MARKETINGMARKETING1.1. ACTIVITIES DIRECTED TOWARD IDENTIFYING AND ACTIVITIES DIRECTED TOWARD IDENTIFYING AND SATISFYING CUSTOMER NEEDS AND WANTS THROUGH A SATISFYING CUSTOMER NEEDS AND WANTS THROUGH A PROCESS OF EXCHANGE PROCESS OF EXCHANGE

2.2. THE PROCESS OF PLANNING AND EXECUTING THE THE PROCESS OF PLANNING AND EXECUTING THE CONCEPTION, PRICING,PROMOTION AND DISTRIBUTION OF CONCEPTION, PRICING,PROMOTION AND DISTRIBUTION OF IDEAS, GOODS AND SERVICES TO CREATE EXCHANGES IDEAS, GOODS AND SERVICES TO CREATE EXCHANGES THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL THAT SATISFY INDIVIDUAL AND ORGANIZATIONAL EXCHANGEEXCHANGE

MARKETING IS MORE THAN SELLINGMARKETING IS MORE THAN SELLINGSELLING CONCEPTSELLING CONCEPT

STARTS WITH EXISTING PRODUCT IN THE FACTORY AND CALLS PROMOTIONAL STARTS WITH EXISTING PRODUCT IN THE FACTORY AND CALLS PROMOTIONAL EFFORTS TO ACCOMPLISH PROFITABLE SALESEFFORTS TO ACCOMPLISH PROFITABLE SALES

MARKETING CONCEPTMARKETING CONCEPTSTARTS WITH CLEARLY DEFINED MARKET, FOCUSES ON CUSTOMER NEEDS STARTS WITH CLEARLY DEFINED MARKET, FOCUSES ON CUSTOMER NEEDS

AND WANTS, AND COORDINATE ALL MARKETING ACTIVITIES(PRODUCT AND WANTS, AND COORDINATE ALL MARKETING ACTIVITIES(PRODUCT CREATION, DISTRIBUTION, PROMOTION ETC) TO OBTAIN PROFITS.CREATION, DISTRIBUTION, PROMOTION ETC) TO OBTAIN PROFITS.

MARKETING RESEARCHMARKETING RESEARCHINVOLVES COLLECTING AND USING INFORMATION FOR INVOLVES COLLECTING AND USING INFORMATION FOR

MAKING MARKETING DECISIONSMAKING MARKETING DECISIONS

TYPES OF RESEARCH DESIGNTYPES OF RESEARCH DESIGN

EXPLORATORY EXPLORATORY RESEARCHRESEARCH

(INVESTIGATING THE (INVESTIGATING THE MAIN PURPOSE)MAIN PURPOSE)

CAUSAL CAUSAL RESEARCHRESEARCH

(INVESTIGATING THE (INVESTIGATING THE RELATIONSHIP, RELATIONSHIP, CAUSE AND EFFECT CAUSE AND EFFECT OF EVENTS)OF EVENTS)

DESCRIPTIVE DESCRIPTIVE RESEARCHRESEARCH

(IDENTIFYING THE (IDENTIFYING THE CUSTOMER OR CUSTOMER OR PRODUCT PROFILE)PRODUCT PROFILE)

