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Subject: Modern Marketing OR Marketing Management: Semester: 2 Unit:1

This document discusses the nature, importance, benefits, and scope of modern marketing and marketing management. It describes marketing as an economic function, a legal process of transferring ownership, and a system of interacting business activities. The importance of marketing is that it helps organizations achieve strategic objectives by identifying customer needs and distributing products to meet satisfaction. The benefits of marketing include improving standards of living, stabilizing economies, and providing employment [end summary].

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Dr.Sree Lakshmi K
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226 views11 pages

Subject: Modern Marketing OR Marketing Management: Semester: 2 Unit:1

This document discusses the nature, importance, benefits, and scope of modern marketing and marketing management. It describes marketing as an economic function, a legal process of transferring ownership, and a system of interacting business activities. The importance of marketing is that it helps organizations achieve strategic objectives by identifying customer needs and distributing products to meet satisfaction. The benefits of marketing include improving standards of living, stabilizing economies, and providing employment [end summary].

Uploaded by

Dr.Sree Lakshmi K
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SUBJECT: MODERN MARKETING

OR
MARKETING MANAGEMENT
CLASS: B.COM/BBA
SEMESTER: 2
UNIT :1
TOPIC: Nature/Importance/Benefits/Scope
SESSION:02
BY
DR.SREE LAKSHMI.K
Nature / Characteristics of Marketing

1. Marketing is an Economic Function
 2. Marketing is a Legal Process by which
Ownership Transfers
 3. Marketing is a System of Interacting Business
Activities
Nature / Characteristics of Marketing


4. Marketing is a Managerial function
 5. Marketing is a social process
 6. Marketing is a philosophy based on consumer
orientation and satisfaction
Importance of ‘Marketing’
 1. Marketing helps the organisation to achieve its
strategic objectives.
 2. Marketing helps the organisation to create customers
by identifying their needs and distribute products to
meet their satisfaction.
 3. Helps the enterprise to adapt to the changing
conditions and circumstances.
Importance of ‘Marketing’
 4. Provides guidance to the organization on the
innovations to be adopted
 5. Ensures the economic growth of the enterprise which
results in growth and development of the country.
Benefits of Marketing

To the society:
• It is instrumental in improving the standard of living. • Stabilizes
the economic conditions.
• Provides and increases gainful employment opportunities.
• Acts as a link between producers and consumers
To the individual firms

• It is the means of achieving more profits.


• It acts as a decision-pad for marketers.
• Is a source of new ideas.
To consumers

•Maximizes choice and quality of products


available
• Is the source of information and awareness
• Understands and explores the latent needs of
consumers
Scope of Marketing

1.Study of Consumer Wants and Needs


2. Study of Consumer behaviour
3. Production planning and development
4. Pricing Policies
Scope of Marketing

5. Distribution
6. Promotion
7. Consumer Satisfaction
8. Marketing Control

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