MARKETING CYB1B /CPZ3D / CPG1B UNIT : I V · POLITICAL ENVIRONMENT ... Marketing segmentation concept ,Benefits Bases and levels ... BASES OF MARKET SEGMENTATION. TM

MARKETING

CYB1B /CPZ3D / CPG1B

UNIT : I – V

CYB1B- Marketing

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UNIT I – SYLLABUS

Introduction to Marketing

Meaning & Definition of Marketing

Functions of Marketing

Marketing orientation

Role and importance of Marketing

Classification of Markets

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CYB1B – MARKETING 3

MARKET - DEFINITION

Clark and Clark defines market

as “An area in which the forces

leading to exchange of title to a

particular product operate and

towards which and from which the

actual goods tend to travel”.

marketing introduction

https://www.youtube.com/watch?v=fROyYy_NoxA

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FUNCTIONS OF MARKETING

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FUNCTIONS OF EXCHANGE• Buying function

• Assembling function

• Selling function

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FACILITATING FUNCTION

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PHYSICAL

DISTRIBUTION

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MARKET ORIENTATION

Clark

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ROLE OF MARKETING

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IMPORTANCE OF MARKETING

importance of marketing

https://www.youtube.com/watch?v=x-Vi2SYyflU

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CLASSIFICATION OF MARKET

video on classification of markets

https://www.youtube.com/watch?v=ob9ELjMcdIE

CYB1B- Marketing

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UNIT II – SYLLABUS

Introduction Marketing Environment

Micro and Macro Environment

Factors affecting internal environment

Factors affecting external environments

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MARKETING ENVIRONMENT- Definition

Philip Kotler :

“ A company marketing environment consists of the factors

and forces that affect the company‟s ability to develop and maintain

successful transactions and relationships with its target customers.”

MICRO ENVIRONMENT

MACRO ENVIRONMENT

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MARKETING ENVIRONMENT

Includes:

Micro environment: Factors close to the company that

affect its ability to serve its customers.

Macro environment: larger societal forces that affect the

micro environment. Considered to be beyond the control

of the organization.

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MICRO ENVIRONMENT

The micro-environment affects the organization directly. It refers to

the environment that most closely linked to the firm

• This environment is not also under the full control of business.

• The business is influence by this environment

Microenvironment Components

Customer

Supplier

Intermediaries

Competitor

Public micro environment

Company

https://www.youtube.com/watch?v=d1QUX2AFjz0

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FACTORS AFFECTING MICRO ENVIRONMENT

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Company:

Areas inside a company

Affects the marketing department‟s planning strategies.

Suppliers:

Provide resources needed to produce goods and services.

Important link in the “value delivery system.”

Most marketers treat suppliers like partners

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Intermediaries

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Customer

• Purchase requirements

vary from customer to

customer

• influenced by cultural,

social and psychological

factors

• They are large in number

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FACTORS AFFECTING MICRO ENVIRONMENTCompetitors

• To be successful, a company must satisfy

needs and wants of consumers better than

competitors

• A company should monitor three variables

when analyzing each of its competitors

1.Share of Market

2.Share of Mind

3.Share of Heart

One Must understand competitor‟s strengths.

Must differentiate firm‟s products and

offerings from those of competitors.

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FACTORS AFFECTING MICRO ENVIRONMENTPublics

• A group that has an actual or potential

interest in or impact on an organization

• Seven publics include:

1.Financial

2.Media

3.Government

4.Citizen-action

5.Local

6.General

7.Internal

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MACRO ENVIRONMENT

The major external and uncontrollable

factors that influence an organization's decision making, and affect its

performance and strategies. These factors include the economic

factors, demographics, legal, political, and social conditions,

technological changes, and natural forces.

macroenvironment

https://www.youtube.com/watch?v=y9RDg_JMmPc

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DEMOGRAPHIC ENVIRONMENT

• Demography is the study of human populations

• Demographic Environment is a major interest to marketers

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ECONOMIC ENVIRONMENT

The economic environment consist of factors affecting consumers

purchasing power and spending patterns both across and within their

world markets.

