MARKETING CYB1B /CPZ3D / CPG1B UNIT : I V · POLITICAL ENVIRONMENT ... Marketing segmentation...
Transcript of MARKETING CYB1B /CPZ3D / CPG1B UNIT : I V · POLITICAL ENVIRONMENT ... Marketing segmentation...
CYB1B- Marketing
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UNIT I – SYLLABUS
Introduction to Marketing
Meaning & Definition of Marketing
Functions of Marketing
Marketing orientation
Role and importance of Marketing
Classification of Markets
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MARKET - DEFINITION
Clark and Clark defines market
as “An area in which the forces
leading to exchange of title to a
particular product operate and
towards which and from which the
actual goods tend to travel”.
marketing introduction
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FUNCTIONS OF EXCHANGE• Buying function
• Assembling function
• Selling function
CYB1B – MARKETING
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IMPORTANCE OF MARKETING
importance of marketing
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CLASSIFICATION OF MARKET
video on classification of markets
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UNIT II – SYLLABUS
Introduction Marketing Environment
Micro and Macro Environment
Factors affecting internal environment
Factors affecting external environments
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MARKETING ENVIRONMENT- Definition
Philip Kotler :
“ A company marketing environment consists of the factors
and forces that affect the company‟s ability to develop and maintain
successful transactions and relationships with its target customers.”
MICRO ENVIRONMENT
MACRO ENVIRONMENT
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MARKETING ENVIRONMENT
Includes:
Micro environment: Factors close to the company that
affect its ability to serve its customers.
Macro environment: larger societal forces that affect the
micro environment. Considered to be beyond the control
of the organization.
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MICRO ENVIRONMENT
The micro-environment affects the organization directly. It refers to
the environment that most closely linked to the firm
• This environment is not also under the full control of business.
• The business is influence by this environment
Microenvironment Components
Customer
Supplier
Intermediaries
Competitor
Public micro environment
Company
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FACTORS AFFECTING MICRO ENVIRONMENT
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FACTORS AFFECTING MICRO ENVIRONMENT
Company:
Areas inside a company
Affects the marketing department‟s planning strategies.
Suppliers:
Provide resources needed to produce goods and services.
Important link in the “value delivery system.”
Most marketers treat suppliers like partners
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FACTORS AFFECTING MICRO ENVIRONMENT
Intermediaries
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FACTORS AFFECTING MICRO ENVIRONMENT
Customer
• Purchase requirements
vary from customer to
customer
• influenced by cultural,
social and psychological
factors
• They are large in number
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FACTORS AFFECTING MICRO ENVIRONMENTCompetitors
• To be successful, a company must satisfy
needs and wants of consumers better than
competitors
• A company should monitor three variables
when analyzing each of its competitors
1.Share of Market
2.Share of Mind
3.Share of Heart
One Must understand competitor‟s strengths.
Must differentiate firm‟s products and
offerings from those of competitors.
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FACTORS AFFECTING MICRO ENVIRONMENTPublics
• A group that has an actual or potential
interest in or impact on an organization
• Seven publics include:
1.Financial
2.Media
3.Government
4.Citizen-action
5.Local
6.General
7.Internal
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MACRO ENVIRONMENT
The major external and uncontrollable
factors that influence an organization's decision making, and affect its
performance and strategies. These factors include the economic
factors, demographics, legal, political, and social conditions,
technological changes, and natural forces.
macroenvironment
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DEMOGRAPHIC ENVIRONMENT
• Demography is the study of human populations
• Demographic Environment is a major interest to marketers
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ECONOMIC ENVIRONMENT
The economic environment consist of factors affecting consumers
purchasing power and spending patterns both across and within their
world markets.
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TECHNOLOGICAL ENVIRONMENT
• The technological environment is perhaps the most dramaticforce now shaping our destiny.
• Forces that create new technologies, create new product and market opportunities
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NATURAL ENVIRONMENT
The natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities.
Topographical factors may affect the demand pattern.
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CULTURAL ENVIRONMENT
Cultural Environment of a nation determines the value system of the
society which in turn affects the functioning of the Business
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POLITICAL ENVIRONMENT
The political environment consist of laws, government agencies, and
pressure groups that influence and limit various organizations and
individuals in the given society.
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UNIT III – SYLLABUS
Marketing segmentation
concept ,Benefits
Bases and levels
Introduction to consumer behaviour
Need for study
Consumer buying decision process
Buying motives
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MARKET SEGMENTATION
Market segmentation is the process of dividing a market of potential
customers into groups, or segments, based on different characteristics. The
segments created are composed of consumers who will respond similarly to
marketing strategies and who share traits such as similar interests, needs,
or locations.
market segmentation
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BASES OF MARKET SEGMENTATION
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GEOGRAPHIC AND DEMOGRAPHIC
SEGMENTATION
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PSYCHOGRAPHIC AND BEHAVOURIAL
SEGMENTATION
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LEVELS OF MARKET SEGMENTATION
SEGMENT MARKETING
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BENEFITS OF MARKET SEGMENTATION
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CONSUMER BEHAVIOUR
According to Belch and Belch,
“Consumer behavior is the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and desires”.
consumer behavior
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INFLUENCES OF CONSUMER BEHAVIOUR
Clark
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CONSUMER DECISION MAKING PROCESS
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UNIT IV – SYLLABUS
Marketing mix
Meaning
Introduction to stages for new product development
Introduction to product life cycle
Product mix
Price mix
Pricing policy & importance
Channels of distribution (levels)
Channel members
Promotion
Communication mix
Basic of advertisement
sales promotion & importance
Personal selling.
