B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
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Selling focuses on the needs of the seller and views business as goods production, while marketing focuses on customer needs and views business as customer satisfaction. Marketing aims to earn profits through satisfying customers with an integrated approach using the 4Ps. It takes a long term view considering customers as the focal point. The marketing environment comprises external forces like demographic, economic, technological, political, cultural, and natural factors that influence a company's marketing activities. It includes the macro environment and micro environment with customers, competitors, suppliers, public, and company itself.
B.com 2 nd sem unit 1 INTRODUCTION TO MARKETING; calcutta university
- 1. UNIT 1 INTRODUCTION Prof. Mahua Mukherjee
- 2. SL . NO . BASIS SELLING MARKETING 1. Orientation/ Focus Seller oriented-it revolves around the needs and interests of the seller and views business as a goods producing process Customer is considered as the centre of all business activities-focus is on the needs and interests of the customers;views business as a customer satisfying mechanism. 2. Goal Earning Profits. Earning profits through customer satisfaction 3. Means It emphasises on aggressive selling-customer satisfaction , CRM is not their goal. It lays emphasis on integrated marketing..It integrates to combines customer need fulfillment with optimum combination of marketing mix variables. 4. Cost-Price relationship After developing the product a profit is added to the cost price to get selling price. It is customer opinion based and target costing method is applied. 5. View about customer It considers customer as the last link of the business process. Customer is the focal point iin this concept-the entire business is seen from the viewpoint of customers. 6. Perspective Short term Long term 7. Scope Narrow Wide
- 3. 4Ps of Marketing Mix PRODUCT PRICE PROMOTION PLACE ⢠Variety ⢠Sizes ⢠Features ⢠Design ⢠Style ⢠Quality ⢠Appearance ⢠Brand name ⢠Packaging ⢠Warranty ⢠Pre and after sales services etc. ⢠Pricing policies/strategies ⢠Discounts,rebates , allowances etc. ⢠Terms of Credit ⢠Pricing strategy of competitors etc. ⢠Advertising ⢠Personal Selling ⢠Sales Promotion ⢠Publicity ⢠Public Relations etc ⢠Distribution coverage ⢠Distribution logistics etc. ⢠Distribution channels
- 4. Marketing Environment -it is defined as the surroundings,the external factors or forces economic or non economic which have direct or indirect influence upon the markeyting activities of an organisation. - The institutions , authorities or groups and other forces or factors which lie outside the organisation but affect the marketing activities of the organisation. -The immediate and possible impact of these factors individually or jointly must be taken into consideration while formulating and implementing plans and marketing strategies of an organisation
- 5. MARKETING ENVIRONMENT DEMOGRAPHIC FACTORS MICRO ENVIRONMENT TECHNOLOGICAL FACTORS SOCIAL FACTORS POLITICAL FACTORS CULTURAL FACTORS ECONOMIC FACTORS NATURAL FACTORS GOVERNMENT SUPPLIERS COMPANY THE MARKETING ENVIRONMENTRETAILERS PUBLIC WHOLESELLERS COMPETITORS CUSTOMER MACRO ENVIRONMENT