O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

01. introduction to marketing

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Próximos SlideShares
02. stp & 7 ps to branding
02. stp & 7 ps to branding
Carregando em…3
×

Confira estes a seguir

1 de 40 Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Anúncio

Semelhante a 01. introduction to marketing (20)

Anúncio

Mais recentes (20)

01. introduction to marketing

  1. 1. THARAKA DIAS Director – My Media Network MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM,
  2. 2.  Why is marketing important?  What is the scope of marketing?  What are some fundamental marketing concepts?  How has marketing management changed?  What are the tasks necessary for successful marketing management? 2AOT - www.tharakadias.com
  3. 3.  Consumer benefits from the digital revolution include:  Increased buying power.  Greater variety of goods and services.  Increased information.  Enhanced shopping convenience.  Greater opportunities to compare product information with others. 3AOT - www.tharakadias.com
  4. 4.  Firm benefits from the digital revolution include:  New promotional medium.  Access to richer research data.  Enhanced employee and customer communication.  Ability to customize promotions. 4AOT - www.tharakadias.com
  5. 5. AOT - THARAKA DIAS 5
  6. 6.  A human need - a feeling of felt deprivation.  A human want - the form that a human need takes as shaped by culture and individual personality.  Demands - human wants that are backed by buying power. 6AOT - www.tharakadias.com
  7. 7. AOT - www.tharakadias.com 7
  8. 8. ExperiencesExperiences PersonsPersons Products Anything that can be Offered to a Market to Satisfy a Need or Want Products Anything that can be Offered to a Market to Satisfy a Need or Want PlacesPlaces OrganizationsOrganizations IdeasIdeasActivitiesActivities Services Activity or Benefit Offered for Sale That is Essentially Intangible and Doesn’t Result in the Ownership of Anything Services Activity or Benefit Offered for Sale That is Essentially Intangible and Doesn’t Result in the Ownership of Anything 8AOT - www.tharakadias.com
  9. 9. Production ConceptProduction Concept Product ConceptProduct Concept Selling ConceptSelling Concept Marketing ConceptMarketing Concept Societal Marketing ConceptSocietal Marketing Concept 9AOT - www.tharakadias.com
  10. 10.  "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements at profit, in a Sociably acceptable manner while protecting industry ethics.." The official academic definition from The Chartered Institute of Marketing (CIM).
  11. 11. Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information 11AOT - www.tharakadias.com
  12. 12.  Goods  Services  Events and experiences  Persons  Places and properties  Organizations  Information  Ideas 12AOT - www.tharakadias.com
  13. 13. 13
  14. 14. AOT - THARAKA DIAS 14
  15. 15.  Negative  Nonexistent  Latent  Declining  Irregular  Unwholesome  Full  Overfull 15AOT - www.tharakadias.com
  16. 16.  Consumer markets  Business markets  Global markets  Nonprofit/Government markets 16AOT - www.tharakadias.com
  17. 17. Four Ps  Product  Price  Place  Promotion Four Cs  Customer solution  Customer cost  Convenience  Communication 17AOT - www.tharakadias.com
  18. 18.  Developing marketing strategies  Capturing marketing insights  Connecting with customers  Building strong brands  Shaping market offerings  Delivering value  Communicating value  Creating long- term growth 18AOT - www.tharakadias.com
  19. 19. • Increased customer satisfaction • Increased customer loyalty • Increased reputation • Increased motivation among staff • Increased market share • Reduction of waste • Combat threats from competitors
  20. 20. Value creation ► Accurately knowing what customers value ► Producing to incorporate such values Communicate the value ► Inform, convince, remind, motivate ► Servicing the customers ► Physical delivery ► Servicing the customers ► Physical delivery Deliver the value AOT - www.tharakadias.com 20
  21. 21. Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. 21AOT - www.tharakadias.com
  22. 22. • Customer retention has become a major problem in the competitive world of business. • Relationship Marketing is the process of creating, building and managing long term relationship with customers, distributors and suppliers. Life Time Value of a customer is emphasized more than a value of a single transaction
