Principles of Marketing

Principles of Marketing
Presented By
V.Gopalakrishnan.,M.Com.,M.B.A.,M.Phil.,PGDMM.,
Assistant Professor,
Department of Commerce,
Kamaraj College, Tuticorin.
Meaning of Market
The Term Market is derived from the Latin Word

Marketus which means merchandise or Trade.
Example:
Vegetable Market, Meat Market, Fish Market
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Definition of Market
Market Includes both place and region in which buyers

and sellers are in free intercourse with one another
Peter.J.F
Evolution of Marketing
Barter System
Production Orientation
Sales Orientation
Marketing Orientation
Consumer Orientation
Management Orientation
Classification of Market
Market
Types
On the basis
of AREA
On the Basis
of Goods
On the Basis
of
Economics
Basis of
transaction
Family
Local
Commodity
Perfect
Market
Spot
National
International
Capital
Market
Imperfect
Market
Future
Marketing - Definition
Marketing is a Business Process by which products are

matched with markets and through which transfer of
ownership effected
Cundiff & Still
Objectives - Marketing
Satisfaction of Human Wants

Profit Maximization
To Develop marketing Field
Effective distribution of products
To find sources for further information market problems
To take appropriate actions in the course of actions
Features of Marketing
Distributions
of Goods and
Services
Delivery of
Standard of
Living
Features
of
Marketing
Generation of
Revenue
Creation of
Utilities
Importance of Marketing
Importance of Marketing to the Society

Importance of Marketing to the Firm
to the Society
Delivers the standard of living
connects the producers and consumers
Increases the national Income
Provides Employment Opportunities
Helps to maintain economic Stability.
to the Firm
Helps in Increasing Profits

Helps in Business planning and Decision making
Connecting link between production and consumption
Helps to improve productive efficiency
creates Revenue
Provides a channel of communication
Increase the volume of sales
Kinds of Goods
& Services
Goods
Agricultural
Goods
Manufactured
Goods
Consumer
Goods
Consumer
Goods
Industrial
Goods
Convenience
Goods
Nature of
Raw materials
Shopping
Goods
Industrial
Goods
Specialty
Goods
Classification of
Industrial Goods
Raw Materials
Fabricating Materials
Accessories
Operating Supplies
Industrial Services
Process Materials
Classification of
Consumer Goods
Convenience Goods
Shopping Goods
Specialty Goods
Convenience Goods
Convenience Goods are demanded by customers
frequently in small quantities.
Examples:
News papers,
Drugs,
Soaps.
Shopping Goods
Shopping Goods are purchased after comparison for

Price, Style, quality, Color and the Like.
Examples:
Ready-made Garments
Shoes, Furniture
Specialty Goods
Durable goods which require large investment by the
consumers.
Types of Services
Professional Services
Financial Advice
Advertising
Engineering legal & Medical
Consumer Oriented Services

Cleaning, Heating,
Financing, Banking, Insurance
Evolution of Marketing Concept
Self Sufficient stage

Exchange Oriented Stage
Production Oriented Stage
Sales oriented stage
Market oriented stage
Social oriented stage
Social Marketing
Survival
Profitability
Service
Social Responsibility
Marketing Mix
(4 Ps of Marketing)
4 Cs of Marketing
Customer
Needs
Cost
Communication
Convenience
Is Marketing Science Or
Art???
Functions of Marketing
Kinds of Transportation
Land Transport
Water Transport
Air Transport
Land Transportation
Pathways
Road Transport
Tramways
Railways
Pipe Lines
Water Transportation
Inland
Ocean
River
Cannel
Coastal Shipping
Air Transportation
Warehousing
Private Warehouses
Public warehouses
Bonded Warehouses
Special Commodity
A/C Warehouses
Standardization
A Standard is a measure that is generally accepted as

having fixed value.
Quality Standard
Standards of size and measurement
Quantity standard
The Indian Standards Institute (I.S.I)
The ISI was setup in 1987 by the Central Govt

