what is the scope of marketing- shashank motepalli
TRANSCRIPT
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What is
scope of
Marketing?
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OVERVIEW:• What is
Marketing?• What is
Marketed?• Who Markets?
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What is Marketing?
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American Marketing Association defines:“Marketing is a activity, set of institutions, and process of creating, communicating, delivering, and exchanging offering that have value for customers, clients, partners, and society at large.”
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Social Definition:“Marketing is a societal process by which individuals and groups obtain what they need and want by creating, offering, and freely exchanging products and services of value with others.”
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Managerial Definition:“Defined as the aim to know and understand customers so well that the product or service fits in and sells itself. Ideally, results in a customer who is ready to buy.”
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Simply defined as, “Identifying and meeting needs profitably”
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What is Marketed?
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1.GoodsPhysical Goods, Cars, trucks, TV sets, machine tools,
cosmetics…..
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2.ServicesHotels, Car rentals, Software programmers, management consultants, bankers, lawyers….
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3. EventsArtistic performances, company anniversaries, Sporting events
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4. ExperiencesAmusement park, theme based restaurants
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5. PersonsCelebrities- Artists, musicians, CEOs, physicians, financers
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6.PlacesTourism, real estate agents, local business associations
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7.PropertiesReal estate, stocks, bonds
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8. Organisations
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9. InformationProduction, packing and distribution of Information
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10. Ideas
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Who Markets?
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Marketer and Prospects
A marketer is someone who seeks a response-
attention, a vote, a purchase, a donation from
other party called prospect.
Marketer is responsible for Demand Management,
skilled at stimulating demands for products.
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Markets
Market is a collection of buyers and sellers who
transact over particular product or
product class.
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Structure of Flows in a Modern Exchange Economy
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A simple Marketing System
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Key Customer Markets
Consumer MarketsCompanies selling mass consumer goods and services Business
MarketsCompanies selling business goods and services Non profit and
Government MarketsCompanies selling to Non Profit organisations
Global MarketsCompanies in global marketplace
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Marketplace, Marketspace, MetaMarket
MetaMarket:MetaMarket is a cluster of
complementary products and services closely related in minds of consumers,
but spread across a diverse set of Industries
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Marketplace:The marketplace is physical, such as a
store you shop in
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Marketspace:The marketspace is digital, as
when you shop in Internet
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Interested to know more, Refer
Available in All Leading Stores,
A South Asian Prospective Marketing Management14th Edition, Philip Kotler
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Credits:
• iStockPhoto.com for professional Pics.• Photobucket.com for Marketing Child Example Image.• Colorlovers.com for Colour Scheming.• Images.Google.com for Advertisements Imagesand Brand Images
and also Indian local image base.• A South Asian Perspective to Marketing Management 14th Edition
Book by Kotler, Chapter 1: Defining Marketing for 21st Century.
A Shashank Motepalli Presentation
Thanks