1. Introduction to Marketing
Session-1

2. Concepts
Needs
Wants
Demands
Products
Exchange
Transactions
Market

3. What is Marketing? Is it same as selling, Advertising?
Marketing, Kotler(1980): Activity directed towards satisfying human needs through exchange process.
Marketing: Meeting needs profitably.
Marketing: Process of creating, communicating and delivering the value

4. Marketing as a value delivery process
Value Creation
Value Communication
Value Delivery
What is Value?

5. Marketing is NOT the same as selling.
Marketing Vs. Selling
Marketing is NOT the same as selling.
Selling is just the tip of the marketing iceberg.
Aim of marketing:
Know your customers well.
Design the products to meet customers needs.
Product should sell itself.

6. Is it a place where goods and services are exchanged?
What is a market?
Is it a place where goods and services are exchanged?

7. What is Marketed Anything Goods Services Events Experiences Persons
Places
Properties.
Organization
Information.
Ideas

8. Customer Markets Consumer Markets: Business Markets:
Products and Services sold for the mass customers.
Brand Strength.
Business Markets:
Well trained and informed buyers.
Products or services should demonstrate higher value for the customer and profit making ability.

9. Non profit and Government Markets
Global Market:
Cultural diversity.
Where to enter, how to enter markets?
Economic variables and pricing.
Non profit and Government Markets
Careful Pricing.
Bidding.

10. Marketing Philosophies
Production
Products are highly affordable and easily available
Improve production and distribution. eg. Chinese goods.
Product
Quality Products
Products with high quality, features and performance.
Selling
Buy only if heavy promotion is done.
Sell what they make rather than make what market wants.
Marketing
Focuses on Needs and Wants of the market
Deliver Value better than competitors.
Societal
Integrate societal aspect to the marketing aspect. CO2 emission in Cars.

11. Holistic Marketing Holistic Marketing Relationship Marketing
Internal Marketing
Performance Marketing
Integrated Marketing

12. Relationship Marketing
Maintain strong relationship with stakeholders that affect the success of the firm.
Customers (Offer better value, and retain)
Channels (Increase the earnings)
Partners (Better ROI, Brand building)
Increase the return to the stakeholders.
Build up a marketing network.
Emphasize on Customer Retention.
Treat everyone as partners, create a win-win situation.

13. Integrated Marketing Integrated Marketing programs to deliver value.
Different activities to provide synergy.
Vary the Marketing Mix as per the need.
How would you sell Mercedes Benz Against a Maruti in Nepal
Marketing Mix
Product
Place
Price
Promotion

14. Imbibe the sense of marketing into all the organizational functions.
Internal Marketing
Imbibe the sense of marketing into all the organizational functions.
Marketing is not only the job of marketing department.

15. Performance Marketing
Measuring ROI on marketing activities.
Social Aspect.
Scorecard is beyond the sales revenue.
Market Share.
Customer Satisfaction.
Product Quality

16. What is Marketing Management
It is the analysis of planning, organizing, leading and control of programs to create, build and maintain beneficial exchange with target buyers for the purpose of achieving Organizational Goals.

17. Steps in Marketing Management
Analyzing Marketing Opportunity.
Selecting Target Markets.
Developing Marketing Mix (4Ps)
Managing the Marketing Effort

18. Marketing Myopia?

19. THANK YOU