session 1 - introduction to marketing
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Introduction to Marketing
Sriram D
1
Your thoughts
�What do you mean by Marketing?
�What comes to your mind?
�Narrate your experience as a customer (Good / Bad)
Sriram D 2
Definition of 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. [Source: American Marketing Association - Approved July 2013]
�Who does & What is done – Set of institutions |
Activity, processes
�Purpose of activity – Creating, communicating,
delivering and exchanging offerings
�Expectation – Value for customers & society
Sriram D 3
Overview of Marketing
�Exchange Process & Specialized Roles
�Exchange enabling actions – Marketing Mix
� Setting the Mix
• Market Selection
• Market Segmentation
• Product Differentiation
� Implementing the Mix – 4Ps
�Marketing Process
� Situation & Environmental Analysis
� Formulating Strategy
� Executing Strategy & Assessing Performance
Sriram D 4
Marketing as Exchange
�Meaning of “exchange”
� An act of giving one thing and receiving another in
return.
� synonyms: trade, swap, switch, barter, change,
interchange
�Marketing exchanges exhibit three classes of
meanings:
� Utilitarian Exchange
� Symbolic Exchange
� Mixed Exchange
Sriram D 5
Marketing as Exchange
�Utilitarian Exchange
� Goods given in return for money / other goods
� Foundations of ‘Economic Man’
• Rational behavior
• Utility maximization (satisfaction)
• Complete information on alternatives available
• Exchanges are free from external influences
�Symbolic Exchange
� Mutual transfer of psychological / social / intangible entities between two or more parties
� People buy things not only for what they can do, but also for what they mean
Sriram D 6
Marketing as Exchange
�Mixed Exchange
� Marketing exchanges are mixed exchanges
� Involves both utilitarian and symbolic aspects
� Difficult to separate the two
� ‘Marketing (Wo)Man’ – Assumptions
� Sometimes rational, sometimes irrational
� Motivated by tangible, intangible rewards
� Engages in utilitarian & symbolic exchanges
� Even if faced with incomplete information, makes at least rudimentary calculations of cost and benefits associated with social and economic exchanges
� Exchanges occur under constraints – legal, ethical, societal, normative, coercive etc.
Sriram D 7
Exchange Process
�Exchanges involve a seller / provider and one or more buyer(s)
�Exchange of Goods [or/and] Services
�Common set of exchange conditions:
� Buyers outnumber sellers
� Any individual buyer is weaker than the seller
� Total economic power of buyers can assure business for sellers [or put them out of business]
� Sellers compete to sway the largest number of buyers
� Sellers modify their behaviors to sway the largest number of buyers and to counter competition
Sriram D 8
Exchange enabling actions – Marketing Mix
�Who are the customers?
�What products do we make?
�What price to fix?
�What do we do the get the product to customers?
�What do we do to make the customers aware of
the product?
Sriram D 9
Setting the Mix
�Market Selection – Process of choosing ‘A’ market
from the many available to appeal with goods /
services
�Market Segmentation – Identify potential
customers most accessible to the marketer
�Product Differentiation – Designing a product to
appeal to the target customers – in sync with
market selection & segmentation
Sriram D 10
Implementing the Mix – 4Ps
Sriram D 11
Products / Services
Place
Promotion
Price
Products / Services
• Design, Features, Variety, Brand, Sizes, Services, Quality, Packaging, Warranties, Returns
Place
• Channels, Coverage, Assortments, Locations, Inventory, Transport
Promotion
• Advertising, Sales Promotion, Digital Mktg ., Public Relations, Events, Direct Marketing
Pricing
• Pricing strategy, List price, COGS, Discounts, Allowances, Credit period, Credit terms
Push vs Pull Marketing
Sriram D 12
Marketing Process
Sriram D 13
Situation Analysis (SWOT)
� Strength
� Weakness
� Opportunities
� Threat
EnvironmentalAnalysis
� P.E.S.T.E.L. Analysis
� Porter’s FiveForces Model
Marketing Process
Sriram D 14
�Strategy Formulation
� Fundamental aim is to appeal to the target audience
and differentiate the product / service from
competition
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