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  • PGDM IV

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    Shishma Kushwaha
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    Marketing is about communicating the value of a product, service or brand to customers. Marketing techniques include choosing target markets through market analysis and market segmentation. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

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    pgdm IV

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    Marketing is about communicating the value of a product, service or brand to customers. Marketing techniques include choosing target markets through market analysis and market segmentation. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

    Copyright:

    © All Rights Reserved
    Scarica in formato PPTX, PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    15 visualizzazioni18 pagine

    PGDM IV

    Caricato da

    Shishma Kushwaha
    Marketing is about communicating the value of a product, service or brand to customers. Marketing techniques include choosing target markets through market analysis and market segmentation. Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.

    Copyright:

    © All Rights Reserved
    Scarica in formato PPTX, PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    di 18

    MARKETING

    Meaning
    Marketingisaboutcommunicatingthevalue
    ofaproduct,serviceorbrandtocustomersor
    consumersforthepurposeofpromotingor
    sellingthatproduct,service,orbrand.

    Meaning
    Marketingisappliedinenterpriseand
    organizationsviamarketingmanagement
    techniques.
    Marketing techniques include choosing target
    marketsthrough market analysis andmarket
    segmentation, as well as understanding
    consumerbehaviorandadvertisingaproduct's
    valuetothecustomer.

    Marketing Process
    Communication
    Goods&Services

    Industry

    Market
    Money
    Information

    Holistic Marketing (21 Century)


    st

    The holistic marketing concept looks at marketing as a


    complexactivityandacknowledgesthateverythingmatters
    inmarketing-andthatabroadandintegratedperspective
    is necessary in developing, designing and implementing
    marketingprogramsandactivities.
    The four components that characterize holistic marketing
    are:

    relationshipmarketing,
    internalmarketing,
    integratedmarketing,and
    sociallyresponsivemarketing.

    Holistic Marketing (21 Century)


    st

    Market segmentation and positioning have


    increased the divergence of society, further
    segregatingandpreventingaholisticpopulation.
    Holistic Marketing helps converge the segments
    in an approach to improve the entire market
    throughsocialresponsibilityandconvergence.
    Holistic marketing disengages the political
    marketing activities of "divide and conquer", or
    marketsegmentation.

    MARKETING MIX
    Marketersusenumeroustoolstoelicitthe
    desiredresponsesfromtheirtargetmarkets.
    Thesetoolsconstituteamarketingmix.

    MARKETING MIX
    Marketingmixisthesetofmarketingtools
    thatthefirmusestopursueitsmarketing
    objectivesinthetargetmarket.
    McCarthyclassifiedthesetoolsintofourbroad
    groupsthathecalledthefourPsofmarketing:
    product,price,place,andpromotion.

    MARKETING MIX
    RobertLauterbornsuggestedthatthesellers
    fourPscorrespondtothecustomersfourCs.
    FOUR Ps

    FOUR Cs

    Product

    CustomerSolution

    Price

    CustomerCost

    Place

    CustomerConvenience

    Promotion

    CustomerCommunication

    MarketingMix
    Product

    Services

    Definition
    AccordingtoKasperetal.,Servicesare
    originallyintangibleandactivitieswhichare
    relativelyquicklyperishableactivitieswhose
    purchasetakesplaceinaninteractionprocess
    aimedatcreatingcustomersatisfaction,but
    thisinteractiveconsumptiondoesnotalways
    leadtomaterialpossession.

    Characteristics

    Intangibility
    Perishability
    Uniqueness
    Inseperability
    Lackofownership

    Service Marketing Challenges


    Understandingcustomersneedand
    expectationsofservices
    Makingservicestangibletocustomers
    Keepinganddealingwithpromisesmadeto
    thecustomers

    Service Marketing Triangle

    Internal
    Marketing

    External
    Marketing

    Enabling
    Promises

    Setting
    Promises

    Interactive Marketing
    Keeping Promises

    Service Marketing Mix

    Serviceofferings(product)
    Price
    Place
    Promotions
    People
    Process
    Physicalevidence

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