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TECHNOLOGICAL ENVIRONMENT

• The technological environment is perhaps the most dramaticforce now shaping our destiny.

• Forces that create new technologies, create new product and market opportunities

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NATURAL ENVIRONMENT

The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.

Topographical factors may affect the demand pattern.

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CULTURAL ENVIRONMENT

Cultural Environment of a nation determines the value system of the

society which in turn affects the functioning of the Business

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POLITICAL ENVIRONMENT

The political environment consist of laws, government agencies, and

pressure groups that influence and limit various organizations and

individuals in the given society.

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UNIT III – SYLLABUS

Marketing segmentation

concept ,Benefits

Bases and levels

Introduction to consumer behaviour

Need for study

Consumer buying decision process

Buying motives

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MARKET SEGMENTATION

Market segmentation is the process of dividing a market of potential

customers into groups, or segments, based on different characteristics. The

segments created are composed of consumers who will respond similarly to

marketing strategies and who share traits such as similar interests, needs,

or locations.

market segmentation

https://www.youtube.com/watch?v=DUuirqtSqpg

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BASES OF MARKET SEGMENTATION

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GEOGRAPHIC AND DEMOGRAPHIC

SEGMENTATION

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PSYCHOGRAPHIC AND BEHAVOURIAL

SEGMENTATION

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LEVELS OF MARKET SEGMENTATION

SEGMENT MARKETING

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BENEFITS OF MARKET SEGMENTATION

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CONSUMER BEHAVIOUR

According to Belch and Belch,

“Consumer behavior is the process and activities people engage in when

searching for, selecting, purchasing, using, evaluating, and disposing of

products and services so as to satisfy their needs and desires”.

consumer behavior

https://www.youtube.com/watch?v=5oyjXg4qWyA

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INFLUENCES OF CONSUMER BEHAVIOUR

Clark

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MASLOW‟S THEORY

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CONSUMER DECISION MAKING PROCESS

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TYPES OF BUYING MOTIVES

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UNIT IV – SYLLABUS

Marketing mix

Meaning

Introduction to stages for new product development

Introduction to product life cycle

Product mix

Price mix

Pricing policy & importance

Channels of distribution (levels)

Channel members

Promotion

Communication mix

Basic of advertisement

sales promotion & importance

Personal selling.

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MARKETING MIXThe marketing mix refers to the set of actions, or tactics, that a company

uses to promote its brand or product in the market. The 4Ps make up a

typical marketing mix - Price, Product, Promotion and Place. However,

nowadays, the marketing mix increasingly includes several other Ps like

Packaging, Positioning, People and even Politics as vital mix elements.

MARKETING MIX

https://www.youtube.com/watch?v=oMZMrnNWY-A

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STAGES FOR NEW PRODUCT DEVELOPMENT

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PRODUCT CLASSIFICATION

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PRODUCT LIFE CYCLE

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PRODUCT MIXproduct mix

https://www.youtube.com/watch?v=IWxtlMenAuo

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FACTORS INFLUENCING PRODUCT MIX

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PRICE MIX

Price is the exchange value of a product. Almost anything has an exchange

value- Ideas, Services, Rights and Goods

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FACTORS AFFECTING PRICE DECISION

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TYPES OF PRICING

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CHANNELS OF DISTRIBUTION

It is a group of individuals and organizations that direct the flow of

goods from producers to consumers.

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TYPES IN CHANNELS OF DISTRIBUTION

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DISTRIBUTION CHANNEL FUNCTIONS

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PROMOTION MIX

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ADVERTISEMENT

According to William J. Stanton, “Advertising consists of all the activities

involves in presenting to a group, a non-personal, oral or visual, openly

sponsored message regarding disseminated through one or more media

and is paid for by an identified sponsor.”

STEPS IN

ADVERTISING

PROCESS

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TYPES OF ADVERTISEMENTS

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SALES PROMOTION

Sales promotion refers to „those marketing activities that stimulate

consumer shows and expositions.

