2/8/2023 6:59 AM

Keshav Gadtaula

9851253357

9842124280
[email protected] [email protected]
Ksv Gadtaula

2/8/2023 6:59 AM
2/8/2023 6:59 AM
Course Contains
Unit 1: Marketing Introduction
Unit 2: Marketing Environment
Unit 3: Marketing Information
Unit 4: Buyer Behavior
Unit 5: Segmentation, Targeting & Positioning Strategies
Unit 6: Product Decision
Unit 7: Pricing Decisions
Unit 8: Distribution Decisions
Unit 9: Promotion Decisions
2/8/2023 6:59 AM
 Contents
• Meaning of marketing
Unit-1 • Evolution of the marketing philosophies
•
Introduction Basic principles of the production, product,
selling, marketing and holistic marketing
concepts.
• Meaning and tasks of marketing
management.
• Marketing challenges of the 21st century
and firm’s resources to the challenges.
• Concept, relevance and practices of
relationship marketing, green marketing
and e-marketing.
• Components of the marketing mix for
products and services.
2/8/2023 6:59 AM
 Meaning of Marketing
Marketing in the pragmatic sense is composed of three key activities:

Delivering
Converting the value to
Seeing the opportunity in buyers
opportunity to products and through the
services products &
services

Marketing is not only with attracting customers but also with retaining customers.

2/8/2023 6:59 AM
Definition of Marketing
American Marketing Association-1960
The performance of business activities that direct the
flow of goods and services from the producer to
consumer or user.
American Marketing Association-2004
Marketing is an organizational function and a 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.
American Marketing Association-2007
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.

2/8/2023 6:59 AM
Definition of Marketing
Philip Kotler
Marketing is a social process by which individuals and groups obtain what they
need and want through creating, offering and freely exchanging products and
services of value with others.
This theory focuses on the following five aspects of modern marketing:
1. Marketing is a social process and the knowledge of marketing can be used to meet various
social needs and solve various social problems.
2. Individuals and groups satisfy their needs and wants through the process of marketing.
3. Marketing creates satisfying products and services.
4. The products and services are exchanged for value in a transaction that provides mutual
benefits to sellers and buyers.
5. The exchange has to take place in a free-environment without any external imposition or
compulsion.

2/8/2023 6:59 AM
Definition of Marketing
E. Jerome McCarthy
Marketing is the performance of activities that seek to accomplish an organization’s
objectives by anticipating customer or client needs and directing a flow of need-
satisfying goods and services from producer to customer or client.
William Stanton
Marketing is a total system of business activities designed to plan, price, promote,
and distribute want-satisfying products to target markets to achieve organizational
objectives.
Kotler & Armstrong
Marketing is a process by which individuals and groups obtain what they need and
want by creating and exchanging products and value with others.

2/8/2023 6:59 AM
Definition of Marketing
Key points for marketing
1. Marketing is a process
2. Marketing consists of activities
a. Product related b. Price related c. Place related d. Promotion related

3. Marketing satisfies customer needs

4. Marketing facilitates exchange relationship
5. Marketing helps achieve objectives
Profit, Service, Growth, Survival, Leadership

6. Marketing occurs in a dynamic environment

Marketing is the process of planning and executing the
conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy
individual and organizational objectives. 2/8/2023 6:59 AM
Definition of Marketing
Marketing process encompasses all activities aimed at identifying and satisfying customer
needs through exchange relationships to achieve organizational objectives in a dynamic
environment.

1. Marketing is concerned with meeting needs and providing benefit.

2. Marketing focuses on customer satisfaction and delivering value to individual customers,
groups, organizations and the society at large.
3. Future needs of the individual customer and the society as a whole should be identified,
anticipated and served.
4. Marketing focuses on achieving long term profit targets rather than short term sales and profit.
5. Marketing can be applied in all spheres of the society to sell a variety of entities that includes
goods, services ideas, experience, places, people, organizations, assets and information.

2/8/2023 6:59 AM
Marketing Philosophies
Several marketing concepts have evolved over time that has guided marketers to plan and
implement their activities. These business concepts have different focus, means and ends.
They put different weight to the interests of organizations, customers and society.

