservices to create exchanges that satisfy individualand organizational goals.
Create, sustain, maintain or add VALUE!
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Evolving Views of Marketings Role
The customer as the controlling function and marketing as the integrative fun
Customer
Marketing
Production
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The Marketing ProcessPeople:Consumer Behavior, SegmentationStrategy: Planning, Competition, ResearchPerformance:Satisfaction, profits, sales, repeat sales,brand awareness, brand recognition, market share, marketgrowth, brand equity4Ps:Product, Price, Place, Promotion
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Customer is KING!!:- The 4 Ps of Marketin1. Product good, service or
idea that offers a bundle oftangible and intangibleattributes to satisfy theconsumer
3. Promotion the communicationof all other Ps
2. Price what the product isexchanged for
4. Place all aspects of getting
products to the consumer inthe right location at theright time.
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What can you market ?Products, ServicesExperiences,EventsPeoplePlaces, PropertiesOrganizations
Information, Ideas
Categories ofmarkets:
Consumer Business Global Government &
Nonprofit
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El ements of Ex change
D esire to D ealWith Other Party
Freedom toAccept or Reject
Something of Value
Ability toCommunicate
Offer
At Least TwoParties
NecessaryConditions
for Exchange
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Marketing Management
PhilosophiesPhilosophy Key Ideas
Production
Sales
Market
Societal
Focus on efficiency of internal operations
Focus on satisfying customer needs and wants
Focus on satisfying customer needs andwants while enhancing individual and
societal well-being
Focus on aggressive techniques for overcoming customer resistance
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Relationship EraRelationship Era Began in 1990s Carried customer orientation even further Focuses on establishing and maintaining
relationships with both customers andsuppliers
Involves longterm, valueadded relationships
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DEBATE:
Does Marketing CREATE or SATISFY NEEDS?
Marketing has often been defined in terms of satisfying customersneeds and wants. Critics, however, maintain that marketing doesmuch more than that and creates needs and wants that did not existbefore. According to these critics, marketers encourage consumersto spend more money than they should on goods and services theyreally dont need.
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Functions of Marketing
Promotion Communicates information about products,
services, images or ideas to customers orclients to influence their purchase behavior.
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Functions of Marketing
Financing Determining the
need for andavailability of financial resourcesto aid in marketing
activities.
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Functions of Marketing
Distribution The physical
movement or thetransfer of ownership of agood or service
form the producerto the consumer.
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A dded Value
Utility is the usefulness of a product.
There are five types of utilities. . . .
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Form Utility
Making or producing things
For example, how is wheat changed to amore useful product ?
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Place Utility
The product s usefulness is increasedbecause of its location.
Where does the various types of foodyou eat everyday come from? Would youlike to go to M AHABALESH WAR to get anSTRA WBEERY ?
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Time UtilityMaking a product available at the righttime of year or a convenient time of day.
Ex. DIWAL I, Valentine s Day or storesstaying open late in order to attractcustomers who work during the day.
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Possession Utility
The ability to aid customers in owning goods.
Does the store offer credit cards or take checks?
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Information Utility
Usefulness added to the product throughcommunication.
Packages, labels, advertisements,displays, signs . . .
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Customer Va lue
Offer products that perform Give consumers more than they
expect Avoid unrealistic pricing Give the buyer facts Offer organization wide
commitment in service and aftersales support
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What is Perceived Customer Va lue?
Product valueProduct value
Services valueServices value
Personnel valuePersonnel value
Image valueImage value
Totalcustomer
benefit
Totalcustomer
benefit
Monetary costMonetary cost
Time costTime cost
Energy costEnergy cost
Psychic costPsychic cost
Totalcustomer
cost
Totalcustomer
cost
Customer delivered
value
Customer delivered
value
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Customer SatisfactionThe fee ling that a product has met or e x ceededthe customers e x pectation
Focus on de lighting customers Provide so lutions to consumers prob lems Measuring satisfaction: comp laint and suggestion
systems, surveys, lost customer ana lysis
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Satisfied Customers
Are loya l longerBuy more (new products & upgrades)
Spread favorab le word of mouth Are more brand loya l (less pricesensitive)
Offer feedbackReduce transaction costsIs Satisfaction the same as LOYALTY?
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The M ismanagement of Customer Loya lty
How does your firm current ly treat loya lty? Is it important? Do you current ly measure it? Howeffective it is? What do you think needs to
change?What companies can be considered best practices candidates for generating customerloya lty?
