1. The Fundamentals of Marketing
Usha Nagaraj

2. Purpose of a business
The purpose of a business is to convert a market need through a product / service, into a commercially viable process

3. Introduction to Marketing
Marketing is a process of determining the requirements / needs of customers / public, and delivering customer satisfaction at a profit.
The goal of marketing is to attract new customers by promising superior value, and to retain existing customers by delivering satisfaction

4. Introduction to Marketing
Marketing, more than any other business function, deals with customers
Creating customer value and satisfaction are the very heart of modern marketing thinking and practice
Some people believe that only large business organizations operating in highly developed economies use marketing, but sound marketing is critical to the success of every organization – whether large or small, for profit or non-profit, domestic or global

5. Intoduction to Sales
Sales is the process of a commercial transaction – exchange of a product / service for a price / consideration, or exchange of a service for customer satisfaction

6. Target Market
Understanding the customers and their needs

7. Macro Markets Market segments Market strategies
Determining a product mix
Translating a marketing strategy into a marketing plan
Macro Markets relates more to the Marketing function

8. Micro Markets Translating marketing to sales Customer profile & needs
Product-wise sales strategy
Translating a sales strategy into a sales plan
Micro Markets relates more to the Sales function

9. Pricing & Competition Determining a pricing strategy & plan
Understanding the importance of the business environment

10. Income
Arriving at income projections based on the evaluated marketing and sales plan

11. Thank you
Q & A