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Basics of marketing

04/11/15

Basics of marketing
1 What is marketing?
Marketing is typically seen as the task of creating,
promoting and delivering goods and services to
consumers and businesses.
Can you give some examples of marketing from daily
life experiences?

04/11/15

Basics of marketing
1 What is marketing?
Definition of marketing:
Marketing is a societal process by which the individuals and
groups obtain what they need and want through creating,
offering, and freely exchanging products and services of value
with others.
OR
Marketing is the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy individual
and organizational goals.

04/11/15

Basics of marketing
1 What is marketing?
Definition of marketing (cont):
OR
Marketing is an organizational function and a set of
processes for creating, communicating and delivering value
to customers and for managing customer relationship in
ways that benefit the organization and its stakeholders.

Marketing is changing behavior?


04/11/15

Basics of marketing
Are all customers similar?
Motorcycle buyers --Why do they buy?
A typical Hero Honda Splender customer Vs Pulsar
Customer?

What is the marketers difficulty if customers are different?


Would it be better for marketers if all customers were similar?
04/11/15

Basics of marketing
2 Core marketing concepts
1
2
3
4
5
6

Industry
Market
Marketer
Prospect
Needs
Wants

04/11/15

Basics of marketing
2 Core marketing concepts
7 Demands
8 Product
9 Offering
10 Brand
11 Value
12 Costs

04/11/15

Basics of marketing
3 The concept of target markets and segmentation:
Different customers respond to the same marketing stimuli
differently. Some have similar needs and some have
divergent needs and preferences.
The customers who have similar needs and respond to the
marketing stimulus similarly are called segments.
Segments, which can be gainfully addressed by a marketer is
called Target market.

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Basics of marketing
4. Exchange For an exchange to take place, the following are
required:
a. Two parties
b. Each having something, which is of value to other
c. Each party capable of communicating & delivery.
d. Each party is free to accept or reject the offer made by
other.
e. Each party willing to deal with other.

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Basics of marketing
5. What can a marketer do? What are their operational
levers?
Marketing mix - Four Ps of marketing.
Product, Price, Promotion and Place.
What is the difference between marketing and sales?

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Basics of marketing
6. Some background information about the discipline
Price and demand derivation from economics.
How consumers behave derivation from psychology
How intermediaries behave psycho social commercial

Business to customer marketing FMCG


Business to business Marketing Industrial Products
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What is the difference between B2B and


B2C marketing?

Business

Business /
Industrial
Customer

Customer

NOTION OF B 2 B 2 C
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What is Industrial Marketing - Concept


Industrial customers ( business, institutions, govt.
agencies ) are
Organizations with unique needs.
Industrial marketers job is to
Facilitating exchange with these customers
and the basis is
Achieving organizational goals of both.
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Specific skills required in B2B


1. Personal selling skills.
2. Presentation skills.
3. Conceptual understanding of the entire marketing
process and its application.
4. Sometimes even technical skills (Selling industrial
boilers)

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