Understanding Marketing

Management

What is the

Scope of

Marketing?

2

Marketing’s role is to

“Deliver a higher standards of living”

When eBay recognized that people were

Unable to locate some of the items

they desired most

– it created ONLINE AUCTION

When Sony designed its Play Station 3 game system,

when Apple launched its iPod Nano digital music player and

when Toyota introduced its Prius hybrid automobile, these

manufacturers were swamped with orders because they

had designed the "right" product based on

doing careful marketing homework

Types of Marketing Entities

Goods

10

Scope of Marketing

1. Deliver Higher Standards

2. eBay story

3. Careful Marketing Home work

4. Marketing Entities-

Goods Places

Services Properties

Events Ideas

Experience Information

Persons Organisations

Sameer Mathur

Indian Institute of Management Lucknow

Marketing Professor 2013 -

Marketing Professor 2009 -2013

Ph.D & M.s (Marketing) 2003 - 2009

Amit Pandey Indian Institute of Technology Kharagpur

(Internship)