Marketing ppt
- 1. It’s All About Marketing By:- Prof. Geeta Naidu H.O.D Department of Management Technology S.B.J.I.T.M.R
- 3. But this is not for today's competitive scenario, As we are talking about Green Branding, CSR. Corporate governance.
- 5. What is marketing? • ??????? What are your thoughts? • “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. Create, sustain, maintain or add VALUE!
- 7. Evolving Views of Marketing’s Role The customer as the controlling function and marketing as t Customer Marketing Production
- 8. The Marketing Process • People: Consumer Behavior, Segmentation • Strategy: Planning, Competition, Research • Performance: Satisfaction, profits, sales, repeat sales, brand awareness, brand recognition, market share, market growth, brand equity • 4Ps: Product, Price, Place, Promotion
- 9. Customer is KING!!:- The 4 Ps of Marketing 1. Product – good, service or idea that offers a bundle of tangible and intangible attributes to satisfy the consumer 3. Promotion – the communication of all other Ps 2. Price – what the product is exchanged for 4. Place – all aspects of getting products to the consumer in the right location at the right time.
- 10. What can you “market”? • Products, Services • Experiences, Events • People • Places, Properties • Organizations • Information, Ideas • Categories of markets: – Consumer – Business – Global – Government & Nonprofit
- 11. Elements of Exchange Desire to Deal With Other Party Freedom to Accept or Reject Something of Value Ability to Communicate Offer At Least Two Parties Necessary Conditions for Exchange
- 12. Marketing Management Philosophies Philosophy Key Ideas Production Sales Market Societal Focus on efficiency of internal operations Focus on satisfying customer needs and wants Focus on satisfying customer needs and wants while enhancing individual and societal well-being Focus on aggressive techniques for overcoming customer resistance
- 13. • Relationship Era –Began in 1990s –Carried customer orientation even further –Focuses on establishing and maintaining relationships with both customers and suppliers –Involves long–term, value–added relationships
- 14. DEBATE: • Does Marketing CREATE or SATISFY NEEDS? • Marketing has often been defined in terms of satisfying customers needs and wants. Critics, however, maintain that marketing does much more than that and creates needs and wants that did not exist before. According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really don’t need.
- 15. Functions of Marketing • Promotion –Communicates information about products, services, images or ideas to customers or clients to influence their purchase behavior.
- 16. Functions of Marketing • Financing – Determining the need for and availability of financial resources to aid in marketing activities.
- 17. Functions of Marketing • Distribution – The physical movement or the transfer of ownership of a good or service form the producer to the consumer.
- 18. Added Value • Utility is the usefulness of a product. There are five types of utilities. . . .
- 19. Form Utility • Making or producing things • For example, how is wheat changed to a more useful product?
- 20. Place Utility • The product’s usefulness is increased because of its location. • Where does the various types of food you eat everyday come from? Would you like to go to MAHABALESHWAR to get an STRAWBEERY?
- 21. Time Utility • Making a product available at the right time of year or a convenient time of day. • Ex. DIWALI, Valentine’s Day or stores staying open late in order to attract customers who work during the day.
- 22. Possession Utility • The ability to aid customers in owning goods. • Does the store offer credit cards or take checks?
- 23. Information Utility • Usefulness added to the product through communication. • Packages, labels, advertisements, displays, signs . . .
- 24. Customer Value – Offer products that perform – Give consumers more than they expect – Avoid unrealistic pricing – Give the buyer facts – Offer organization – wide commitment in service and after sales support
- 25. What is Perceived Customer Value? Product value Services value Personnel value Image value Total customer benefit Monetary cost Time cost Energy cost Psychic cost Total customer cost Customer delivered value
- 26. Customer Satisfaction • The feeling that a product has met or exceeded the customers’ expectation – Focus on delighting customers – Provide solutions to consumers’ problems – Measuring satisfaction: complaint and suggestion systems, surveys, lost customer analysis
- 27. Satisfied Customers • Are loyal longer • Buy more (new products & upgrades) • Spread favorable word of mouth • Are more brand loyal (less price sensitive) • Offer feedback • Reduce transaction costs • Is Satisfaction the same as LOYALTY?
