Scribd
Upload
28 views27 pages

Basic Principles of Marketing: Swagato Chatterjee Vgsom, Iitkgp

The document discusses the basic principles of marketing. It defines marketing as the process of creating and delivering value for customers, clients, partners and society. Marketing builds demand for products and services, which creates jobs and economic growth. Successful marketing also builds strong brands and loyal customer bases that increase a firm's value. The document then outlines various marketing concepts like the marketing mix, target markets, consumer behavior and the changing marketing environment driven by technology, globalization and empowered customers.

Uploaded by

Saurabh Tripathi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
28 views27 pages

Basic Principles of Marketing: Swagato Chatterjee Vgsom, Iitkgp

The document discusses the basic principles of marketing. It defines marketing as the process of creating and delivering value for customers, clients, partners and society. Marketing builds demand for products and services, which creates jobs and economic growth. Successful marketing also builds strong brands and loyal customer bases that increase a firm's value. The document then outlines various marketing concepts like the marketing mix, target markets, consumer behavior and the changing marketing environment driven by technology, globalization and empowered customers.

Uploaded by

Saurabh Tripathi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 27

Basic Principles of

Marketing
Swagato Chatterjee
VGSoM, IITKGP

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 1


Why Marketing?

• Financial success often depends on marketing ability

• Successful marketing builds demand for products and services, which,


in turn, creates jobs

• Marketing builds strong brands and a loyal customer base, intangible


assets that contribute heavily to the value of a firm

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 2


Marketing Definition
• 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

Marketing Management
The art and science of choosing target markets and getting, keeping, and
growing customers through creating, delivering, and communicating superior
customer value

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 3


What, who and whom of market?
• Goods • Places
• Services • Properties
• Events • Organizations
• Experiences • Information
• Persons • Ideas

• A marketer is someone who


seeks a response—attention,
a purchase, a vote, a
donation—from another
party, called the prospect

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 4


Structure Of Flows In A Modern Exchange Economy

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 5


A Simple Marketing System

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 6


Customer Market

Consumer Business
• Marketplace
Customer
• Marketspace
Markets
• Meta-markets
Global Nonprofit / Govt.

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 7


• Competition: all the actual
and potential rival offerings
and substitutes a buyer might
consider

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 8


• Paid media: TV, magazine and display ads, paid
Communica search, and sponsorships
tion

• Owned media: a company or brand brochure,


web site, blog, Facebook page, or twitter account

• Earned media: word of mouth, buzz, or viral


Marketing marketing
Channels
• Impressions: occur when consumers view a
Service Distribution communication

• Engagement: the extent of a customer’s attention


and active involvement with a communication

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 9


Concepts of Marketing

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 10


Company Orientation toward
the Marketplace

PRODUCTION

PRODUCT

SELLING

MARKETING

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 11


Holistic Marketing Dimensions

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 12


Consumer Marketing

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 13


Needs Wants Demands

the basic human requirements such specific objects that might wants for specific products backed
as for air, food, water, clothing, and satisfy the need by an ability to pay
shelter

• Stated
• Real
• Unstated
• Delight
• Secret

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 14


Negative

Un Non
wholeso existent
me

Overfull
Demand Latent
States

Full Declining

Irregular

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 15


Segment Target Market Positioning

Value
Offerings Brands
Propositions

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 16


10/26/2020 Marketing Management I - Prof Swagato Chatterjee 17
Marketing Mix Components (4 Ps)

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 18


10/26/2020 Marketing Management I - Prof Swagato Chatterjee 19
MODERN MARKETING
MANAGEMENT

PEOPLE

PROCESSES

PROGRAMS

PERFORMANCE

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 20


The Changing Marketing
Scenario

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 21


• Technology • Consumer buying
power
The New •
•
Globalization
Deregulation • Consumer information
Marketing • Industry convergence • Consumer
participation
Realities •
•
Retail transformation
Disintermediation
• Consumer Resistance
• Social responsibility

• New consumer capabilities

– Can actively interact with companies


– Can reject marketing they find inappropriate

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 22


New company activities
– Can use the internet as a powerful information and
sales channel, including for individually
differentiated goods
– Can collect fuller and richer information about
markets, customers, prospects, and competitors

– Can reach customers quickly and efficiently via social


media and mobile marketing, sending targeted ads,
coupons, and information
– Can improve purchasing, recruiting, training, and
internal and external communications
– Can improve cost efficiency

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 23


A dramatically changed marketplace

• Changing channels

– Retail transformation

– Disintermediation

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 24


A dramatically changed marketplace

• Heightened competition

– Private brands

– Mega-brands

– Deregulation

– Privatization

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 25


MARKETING
MANAGEMENT TASKS
• Developing market strategies • Creating value
and plans
• Delivering value
• Capturing marketing insights
• Communicating value
• Connecting with customers
• Creating successful long-term
• Building strong brands growth

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 26


THANK YOU

10/26/2020 Marketing Management I - Prof Swagato Chatterjee 27

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy