Overview of Marketing Basic and Strategy

2. WHAT IS MARKETING?
 Marketing is a Process of communicating the value of product
and service to a customers, for the purpose of selling that
product or service.
 From a social point of view , marketing is a link between a
society’s material requirements and its economic patterns of
response.
 Goal-Attracting new customers by promising superior value
 Keep growing current customers by delivering satisfaction

3. WHAT IS MARKETED?
 Goods-Physical goods produced ,manufactured or mined.
 Services-This involves performing some services for the customers.
 Events-Time based shows as new year celebration, sporting event etc.
 Experiences-It results from the combination of product and its services.
 Persons-Like a celebrity or a candidate in public election.
 Places- Like cities, states and nations for purposes as attracting
tourism.
 Properties-Properties like real estate etc.
 Organizations-This basically refers to building a positive image of
organization such as companies, universities etc.
 Information And Ideas-Books are the traditional means of selling
information. Apart from them are intelligence, mailing list, statistics etc.
Ideas include promotions, advertizing ideas etc.

4. DIFFERENCE BETWEEN SALES AND MARKETING
 Many people think that sales and marketing are basically the
same. But these two concepts are different in many aspects.
 Marketing covers advertising, promotion, public relations and
sales. It is the process of introducing and promoting the
product in the market and encouraging sales from buying
public.
 Sales refers to the act of buying or the actual transactions of
customers purchasing the product or services.

5. SIGNIFICANCE AND ADVANTAGE
Benefits to firm
 Marketing Builds Companies
reputation.
 Marketing helps in boost
product sales.
 Marketing helps in planning
and decision making.
 Marketing is a source of new
ideas.
Benefits to society
 Marketing promotes product
awareness to the public.
 It provides employment
 It stabilizes the economic
conditions
 It Increases National Income

6. MARKETING PROCESS
 Understand market place, customers needs and wants. This
can be done with market research.
 Design customers marketing strategy.
 Construct an integrated marketing program by delivering
superior value.
 Building profitable relationships. This can be done by
marketing management.
 Capture value from customers to create profit and customers
quality.

7. MARKETING RESEARCH
 Marketing Research is a function which links the consumer,
customer and the public to the marketer through information
for the purpose of-
 Identify and define market opportunities and problem.
 Evaluate and Monitor marketing performance
 It is a systematic gathering, recording and analysis of
qualitative and quantitative data about issues relating to
marketing product and services. The goal of marketing
research is to identify and access how changing elements of
the marketing mix impacts customers behavior.

8. Marketing
Research
Target market
Consumer
Market
Research
Business to
Business
Market
research
Methodological
Approach
Qualitative
Marketing
Research
Quantitative
Market
Research
Goal- To provide relevant, accurate, valid and timely information data to
facilitate decision making.

9. MARKETING STRATEGY
 A Marketing strategy is an overall plan of marketing actions
you intend to take in order to accomplish a specific goal of
your company.
 Marketing strategy is the goal of increasing sales and
achieving a sustainable competitive environment.

10. STRATEGIC MARKETING PLAN
 Environmental Analysis
 Identifying Customers
 Competitor Analysis
 Marketing Mix : The 4 P’s
 Financial Analysis
 Implementation

11. ENVIRONMENTAL ANALYSIS
 Environmental Analysis is about knowing your market place or
to know who you are selling to.
 Knowing your Marketplace refers to SWOT (strength,
weakness opportunities and Threats.)
IDENTIFYING CUSTOMERS
 Identifying Customers refers understanding customers minds,
their needs and their problems.
COMPETITION ANALYSIS
 Understanding the competitor (SWOT)
 Make sure you are distinctively different in area of importance
to your Customers

12. THE MARKETING MIX
 The controllable, tactical marketing tools that the
firms blends to produce the response it wants in the
target market. It involves
 Product-Brand name, quality design, service
 Price-List price, credit terms, payments periods
allowances
 Place-Distribution channels, transports, logistics
 Promotion- Advertizing, Sales Promotions, Public
relations and sellings

13. FINANCIAL ANALYSIS
 Financial Analysis can be used to serve many
purposes in an organization but in the area of
marketing it has four main functions-
 To gauge how well marketing strategy is working
 To evaluate marketing decisions alternative
 To develop plans for future
 To control activity on short term day to day basis.

14. IMPLEMENTATION
 Making Decision
 Focus attention on every one on delivering what
the customers want.