CHAPTER CONTENTS What is Marketing The Marketing Mix Market - - PowerPoint PPT Presentation

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CHAPTER CONTENTS What is Marketing The Marketing Mix Market - - PowerPoint PPT Presentation

Apr 23, 2023 365 likes •844 views

CHAPTER CONTENTS What is Marketing The Marketing Mix Market Segmentation & Targeting Understanding Consumer Behavior Corporate Buying Behavior Product New Product Development International Marketing Mix Small

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SLIDE 1
  • What is Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 2
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 3

WHAT IS MARKETING ?

Is it a Theory ? Is it a Concept ? Is it Selling Goods & Services ? Is it creating unnecessary Needs ? Is it Done by You ?

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SLIDE 4

WHAT IS MARKETING ?

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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SLIDE 5

WHAT IS MARKETING ?

Value = Benefits Costs Delivering value is the comparison of the Benefits of consumption against the cost of consumption

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SLIDE 6

WHAT IS MARKETING ?

What is Marketed ?

  • Goods
  • Services
  • Ideas
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SLIDE 7
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 8

Evolution of Marketing

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SLIDE 9

The Production Concept

Evolution of Marketing

The Product Concept The Selling Concept The Marketing Concept

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SLIDE 10

The Production Concept

Evolution of Marketing

  • Beginning of Capitalism to Mid 1950’s

Henry Ford Model “T” $ 950

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SLIDE 11

The Product Concept

Evolution of Marketing

  • 1950’s – 1960’s
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SLIDE 12

The Selling Concept

Evolution of Marketing

  • 1960’s – 1970’s
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SLIDE 13

The Marketing Concept

Evolution of Marketing

V 01/02/03

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SLIDE 14

WHAT IS MARKETING ?

Relationship Marketing & Customer Relationship Management Relationship Marketing is the Process of Creating, Maintaining & Managing, Positive, Long-term & Effective Relationships with Stakeholders. Customer Relationship Marketing (CRM) is the Process of Creating, Maintaining & Managing, Positive, Long-term & Effective Relationships with Customers.

V 04

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SLIDE 15

WHAT IS MARKETING ?

Marketing Environment - External

  • Political & Legal Environment
  • Economical Environment
  • Social & Cultural Environment
  • Technological Environment
  • Competitive Environment
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SLIDE 16
  • Political & Legal Environment
  • Taxation
  • Political Philosophies
  • Political Based Relationships
  • Regulatory Framework

WHAT IS MARKETING ?

Marketing Environment - External

Refer : Page 294-297( Business essentials 09th edition)

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SLIDE 17
  • Economical Environment
  • Interest Rates
  • Exchange Rates
  • Inflation
  • Level of Employment

WHAT IS MARKETING ?

Marketing Environment - External

Refer : Page 294-297( Business essentials 09th edition)

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SLIDE 18
  • Social & Cultural Environment
  • Social Perceptions
  • Cultural values
  • Religious Believes
  • attitudes

WHAT IS MARKETING ?

Marketing Environment - External

Refer : Page 294-297( Business essentials 09th edition)

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SLIDE 19
  • Technological Environment
  • Production Technology
  • Communication Technology

WHAT IS MARKETING ?

Marketing Environment - External

Refer : Page 294-297( Business essentials 09th edition) V 05

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SLIDE 20
  • Competitive Environment
  • Substitute Competition
  • Brand Competition
  • International Competition

WHAT IS MARKETING ?

Marketing Environment - External

Refer : Page 294-297( Business essentials 09th edition) V 06

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SLIDE 21
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 22

WHAT IS MARKETING MIX ?

  • Product ?
  • Price ?
  • Place ?
  • Promotion ?

Marketing Mix can be defined as ……

Refer : Page 297-298 ( Business essentials 09th edition)

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SLIDE 23

WHAT IS MARKETING MIX ?

  • Product

A Good, Service or an Idea designed to fulfill a consumer Need or Want.

  • Price

Exchange Value of a good or service.