Holistic
Production
Concept
Concept
Societal
Concept

Marketing Product
Customer Concept
Concept

Marketing Selling
Concept Concept

2/8/2023 6:59 AM
 Marketing Philosophies Production
Concept
(1950-1960)
The production concept believes that consumers will favor those products that are
widely available and low in cost.
Emerged in 1950
Tank factories that produced tanks started manufacturing automobiles and uniform producers
started manufacturing readymade garments.
Influenced by the Keynesian Economics thought.
Keynesian economics is an economic theory of total spending in the economy and its effects on output and inflation.

Mass production and wide distribution coverage.

Directed at raising output levels, produce standardized product and sell at lower price.
Focus on building internal capabilities of the organization in terms of production and selling.
Use lower costs to cut prices and expand market sizes.

2/8/2023 6:59 AM
 Marketing Philosophies Production
Concept
(1950-1960)

Starting Point Focus Means Ends

Low Price Profit through

Factory Mass Production
Mass Distribution production efficiency

Currently Chinese companies are adopting this concept in order to penetrate into
the international markets with price advantages.
This concept was abandoned by many organizations when they realized that all consumers do
not buy cheap products.

2/8/2023 6:59 AM
 Marketing Philosophies Product
Concept
(1950-1960)

The product concept believes that consumers respond to good quality products
that are reasonably priced.
Emphasis on product quality, performance and features.
Little effort is required to sell the good quality products that are reasonably priced.
Long lasting products
Provide warranty for longer periods.
Heavy faith in the role of engineers in development of super products.
Gave birth to various products- West-End Watches, Mercedes Benz, Hi-Tech Shoes etc.

2/8/2023 6:59 AM
 Marketing Philosophies Product
Concept
(1950-1960)

Starting Point Focus Means Ends

High Quality
Innovation Profit through quality
Factory Product Quality
Performance products

Although this concept was not so successful in consumer market, it still has
importance value in marketing of machinery and heavy equipment.
This concept disregard customer needs and preferences.

2/8/2023 6:59 AM
 Marketing Philosophies Selling
Concept
(1960-1970)

The selling concept is based on the idea that people will buy more goods and
services if aggressive selling methods are used. It believes that people ordinarily
will not buy the organization’s product unless they are persuaded to buy.
Organization believes that there is a large number of customers and there is a whole range of
selling techniques available to attract the customers.
Organization can use another methods for selling if one methods fails.
Heavy emphasis on convincing and persuading the buyers about the super quality and fair
prices.
Selling concept has been successful in the field of political marketing.
Focused for selling unsought products which buyers do not normally thing of buying.
Life-insurance, encyclopedia, subscription of magazines.

2/8/2023 6:59 AM
 Marketing Philosophies Selling
Concept
(1960-1970)

Starting Point Focus Means Ends

Aggressive selling Profit through high sales

Factory Products Heavy promotion volume

Selling concept is successfully implemented in political marketing and marketing of

unsought products. The Nepalese business sector today is dominated by selling
concept.
The basic problem with the selling concept is its assumptions that a majority of the buyers who
have been lured to buy the product would ultimately like the product. Those who do not like the
product would forget their disappointment with the product.
2/8/2023 6:59 AM
 Marketing Philosophies Marketing
Concept
(1970-2000)

The marketing concept believes that the key to achieving organizational objectives
lies in being more effective than competitors in integrating marketing activities
toward determining and satisfying the needs and want of the target markets.
It is different as of previous slogan: “We sell what we make.”
Change the business slogan to: “We make what we can sell.”
This concept emphasizes customer orientation and coordination of marketing activities.
The mean adopted for achievement of organizational objective of profit differed among the
production, product and selling concepts as it consider buyers an important variable in the
business environment.
Managers focus on all activities at determining customer needs in the target market and earn
profit through customer need satisfaction.
“Think Customer”
Marketing department is well coordinated with other departments like finance, production,
human resources and research and development to foster team work.
2/8/2023 6:59 AM
 Marketing Philosophies Marketing
Concept
(1970-2000)

Starting Point Focus Means Ends

Profit through customer

Target Market Customer needs Integrated marketing
satisfaction

The marketing concept is a new way of thinking about organization’s entire

activities. The concept is based on the notion that the main task of the organization
is to know the needs, wants and value of the target market and then delivering
products that satisfy those needs and wants.
Problems: Customer desire versus spending realities, lack of marketing knowledge, new
features and services, lack of effective customer service, barriers to communication.
2/8/2023 6:59 AM
 Marketing Philosophies Marketing
Concept
(1970-2000)
Fundamental Principles of Marketing Concept

