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Marketing for Beginners Complete Notes

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Marketing for Beginners Complete Notes

Uploaded by

ishanishreegupta
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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You are on page 1/ 6

Marketing for Beginners

By Dr. Arpita Kaul

Chapter 1: Introduction to Marketing


1.1 Definition and Scope of Marketing

- Marketing involves creating, communicating, delivering, and exchanging offerings that


have value for customers, clients, and society.

- Scope includes product development, market research, pricing strategies, promotion, and
distribution.

1.2 Evolution of Marketing

- Production Era: Focus on mass production.

- Sales Era: Aggressive sales techniques.

- Marketing Concept Era: Understanding customer needs.

- Relationship Marketing: Building long-term customer relationships.

- Societal Marketing: Balancing profit and societal welfare.

1.3 Core Marketing Concepts

- Needs vs. Wants vs. Demands: Basic needs vs. culturally shaped wants.

- Value and Satisfaction: Balancing perceived benefits and costs.

- Markets: Consumer vs. Business markets.

1.4 Marketing Management Orientations

- Production, Product, Selling, Marketing, and Societal Marketing Orientations.

Chapter 2: Marketing Environment


2.1 Microenvironment

- Key players include suppliers, intermediaries, customers, competitors, and publics.


2.2 Macroenvironment

- Factors include demographic, economic, natural, technological, political, and cultural.

2.3 Analysis Tools

- PESTEL Analysis: Evaluates external factors.

- SWOT Analysis: Identifies strengths, weaknesses, opportunities, and threats.

Chapter 3: Consumer Behavior


3.1 Understanding Consumer Behavior

- Study of decisions on resource usage for consumption.

- Importance lies in designing effective marketing strategies.

3.2 Influencing Factors

- Cultural, social, personal, and psychological factors.

3.3 Decision Process

1. Need Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase Decision

5. Post-Purchase Behavior

Chapter 4: Market Segmentation


4.1 Definition and Purpose

- Dividing a market into distinct groups with common needs or behavior.

- Purpose: To focus marketing efforts on the most relevant audience.

4.2 Segmentation Criteria


- Demographic, geographic, psychographic, and behavioral segmentation.

4.3 Targeting and Positioning

- Identifying the most attractive segment (targeting).

- Creating a unique image in the minds of the target market (positioning).

Chapter 5: Marketing Research


5.1 Importance of Marketing Research

- Collecting, analyzing, and interpreting data to inform marketing decisions.

5.2 Types of Research

- Primary: Surveys, interviews, focus groups.

- Secondary: Existing data from reports, databases.

5.3 Research Process

1. Problem Definition

2. Research Design

3. Data Collection

4. Data Analysis

5. Reporting Findings

Chapter 6: Product Strategy


6.1 Product Levels

- Core, actual, and augmented product.

6.2 Product Life Cycle

- Introduction, growth, maturity, and decline stages.

6.3 New Product Development


- Idea generation, screening, development, and launch.

6.4 Branding and Packaging

- Creating a unique identity (brand).

- Designing the product’s exterior (packaging).

Chapter 7: Pricing Strategy


7.1 Factors Influencing Pricing

- Costs, competition, customer perception, demand elasticity.

7.2 Pricing Methods

- Cost-based, competition-based, value-based.

7.3 Pricing Strategies

- Skimming, penetration, psychological pricing.

Chapter 8: Distribution Strategy


8.1 Marketing Channels

- Direct and indirect distribution channels.

8.2 Channel Management

- Selecting and managing intermediaries.

8.3 Logistics

- Managing the flow of goods from producer to consumer.

Chapter 9: Promotion Strategy


9.1 Promotion Mix

- Advertising, sales promotion, public relations, personal selling, and direct marketing.
9.2 Integrated Marketing Communication (IMC)

- Coordinating promotional efforts for consistency.

9.3 Digital Marketing

- SEO, social media, email marketing, online ads.

Chapter 10: Customer Relationship Management


10.1 Importance of CRM

- Building long-term relationships with customers.

10.2 CRM Tools

- CRM software, loyalty programs, personalized communication.

10.3 Customer Retention Strategies

- Exceptional service, regular engagement, problem resolution.

Chapter 11: Advanced Marketing Concepts


11.1 Green Marketing

- Promoting eco-friendly products and practices.

11.2 Social Media Marketing

- Leveraging social platforms for engagement.

11.3 Global Marketing

- Adapting marketing strategies for international markets.

11.4 Ethical Marketing

- Prioritizing fairness and honesty.


11.5 Marketing Analytics

- Using data to measure and optimize campaigns.

11.6 Content Marketing

- Creating valuable content to attract and retain customers.

11.7 Experiential Marketing

- Engaging customers through memorable experiences.

11.8 Guerrilla Marketing

- Unconventional, low-cost marketing tactics.

11.9 Event Marketing

- Promoting products through events and sponsorships.

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