winsem2012 13 cp0264 02 jan 2013 rm01 btech marketing and sales introduction (1)

7/29/2019 WINSEM2012 13 CP0264 02 Jan 2013 RM01 Btech Marketing and Sales INTRODUCTION (1)

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March 12, 2000 Private & Confidential 1

What is Marketing??

Selling?

Advertising?

Promotions? Making products available in

stores?

Maintaining inventories?

All of the above, plus much more!


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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

American Marketing Association


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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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GREAT WORDS OF MARKETING

1. The purpose of a company is to createa customerThe only profit center is thecustomer.

2. A business has twoand only twobasic functions: marketing andinnovation. Marketing and innovationproduce results: all the rest are costs.

3. The aim of marketing is to make sellingunnecessary.


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GREAT WORDS OF MARKETING

4. While great devices are invented in

the Laboratory, great products areinvented in the Marketingdepartment.

5. Marketing is too important to be leftto the marketing department.


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Marketing = ?

Marketing is the sum of all activities that take you

to a sales outlet. After that sales takes over.

Marketing is all about creating a pull, sales is all

about push.Marketing is all about managing the four Ps

product

price

place

promotion


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Marketing Mix Tools Marketers use numerous tools for desired

responses from their target markets. These toolsconstitute a marketing mix:

Marketing mix is the set of marketing tools thatthe firm uses to pursue its marketing objectives inthe target market.

Further it can be classified into 4 Ps

Ps of marketing: product, price, place, andpromotion.


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The 4 Ps &4Cs

Marketing

Mix

Product

Price Promotion

Place

Customer

Solution

Customer

Cost

Communication

Convenience


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Difference Between - Sales &

Marketing ?

Salestryingto get the customer to want(to

purchase) what thecompanyproduces

Marketingtrying to get the company produce what the

customerwants


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Selling focuses on the needs of the seller

Marketing on the needs of the buyer

Selling is preoccupied with the sellers need toconvert his product into cash. Marketing with the idea of satisfying the needs

of the customer by means of the product and thewhole cluster of things associated with creating,delivering and finally consuming it.


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The marketing concept rests on four

pillars: target market, customer needs,

integrated marketing, and profitability.

The selling concept takes an inside-out

perspective. It starts with the factory,

focuses on existing products, and callsfor heavy selling and promoting to

produce profitable sales.


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The marketing concept takes an

outside-in perspective. It starts

with a well-defined market,focuses on customer needs,

coordinates activities that affect

customers, and produces profitsby satisfying customers.


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Scope What do we

market Goods

Services

Events

Experiences Personalities

Place

Organizations

Properties

Information

Ideas and concepts


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Core Concepts ofMarketing

Based on :

Needs, Wants, Desires / demand

Products, Utility, Value & Satisfaction

Exchange, Transactions & Relationships

Markets, Marketing & Marketers.


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In order to understand Marketing let us beginwith the Marketing Triangle

Customers

CompetitionCompany


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Who is a Customer ??

Anyone who is in the market looking at a product /

service for attention, acquisition, use or consumption

thatsatisfiesa want or a need

CUSTOMER IS . . . . .

winsem2012 13 cp0264 02 jan 2013 rm01 btech marketing and sales introduction (1)

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