MARKETS MARKETS SELLER’S MARKETSELLER’S MARKET

MANY BUYERS, FEW PRODUCTSMANY BUYERS, FEW PRODUCTS

BUYER’S MARKETBUYER’S MARKETFEW BUYERS, MANY PRODUCTSFEW BUYERS, MANY PRODUCTS

SEGMENTED MARKETSEGMENTED MARKETCUSTOMERS WITH SIMILAR CHARACTERISTICSCUSTOMERS WITH SIMILAR CHARACTERISTICS

MASS MARKETMASS MARKETCUSTOMERS WITH DIFFERENT CHARACTERISTICSCUSTOMERS WITH DIFFERENT CHARACTERISTICS

CONSUMER MARKETSCONSUMER MARKETS

BUSINESS MARKETSBUSINESS MARKETS

SEGMENTING THE MARKETSSEGMENTING THE MARKETS

CONSUMER MARKET CONSUMER MARKET SEGMENTATIONSEGMENTATION

GEOGRAPHIC SEGMENTATIONGEOGRAPHIC SEGMENTATION

DEMOGRAPHIC DEMOGRAPHIC SEGMENTATIONSEGMENTATION

PSYCHOGRAPHICS PSYCHOGRAPHICS SEGMENTATIONSEGMENTATION

GEO-DEMOGRAPHIC GEO-DEMOGRAPHIC SEGMENTATIONSEGMENTATION

USAGE RATE SEGMENTATIONUSAGE RATE SEGMENTATION

BENEFIT SEGMENTATIONBENEFIT SEGMENTATION

BUSINESS MARKET BUSINESS MARKET SEGMENTATIONSEGMENTATION

SEGMENTING BY SEGMENTING BY ORGANIZATIONAL ORGANIZATIONAL CHARACTERISTICSCHARACTERISTICS

BENEFIT SEGMENTATIONBENEFIT SEGMENTATION

CONSUMER BEHAVIORCONSUMER BEHAVIORRELATES TO THE ACTIONS AN INDIVIDUAL TAKES IN RELATES TO THE ACTIONS AN INDIVIDUAL TAKES IN

PURCHASING AND USING PRODUCTSPURCHASING AND USING PRODUCTS

FACTORS AFFECTING CONSUMER BEHAVIORFACTORS AFFECTING CONSUMER BEHAVIOR

PSYCHOLOGICAL FACTORSPSYCHOLOGICAL FACTORSMOTIVATION, PERSONALITY, PERCEPTION, LEARNING, VALUES, BELIEFS, MOTIVATION, PERSONALITY, PERCEPTION, LEARNING, VALUES, BELIEFS,

ATTITUDES, LIFESTYLE ETC.ATTITUDES, LIFESTYLE ETC.

SOCIO-CULTURAL FACTORSSOCIO-CULTURAL FACTORSWORD-OF-MOUTH, OPINION LEADERS, FAMILY INFLUENCES, SOCIAL WORD-OF-MOUTH, OPINION LEADERS, FAMILY INFLUENCES, SOCIAL

CLASS, CULTURES AND SUB-CULTURESCLASS, CULTURES AND SUB-CULTURES

MARKETING MIXMARKETING MIX( ( 4 P4 P OR OR P3DP3D ) )

PRODUCTPRODUCT

PRICINGPRICING

PROMOTIONPROMOTION

DISTRIBUTION DISTRIBUTION (PLACE)(PLACE)

PRODUCTPRODUCTANYTHING THAT CAN BE OFFERED TO MARKET BY THE COMPANIES ANYTHING THAT CAN BE OFFERED TO MARKET BY THE COMPANIES THAT MIGHT SATISFY CUSTOMERS’ NEEDS AND WANTSTHAT MIGHT SATISFY CUSTOMERS’ NEEDS AND WANTS

SERVICESERVICEA FORM OF PRODUCT THAT CONSISTS OF ACTIVITIES, BENEFITS A FORM OF PRODUCT THAT CONSISTS OF ACTIVITIES, BENEFITS OFFERED FOR SALE THAT ARE ESSENTIALLY INTANGIBLEOFFERED FOR SALE THAT ARE ESSENTIALLY INTANGIBLE

TYPES OF PRODUCTSTYPES OF PRODUCTS(BY THE DEGREE OF PRODUCT (BY THE DEGREE OF PRODUCT

TANGIBILITY)TANGIBILITY)

DURABLE PRODUCTSDURABLE PRODUCTS

NON-DURABLE NON-DURABLE PRODUCTSPRODUCTS

** PACKAGED ** PACKAGED

**UNPACKAGED**UNPACKAGED

(BY THE TYPE OF ITS USER)(BY THE TYPE OF ITS USER)

CONSUMER PRODUCTSCONSUMER PRODUCTS **CONVENIENCE PRODUCTS**CONVENIENCE PRODUCTS **SHOPPING PRODUCTS**SHOPPING PRODUCTS **SPECIALITY PRODUCTS**SPECIALITY PRODUCTS

