Presentation On Marketing

PRESENTATION ON MARKETING BY: RIYA ANAND

Topics : Definition

of marketing Nature of marketing Functions of marketing Importance of marketing Marketing Management Marketing concept Difference between Marketing & Selling Marketing Environment Marketing Research

Definition of Marketing: The American Marketing Association has defined marketing as “ the performance of business activities that direct the flow of goods and services through producers to consumers or users”. It involves the exchange of good or services for money.

KOTLER’S DEFINITION: Kotler has defined Marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging product of values with others.

NATURE OF MARKETING: Marketing

is customer focussed Marketing must deliver value Marketing is Business Marketing is surrounded by customer Needs Marketing is a part of Total Environment Marketing as a Discipline Marketing Creates Mutually – beneficial Relationships

FUNCTIONS OF MARKETING

FUNCTION OF RESEARCH

FUNCTION OF EXCHANGE

FUNCTION OF PHYSICAL TREATMENT

1.Marketing 1.Buying & Assembling 1.Salesmanship Research 2.Selling 2.Advertising 2.Product 3.Pricing Planning & 4.Financing Development

FUNCTION FACILITATIN GEXCHANGE

1.Standardisation & Grading 2.Branding 3.Packaging 4.Transportation

IMPORATANCE: Marketing

is the beating Heart of the organisation. Marketing helps in creation of place ,time and possession utilities for the benefit of customers. Marketing gives top priority to the needs of the customers. Marketing helps in developing economic resources.

MARKETING MANAGEMENT It is an important function of management. It performs all managerial functions in the field of marketing. It is responsible for planning, organising , directing , and controlling marketing activities. It is required to build up an appropriate marketing – mix to achieve the objectives of the business.

MARKETING CONCEPT The marketing concept emphasises the determination of the requirements of present and potential customers and supplying products to satisfy their requirements.

Difference between Marketing and Selling *Marketing starts with customer needs and takes outside-in view of the market. *Marketing focuses on customer’s needs of want – satisfying products. *Emphasis is given on product planning and development. *Customer is given supreme importance. *Marketing aims at profits through customer satisfaction. *The principle of caveat vendor is followed.

*Selling starts with factory and takes inside – out view of the market. *Selling focuses on seller’s needs of converting his products into cash. *Emphasis is placed on sale of products already produced. *Seller/ product enjoys supreme importance. *Selling aims at profits through sales volume. *The principle of caveat emptor is followed.

MARKETING ENVIRONMENT MICRO ENVIRONMENT ENVIRONMENT 4 Suppliers Demographic 5 Customers 6 Intermediaries Physical 7 Competitors Technological 8 General Public

MACRO i) ii) Economic iii) Natural/ iv) v) Socio-

MARKETING RESEARCH MEANING: Marketing research means the careful and objective study of product design , markets and such transfer activities as physical distribution and warehousing , advertising and sales management. DEFINITION: It is the gathering , recording and analysing of all facts about problems relating to the transfer and sale of goods and services from producer to consumer.