Scope of marketing
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Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society. It is a societal process through which individuals and groups obtain what they want by offering and exchanging products and services. Marketers seek to influence levels, timings and composition of demand to meet organizational objectives. They target various customer markets including consumer, business, global, non-profit, and government markets. Goods, services, events, experiences, persons, places, properties, information, and ideas are all items that can be marketed.
Scope of marketing
- 3. ‘Marketing is Meeting needs Profitably’ Definition: Marketing is the activity, Set of Institutions and process for creating, communicating , delivering and exchanging offerings that have value for customers, clients, partners and society at large
- 4. ‘Marketing Management is the art and science of choosing target markets and getting, keeping and growing customers through creating ,delivering and communicating superior customer value’ ‘Marketing is a societal process by which individuals and groups obtain what they want through creating, offering and freely exchange of products and services of value with others’
- 7. SERVICESSoftware Programmers Car Rental Firms Air Lines Hotels Banks and Lawyers Barbers and Beauticians Management Consultant
- 8. EVENTSArtistic Performance Olympics World Cup Major Trade Events Company Anniversaries
- 9. EXPERIENCES Amusement Park Water Park Theme-Based Restaurant
- 11. PLACESNational Parks Wild Life Sanctuaries Religious Places Scenic Beauty Rich History
- 12. PROPERTIES Real Estate Property Stocks and Bonds Bank Market Securities Investment Companies
- 14. INFORMATIO N Production, Packing and Distribution Information Information in Books Information on Lab Tests
- 15. IDEAS
- 16. Who Markets ?
- 17. ‘A marketer is some one who seeks a response-attention to purchase ,a vote ,a donation- from another party called a Prospect’ They seek to influence the level, timings and composition of demand to meet organisations objectives
- 18. Eight Kinds of Demand Negative Demand Non Existent Demand Latent Demand Declining Demand Irregular Demand Full Demand Overfull Demand UnWholesome Demand
- 19. CUSTOMER MARKET “Companies selling mass consumer goods and services spend a great deal of time establishing a strong brand image by developing superior products and packaging, ensuring its availability and backing it with reliable services”
- 20. BUSSINESS MARKETSBusiness buyers buy goods to make or resell a product to others at a profit Business marketers must demonstrate how their products help achieve higher revenue or lower costs
- 21. GLOBALMARKET SCompanies in global Market Place must decide which country to enter, how to each sector, how to adapt to products and service features, how to price products, how to design communication for different cultures
- 22. NON PROFIT AND GOVERNMENT MARKETS Companies selling to non profit organisations with limited purchasing power such as temples, churches and government organisations must price carefully Most government organisations calls for bid and favour the lowest bid
- 23. •Market Place is physical such as a store or shop •Market Space is digital as when you shop on internet •Meta Markets is a cluster of complementary products closely related in the minds of consumers but spread across a diverse set of industries
- 24. ReCap • What is marketing? • What is marketed? • Who markets? • Key Customer Markets
- 26. “Created by Sai Srujan,RGIPT RaeBareli, during an internship by Prof. Sameer Mathur,IIM LUCKNOW”