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Basics of Marketing 1 PPT

The document outlines the basics of marketing, covering topics such as the evolution of marketing, core concepts, functions, and various types of markets. It emphasizes the importance of understanding consumer behavior and the challenges of modern marketing, including marketing myopia and the rise of digital natives. Additionally, it introduces the brick-and-click model as a hybrid approach to retail that combines traditional and online strategies.

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SAYALI KHUDE
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12 views27 pages

Basics of Marketing 1 PPT

The document outlines the basics of marketing, covering topics such as the evolution of marketing, core concepts, functions, and various types of markets. It emphasizes the importance of understanding consumer behavior and the challenges of modern marketing, including marketing myopia and the rise of digital natives. Additionally, it introduces the brick-and-click model as a hybrid approach to retail that combines traditional and online strategies.

Uploaded by

SAYALI KHUDE
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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BASICS OF

MARKETING
GC – 04

3 CREDITS
SYLLABUS

• Introduction to marketing
• Consumer Behaviour
• Marketing Environment
• Segmentation , Targeting &
Positioning
CHAPTER 1 – INTRODUCTION TO MARKETING

• Evolution
• Definition
• Scope
• Core concepts
• Types of markets
• Marketing v/s market
• Functions of Marketing Manager
MARKETING

• It is multifaceted discipline to meet


customer need while growing business.

• Marketing is bridge between


Manufacturer and consumer
EVOLUTION OF MARKETING

Ancient
Medieval
Time Colonial Era
Period

Post
independen Digital Era Present Era
ce
ANCIENT TIME

• Barter system
• Trade Routes
• Early advertising
MEDIEVAL ERA & COLONIAL ERA

• Guilds and markets


• Artisan promotion

• Print Media
• Modern Advertising
POST INDEPENDENCE & DIGITAL ERA

• Radio & Television


• Brand Building

• Internet & social media


• E- commerce
• Data driven marketing
PRESENT ERA

• Integrated Marketing
• Sustainability
• Ethics
DEFINITION OF MARKETING

• Marketing is the activity , set of institution & processes for creating ,


communicating , delivering and exchanging offerings that have value
for customers clients , partners and society at large.
– AMA
• Marketing is process by which companies create value for customer
and creates strong customer relationship in order to capture value from
customers in return.
- Philip
Kotler
FUNCTIONS OF MARKETING

• Market Research
• Product Development
• Pricing
• Distribution
• Promotion
• Sales
• Service
• Branding
• Marketing Strategy
• Analytics and performance Measurement
CORE CONCEPTS

• Need
• Want
• Demand
• Price
• Value
• Product
• Market offering
• Consumer
• Customer
• Market
• Marketing
TYPES OF MARKET

• Consumer
• Bto B
• Govt.
• International
• Wholesale
• Retail
TYPES OF MARKET

• Industrial
• Service
• Non profit
• Educational
• Digital
• Online
BRICK & CLICK MODEL

• It is hybrid business model that combines


traditional retail operations and also e-
commerce.
• It is combination of traditional and modern
marketing.
FEATURES OF BRICK & CLICK MODEL

• Integrated
• Omni channel
• Flexible fulfillment option
• Enhanced customer service
• Unified inventory management
• Cross channel marketing
• Prompt customer care
BENEFITS OF BRICK & CLICK MODEL

• Increased reach and accessibility


• Customer convenience
• Higher sells potential
• Better data insight
CHALLENGES FOR BRICK & CLICK MODEL

• Operational complexity
• Cost of integration
• Solution and follow up
• Consistency in customer experience
MARKETING MYOPIA

• Introduced in 1960
• Introduced by Theodore Levitt
• It is short run approach to market product.
• Product is focused then needs and
preferences of customers.
KEY ASPECTS OF MARKETING MYOPIA

• Product – centric focus


• Neglect of customer needs
• Short term thinking
• Lack of innovation
• Lack of vision
CONSEQUENCES OF MARKETING MYOPIA

• Lost market opportunities


• Decline in customer loyalty
• Competitive disadvantage
• Loosing sustainability
HOW TO AVOID MARKETING MYOPIA

• Customer orientation
• Innovation
• Adaptability
• Product development
• Long term vision
• Holistic approach
DIGITAL NATIVES

• Digital natives are the individuals who are


grown up in the digital age and re inherently
comfortable with technology and digital
communication.
KEY CHARACTERISTICS OF DIGITAL NATIVES

• Technology proficiency
• Multitasking abilities
• Instant access to information
• Social media savvy
• Preference for digital communication
• Adaptable to new technology
INFORMED & DISTRACTED CUSTOMERS

• Informed customers are aware about the product


.
• They are having knowledge about product.
• Distracted customers are those who are confused
with overloaded information.
• They are having extensive knowledge.
THANK YOU

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