Introduction to marketing

MVS.SRINIVASA RAO, Associate Professor, MRPG College, VZM

Define the term marketing

Describe four marketing management philosophies

Discuss the differences between sales and market orientations

Describe several reasons for studying marketing

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2

3

4

An Overview of Marketing

MVS. Srinivas Rao,Associate Professor of Strategic Marketing,

Member-AIMA,CGPA-UGC.

Define the term marketing

What Is Marketing?What Is Marketing?1

Human Needs

http://images.google.co.in/imgres?imgurl=http://photos4.meetupstatic.com/photos/event/9/6/f/8/highres_1958648.jpeg&imgrefurl=http://www.meetup.com/powergroup/calendar/8144913/%3FeventId%3D8144913%26action%3Ddetail&usg=__f5DuOlslFYEDoP_9rSgbj68ztOs=&h=700&w=1050&sz=59&hl=en&start=19&tbnid=3_jyMO0vP87-KM:&tbnh=100&tbnw=150&prev=/images%3Fq%3Dhuman%2Bneeds%26gbv%3D2%26hl%3Den

Human Wants

http://images.google.co.in/imgres?imgurl=http://www.ces.ncsu.edu/johnston/4-H/family.gif&imgrefurl=http://www.ces.ncsu.edu/johnston/4-H/4-H.html&usg=__jiSFnT3YkSgLS9lT8CvNpiaPE20=&h=544&w=576&sz=8&hl=en&start=46&tbnid=DtUC63YYdMAP5M:&tbnh=127&tbnw=134&prev=/images%3Fq%3Dfamily%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D40

Market

http://images.google.co.in/imgres?imgurl=http://grkennel.files.wordpress.com/2008/02/market.jpg&imgrefurl=http://grkennel.wordpress.com/2008/02/15/market-day/&usg=__35KrpgW6Y3IijyYB_ygtSsJWeD0=&h=300&w=400&sz=68&hl=en&start=8&tbnid=5jvExMx3oB9PlM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dmarket%26gbv%3D2%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://halls.ic.ac.uk/pembridge/images/stories/portobello_market.jpg&imgrefurl=http://halls.ic.ac.uk/pembridge/index.php/About-Pembridge/Around-Pembridge/shopping.html&usg=__ZmRgAi42_u7FmMOHCrGhmFF0lEQ=&h=535&w=800&sz=179&hl=en&start=25&tbnid=n6YvlS8ZS23VRM:&tbnh=96&tbnw=143&prev=/images%3Fq%3Dmarket%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20

http://images.google.co.in/imgres?imgurl=http://www.seewhitstable.com/whitstable-shops-and-businesses/Images/Whitstable-Fish-Market/Whitstable-fish-market1.jpg&imgrefurl=http://www.seewhitstable.com/Whitstable-Fish-Market.html&usg=__hwMhHS-pe5w1sYb0ymepC4m5w8I=&h=600&w=800&sz=279&hl=en&start=16&tbnid=jJGtt1YqcOMG7M:&tbnh=107&tbnw=143&prev=/images%3Fq%3Dfish%2Bmarket%26gbv%3D2%26hl%3Den

http://images.google.co.in/imgres?imgurl=http://www.lanesisland.com/news/Kimironko%2520Market.jpg&imgrefurl=http://www.lanesisland.com/news/2008/01/kimironko_market.html&usg=__7xXQzuUfCPlYA16ZLHE-j87a7aE=&h=337&w=450&sz=81&hl=en&start=24&tbnid=fTeQBNR6k3WrPM:&tbnh=95&tbnw=127&prev=/images%3Fq%3Dmarket%26gbv%3D2%26ndsp%3D20%26hl%3Den%26sa%3DN%26start%3D20

A societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging goods and services of value with others.

- Philip Kotler, 1953.Father of Modern Marketing

Marketing - Definition

The definition emphasizes the society and its orientation.

Marketing is the process of SATISFYING THE NEEDS AND WANTS OF THE CUSTOMERS

Marketing is the process of SATISFYING THE NEEDS AND WANTS OF THE CUSTOMERS

A Philosophy

An Attitude

A Perspective

A Management Orientation

A Set of Activities… Products

Distribution

Promotion

Pricing

Aims at Needs & Focuses on WantsAims at Needs & Focuses on Wants

History of Marketing Thought – The journey

Bartering

First

Marketingis not economics

1800s

CollegeCourses (academics)

Early 1900s

1930s

First marketingtheories

1960s

Marketingresearch

1970s

Becomes major business function

1980s & 1990s

Focus on customer& external environment

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http://images.google.co.in/imgres?imgurl=http://www.simbihar.com/img/Big-Bazaar_SK.jpg&imgrefurl=http://www.simbihar.com/&usg=__Kbt29yIh_X9gaqVBoDx4cFveyH0=&h=291&w=495&sz=57&hl=en&start=16&tbnid=WIA1c_xNylRa6M:&tbnh=76&tbnw=130&prev=/images%3Fq%3Dbig%2Bbazaar%26gbv%3D2%26hl%3Den

It 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.

- American Marketing Association,1939.

Marketing Management Definition

The definition encompasses both the philosophy

and the organization orientation.

http://images.google.co.in/imgres?imgurl=http://www.cogentis.com.au/images/marketing-strategy-win-new-clients.jpg&imgrefurl=http://www.cogentis.com.au/&usg=__tPsS-VWGTpfeix0bqp0j3O4pjCQ=&h=475&w=370&sz=17&hl=en&start=1&tbnid=tseTvUo0bvEAvM:&tbnh=129&tbnw=100&prev=/images%3Fq%3Dmarketing%26gbv%3D2%26hl%3Den

ExchangeExchange

Chapter PHOTO

Here

Chapter PHOTO

Here

People giving up something to receive

something they would rather have.

The medium of exchange is money…

It is MARKETING.

http://images.google.co.in/imgres?imgurl=http://sandiegopreviews.com/wp-content/blogs.dir/125/files/2008/01/buy-sell-exchange-photo.jpg&imgrefurl=http://www.thereibrain.com/tag/real-estate-investing/&usg=__rXzOS1JlNPjhaqUpUI1YFXzLTtY=&h=300&w=400&sz=49&hl=en&start=1&tbnid=Hpo0TIe-RgPqaM:&tbnh=93&tbnw=124&prev=/images%3Fq%3DExchanges%26gbv%3D2%26hl%3Den%26sa%3DG

Business

Introduction to marketing