INDUSTRIAL PRODUCTSINDUSTRIAL PRODUCTS **PRODUCTION PRODUCTS**PRODUCTION PRODUCTS **SUPPORT PRODUCTS **SUPPORT PRODUCTS

PRODUCT LIFE CYCLEPRODUCT LIFE CYCLEINTRODUCTION STAGEINTRODUCTION STAGEGROWTH STAGEGROWTH STAGEMATURITY STAGEMATURITY STAGEDECLINE STAGEDECLINE STAGE

PRODUCT LIFE CYCLE CAN BE EXTENDED PRODUCT LIFE CYCLE CAN BE EXTENDED THROUGHTHROUGH

PRODUCT MODIFICATIONSPRODUCT MODIFICATIONSMARKET MODIFICATIONSMARKET MODIFICATIONS

PRODUCT REPOSITIONINGPRODUCT REPOSITIONING

STAGES OF THE NEW STAGES OF THE NEW PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT

IDEA GENERATIONIDEA GENERATION

SCREENINGSCREENING

PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT

PRODUCT MARKET TESTINGPRODUCT MARKET TESTING

BUSINESS ANALYSISBUSINESS ANALYSIS

COMMERCIALIZATIONCOMMERCIALIZATION

PRODUCT MIXPRODUCT MIX AND AND

PRODUCT LINESPRODUCT LINES

PRODUCT LINESPRODUCT LINES

(GROUP OF CLOSELY RELATED (GROUP OF CLOSELY RELATED PRODUCT ITEMS THAT A PRODUCT ITEMS THAT A COMPANY OFFERS TO THE COMPANY OFFERS TO THE MARKET)MARKET)

PRODUCT MIXPRODUCT MIX

(INCLUDES ALL DIFFERENT (INCLUDES ALL DIFFERENT PRODUCT LINES THAT A PRODUCT LINES THAT A COMPANY OFFERS TO THE COMPANY OFFERS TO THE MARKETMARKET))

BRANDINGBRANDING

BRANDBRAND (NAME, SIGN, SYMBOL ETC.)(NAME, SIGN, SYMBOL ETC.)

BRAND EQUITYBRAND EQUITY (REFERS TO VALUE OF BRAND) (REFERS TO VALUE OF BRAND)

BRAND LOYALTYBRAND LOYALTY

(CONSUMERS’ PREFERING PARTICULAR BRAND)(CONSUMERS’ PREFERING PARTICULAR BRAND)

BRAND RECOGNITIONBRAND RECOGNITION

BRAND PREFERENCEBRAND PREFERENCE

BRAND INSISTENCEBRAND INSISTENCE

TRADEMARKSTRADEMARKS (BRANDS UNDER LEGAL PROTECTION)(BRANDS UNDER LEGAL PROTECTION)

BRANDINGBRANDINGMANUFACTURER’S BRANDMANUFACTURER’S BRAND

(BRANDS OWNED BY MANUFACTURER)(BRANDS OWNED BY MANUFACTURER)

PRIVATE BRANDPRIVATE BRAND (BRANDS OWNED BY WHOLESALER OR RETAILER)(BRANDS OWNED BY WHOLESALER OR RETAILER)

GENERIC PRODUCTSGENERIC PRODUCTS (UNBRANDED PRODUCTS)(UNBRANDED PRODUCTS)

PACKAGEPACKAGE

(HOLDS THE CONTENTS AND PROTECTS PRODUCTS)(HOLDS THE CONTENTS AND PROTECTS PRODUCTS)

LABELINGLABELING (PROMOTIONAL OR INFORMATIONAL LOGO OR THEME)(PROMOTIONAL OR INFORMATIONAL LOGO OR THEME)

PERSUASIVE LABELLINGPERSUASIVE LABELLING

(FOCUSES ON PROMOTIONAL LOGO OR THEME(FOCUSES ON PROMOTIONAL LOGO OR THEME))INFORMATIONAL LABELINGINFORMATIONAL LABELING

(PROVIDES INFORMATION )(PROVIDES INFORMATION )

SERVICE PROCESSINGSERVICE PROCESSING

PEOPLE PROCESSINGPEOPLE PROCESSING (SERVICE DIRECTED AT CUSTOMER)(SERVICE DIRECTED AT CUSTOMER)