  23. 23. • Traditional Marketing is concerned with the exchanges with customers. • The emphasis was to develop products that will satisfy customers and focus was basically on (single) transaction. • Not much effort was kept on keeping the customer for a long time and Life Time Value was not considered much.
  24. 24.  Marketing Research  New product developmentNew product development  Branding  Marketing communication  Sales  CSR AOT - THARAKA DIAS 24
  25. 25. The process of planning, collecting, and analyzing data relevant to a marketing decision.
  26. 26. CollectCollect DataData CollectCollect DataData Plan Design/Plan Design/ Primary DataPrimary Data Plan Design/Plan Design/ Primary DataPrimary Data SpecifySpecify SamplingSampling ProcedureProcedure SpecifySpecify SamplingSampling ProcedureProcedure DefineDefine ProblemProblem DefineDefine ProblemProblem AnalyzeAnalyze DataData AnalyzeAnalyze DataData Prepare/Prepare/ PresentPresent ReportReport Prepare/Prepare/ PresentPresent ReportReport Follow UpFollow UpFollow UpFollow Up
  27. 27.  Introducing totally new innovative products & services to the market  Adding new & innovative features for your existing products & services Example:  The pocket calculator created a new market & made obsolete the Slide-Rule.  At the other extreme a shampoo which is different from the existing products only by means of its brand name, fragrance, packaging & color’s is also a new product. AOT - THARAKA DIAS 27
  28. 28. 28 Idea generationIdea generation CommercialisatioCommercialisatio nn Test marketingTest marketing Idea screeningIdea screening Concept testingConcept testing BusinessBusiness AnalysisAnalysis 11 22 33 ProductProduct DevelopmentDevelopment 66 77 44 55 AOT - www.tharakadias.com
  29. 29.  Any activity or benefit that one party can offer to another that is essentially intangible & does not result in ownership of anything  Characteristics of a service:  Intangible  Inseparable  Perishable  Heterogeneous  Does not result in ownership  Produces & consumed at the same time AOT - THARAKA DIAS 29
  30. 30. 30
  31. 31.  A brand is a name, term, sign, symbol or combination of them intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competition(AMA)  A way of differentiate a product from a mere commodity  The simplest definition is , branding is all about naming a commodity 31AOT - THARAKA DIAS
  32. 32.  TANGIBLE ATTRIBUTES  Product  Packaging  Labeling  Attributes  Functional benefits  INTANGIBLE ATTRIBUTES  Quality  Emotional benefits  Value  Culture  Image 32
  33. 33.  Push - Pushing the product into the distribution channels. Example: Personal selling, exhibitions, sales promotions & trade advertising  Pull - Pulling the product through, by encouraging customer demand through advertising, sales promotions & in-store merchandising  Profile - Responding to & receiving information from stakeholders. Example: Developing dialog with stakeholders in order to better inform them about the organization, its policies & also to position the corporate brand in the minds of the stakeholders AOT - THARAKA DIAS 33
  34. 34.  Inform  Remind  Persuade Strategies  DRIP  AIDCA AOT - THARAKA DIAS 34
  35. 35.  Advertising (ATL/BTL)  Personal selling  Direct Marketing  Publicity  Sales Promotions AOT - THARAKA DIAS 35
  36. 36.  The sales function could be also referred to as distribution. The main responsibility of this function would be to make your products & services available at the most appropriate & convenient locations for your customers AOT - THARAKA DIAS 36
  37. 37. AOT - THARAKA DIAS 37
  38. 38.  Business dictionary defines CSR as "A company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates. Companies express this citizenship  Through their waste and pollution reduction processes,  By contributing educational and social programs and  By earning adequate returns on the employed resources. AOT - THARAKA DIAS 38
  39. 39.  Differentiating you self from competition  Truly adding some value to the society  Proactive approach of minimizing the damages from future negative or adverse publicity  Recognition from the government & other regulatory bodies AOT - THARAKA DIAS 39
  40. 40. 40 diastharaka@gmail.com 0773869007 AOT - THARAKA DIAS

Notas do Editor

  • Exercise with the group in pairs – think about what you offer in your organisation to clients – what wants are you satisfying.

×