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Socia l Criticisms of Marketing the
consumer interest
Causes prices to be higher
Deceptive practices in promotion,packaging and priceHigh pressure se lling
Shoddy or unsafe productsPoor service to disadvantaged peop le
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Other Socia l Criticisms of
MarketingImpact on society Materia lism
Too few social
goods Cu ltura l po llution Too much po litica l power
Impact on other business Acquisitions, entry barriers
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Other aspects of marketing:-1. Branding2. Advertising or IMC3. Product line4. CRM5. Technology advancement6. Scanning the marketing environment7. Marketing research and demand forecasting.8.Segmentation9.Targeting10.Positioning and repositioning11.Analyzing buyer behavior12.analyzing competition.
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13.Packaging and labeling14.Marketing of services
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Why study marketing?
. . . to understandbusiness. . . to learninterpersonal skills. . . to perfectcommunication skills.
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Majoring in MarketingMajoring in Marketing
Careers in MarketingCareers in Marketing
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Why Major in Marketing?
A t the core of every type of organizationA llows you to draw on many skills and interests,such as creativity, sales, research and analysis,communication, and management
B rings together many diverse industries, i.e.,strategic alliances, co-branding, etc.Is at the forefront of societal and public policyissuesOffers outstanding variety of careeropportunities and a fast route up the corporateladderIT S FUN!!
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Marketing Course TracksA dvertising
A dvertising Management Integrated Marketing Communications
Sales Personal S elling S ales Management
International International Marketing and Trade B usiness Law Minor
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Experiential Learning:Integrated Marketing Campaigns
Seminar-style class taught in the WINT ER SESS IONS tudents function as an advertising agency anddevelop a marketing campaign for an actual companyPitch campaign at the regional level (N YC)
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Linking Marketing E lectives to Career Paths
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Marketing positions are available in:B usinesses of all sizes and industriesConsumer Packaged Goods CompaniesGlobal companies
Non-profit organizationsMedia companiesTV, R adio, Newspapers, Magazines, e-commerce companies
Marketing services providersA dvertising agenciesPR firmsMarketing research companiesProduct placement firms
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Marketing Jobs
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Academi c Training
Brand and Pro du ct
Ma rk eting Resea rchSales
Adve r tising(Acco unt Se rvices)
RetailPubli c
Relati ons
Vice Presidentof Marketing
Brand/ProductManager
MarketingCoordinator
MarketingAssistant
Top SalesExecutive
Regional SalesManager
District SalesManager
SalesRepresentative
Director of Market Research
Market ResearchManager
Market ResearchSupervisor
Market ResearchAnalyst
Director of Client Services
Account Director
AccountSupervisor
AccountExecutive
Asst. AccountExecutive
Top PublicRelationsExecutive
Public relationsmanager
Public relationsspecialist
Vice president
District salemanager
Store manager
DepartmentManager
Retail sales staff
Comm on Ma rketing Caree r Paths and Sala ry R anges
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Example: B rand Management can be found in: Packaged goods companies Pharmaceuticals
A dvertising firms PR firms B rand Development firms Financial firms A ccounting firms Education Non-profits
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Where Can I Work in BrandManagement?
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Professional S elling is performed in: H ealth Care Products and Services Financial Services
Information Technology/Networking Productsand Services Sports Products and Services
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Where Can I Work in Sales?
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For advertising, public relations, interactivemarketing, marketing research, and othermarketing services, look at: A dvertising agencies Media buying firms
Public relations firms Direct marketing firms Interactive marketing firms Marketing research firms Sports marketing agencies Sports teams (advertising and sponsorship sales) Event planning firms Media companies (advertising sales)In-house positions
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Where Can I Work in MarketingSupport?
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Retailing offers many options for marketingmajors buying, store operations andmanagement, e-commerce, and corporatemanagementA mong the types of companies to look at: Mass merchants Department stores Specialty retailers Discount stores and warehouse clubs Grocery and drug store chains Restaurant and fast food chains Dealerships Non-store retailers: e-commerce firms,
mail order and catalogue companies
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Where Can I Work in Retail?
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Marketing can be the gateway to other companyexperiences due to its integration with other fields
Marketing careers are varied, universal, and
amusing
You CA N find a job in marketing
You C
AN earn a strong salary in marketing
You re going to have some excitement in your job
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Marketing Rocks!
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T o h a v e e n d u r a n c e a n d t o l i s t e n m e
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Contact Information
Prof. Geeta NaiduH.O.DDMT-SBJTMRCELL NO: 98233-06455MAIL ID-naidugeeta@rediffmail.com
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