1.

Definition of Marketing:
The process by which companies create value for customers and build
strong customer relationships in order to capture value from customers
in return.

Needs: states of felt deprivation

Wants: the form human needs take as shaped by culture and
individual personality.
Demands: Human wants that are backed by buying power.

2. Market Offering:
Some combination of products services information or experiences
offered to a market to satisfy a need or want.

3. Marketing Myopia:
The mistake of paying more attention to the specific products
accompany offers than to the benefitrs and experiences produced by
these products.

4. Exchange:
The act of obtaining a desired object from someone by offering
something in return.

5. Market:
The set of all actual and potential buyers of a product or service.

Chapter 1

Nature and scope of marketing

1. Marketing management:
The art and science of choosing target markets and building profitable
relationships with them.
Evolution of marketing
a. Product orientation stage: the idea that consumers will favor
products that offer the most quality performance and features
and that organization should therefore devote its energy to
making continuous product improvements.

b. Sales orientation stage: the idea that consumers will not buy
enough of the firm’s products unless it undertakes a large-scale
selling and promotion effort.
 c. Market orientation stage: the marketing management
philosophy that achieving organizational goals depend on
knowing the needs and wants of target markets and delivering
the desired satisfactions better than competitors do.

2. The market concept

Implementation the marketing concept

a. Customer Orientation
b. Relationship

A company marketing program

3. Ethics and marketing

What is Ethical Behaviour?
Ans:
• Manners are Ethics.
• Ethics differ person to person depends upon culture and society.
• Marketers are responsible for to a variety of groups.

4. PESTEL
P: Political
E: Economical
S: Social
T: Technological
E: Environmental
L: Legal

5. Swot
S: Strength
W: Weaknes
O: Oppurtunity
T: Threats

Importance of marketing

a. Globally
b. Domestically
c. Organizationally
Chapter 2

1. Environmental Monitoring: The actors and forces outside

marketing that affect marketing management’s ability to build
and maintain successful relationships with target customers.

Two types of marketing environments:

a: Microenvironment
b: Macroenvironmet

a. External Macro Environment: The larger societal forces that

affect the following microenvironment:

• Demographics: Human population in terms of size,

density, location, age, gender, race, occupation and other
statistics.

• Economic Environment: Factors that affect consumer

buying power and spending patterns.

• Competition:

• Social and cultural forces: Institutions and other forces

that affect society’s basic values perceptions preferences
and behaviors.

• Political Environment: Laws, government agencies, and

pressure groups that influence and limit various
organizations and individuals in a given society.

• Technological Environmental: Forces that create new

technologies creating new product and market
opportunities.

b. External Micro Environment: The actors close to the company

that affect its ability to serve its customers-the company
suppliers marketing intermediaries customer markets
competitors and publics.
• The Market: In designing market plans, marketing
management takes other company groups into account-
groups such as top management, finance, research and
development, purchasing, operations and accounting.

• Suppliers: Customer value delivery system

• Marketing Intermediates: Firms that help the company

to promote sell and distribute its goods to final buyers;
they include resellers physical distribution firms, marketing
service agencies and financial intermediaries.
Chapter 4

1. The consumer market: The buying behavior of final

consumers-individuals and households who buy goods
and services for personal consumption.
• Geographic distribution
• The rural population
• The urban population

2. Consumer demographics
• Age
• Education and income
• Race and ethnicity

3. Consumer decision making / Consumer Buying

Behaviour

A) The Consumer Buying Behavior process:

The consumer buying behavior is in situations

• Need Recognition: The Consumer is moved to action by a need or

desire

• Identification of Alternatives: The consumer identifies alternative

products and brands and collects information about them.

• Evaluation of alternatives: The consumer weighs the poors and cons

of the alternatives identification.

• Decisions: The consumer decides to buy or not to buy and makes other
decisions related to the purchase.

• Post purchase behavior: The consumer seeks reassurance that the

choice made was the correct one.
Chapter 5

1. Nature and the scope of the business market

2. Components of the business market

• The agricultural market
• The reseller market
• The government market
• The service market
• The “nonbusiness” business market:
• The international market

3. Characteristics of business market demand

• Demand is derived:
• Demand is inelastic
• Demand fluctuates
• Buyers are well informed

4. Determinants of business market demand

• Describing business markets
• Profile of buyers
• Size of business buyers
• Regional concentration of business buyers
• Vertical and horizontal business markets

5. Buying power of business

• Measures of manufacturing activity
• Measures of mining activity
• Measures of agricultural activity

6. Business buying behavior

• The importance of business buying
• Buying decision process in business
• Motives of business buyers

7. Types of buying situations

• Multiple buying influences the buying center
• Buyer seller relationships

8. Buying practices of business users

• Direct purchase
• Frequency of purchase
• Size of order
• Length of negotiation period
• Service expectation
• Dependability of supply
• Leasing
Chapter 6

1. An overview of market segments and target

markets

• Market segmentation
• Benefits of market segmentation
• The process of market segmentation
• Ultimate consumers and business users the first cut

