krishna prasad 1

• Importance of Marketing
• Marketing and Customer Value
• Marketing Environment
• Marketing concepts
• Marketing management Tasks
• Industrial Marketing,
• Services Marketing,
• Global Marketing

krishna prasad 2
 Unit I
Importance of
Marketing

Consumer Marketer Nation

production Decisions
Information Optimal Resources
Market information
Quality of life Utilization
Market research
Cheaper Prices Employment creation
Segmenting
Consumer Oriented No market slumps
targeting
Variety of products National income increases

krishna prasad 3
 Scope of the Marketing
Exchange function
• Goods • Buying, Assembling
• Pricing,Advrertising
• Services
• Experiences
• Events Supply function

• Persons Transportation, storage,

warehousing
• Places
Facilities function
• Ideas
Financing, standardization,
grading, market information

krishna prasad 4
 Needs
Wants
Markets
Demands
Transactions

Products
Exchange

Target markets
Positioning Elements
Segmentation Offer
Offerings and brands Market
Value and satisfaction forces
Marketing channels
Supply chain
Competition
Marketing environment krishna prasad 5
Marketing planning
Production product Selling Marketing Holistic
Quality
Demand> Products Social
advertising Consumer
supply Variety responsibility
Oriented
Resource Products Relationship
utilization Improved Integration
products internal

krishna prasad 6
 Marketing management Tasks
• Developing Marketing strategies and plans
• Connecting with customers
• Building strong brands
• Shaping the market offerings
• Delivering value
• Communicating value
• Creating long term growth

krishna prasad 7
 Marketing Environment
Macro environment
Micro environment

The company
Suppliers
Marketing intermediateries
customers Demographic environment
competitors Economic environment
publics Natural environment
Technological environment
Political environment
Social &
cultural environment

krishna prasad 8
 Marketing & customer value
Fine tuning the value delivery process and choosing providing and
communication superior value

Choose the value Provide the value Communicating the value

Customer Product development

segmentation Service development Sales force
Market focus Pricing Sales promotion
Value Sourcing advertising
positioning making

Strategic marketing Tactical marketing

krishna prasad 9
 Value chain
A tool for identifying ways to create more customer value
•
S
U Firm infrastructure
P
O
Human recourse management
R
T Technological development
I
V procurement
e
operations outbound Marketing services
inbound &sales

Primary activities
krishna prasad 10
 Holistic marketing framework

Customer Core Colla

focus Compe -borative
-tencies network

Value Cognitive Com- Resource

exploration space Petency space
space

Value
creation Customer Business Business
benefits domine partners

Value Internal Business

delivery C.R.M Resource Partner
mgt mgt
krishna prasad 11
 Customer delivered value

determinants

Total customer value Total customer cost

Product value Monetary cost

Services value Time value

Energy cost
Personal value

Psychic cost
Image value krishna prasad 12
Industrial marketing Global marketing
Services marketing
Fewer, technical
Intangibility Deciding whether to
Higher value go abroad?
Variation Which market to enter?
Occasional buying
Time being How to enter?
Regular customer Deciding on the
Perishability Marketing program
Added value Deciding o the
marketing organization
Development
Indicator Methods
Helps other sectors Indirect exporting, direct
exporting, licensing,
joint ventures, direct
investment

reasons
Commitment,risk,control,profit
potential

krishna prasad 13