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Marketing Notes

The document discusses marketing strategies and concepts for the new millennium. It notes that the marketplace and customers are changing rapidly due to societal forces. Marketers must understand the environment, focus on sustainable competitive advantages through customer experience management, and adapt to niche markets and rapid technology changes. The goal of marketing is to build long-term customer loyalty across multiple platforms.

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Abhishek Yadav
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99 views31 pages

Marketing Notes

The document discusses marketing strategies and concepts for the new millennium. It notes that the marketplace and customers are changing rapidly due to societal forces. Marketers must understand the environment, focus on sustainable competitive advantages through customer experience management, and adapt to niche markets and rapid technology changes. The goal of marketing is to build long-term customer loyalty across multiple platforms.

Uploaded by

Abhishek Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING FOR THE MILLENIUM…

9/20/2023 NAVNEET RAWAT


SECTION I : UNDERSTANDING THE MARKETPLACE
& CONSUMERS
Nature, Scope & Importance
Marketing Mix
of Marketing Management

Marketing in 21st Century Managing Business Growth

Marketing Analysis & Selection

Marketing Environment

9/20/2023 NAVNEET RAWAT


SECTION II DESIGNING A CUSTOMER – DRIVEN
STRATEGY
Consumer vs Organizational
Buyer Behaviour
Buyers

Consumer Decision making Marketing Information


Process System

Segmentation Targeting &


Marketing Research
Positioning
9/20/2023 NAVNEET RAWAT
SECTION III STRATEGIC MARKETING PLANNING

Managing Products and


Marketing Plans
Brands

Branding Creating Brand Equity

Crafting the Brand Positioning

Overview of social media marketing

9/20/2023 NAVNEET RAWAT


SECTION IV PRODUCT & PRICING DECISIONS

Product Decisions: New Product Product Adoption Process &


Development Product Life Cycle

Classification of Products Product Line & Product Mix

Packaging and Labeling Decisions

Price: Objectives of Pricing Pricing Policies

Pricing Methods Managing Price Changes

9/20/2023 NAVNEET RAWAT


SECTION V PLACE AND PROMOTION DECISIONS
Distribution Channels Decisions: Designing and managing Marketing
Channels- selection Vertical and Horizontal Integration

Supply Chain & Logistic


Channel Conflict Management Management.

Communication Process Promotion Mix

Advertising; Sales Promotion, Personal Selling; Public Relations; Publicity &


Propaganda

9/20/2023 NAVNEET RAWAT


SL. Name of Authors/Books/Publishers/Place of Year of Publication /
Edition
No. Publication Reprint
Textbooks

Noel Capon & Siddharth Shekhar Singh, Managing 1st


1. 2018
Marketing (An applied Approach), Wiley Publication.

Philip Kotler, Kevin, Alexander, Jagdish and G. Shainesh, 16th


2 2022
Marketing Management, Pearson

Ramaswamy, V. S. & Nama kumari. Marketing


3 5th 2013
Management. McGraw Hill, New Delhi

4 Rajan Saxena, Marketing Management, McGraw Hill 6th 2019

Reference Books
Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, 1st
1. March 2021
Marketing 5.0, Wiley
9/20/2023 NAVNEET RAWAT
 Marketing Decision
 Marketing Strategies
 Consumer Market
 Business Market
 Global Market

9/20/2023 NAVNEET RAWAT


RIGHT Marketing Mix

 RIGHT PRODUCT
 RIGHT PROMOTION
 RIGHT PRICE
 RIGHT PLACE
 RIGHT PEOPLE
 RIGHT PROCESS
 RIGHT PHYSICAL EVIDENCE
 RIGHT PERFORMANCE
9/20/2023 NAVNEET RAWAT
8 A’S SIVA BAKT 8C’S
 ACCEPTANCE SOLUTION CUSTOMER
 AWARENESS INFORMATION COMMUNICATION
 AFFORDABLE VALUE FOR MONEY COST
 AVAILABLE ACCESSBILITY CONVENIENCE
 ASPIARTION BEHAVIOUR COGNITIVE
 ACTIVITY ACTION CONNECT
 ABSOLUTE KEEPING CONFIRMATION
 ACHIVEMENTS TARGET COMPETENCY
9/20/2023 NAVNEET RAWAT
 Production Concept
 Product Concept
 Selling Concept
 Marketing Concept
 Societal Concept
 Digital Concept

