Introduction To Marketingpdf

1_Chapter 1- Introduction to Marketing.
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Introduction to
Marketing
What We Will Cover:
• Meaning of Marketing
• Difference between “Marketing” and “Selling”
concepts
• Importance of Marketing
• Objectives of Marketing
• Key Functions of Marketing
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1. Meaning of
Marketing
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Meaning of Marketing
Products
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Producer Products
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Producer Products Consumer
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The American
Marketing Association
Defines marketing as an organizational function and
set of processes for creating, communicating and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
Definition:
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 Seller: The person or company that is involved in exchanging products
or services for money.
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 Buyer: A person who exchanges products and services from a seller
and pays money for it.
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 Consumer: One who actually uses the product or services.
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 Customer: A person who makes the buying decision.
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 Market: Focused group of buyers of a particular product or service. It
can be based on geography, buyer type, volume of transactions etc.
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 Market: Focused group of buyers of a particular product or service. It
can be based on geography, buyer type, volume of transactions etc.
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Product
Case: Buying Pampers
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Product
Seller
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Product Consumer
Seller
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Product
Customer
Consumer
Seller
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Product
Buyer Customer
Consumer
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Seller
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2. Concept:
Marketing vs.
Selling
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Marketing vs. Selling
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3. Importance of
Marketing
Case: Cola Companies
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Importance of Marketing
Helps Businesses, in Growing Sales

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& Operate successfully.
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Helps in Understanding Consumer
Preferences & change in it.
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Helps in Understanding Consumer
Preferences & change in it.
Helps in Developing Strategies to
Counter Competition
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4. Objectives of
Marketing
Case: Domino’s Pizza
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Objectives of Marketing
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1.Provide Satisfaction to Consumer
2. Increase in Demand
3. Provide Better Quality Products
4. Create Goodwill For the Organization
5. Generate Profitable Sales Volume
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5. Functions of
Marketing
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Functions of Marketing
1. Market Research
2. Product Planning
3. Packaging
4. Standardization & Grading
5. Branding
6. Pricing
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7. Promotion
8. Distribution
9. Selling
10.Retention
Def. The action or activity of gathering information about
markets needs and preferences.
• Size of Market ?
• Product availability and Pricing?
• Competitors ?
• What do the consumers want?
• What gap can we fill ?
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. Product planning is the process of creating or
improving a product idea based on need of market and

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following through on it until the product is introduced to the
market.
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. Packaging is the technology of enclosing or protecting
products for distribution, storage, sale, and use.
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
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6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. Standardization refers to development of standards for
production of goods with respect to shape, design, colour
and other characteristics.
Grading involves separating products into different classes
on the basis of certain predetermined standards relating to
size and quality. Grading is required in case of agricultural,
forest and mineral products such as cotton, sugar cane,
iron ore, coal, timber, etc.
MC Veggie in Delhi MC Veggie in
any Indian State
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
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9. Selling
10.Retention
Def. Branding means giving an attractive name, symbol or
identity mark to the product to make a product different
from others so that it is known by that name or symbol or
mark.
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. Pricing is the process whereby a business sets the
price at which it will sell its products and services
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. Promotion refers to raising customer awareness of a
product or brand. Whereby customers are made aware of the
product, its distinctive features, price, availability etc.
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
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10.Retention
Def. Distribution is the process of making a product or service
available, for the consumer or business that needs it
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1. Market Research
2. Product Planning
3. Packaging
5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. The activity of trying to bring a buyer to a point, where
he exchanges money for seller’s goods and services.
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1. Market Research
2. Product Planning
3. Packaging
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5. Branding
6. Pricing
7. Promotion
8. Distribution
9. Selling
10.Retention
Def. Retention or Custom retention refers to ability of
company to hold a customer beyond the first sale.
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1_Chapter 1- Introduction to Marketing.

What We Will Cover:

• Difference between “Marketing” and “Selling”

• Key Functions of Marketing

Producer Products Consumer

Defines marketing as an organizational function and

set of processes for creating, communicating and

delivering value to customers and for managing

customer relationships in ways that benefit the

organization and its stakeholders.

 Seller: The person or company that is involved in exchanging products

or services for money.

 Seller: The person or company that is involved in exchanging products

or services for money.

 Buyer: A person who exchanges products and services from a seller

and pays money for it.

 Seller: The person or company that is involved in exchanging products

or services for money.

 Buyer: A person who exchanges products and services from a seller

and pays money for it.

 Consumer: One who actually uses the product or services.

 Seller: The person or company that is involved in exchanging products

or services for money.

 Buyer: A person who exchanges products and services from a seller

and pays money for it.

 Consumer: One who actually uses the product or services.

 Customer: A person who makes the buying decision.

or services for money.

 Buyer: A person who exchanges products and services from a seller

and pays money for it.

 Consumer: One who actually uses the product or services.

 Customer: A person who makes the buying decision.

 Market: Focused group of buyers of a particular product or service. It

can be based on geography, buyer type, volume of transactions etc.

 Seller: The person or company that is involved in exchanging products

or services for money.

 Buyer: A person who exchanges products and services from a seller

and pays money for it.

 Consumer: One who actually uses the product or services.

 Customer: A person who makes the buying decision.

 Market: Focused group of buyers of a particular product or service. It

can be based on geography, buyer type, volume of transactions etc.

Case: Buying Pampers

Case: Buying Pampers

Case: Buying Pampers

Case: Buying Pampers

Case: Cola Companies

Helps Businesses, in Growing Sales

Helps Businesses, in Growing Sales

& Operate successfully.

Helps in Understanding Consumer

Preferences & change in it.

Helps Businesses, in Growing Sales

& Operate successfully.

Helps in Understanding Consumer

Preferences & change in it.

Helps in Developing Strategies to

Case: Domino’s Pizza

3. Provide Better Quality Products

4. Create Goodwill For the Organization

5. Generate Profitable Sales Volume

1.Provide Satisfaction to Consumer

3. Provide Better Quality Products