An organization can do better if it can define the

Target Market boundaries of its operation and follow a market tailored
business strategy.
All activities of the organization are focused on
Customer Orientation determining and satisfying customer needs. All
organizational activities are customer oriented.
All marketing activities are organizationally coordinated
Integrated Marketing under the marketing department. Product management,
marketing research, pricing, distribution, promotion etc.
For private business, the objective is profit, market share,
Objectives Achievement sales etc. For non-profit organizations, it is surviving and
attracting funds to provide service.
The marketing concept stresses that organizations can best achieve
objectives through customer values and satisfaction. 2/8/2023 6:59 AM
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Process

Orientations Product Customers

needs and
wants
Tools

Approach

Planning

Pricing
2/8/2023 6:59 AM
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Process
First manufacturing and First determining
Orientations then selling market prospects
and then
Tools manufacturing

Approach

Planning

Pricing
2/8/2023 6:59 AM
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Process Sales volumes Customer needs

Orientations

Tools

Approach

Planning

Pricing
2/8/2023 6:59 AM
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Process
Aggressive salesmanship Identifying needs
Orientations Advertisements Discovering demands
Sales promotions Delivering satisfaction
Tools
Transaction marketing* Obtaining loyalty
Approach Maintaining relationship

Planning

Pricing *Achieving quick sales without a

significant attempt to form a long
2/8/2023 6:59 AM
term customer relationship
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Marketing function wise
Process Integration of all
operation. marketing functions and
Orientations Each department works processes to achieve
independently. common marketing goals.
Tools

Approach

Planning

Pricing
2/8/2023 6:59 AM
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Short term focusing on Long term focusing on
Process
current products and future products and
competition. potential completion.
Orientations

Tools

Approach

Planning

Pricing
2/8/2023 6:59 AM
Marketing Philosophies
Difference between Selling Concept & Marketing Concept
Emphasis
Selling Concept Marketing Concept
Costs determines price Customers determine price
Process

Orientations

Tools

Approach

Planning

Pricing
2/8/2023 6:59 AM
 Marketing Philosophies Customer
Concept

The customer concept believes that individual customer is the key to achieving
organizational objectives. All marketing activities are done to satisfy the needs of
individual customer.
Focus on needs and values of individual customer though one-to-one marketing.
Tailoring marketing program to the needs of individual customer, customized marketing mix,
individualized promotion and distribution.
Capture larger share of each customer’s expenditure.
One to one marketing. Fulfill needs of specific individuals and locations.
Profit through customer loyalty and retention.

2/8/2023 6:59 AM
 Marketing Philosophies Customer
Concept

Starting Point Focus Means Ends

Customer needs and Profit through high

Individual customer One-to-One marketing
value customer share & loyalty

Organizations collect information about the profile of each customer. They use e-
ecommerce and the latest information technology.
This concept is useful to companies selling high value products. Such products need periodic
replacement or upgrading. Airlines industry is an example.

2/8/2023 6:59 AM
 Marketing Philosophies Societal
Concept

The societal marketing concept is an emerging concept which holds that

organizational objectives should be achieved through customer need satisfaction in
ways that protect the interests of the consumers and safeguard the well-being of
society.
Marketing is blamed for green-house effect leading to global rise in temperature.

2/8/2023 6:59 AM
 Marketing Philosophies Societal
Concept

Marketing is blamed for green-house effect leading to global rise in

temperature.
For depletion of ozone layers leading to a rise in the incidence of skin cancer.
For resource shortages due to haphazard use of limited and non renewable
natural resources, such as oil, coal, forests etc.
For encouraging over consumption in the developed world while a large
population in the underdeveloped countries is suffering from hunger,
starvation, disease and premature death.
For social disharmony by projecting women as wrong symbols in
advertisements.
Therefore, the societal marketing concept assumes that along with the
consumers wants and interests, social interests too should be considered so
that long-run social welfare could be maintained. 2/8/2023 6:59 AM
 Marketing Philosophies Societal
Concept

Starting Point Focus Means Ends

Protecting & supporting
consumer & social well- Profit through customer
Target market Social needs
being and social well-being