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MARKETING MIXThe marketing mix refers to the set of actions, or tactics, that a company
uses to promote its brand or product in the market. The 4Ps make up a
typical marketing mix - Price, Product, Promotion and Place. However,
nowadays, the marketing mix increasingly includes several other Ps like
Packaging, Positioning, People and even Politics as vital mix elements.
MARKETING MIX
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STAGES FOR NEW PRODUCT DEVELOPMENT
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PRODUCT MIXproduct mix
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FACTORS INFLUENCING PRODUCT MIX
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PRICE MIX
Price is the exchange value of a product. Almost anything has an exchange
value- Ideas, Services, Rights and Goods
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FACTORS AFFECTING PRICE DECISION
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CHANNELS OF DISTRIBUTION
It is a group of individuals and organizations that direct the flow of
goods from producers to consumers.
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TYPES IN CHANNELS OF DISTRIBUTION
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DISTRIBUTION CHANNEL FUNCTIONS
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ADVERTISEMENT
According to William J. Stanton, “Advertising consists of all the activities
involves in presenting to a group, a non-personal, oral or visual, openly
sponsored message regarding disseminated through one or more media
and is paid for by an identified sponsor.”
STEPS IN
ADVERTISING
PROCESS
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SALES PROMOTION
Sales promotion refers to „those marketing activities that stimulate
consumer shows and expositions.
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OBJECTIVES OF SALES PROMOTION
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SALES PROMOTION ACTIVITIES
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QUALITIES OF A GOOD SALESMAN
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UNIT V – SYLLABUS
E-marketing
Consumerism
Marketing research
Market information system
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E- MARKETINGE-Marketing (Electronic Marketing) are also known as Internet
Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-
marketing is the process of marketing a product or service using the
Internet.
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OBJECTIVES OF E-MARKETING
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• Global Research: Marketing is enabled across cultural and national boundaries.
• Richness: Video, audio and text marketing messages can be integrated in e-marketing.
• Interactivity: Consumers are co-participants and in the process of delivering goods.
• Information density: Information becomes cheap, and accurate.
• Customization: Personalization and marketing message is possible in e-marketing.
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FEATURES OF E-MARKETING
EMARKETING
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E-MARKETING PLAN1. Situation analysis
2 . E-Marketing strategic
planning
3 . Objectives
4. E-Marketing strategy
5 . Implem entation plan
6. Budget
7. Evaluation plan
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ADVANTAGES AND DISADVANTAGES OF
EMARKETING
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CONSUMERISMConsumerism the practice and policies of protecting the consumer by
publicizing defective and unsafe products, misleading business
practices. The consumption of goods and services. A theory that a
continual increase in the consumption of goods is sound economically.
CONSUMERISM
REASONS FOR CONSUMERISM
1. Rising price (not related to quality & quantity)
2. Adulteration (mixing harmful content)
3. Duplication ( customers not able to differentiate)– Dishonest
traders
4. Artificial demand (No stock – High price)
5. Sub- Standard products (deliberately down grade the product)
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CONSUMER RIGHT1. Right to be Heard- Right to register his dissatisfaction. It makes
the firms to accept complaints 1962
2. Right to protection of health & Safety – Protection against
physical danger like additives, colors, preservatives
3. Right to be informed – Disclose all material facts like quality ,
quantity
4. Right to Choose – Consumer is king & Final aim of marketing ;
Has choice to & implement feedback
5. Right to be redressed- Dissatisfied consumer can get back his
value for money. Customer is being compensated.
6. Right to Quality of life- Social responsibility of Manufacturers to
protect well being of people. Eg: Food pollution , Air pollution,
Water pollution, Noise pollution
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THREE-TIER GRIEVANCE REDRESSAL
MACHINERY & FORUMS
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MAJOR LAWS TO PROTECT CONSUMER
1. THE CONTRACT ACT, 1982
2. THE SALE OF GOODS ACT,
1930
3. THE LAW OF TORTS
(DEFECTIVE, UNFIT..)
4. THE ESSENTIAL
COMMODITIES ACT, 1955
5. THE PREVENTION OF FOOD
ADULTERATION ACT, 1976, 6.
MRTP ACT,1969 ETC.
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MARKETING RESEARCHMarketing research specifies the information required to address
these issues, designs the method for collecting information, manages
and implements the data collection process, analyzes the results, and
communicates the findings and their implications.
marketing research
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MARKETING RESEARCH PROCESS
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TYPES OF MARKETING RESEARCH
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MARKETING INFORMATION SYSTEMA Marketing information system is an ongoing ,future oriented
structure designed to generate, process, store and later review ,
information to aid decision making in an organization's marketing
programme” –W.J.STANTON.
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CYB1B – MARKETING
FUNCTIONS OF MARKETING INFORMATION
SYSTEM
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