- 28. “The Mismanagement of Customer Loyalty” • How does your firm currently treat loyalty? Is it important? Do you currently measure it? How effective it is? What do you think needs to change? • What companies can be considered “best practices” candidates for generating customer loyalty?
- 29. Social Criticisms of Marketing – the consumer interest • Causes prices to be higher • Deceptive practices in promotion, packaging and price • High pressure selling • Shoddy or unsafe products • Poor service to disadvantaged people
- 30. Other Social Criticisms of Marketing • Impact on society – Materialism – Too few social goods – Cultural pollution – Too much political power • Impact on other business – Acquisitions, entry barriers
- 31. Other aspects of marketing:- 1.Branding 2.Advertising or IMC 3.Product line 4.CRM 5. Technology advancement 6.Scanning the marketing environment 7.Marketing research and demand forecasting. 8.Segmentation 9.Targeting 10.Positioning and repositioning 11.Analyzing buyer behavior 12.analyzing competition.
- 32. 13. Packaging and labeling 14. Marketing of services
- 33. Why study marketing? • . . . to understand business • . . . to learn interpersonal skills • . . . to perfect communication skills.
- 34. Majoring in Marketing Careers in Marketing
- 35. Why Major in Marketing? • At the core of every type of organization • Allows you to draw on many skills and interests, such as creativity, sales, research and analysis, communication, and management • Brings together many diverse industries, i.e., strategic alliances, co-branding, etc. • Is at the forefront of societal and public policy issues • Offers outstanding variety of career opportunities and a fast route up the corporate ladder • IT’S FUN!!
- 36. Marketing Course “Tracks” • Advertising – Advertising Management – Integrated Marketing Communications • Sales – Personal Selling – Sales Management • International – International Marketing and Trade – Business Law Minor
- 37. Experiential Learning: Integrated Marketing Campaigns • Seminar-style class taught in the WINTER SESSION • Students function as an advertising agency and develop a marketing campaign for an actual company • Pitch campaign at the regional level (NYC)
- 38. Linking Marketing Electives to Career Paths
- 39. Marketing positions are available in: Businesses of all sizes and industries Consumer Packaged Goods Companies Global companies Non-profit organizations Media companies TV, Radio, Newspapers, Magazines, e- commerce companies Marketing services providers Advertising agencies PR firms Marketing research companies Product placement firms 39 Marketing Jobs
- 40. Academic Training Brand and Product Marketing Research Sales Advertising (Account Services) Retail Public Relations Vice President of Marketing Brand/Product Manager Marketing Coordinator Marketing Assistant Top Sales Executive Regional Sales Manager District Sales Manager Sales Representative Director of Market Research Market Research Manager Market Research Supervisor Market Research Analyst Director of Client Services Account Director Account Supervisor Account Executive Asst. Account Executive Top Public Relations Executive Public relations manager Public relations specialist Vice president District sale manager Store manager Department Manager Retail sales staff Common Marketing Career Paths and Salary Ranges 40
- 41. • Example: Brand Management can be found in: – Packaged goods companies – Pharmaceuticals – Advertising firms – PR firms – Brand Development firms – Financial firms – Accounting firms – Education – Non-profits 41 Where Can I Work in Brand Management?
- 42. • Professional Selling is performed in: – Health Care Products and Services – Financial Services – Information Technology/Networking Products and Services – Sports Products and Services 42 Where Can I Work in Sales?
- 43. • For advertising, public relations, interactive marketing, marketing research, and other marketing services, look at: – Advertising 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 43 Where Can I Work in Marketing Support?
- 44. • Retailing offers many options for marketing majors—buying, store operations and management, e-commerce, and corporate management • Among 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 44 Where Can I Work in Retail?
- 45. • Marketing can be the gateway to other company experiences due to its integration with other fields • Marketing careers are varied, universal, and amusing • You CAN find a job in marketing • You CAN earn a strong salary in marketing • You’re going to have some excitement in your job 45 Marketing Rocks!
- 46. 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
- 48. Contact Information Prof. Geeta Naidu H.O.D DMT-SBJTMR CELL NO: 98233-06455 MAIL [email protected]