A new way to look at marketing... Introductory session to Hospital Management Students of BK School of Business Management, Gujarat University taken on 22 September 2011. for more details, visit: www.profmanishparihar.blogspot.com

1. Introduction to www.profmanishparihar.blogspot.com

2. But first, let’s break some ice…

5. Introduction to Marketing

6. From the time you wake up..

13. Let’s define…

15. ‘ The right product, in the right place, at the right time, and at the right price’ Adcock et al

16. ‘ Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ Philip Kotler

19. Some marketing Gurus..

20. Evolution of the marketing concept

22. Societal Marketing Concept Societal Marketing Concept Company (Profits) Consumers (Want Satisfaction) Society (Human Welfare)

23. Modern Marketing Concept Traditional Organization Chart Customers Front-line people Middle Management Top Management

24. Modern Marketing Concept Customer-Oriented Organization Chart Customers Front-line people Middle management Top manage- ment Customers Customers

25. Simple Marketing System To accompany A Framework for Marketing Management, 2 nd Edition Slide in Chapter 1

26. Core Concepts of Marketing Needs, wants, and demands Products and services Value and satisfaction Exchange, transactions, and relationships Markets

28. Product

31. Five Product Levels

35. Product Life Cycle

36. Some products are just great..

39. Some Products That Failed.. Source: http://lilomag.com/2011/01/31/top-10-failed-products/

40. People tend to pamper their pets, so it’s not far-fetched to believe consumers might serve bottled water to their cats and dogs. But despite the fact that the water came in such delicious flavors as Crispy Beef and Tangy Fish, it never seemed to catch on..

47. PRICE

50. Pricing Strategies

52. Place

53. Marketing Channels and Supply Chain Management The fourth ‘P’ of marketing (place)

54. How a Distributor Reduces the Number of Channel Transactions = Customer = Manufacturer 1 3 2 4 5 6 7 8 9

55. How a Distributor Reduces the Number of Channel Transactions = Distributor = Customer = Manufacturer Store 1 2 3 4 5 6

56. Consumer Marketing Channels Wholesaler Distributor Retailer Consumer     Consumer Retailer Consumer  Manufacturer 0-level channel Wholesaler Retailer Consumer   Mfg 2-level channel Mfg 3-level channel 1-level channel Manufacturer

57. Conventional Distribution Channel vs. Vertical Marketing Systems Vertical marketing channel Manufacturer Retailer Conventional marketing channel Manufacturer Wholesaler Forward & Backward Integration Eg. ITC Ashirwad atta Sunfeast Consumer Consumer Retailer Wholesaler

58. Channel Management Decisions Selecting FEEDBACK Motivating Training Evaluating

59. Promotion

67. Marketing Concept - The 4 P’s & The 4 Cs Marketing Mix Customer Solution Customer Cost Communication Convenience Product Price Promotion Place

68. Marketing Concept - The 4 P’s