9/20/2023 NAVNEET RAWAT


 Continuous Research
 Target Market
 Consumer Needs
 Integrated Marketing
 Consumer Satisfaction

9/20/2023 NAVNEET RAWAT


“Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.”

9/20/2023 NAVNEET RAWAT


“The term Marketing is defined as a social and
managerial process by which individuals and
groups obtain what they need and want
through creating and exchanging value with
others is known as Marketing.”

9/20/2023 NAVNEET RAWAT


“Marketing Management is a strategic business
process to plan, develop, execute, evaluate,
coordinated , measurable, shared, marketing
communication over time with customer,
consumer, prospect, employee and other
relevant external or internal audience.”

9/20/2023 NAVNEET RAWAT


“Marketing is a Business Activity and this
activity includes transfer of Ownership &
Physical Distribution of Commodities &
Service from Producer to Consumer.”

9/20/2023 NAVNEET RAWAT


“Marketing Management is a Business Activity
to maximize the Profit & to Implementation
of Marketing Mix i.e. 4P’s to the selected
segment or market.”

9/20/2023 NAVNEET RAWAT


 Marketing + Management + Administration
 Marketing is a Managerial & Administrative Function.
 Marketing is a Exchange Process.
 Marketing is Consumer Oriented.
 Marketing is Goal Oriented.
 Marketing is the Guiding Element of Business.
 Marketing is a System.
 Marketing is an Economic Function.
 Marketing is a Social Process.
 Marketing is a Legal Process.
 Marketing is a Discipline.
 Marketing Management is Both Science and Art.
9/20/2023 NAVNEET RAWAT
 Merger/Acquisitions/Joint Ventures (with IPR)
 Globalization (Products under WTO/GATT)
 Marketing Information System (MKIS)
 Marketing Entrepreneurship Concept (Create
Demand/ Manufacture Demand/ Deliver
Demand)
 New Job Creation
 Marketing Competitiveness/Planning/Strategies
 Consumer Behavior (Needs/Wants & Demand)
 Sales Management
 Supply Channel of Distribution
9/20/2023 NAVNEET RAWAT
INPUT <-> PROCESSE <-> OUTPUT
 Situation Analysis
 Marketing Strategy
 Marketing Mix
 Implementation
 Control

9/20/2023 NAVNEET RAWAT


9/20/2023 NAVNEET RAWAT
The current Millennium has unfold new
business rules. The market place is not, what
it used to be. It is changing radically as a
result of major societal forces.

9/20/2023 NAVNEET RAWAT


 Customers are increasingly demanding.
 Customers need, want & expectation
changing more rapidly.
 Customer want essentially the same thing.
 New Product and Services are coming more
quickly than in past.
 Competition for Sales is intense.
 Competition is now global.
 Role of AI/BI, Internet & e-commerce.
9/20/2023 NAVNEET RAWAT
 Marketing Environment Fit.
 Sustainable Competitive Advantage.
 Customer Life Time Association.
 Customer Experience Management.
 Rapid Technological Changes.
 Niche, Heterogeneous & Fragmented
Market.
 Market Research

9/20/2023 NAVNEET RAWAT


 INTERNAL ENVIRONMENT
 MICRO ENVIRONMENT
 MACRO ENVIRONMENT

9/20/2023 NAVNEET RAWAT


Our goal is not to build
a platform, its to be
cross all of them!

9/20/2023 NAVNEET RAWAT


9/20/2023 NAVNEET RAWAT

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