2/21/2019

Module 1: What is Marketing

Why is marketing so important

• Marketing

Strong Brands
Value of the
Marketing & Loyal
firm
customer base

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

1
 2/21/2019

Why is marketing so important

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

Why is marketing so important

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

2
 2/21/2019

Why is marketing so important

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

Marketing – what is it?

• Marketing - identifying and meeting human and

social needs

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

3
 2/21/2019

Marketing Definition

• The American Marketing Association – 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

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

Peter Drucker on Marketing

• “There will always, one can assume, be need for

some selling. But the aim of marketing is to make
selling superfluous. The aim of marketing is to know
and understand the customer so well that the product
or service fits him and sells itself. Ideally, marketing
should result in a consumer who is ready to buy. All
that should be needed then is to make the product or
service available”.
– Eg…. Apple launches iPad tablet computer, Toyota
launching Prius hybrid automobile

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D

4
 2/21/2019

Paul Polman – CEO of Unilever – ex-

marketing P& G
• “I am not giving guidance but the assumption we double
(in India) in the next 10 years or seven-eight years is a no-
brainer. Because US is not going to double,” Polman said.
“India as an economy is going to do better than other
parts of the world. If we fail, then we would be the first
one to be very disappointed.” The optimism from Polman,
who has been credited with turning around Unilever after
taking over in 2009, comes against a backdrop of slowing
consumer demand in India in the last two ye ..

DCSMAT Vagamon,
Elizabeth Devasia, Ph.D