POSSESION PROCESSINGPOSSESION PROCESSING (SERVICE DIRECTED AT SOMETHING THAT CUSTOMER OWNS)(SERVICE DIRECTED AT SOMETHING THAT CUSTOMER OWNS)

INFORMATION PROCESSINGINFORMATION PROCESSING (SERVICE THAT INVOLVES THE USE OF BRAINPOWER OR (SERVICE THAT INVOLVES THE USE OF BRAINPOWER OR

TECHNOLOGY)TECHNOLOGY)

MARKETING CHANNELSMARKETING CHANNELS(DISTRIBUTION CHANNELS)(DISTRIBUTION CHANNELS)

DIRECT MARKETING CHANNELDIRECT MARKETING CHANNEL * MAIL ORDERS* MAIL ORDERS * INTERNET SALES* INTERNET SALES * DOOR-TO-DOOR SELLING* DOOR-TO-DOOR SELLING

INDIRECT MARKETING CHANNELINDIRECT MARKETING CHANNEL * WHOLESALERS* WHOLESALERS MANUFACTURER-OWNED WHOLESALERS MANUFACTURER-OWNED WHOLESALERS MERCHANT WHOLESALERSMERCHANT WHOLESALERS

* RETAILERS* RETAILERS

STORE RETAILINGSTORE RETAILING NON-STORE RETAILINGNON-STORE RETAILING

* AGENTS* AGENTS * BROKERS* BROKERS

FUNCTIONS OF MARKETING FUNCTIONS OF MARKETING INTERMEDIARIESINTERMEDIARIES

PROVIDES ECONOMIES BY REDUCING CONTACTSPROVIDES ECONOMIES BY REDUCING CONTACTS

CONDUCTING PROMOTIONS AND NEGOTIATIONSCONDUCTING PROMOTIONS AND NEGOTIATIONS

FINANCING THE MANUFACTURERS AND FINANCING THE MANUFACTURERS AND CUSTOMERSCUSTOMERS

TAKING THE RISKS OF STOLEN AND LOSTTAKING THE RISKS OF STOLEN AND LOST

INFORMATION GATHERINGINFORMATION GATHERING

DISTRIBUTION INTENSITYDISTRIBUTION INTENSITY

INTENSIVE INTENSIVE DISTRIBUTIONDISTRIBUTION

AS MANY OUTLETS AS MANY OUTLETS AS POSSIBLEAS POSSIBLE

SELECTIVE SELECTIVE DISTRIBUTIONDISTRIBUTION

LIMITED NUMBER OF LIMITED NUMBER OF INTERMEDIARIESINTERMEDIARIES

EXCLUSIVE EXCLUSIVE DISTRIBUTIONDISTRIBUTION

EXCLUSIVE RIGHT EXCLUSIVE RIGHT TO SELL IN SPECIFIC TO SELL IN SPECIFIC TERRITORYTERRITORY

FACTORS AFFECTING FACTORS AFFECTING DISTRIBUTION CHANNEL DISTRIBUTION CHANNEL

SELECTIONSELECTION

MARKET MARKET FACTORSFACTORS

PRODUCT PRODUCT FACTORSFACTORS

PRODUCER PRODUCER FACTORSFACTORS

PHYSICAL DISTRIBUTIONPHYSICAL DISTRIBUTION

CUSTOMER SERVICESCUSTOMER SERVICES *ORDER PROCESSING*ORDER PROCESSING

WAREHOUSING SERVICESWAREHOUSING SERVICES *INVENTORY CONTROL*INVENTORY CONTROL

*MATERIALS HANDLING*MATERIALS HANDLING

TRANSPORTATIONTRANSPORTATION

SOME OBJECTIVES OF SOME OBJECTIVES OF

PROMOTIONPROMOTION(MARKETING COMMUNICATION)(MARKETING COMMUNICATION)

PROVIDING INFORMATIONPROVIDING INFORMATIONINCREASING DEMANDINCREASING DEMANDDIFFERENTIATING THE PRODUCT OR DIFFERENTIATING THE PRODUCT OR SERVICESERVICEENHANCING THE PRODUCT VALUEENHANCING THE PRODUCT VALUESTABILIZING THE SALESSTABILIZING THE SALES

PROMOTION MIXPROMOTION MIX(MARKETING COMMUNICATION MIX)(MARKETING COMMUNICATION MIX)