2. Segmentation consumer market

• Geographic segmentation
• Regional population distribution

3. Demographic segmentation
4. Psychographic segmentation
• Personality characteristics
• Lifestyle
• Values

5. Behavior segmentation
• Benefit desired
• Usage rate

6. Segmentation business market

• Customer location
• Customer type
• Industry
• Size
• Organization structure
• Purchase criteria

7. Transaction conditions
• Buying situation
• Usage rate
• Purchase procedure

8. Target market strategies

• Aggregation strategy
• Single segment strategy
• Multiple segment strategy

9. Positioning
10. Forecasting market demand
11. Basic forecasting terms
• Market share
• Market factor
• Market potential sales potential and sales forecasting
Chapter 7

1. The market research function

• Uses of marketing research

2. What is marketing research?

3. Scope of marketing research activities
4. Marketing information systems
• Designing a marketing information system
• Global marketing information system
• Decision support systems
• Databases data warehouses and data mining

5. Major data sources

• Marketing research projects
• Analyze the data and present a primary report
• Ethical issues in marketing research
• Status of marketing research
Chapter 8

1. Classification of products
• Consumer and business product
• Classification of consumer goods
• Convenience goods
• Shopping goods
• Specialty goods

2. Classification of business goods

• Raw material
• Fabricating materials and parts
• Installation

3. Importance of product innovation

• Development of new products
• Product criteria for new products
• New product adoption and diffusion

Chapter 9
Product Mix and Line:
All products of Nestle which are offered to consumers.

Product Line: No. of all products of Nestle.

Product Breadth: No. of all products of Nestle milk.
Product Depth: No. of all products of Nestle in Product Line.

Positioning the Product:

Positioning in Relation to a Competitors:
Positioning by Price and Quality:
Product Mix Extension:
Product Line Extension:
Product Mix Contraction:
Trading Up and Trading Down:

1. Product mix and product line

2. Product Mix Strategies
3. Positioning and product
4. Product mix expansion
5. The product life cycle
• Length of product life cycle
• Life cycle is related to a market
• Life cycle management
6. Planned obsolescence and fashion
• Nature of planned obsolescence
• Nature of style and fashion
Chapter 12

1. Meaning of price
2. Importance of price
• In the economy
• In the consumer mind
• In the individual firm

3. Pricing objectives
• Profit orientated goals
• Sales orientated goals
• Status quo goals

4. Factors influencing price Determination

• Determination demand
• Competitive reactions
5. Cost plus pricing
• Prices based on marginal costs only
6. Break even analysis
7. Prices based on marginal analysis
8. Prices set in relation to market alone
9. Pricing below competition
• Pricing above competition
Chapter 14
Channels of Distribution

1. What is Distribution? Flow of goods through

manufacture and consumer
.
2. Competitor Edge: A betterness of a company. The
quality of a company which differs it from its
competitors.

3. Middlemen: A middleman is a business firm that

renders services related directly to the sale and/or
purchase of a product as it flows from producer to
consumer.

There are two types of Middlemen:

a. Merchant middlemen: take title to the products they
help to market
4. Middlemen and distribution Channels:
A distribution channel consists of the set of people and
firms involved in the transfer of title to products as the
product moves from producer to ultimate consumer or
business user.
A channel of distribution always includes both the
producer and the final customer for the product in its
present form as well as any middlemen such as retailers
and wholesalers.

5. Major Channels of Distribution:

a. Distribution of consumer goods: Five channels are

widely used in marketing tangible products to ultimate
consumers:

i) Producer to consumer: The shortest simplest

distribution channel for consumer goods involves no
middlemen.
ii) Producer to retailer to consumer: Many large
retailers buy directly from manufactures and
agricultural producers. Middlemen is involved.
iii) Producer to wholesaler to retailer to consumer:
The traditional channel for consumer goods. Small
manufacturers and retailers find this channel.
iv) Producer to agent to retailer to consumer:
Instead of wholesalers, many producers prefer to rely
on agent middlemen to reach the retail market,
especially large-scale retailers.
v) Producer to agent to wholesaler to consumer:
To reach small and large scale stores producers often
use ages tans middlemen.

b.Distribution of Business Goods:

i) Producer to user: All large scale channels such as

jet engine, helicopters are usually sold directly to
users.
ii) Producer to Industrial Distributor to user:
Producers of operating supplies and small accessory
equipment frequently use industrial distribution
channels to reach their markets.
iii) Producer to industrial distributors to reseller
to user: This channel is common for computer
products and related high-tech items.
iv) Producer to agent to user: A company that wants
to introduce a new product..
v) Producer to agent to industrial distributors to
user: This channel is similar to the preceding one.

c. Distribution of Services: services creates special

distribution requirements.

i) Producer to consumer: Because a service is

intangible, the production process and sales activity
often require personal contact b/w producer and
consumer.
ii) Producer to agent to consumer: Agents
frequently assist a services producer with transfer of
ownership (the sale task)..