classroom 101

8/8/2019 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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Financing Determining the

need for andavailability of financial resourcesto aid in marketing

activities.


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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 [email protected]

classroom 101

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