The societal marketing concept believes that the organization should deliver the
superior value product to the market that maintains or improves the consumer’s
and society’s well being.
The pressure groups, particularly environmentalist, consumerist and feminist, have forced
many companies to adopt the societal marketing concept.
2/8/2023 6:59 AM
Marketing Philosophies Societal
Concept

Environmental quality Society

Employment generation (Social Well-being)
Meet community needs

Product quality
Product safety
Honesty
Company
Consumer rights
(Profits/Other Goals)
Consumers
(Need Satisfaction)

2/8/2023 6:59 AM
 Marketing Philosophies Holistic
Concept

Holistic marketing concept is a part of the series

on concepts of marketing and it can be defined as
a marketing strategy which considers the business as a
whole and not as an entity with various different parts.
According to holistic marketing concept, even if a
business is made of various departments, the
departments have to come together to project a positive
& united business image in the minds of the customer.
Holistic marketing concept involves interconnected
marketing activities to ensure that the customer is likely
to purchase their product rather than competition.

2/8/2023 6:59 AM
 Marketing Philosophies Holistic
Concept

Philip Kotler- “The holistic marketing concept is based on the development, design
and implementation of marketing programs, processes and activities that
recognizes their breadth and interdependencies.”

Efficiently and effectively

utilize marketing
resources and to meet
Practiced to promote customer needs.
consumer and societal
welfare. Holistic

Practiced to make all

members of the Practiced to develop long
organization customer- term relationships with
oriented. customers
2/8/2023 6:59 AM
 Marketing Philosophies Holistic
Concept

Starting Point Focus Means Ends

Integrating marketing
Relationship marketing
Internal marketing Goal achievement
Target market All marketing matters
Social responsibility through marketing think

The holistic concept emerged mainly due to the social and technological challenges
that raised serious questions about the power of marketing to mold and modify
consumer needs and preferences in the 21st century.

2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer satisfaction Profit through customer
concept needs satisfaction
Customer Individual Customer One-to-one marketing Customer satisfaction Profit through high customer
concept customer needs and share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs
concept
Holistic Society Social needs Relationship, integrated, Social welfare Profit through social welfare
marketing internal & performance
concept marketing 2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer satisfaction Profit through customer
concept needs satisfaction
Customer Individual Customer One-to-one marketing Customer satisfaction Profit through high customer
concept customer needs and share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs
concept
Holistic Society Social needs Relationship, integrated, Social welfare Profit through social welfare
marketing internal & performance
concept marketing 2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer satisfaction Profit through customer
concept needs satisfaction
Customer Individual Customer One-to-one marketing Customer satisfaction Profit through high customer
concept customer needs and share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs
concept
Holistic Society Social needs Relationship, integrated, Social welfare Profit through social welfare
marketing internal & performance
concept marketing 2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer Profit through customer
concept needs satisfaction satisfaction
Customer Individual Customer One-to-one marketing Customer satisfaction Profit through high customer
concept customer needs and share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs
concept
Holistic Society Social needs Relationship, integrated, Social welfare Profit through social welfare
marketing internal & performance
concept marketing 2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer satisfaction Profit through customer
concept needs satisfaction
Customer Individual Customer One-to-one marketing Customer Profit through high customer
concept customer needs and satisfaction share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs
concept
Holistic Society Social needs Relationship, integrated, Social welfare Profit through social welfare
marketing internal & performance
concept marketing 2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer satisfaction Profit through customer
concept needs satisfaction
Customer Individual Customer One-to-one marketing Customer satisfaction Profit through high customer
concept customer needs and share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs Protection of social well-
concept beings
Holistic Society Social needs Relationship, integrated, Social welfare Profit through social welfare
marketing internal & performance
concept marketing 2/8/2023 6:59 AM
 Marketing Philosophies - Comparison
Business Starting Main focus Means Offer to buyers Organizational goal
concepts point
Production Factory Mass Low price Low priced products Profit through mass production
concept production Mass distribution and merchandising
Product Factory Product High quality Product quality and Profit through long-lasting and
concept quality Innovation performance high performance products
Performance guarantee
Selling Factor Products Aggressive selling and Promises of product Profit through high sales volume
concept promotion superiority and extra
benefits
Marketing Market Customer’s Integrated marketing Customer satisfaction Profit through customer
concept needs satisfaction
Customer Individual Customer One-to-one marketing Customer satisfaction Profit through high customer
concept customer needs and share and loyalty
values
Societal Market Customer’s Integrated marketing Consumer welfare Profit through social welfare
marketing needs
concept
Holistic Society Social Relationship, Social welfare Profit through social welfare
marketing needs integrated, internal &
concept performance marketing 2/8/2023 6:59 AM
 Components of Marketing Mix