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OBJECTIVES OF SALES PROMOTION

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SALES PROMOTION ACTIVITIES

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PERSONAL SELLING

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QUALITIES OF A GOOD SALESMAN

CYB1B- Marketing

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UNIT V – SYLLABUS

E-marketing

Consumerism

Marketing research

Market information system

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E- MARKETINGE-Marketing (Electronic Marketing) are also known as Internet

Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-

marketing is the process of marketing a product or service using the

Internet.

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OBJECTIVES OF E-MARKETING

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• Global Research: Marketing is enabled across cultural and national boundaries.

• Richness: Video, audio and text marketing messages can be integrated in e-marketing.

• Interactivity: Consumers are co-participants and in the process of delivering goods.

• Information density: Information becomes cheap, and accurate.

• Customization: Personalization and marketing message is possible in e-marketing.

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FEATURES OF E-MARKETING

EMARKETING

https://www.youtube.com/watch?v=_eFrqBQx_oQ

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EFFECTIVE EMAIL MARKEING

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E-MARKETING PLAN1. Situation analysis

2 . E-Marketing strategic

planning

3 . Objectives

4. E-Marketing strategy

5 . Implem entation plan

6. Budget

7. Evaluation plan

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ADVANTAGES AND DISADVANTAGES OF

EMARKETING

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CONSUMERISMConsumerism the practice and policies of protecting the consumer by

publicizing defective and unsafe products, misleading business

practices. The consumption of goods and services. A theory that a

continual increase in the consumption of goods is sound economically.

CONSUMERISM

REASONS FOR CONSUMERISM

1. Rising price (not related to quality & quantity)

2. Adulteration (mixing harmful content)

3. Duplication ( customers not able to differentiate)– Dishonest

traders

4. Artificial demand (No stock – High price)

5. Sub- Standard products (deliberately down grade the product)

https://www.youtube.com/watch?v=v-7v2WGiTe8&t=163s

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CONSUMER RIGHT1. Right to be Heard- Right to register his dissatisfaction. It makes

the firms to accept complaints 1962

2. Right to protection of health & Safety – Protection against

physical danger like additives, colors, preservatives

3. Right to be informed – Disclose all material facts like quality ,

quantity

4. Right to Choose – Consumer is king & Final aim of marketing ;

Has choice to & implement feedback

5. Right to be redressed- Dissatisfied consumer can get back his

value for money. Customer is being compensated.

6. Right to Quality of life- Social responsibility of Manufacturers to

protect well being of people. Eg: Food pollution , Air pollution,

Water pollution, Noise pollution

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CYB1B – MARKETING

THREE-TIER GRIEVANCE REDRESSAL

MACHINERY & FORUMS

79

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RIGHTS OF CONSUMER

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MAJOR LAWS TO PROTECT CONSUMER

1. THE CONTRACT ACT, 1982

2. THE SALE OF GOODS ACT,

1930

3. THE LAW OF TORTS

(DEFECTIVE, UNFIT..)

4. THE ESSENTIAL

COMMODITIES ACT, 1955

5. THE PREVENTION OF FOOD

ADULTERATION ACT, 1976, 6.

MRTP ACT,1969 ETC.

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MARKETING RESEARCHMarketing research specifies the information required to address

these issues, designs the method for collecting information, manages

and implements the data collection process, analyzes the results, and

communicates the findings and their implications.

marketing research

https://www.youtube.com/watch?v=CCKHH9jjS0s

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MARKET RESERACH

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MARKETING RESEARCH PROCESS

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TYPES OF MARKETING RESEARCH

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MARKETING INFORMATION SYSTEMA Marketing information system is an ongoing ,future oriented

structure designed to generate, process, store and later review ,

information to aid decision making in an organization's marketing

programme” –W.J.STANTON.

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CYB1B – MARKETING

FUNCTIONS OF MARKETING INFORMATION

SYSTEM

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CYB1B – MARKETING

BENEFITS OF MARKETING INFORMATION

SYSTEM

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Documents

MARKETING CYB1B /CPZ3D / CPG1B UNIT : I V · POLITICAL ENVIRONMENT ... Marketing segmentation concept ,Benefits Bases and levels ... BASES OF MARKET SEGMENTATION. TM