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Marketing
What is
Marketing
Marketing is the science and art of
identifying, creating, and delivering value
to satisfy the needs of a target market at a
profit. Marketing identifies unfulfilled
needs and desires. It pinpoints which
segments the company is capable of
serving best and it designs and promotes
the appropriate products and services
Marke
ting
Marketing is often performed by a
department within the organization. This is
both good and bad. It’s good because it
unites a group of trained people who focus
on the marketing task. It’s bad because
marketing activities should not be carried
out in a single department but they should
be manifest in all the activities of the
organization.
Marketing :
DEFINITION
Marketing is the social process by which individuals
and groups obtain what they need and want through
creating and exchanging products and value with
others. (Kotler)
Raw Material ( Basic Products like iron ore, crude oil, fruits, vegetables )
Components Parts ( semi finished parts like bearings ,TV Tubes , small
motors , tyres)
Items
wear out) that is used in production of goods or services. These
goods are used in production process.
Customized
3 Service Characteristics Service, timely Service, timely delivered &
delivered & availability availability somewhat
very important important
Difference between Industrial
Marketing & Consumer Market
Sr. Areas Industrial Marketing Consumer market
No
Mightiest person
Rajnish Kumar
Accman Institute of management
PGDM-MKT (2011-13)
Initiator
Person who brings new ideas and solutions into
the company
Rajnish Kumar
Accman Institute of management
PGDM-MKT (2011-13)
BUYING
SITUATIONS
BUYING
SITUATIONS
The business buyer faces many decisions in making a purchase. The
number depends on the buying situations.
Time Required
buying
situations
Straigtht rebuy – routine decision, repetitive in
process (energy, office supplies, raw
B2B
materials, wood, cigarettes), component suppliers for the automotive industry –
little or no new information
Modified rebuy – more complicated but less sophisticated: cars, trucks, computers,
consulting – modified rebuys are often treated too uncautious
New task – calls for thorough research – industrial plant – highest level of
uncertainty. Strategic new tasks are of extreme strategic and financial importance
(aircrafts, military equipment, infrastructure) – re-evaluation of alternatives and
search for new information and new alternatives
Buying
phases
Problem recognition
Product specification
Supplier search
Proposal solicitation
Supplier selection
Performance review
Stages of decision in
B2B procurement
Backhaus developed
distinguish a 5widely
between phases of usable model to
procurement
Preliminary application (initiation phase)
Tenderproposal
Negotiation
Processing of order
Warranty and services
THANK YOU…
PRESENTED BY
ANAND MURALI