Preparation of Standards for the products, commodities
materials and process.
Certification of Industrial Goods
Formulation of Standards.
AGMARK
Product - Meaning
Definition
A Product is a bundle of physical service and symbolic
particulars expected to yield satisfactions or benefits to the
buyer
Philip Kotler
Features of Product
Tangibility
Intangible attributes
Buyers buy the benefit
Exchange Value
Consumer Satisfaction
Elements of Product Policy

o
o
o
o
o
o
o
Product planning and development

Product Line
Product Mix
Product Branding
Product Style
Product Positioning
Product Packaging
Product Innovation
Innovation is the design and development of something new as yet

unknown and not in existence,
Factors to be considered
Market Changes
Changes in Technology
Profitless price competition
Diversification of Risk
Causes for Product

Innovation
To meet market changes

To adopt technological changes
To incorporate changes in fashion
To effect development of new
product
To meet consumer Needs
To Face competition
To improve product safety
To produce goods economically
Product Life Cycle (PLC)
New Product
Development Stages
Idea Generation
Screening of Ideas
Business Analysis
Product Development
Test Marketing
Commercialisation
Reasons for Product

Failures??????
Inadequate market analysis

Product Effect
Higher Costs
Poor Timing
Competition
Inadequate sales force
Weakness of Distribution
Product performance may not good
Branding
Branding is the use of a distinctive name or and mark on
a product to differentiate it from similar competitive
products.
Branding Means naming a Product.
Example:
Bata Shoes.
Types of Branding:
Individual Brand
Family Brand Name Godrej, TaTa
Company Brand
Multiple Brand
Private Brand
Packaging
Packaging is the subdivision of the packing function of
Marketing. Packaging means wrapping of goods before
they are Transported or stored or delivered to the
customers.
Functions of Packaging:
Protection
Identification
Convenience
Giving Form
Promotion
Kinds of Packaging
Consumer Packaging
Family Packaging
Reuse Packaging
Multiple packaging
Industrial Package
consumer Package
Pricing - Meaning
Price Means the exchange value of a product or service in
terms of Money.
Objectives:
Ensuring Target return

Market share
Preventing competition
Maximizing the profit
Stabling the price
ability of the customers
Kinds of Pricing:
Odd Pricing
Psychological pricing
Customary prices
Pricing at the prevailing prices
Prestige pricing
Penetration pricing
Skimming Pricing
Price lining
Geographical Pricing
Dual Pricing
Monopoly Pricing
Administrated Pricing
Advertising
The word advertising is derived from the Latin word
Adverto ad means towards and verto means I turn .
Advertising is any paid form of non-personal presentation
of ideas, goods or services by an identified sponsor. It
includes all the activities involved in presenting to a group
of persons a non personal, or visual, openly sponsored
message regarding a product.
Objectives of Advertising
Selection of Media
Sales Promotion
Sales Promotion means any step that are taken for

Increasing Sales
A.H.Delanc.
Salesmanship
Salesmanship is the art of persuasion. It is the art of

serving the customer.
Doubts?????????????????
Thank You..@!

Principles of Marketing

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Principles of Marketing

Загружено:

Авторское право:

Доступные форматы

Principles of Marketing

The Term Market is derived from the Latin Word

Market Includes both place and region in which buyers

Marketing is a Business Process by which products are

Satisfaction of Human Wants

Importance of Marketing to the Society

Helps in Increasing Profits

Shopping Goods are purchased after comparison for

Consumer Oriented Services

Evolution of Marketing Concept

Self Sufficient stage

A Standard is a measure that is generally accepted as

The Indian Standards Institute (I.S.I)

The ISI was setup in 1987 by the Central Govt

Elements of Product Policy

Product planning and development

Innovation is the design and development of something new as yet

Causes for Product

To meet market changes

Product Life Cycle (PLC)

Reasons for Product

Inadequate market analysis

Family Brand Name Godrej, TaTa

Ensuring Target return

Sales Promotion means any step that are taken for

Salesmanship is the art of persuasion. It is the art of

Вам также может понравиться