Product Mix

Place/Distribution Marketing
Price Mix
Mix Mix

Promotion Mix

2/8/2023 6:59 AM
Components of Marketing Mix

Product Mix

Product planning and development

Product quality

Variety

Design

Features

Branding

Packaging and labeling

Warranty

After sales service

2/8/2023 6:59 AM
Components of Marketing Mix

Price Mix

Competitors’ price
analysis

Pricing objectives

Price setting

Conditions of sale

Discounts, allowances
and commission

2/8/2023 6:59 AM
Components of Marketing Mix

Promotion Mix

Advertising

Personal selling

Sales promotion

Public relations

Direct Marketing

2/8/2023 6:59 AM
2/8/2023 6:59 AM
2/8/2023 6:59 AM
2/8/2023 6:59 AM
Components of Marketing Mix

Place Mix

Channel

Wholesaler

Retailer

Physical Distribution

Order processing

Warehousing

Material handling

Inventory management

Transportation 2/8/2023 6:59 AM

Marketing Management
Customer needs and wants are fulfilled through an
exchange process.
An exchange process consists of considerable
efforts and skills and for the fulfillment of needs
and wants of one party (buyer) several activities are
to be performed by another party (seller) in an
organized way, which requires considerable
amount of skills with the providers.
Marketing management takes place when one
party thinks about the fulfillment of needs of
another party. Hence marketing management is
an organizational approach to marketing.
2/8/2023 6:59 AM
Marketing Management
American Marketing Association:
“Marketing management is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges
that satisfy individual and organizational goals.”
Cravens, Hills and Woodruff:
“Marketing management is the process of scanning the environment, analyzing
market opportunities, designing marketing strategies and then effectively
implementing and controlling marketing practices.”
Philip Kotler:
“Marketing management is the process of planning, implementing and controlling
marketing activities or practices to achieve the desired organizational goals.”
2/8/2023 6:59 AM
Marketing Management
Marketing management is the process of developing strategies and planning for
product or services, advertising, promotions, sales to reach desired customer
segment.

"Marketing management is 'the art and science of

choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value' (Kotler and
Keller, 2008: 5)."
The concept reviews the process used to determine what
products or services may be of interest to customers and the
strategy to use for marketing mix. It also explores the process of
understanding, creating and delivering value to targeted
business markets and customers.

2/8/2023 6:59 AM
 Task of Marketing Management
Developing Marketing Strategies and Plans
Create marketing information
system
Connecting with Customers

Capturing Marketing Building Strong

Insights Brands
Delivering Value
Shaping the Market
Offerings
Creating Successful Long Term
Growth
Delivering and Communicating
Value
2/8/2023 6:59 AM
Task of Marketing Management
Developing Marketing Strategies and Plans
Identify its potential long-run opportunities

2/8/2023 6:59 AM
Task of Marketing Management
Create marketing information system
Marketing designs, delivers and uses an effective marketing information system. It consists of four
components.
1. Internal record system
2. Marketing intelligence system
3. Decision support system
4. Marketing research

2/8/2023 6:59 AM
Task of Marketing Management
Capturing Marketing Insights
Closely monitor its marketing environment so it can continually assess market potential and forecast
demand.

2/8/2023 6:59 AM
Task of Marketing Management
Connecting with Customers
Must consider how to create best value for its chosen target markets and develop strong, profitable,
long-term relationships with customers

2/8/2023 6:59 AM
Task of Marketing Management
Building Strong Brands
Must understand the strengths and weaknesses of the brand as customers see it.
Must also pay close attention to competitors, anticipating their moves and knowing how to react
quickly and decisively.
http://brandirectory.com/league_tables/table/global-500-2018

2/8/2023 6:59 AM
Task of Marketing Management
Building Strong Brands
Must understand the strengths and weaknesses of the brand as customers see it.
Must also pay close attention to competitors, anticipating their moves and knowing how to react
quickly and decisively.