PERSONALPERSONAL

SELLING SOURCESSELLING SOURCES

SALES FORCESALES FORCE

RETAILERSRETAILERS

WHOLESALERSWHOLESALERS

NON-PERSONALNON-PERSONAL

SELLING SOURCESSELLING SOURCES

ADVERTISINGADVERTISING

SALES PROMOTIONSALES PROMOTION

PUBLIC RELATIONSPUBLIC RELATIONS

PROMOTIONAL STRATEGIESPROMOTIONAL STRATEGIES

PULLING PULLING STRATEGYSTRATEGY

((COMMUNICATION COMMUNICATION DIRECTED TO DIRECTED TO ENDUSERSENDUSERS))

PUSHING PUSHING STRATEGYSTRATEGY

((COMMUNICATION IS COMMUNICATION IS

DIRECTEDDIRECTED TO TO INTERMEDIARIESINTERMEDIARIES))

PERSONAL SELLINGPERSONAL SELLING

ORDER PROCESSINGORDER PROCESSING

CREATIVE SELLINGCREATIVE SELLING

MISSIONARY SELLINGMISSIONARY SELLING

PERSONAL SELLING PROCESSPERSONAL SELLING PROCESSGENERATING SALESGENERATING SALES

QUALIFYING SALES LEADSQUALIFYING SALES LEADS

MAKING THE SALES APPROACHMAKING THE SALES APPROACH

MAKING THE SALES PRESENTATIONMAKING THE SALES PRESENTATION

HANDLING THE OBJECTIVESHANDLING THE OBJECTIVES

CLOSING THE SALESCLOSING THE SALES

FOLLOWING UP AFTER SALESFOLLOWING UP AFTER SALES

NON-PERSONAL SELLINGNON-PERSONAL SELLING

ADVERTISINGADVERTISING

INFORMATIVE INFORMATIVE ADVERTISINGADVERTISING

REMINDER-REMINDER-ORIENTED ORIENTED ADVERTISINGADVERTISING

PERSUASIVE PERSUASIVE ADVERTISINGADVERTISING

SALES SALES PROMOTIONSPROMOTIONS

CONSUMER CONSUMER PROMOTIONPROMOTION

TRADE TRADE PROMOTIONPROMOTION

PUBLIC PUBLIC RELATIONSRELATIONS

FACTORS AFFECTING PRICESFACTORS AFFECTING PRICES

INTERNAL INTERNAL FACTORSFACTORSMARKETING MARKETING OBJECTIVES AND OBJECTIVES AND STRATEGYSTRATEGYCOST OF RAW COST OF RAW MATERIALS AND MATERIALS AND SUPPLIESSUPPLIESORGANIZATIONAL ORGANIZATIONAL CONSIDERATIONSCONSIDERATIONS

EXTERNAL EXTERNAL FACTORSFACTORSDEMAND IN THE DEMAND IN THE MARKETMARKETCOMPETITORS’ PRICESCOMPETITORS’ PRICESECONOMICAL ECONOMICAL CONDITIONSCONDITIONSGOVERNMENTSGOVERNMENTS

PRICING METHODSPRICING METHODS

COST-BASED COST-BASED PRICINGPRICING

VALUE-BASED VALUE-BASED PRICINGPRICING

COMPETITION-COMPETITION-BASED PRICINGBASED PRICING

PRICING STRATEGIESPRICING STRATEGIES

NEW PRODUCT / NEW MARKET NEW PRODUCT / NEW MARKET PRICING STRATEGIESPRICING STRATEGIES

MARKET-SKIMMING PRICINGMARKET-SKIMMING PRICINGMARKET-PENETRATION PRICINGMARKET-PENETRATION PRICINGPARITY PRICINGPARITY PRICING

PRICE ADJUSTMENT STRATEGIESPRICE ADJUSTMENT STRATEGIESDISCOUNT AND ALLOWANCE PRICINGDISCOUNT AND ALLOWANCE PRICING

SEGMENTED PRICINGSEGMENTED PRICING

PROMOTIONAL PRICINGPROMOTIONAL PRICING

GEOGRAPHICAL PRICINGGEOGRAPHICAL PRICING