  • Place

Methods of reaching the customer / Distribution.

  • Promotion

Methods of Communicating with stakeholders.

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SLIDE 24
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 25

WHAT IS SEGMENTATION ?

Segmentation is ……

Refer : Page 299 ( Business essentials 09th edition)

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SLIDE 26

WHAT IS SEGMENTATION ?

  • Geographic Segmentation
  • Demographic Segmentation

Refer : Page 300 ( Business essentials 09th edition)

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SLIDE 27

WHAT IS SEGMENTATION ?

  • Geo-Demographic Segmentation
  • Psychographic Segmentation

Refer : Page 300 ( Business essentials 09th edition)

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SLIDE 28

WHAT IS TARGETING ?

Targeting is ……

V 07

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SLIDE 29

WHAT IS POSITIONING ?

Positioning is ……

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SLIDE 30
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 31

CONSUMER BUYING BEHAVIOR

Consumer buying behavior can be defined as the decision-making process and physical activities involved in acquiring, evaluating, using and disposing of goods and services for direct consumption (B2C).

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SLIDE 32

CONSUMER BUYING BEHAVIOR

Influential Factors on Consumer Buying Behavior

  • Cultural factors (Culture / Sub-Culture / Social Class)
  • Social factors (Family / Status / Reference Groups)
  • Personal factors (Age / Occupation / Personality)
  • Psychological factors (Motivation / Perception)

Refer : Page 301 ( Business essentials 09th edition)

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SLIDE 33

CONSUMER BUYING BEHAVIOR

Consumer Buying Process

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post purchase Behavior

Refer : Page 302 ( Business essentials 09th edition)

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SLIDE 34
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 35

CORPORATE BUYING BEHAVIOR

Corporate buying behavior can be defined as the decision-making process and physical activities involved in acquiring, evaluating, using and disposing of goods and services for a business unit (B2B).

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SLIDE 36

CORPORATE BUYING BEHAVIOR

Different Types of B2B Markets

  • Industrial Markets
  • Reseller Markets
  • Government Markets

Refer : Page 303 ( Business essentials 09th edition)

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SLIDE 37
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 38

WHAT IS A PRODUCT ?

A product can be defines as ……

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SLIDE 39

PRODUCT

Different Types of Products

  • Consumer Products
  • Organizational Products
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SLIDE 40

PRODUCT

Types of Consumer Products

  • Convenience goods and services
  • Shopping goods and services
  • Special goods and services

Refer : Page 305 ( Business essentials 09th edition)

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SLIDE 41

PRODUCT

Types of Organizational Products

  • Production Items (Raw Material)
  • Expense Items (Supporting Goods & Services)
  • Capital Items (Fixed Investments)

Refer : Page 306 ( Business essentials 09th edition)

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SLIDE 42

PRODUCT

Product Line / Mix of the Company A group of products which are closely related and are sold to a similar market segment. Collection of all product lines in the business. Product Line Product Mix

V 08

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SLIDE 43
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 44

INTERNATIONAL MARKETING MIX

  • Product
  • Price
  • Place
  • Promotion

Refer : Page 311-312 ( Business essentials 09th edition) V 10/11/12

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SLIDE 45
  • What is Marketing
  • Evolution of Marketing
  • The Marketing Mix
  • Market Segmentation & Targeting
  • Understanding Consumer Behavior
  • Corporate Buying Behavior
  • Product
  • New Product Development
  • International Marketing Mix
  • Small Business & the Marketing Mix

CHAPTER CONTENTS

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SLIDE 46

SMALL BUSINESS MARKETING MIX

  • Product
  • Price
  • Place
  • Promotion

Refer : Page 312-313 ( Business essentials 09th edition)

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SLIDE 47

 What is Marketing  Evolution of Marketing  The Marketing Mix  Market Segmentation & Targeting  Understanding Consumer Behavior  Corporate Buying Behavior  Product  New Product Development  International Marketing Mix  Small Business & the Marketing Mix

CHAPTER CONTENTS