2/8/2023 6:59 AM
Task of Marketing Management
Shaping the Market Offerings
Offering product quality, design, features and packaging.
Wholesale price, retail prices, discounts, allowances and credit terms to gain a competitive advantage.
Provide leasing, delivery, repair and training as part of its product offering.

2/8/2023 6:59 AM
Task of Marketing Management
Delivering Value
Properly deliver to the target market through different channel activities to make the product
accessible and available to target customers.
Must understand the various types of retailers, wholesalers and physical distribution firms and how
they make their decisions.

2/8/2023 6:59 AM
Task of Marketing Management
Communicating Value
Adequate communication with the target market.
Needs to set up mass communication programs consisting of advertising, sales promotions in the
form of direct and interactive marketing as well as hire, train and motivate sales people.

2/8/2023 6:59 AM
Task of Marketing Management
Creating Successful Long Term Growth
Must initiate new product development, testing and launching as part of its long term view.
The strategy should take into account changing global opportunities and challenges.

2/8/2023 6:59 AM
Marketing Challenges
The information technology

revolution
Connection with customers

Globalization

Ethics and social responsibility

Customer empowerment

Product Vs Services

Creating and innovation

Outsourcing

Relationship marketing

Global life style 2/8/2023 6:59 AM

 Marketing Challenges
Marketing job has become very tough these days. Every marketer is facing challenges in the job.

Michael Porter has identified five marketing challenges of the firm’s competitive position.

2/8/2023 6:59 AM
Firm’s response to Marketing Challenges
• Developing marketing plans that are designed to build long-term profitability.
• Developing cogent arguments to protect or increase, the investment in marketing
when economic times were tough.
• The need for a framework that created a good balance within marketing strategy
between the needs of the customer and those of the organization.
• Developing effective strategies that engaged those outside of marketing that were
crucial to delivering to promise to consumers.
• Developing the right metrics to monitor progress and provide accountability.
• Motivating others to be passionate about data quality, as ‘fit for purpose’ data is
vital in direct, digital and CRM based marketing and for monitoring performance
against achieving the goals laid down in the marketing plan.

2/8/2023 6:59 AM
Relationship Marketing
• The relationship marketing has emerged from 1980’s.
• It has shifted attention from short term transaction and immediate profits toward a process
of creating customer value through building long term relationships with customer.
• Sales focus Vs Marketing mix.
• Directed towards building a large group of satisfied and loyal customers
• Customer retention and winning back of lost customer.
• Long term efforts in delivering value.
• Win-win relationship
• Directed at building strong economic, technical and social relationships.
• Creating valuable marketing network.
Relationship marketing has the aim of building mutually satisfying long term relations with
key parties-customers suppliers, distributors- in order to earn and retain business.
2/8/2023 6:59 AM
 Relationship Marketing
Dimensions of relationship marketing
Relationship marketing has three dimensions:
1. The view of companies about customers is changing. The emphasis is
shifting from transaction based marketing to relationship based
marketing.
2. In addition to their relationship with customer's companies are
increasingly concerned about their enduring relationship with suppliers,
middlemen, stakeholder and other influences groups. The focus is also
on internal marketing where all employees are trained and motivated to
work for customer satisfaction.
3. A strategy to bring the three key elements- quality, customer service and
marketing activities-to work together in order to produce synergistic
effects for the benefit of the customers and external agencies. 2/8/2023 6:59 AM
Relationship Marketing
Relationship marketing is the practice of building long-term satisfying relations with key
parties- customers, suppliers and distributors- in order to retain their long-term preference
and business.
If properly implemented, relationship marketing may result in strong economic, technical and
social ties among the parties.
It can also cut down on transaction costs and time.

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
People who have interest in the product and ability to
pay for it. They are likely to buy the product

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
First Time Customers
Prospects who buy a product for the first time. They
can be brand switchers.

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
First Time Customers
Repeat Customers
First time customers who repeatedly buy the product.
They experienced satisfaction with first time purchase.
They have potential to become loyal customers.

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
First Time Customers
Repeat Customers
Clients
Repeat customers who are treated specially and
knowledgeable by the organization. They are loyal
and satisfied customers. They buy products for a
longer period of time.

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
First Time Customers
Repeat Customers
Clients
Members
Clients who join membership programme to take
advantage of benefits. Customer clubs are organized.

