MARKETING

ITS ROLE IN THE SOCIETY

DEFENITIONS OF MARKET AND MARKETING
 MARKET :
THE PLACE WHERE BUYERS AND
SELLERS GATHER TO ENTER INTO
TRANSACTIONS INVOLVING EXCHANGES OF
GOODS AND SERVICES
 MAKETING :
THE PERFORMANCE OF BUSINESS
ACTIVITIES THAT DIRECT THE FLOW OF GOODS
AND SERVICES FROM PRODUCERS TO
CONSUMERS
 Marketing and Management
Marketing Management identifies
market opportunities and comes out
with appropriate strategies for
exploring those opportunities
profitably.

It involves the development of the marketing plan to achieve their goals by

organising the business
As per the demand of the consumer they do constraint their products and they
reinforce it to the market.
Primary market Capital market
MARK
ET
Marketing mix – a set of marketing tools that firm uses to purse
their target in the market

Product
Product
Place
Place

Marketing mix

Promotion
Promotion
Price
Price
 Brand
Brand mark
name

Trade
mark

BRANDING

Branding Creating a corporate brand identity

for consumer and getting that brand
identity imprinted on the minds of
the consumer, this requires brand
positioning and management
  PRODUCT

A product needs to be relevant: the users must have an immediate use for it. A product
needs to be functionally able to do what it is supposed to, and do it with a good quality.

INDUSTRIAL PRODUCTS

SUPPLY
AND
CAPITA
SERVICE
L ITEMS
S
MATERIA
LS AND
PARTS
Channels of distribution -  a chain of businesses or intermediaries through
which the final buyer purchases a good or service .

It truly represents the allocation of the

products and the product promotion
were the sorting of the products comes
under the organising .

PRO
DUCT Bearing of risk in it is nothing but
the clearance of the middle men
and to satisfy both the producer
and consumer.
 THE ACT OF

PACKAGING
DESIGNING
AND
PRODUCING
THE
WRAPPER OF
A PRODUCT
WITH
QUALITY
MEASURES IS
KNOWN AS
PACKAGING

PRIMARY PACKAGE

SECONDARY PACKAGE

TRANSPORT PACKAGE
 LABELLING
It helps to describe an product of
which brand or model which the
consumer needs to get. Moreover it
helps grading of he products between
them .
Finally it aids promotion so that the
Types Of Labels consumer is attracted even from the
lower range to the high graphics state
Brand label. If only brand is used on
package of a product,
Grade label. Some products have given
grade label. ...
Descriptive label. Descriptive label give
information about the feature, using
instruction, handling, security etc. ...
 The process
whereby a
business sets
the price at
which it will
sell its products
and services,
Cost-plus pricing—simply calculating your costs and may be part
and adding a mark-up of the business's
Competitive pricing—setting a price based on marketing plan.
what the competition charges
Value-based pricing—setting a price based on
how much the customer believes what you’re
PRICING
selling is worth
Price skimming—setting a high price and
lowering it as the market evolves
Penetration pricing—setting a low price to enter
a competitive market and raising it later
 PROMOTION

The use of
communication
with the twin
objective of
informing
potential
consumers
about a product
Advertising. and persuading
Public relations  them to buy it .
Sales promotion.
Direct marketing. Elements of promotion
Personal selling.
Advertising and Selling
Advertising impersonal form of communication nut selling has
an contrast aptitude .
Regardless the consumer the supply is highly flexible but the
advertising isn't like that it cant be separated or adjusted.
Advertising can cover the entire market within a short span of
time but personnel selling requires a lot of time to cover the
entire market
Similar to advertising in the sense that it is non-personal form
of communication
It takes place only when favourable news is presented over
the society on the product or service rendered
CONSUMER PREFERENCES ON PRODUCTS

Shopping efforts
involved

Durability of products

Quality of products
SELLING
 The selling theory believes that if
companies and customers are dropped
detached, then the customers are not
going to purchase enough commodities
produced by the enterprise.  and imparting exceptional consumer
 It concentrates only on production and
only held for short term purposes
 It starts from the factory and based on the
cost of production moreover the volume of
the factors.
MARKETING
 The marketing theory is a business plan,
which affirms that the enterprise’s profit
lies in growing more efficient than the
opponents, in manufacturing, producing
value to the target marketplace.
 It concentrates only on consumer needs
and held for long term purposes
 It begins from the market
DIFFERENCES BETWEEN ONINE AND PHYSICAL MARKETING
ONILINE MARKETING
 The practice of leveraging web-based
channels to spread a message about a
products brand , services or products to its
potential customers.
 In it they build brand awareness and
moreover they reach the customers were they
are.
 There is risk as there is no physical contact
between the traders.
OFFLINE
MAREKETING
 Any advertising that is carried out using
traditional offline media, such as television,
billboard ads, and radio.
 In it customers are the one who need to go to
the market and get and fulfil their needs.
 There is no risk in it and more over the
relationship between them exists .
Role of public relations
It plays an important role in the hands of marketing department

•The business needs to communicate to the customers effectively .

•Besides the direct contact the public opinions of the product is also taken in account
to understand the market

•Their main task is to disseminate information and build goodwill about the business,
they are especially needed to overcome the negative publicity

•Thus it becomes imperative to manage public opinion and the company’s relation with
the public on regular basis . They do add many programmes to get attention of the
public to have agood impression on them.
10
8
6
4 1980-90
2 1990-2005
2005-21
0 2005-21
1980-90 Taking technological
development in
considerations they have
digitalised marketing

As per he recent year we only accept E-commerce as an source of marketing

in the millennium decades were as before that we had preferred only to
physical market.aas of the development in mechanisation and transportation its
is preferable to adapt to it . But in case of any circumstances old school
method is reasonable and convincing. As we can see the chart .
THANK YOU
ART CREATED BY : G.NAVEEN

DEPARTMENT : B.A.ECONOMICS