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
First Time Customers
Repeat Customers
Clients
Members
Advocates
Members who enthusiastically recommend the
organization and its products to others.

2/8/2023 6:59 AM
Relationship Marketing
Relationship Building Process
Prospects
First Time Customers
Repeat Customers
Clients
Members
Advocates
Partners
Advocates who work together actively for mutual
benefits with the organization.

2/8/2023 6:59 AM
 Relationship Marketing
Strategies for Relationship Marketing

Quality Economic
Assurance Benefits
Promise and deliver Frequency marketing
high quality products programme.
at fair hello Relationship Club membership program.
worldprices Marketing Gift to customer

Technical Social
Benefits Benefits
Developing Electronic Data Increase social bonds
Interchange (EDI) with customers.
2/8/2023 6:59 AM
Relationship Marketing
Practices of Relationship Marketing in Nepal

HOME WORK

2/8/2023 6:59 AM
 Green Marketing
Green marketing refers to the process of selling products and services based on
their environmental benefits.
• Part of societal marketing concept.
• Environmental friendly.
• Potential customer will view a product or services “greenness” as a benefit.
• Customer will pay more for green products.
• Address ecological problem or make balance.
• Address environmental problems due to mass production, mass marketing and mass
consumption.
• Environmental friendly processes and practice.

2/8/2023 6:59 AM
Green Marketing
Marketing of products taking into considerations the ecological issues is
popularly known as Green Marketing.

Green Marketing calls for business organizations and consumers to show

environmental consciousness by modifying business and consumption
behavior favoring green products and practices.
2/8/2023 6:59 AM
Green Marketing
Practices of Green Marketing
Environmental awareness – polythene bags, plastic packaging, water bottles and glass and tin containers,
old vehicles etc.
Customer associations around the world have become very active to pressurize governments and businesses to
adopt more environmental friendly business practice.
Resource conservation– Renewal resources & Non-renewal resources.
The society today emphasizes on using more of the renewal resources and conserving the non-renewal
resources for the future generations.
Recycled products – The pressure on non-renewal resources has greatly been reduced through recycling of
plastics, iron, cooking oil, paper and many other products.
Green products – Use of excessive fertilizers, genetically modified grains, fruits and vegetables and use of
pesticides on plants has harmed the general health of people.
Promoting organic farming and marketing of organic food.
2/8/2023 6:59 AM
E-Commerce (Internet Marketing/E Marketing
E commerce is the marketers effort to inform, communicate , promote and sell its products
and services through the internet.

2/8/2023 6:59 AM
E-Commerce (Internet Marketing/E Marketing
E commerce is the marketers effort to inform, communicate , promote and sell its products
and services through the internet.

2/8/2023 6:59 AM
E-Commerce (Internet Marketing/E Marketing
E Business uses three types of networks for conducting business operations:

Internet: The global network through which a firm or an individual can contact, access and share
information, order for products and services and sell products and services to other users of the
internet.

Intranet: This is an in-company network that allows employees to access and share information with
each other in order to improve the company’s performance.

Extranet: This is a network of the company with its suppliers, distributors, and major customers
facilitating exchange of information, execution of orders, transactions and payments.

2/8/2023 6:59 AM
Board Questions
1. Define holistic marketing concept. 1
2. Explain the marketing challenges of the 21st century and form's responses to these challenges. 5
3. Write about E-Marketing. 1
4. Write the concept of core marketing. 1
5. What is relationship marketing? How does relationship marketing help to customer development process? Explain.
5
6. How is marketing defined in modern days? 1
7. Give two examples of green marketing in Nepal. 1
8. Name three modern marketing concepts. 1
9. Point out the various marketing concepts that have been evolved over a period of time. 1
10. Conceptualize the term "Relationship Marketing'. 1
11. Give the meaning of marketing in one sentence. 1
12. What is marketing myopia? Explain in one sentence. 1
13. Explain any three emerging concepts of marketing. 1
14. Give the meaning of marketing mix in one sentence. 1
15. What is marketing? Discuss the core marketing concept. 5
16. Define marketing in one sentence. 1
17. Point out the core marketing concepts. 1
18. What is marketing? 1
19. Point out the components of marketing mix. 1
20. Differentiate consumer and customer. -1
2/8/2023 6:59 AM
2/8/2023 6:59 AM