Company orientation towards a marketplace
- 1. Company s ori ent at i on t owards a Market pl ace
- 2. Evol ut i on of ear l i er mar ket i ng i deas
- 3. Types of Mar ket i ng I deas i n or der of t hei r evol ut i on ar e as f ol l ows:Pr oduct i on Concept Pr oduct Concept Sel l i ng Concept Mar ket i ng Concept
- 5. Consumers pref er wi del y avai l abl e and i nexpensi ve product s - Product i on Concept -Thi s concept i s used f or busi ness expansi on. Managers are producti on ori ented and focus on gai ni ng hi gh effi ci ency lowcost and
- 6. The concept i s i deal f or compani es l i ke Lenovo and Hai er oper at i ng i n Chi na wher e i nexpensi ve
- 8. Consumer s pr ef er pr oduct s wi t h best qual i t y per f or mance and i nnovat i ve f eat ur es - Pr oduct Concept Manager s ai m at maki ng super i or pr oduct s and i mpr ovi ng t hem over t i me.
- 9. Manager s ar e somet i mes caught i n Mouset r ap Fal l acy . The y f a i l t o r e a l i z e t ha t be t t e r p r o d uc t s no t ne c e s s a r i l y be s uc c e s s f ul unl e s s p r i c e d , d i s t r i but e d , a d v e r t i s e d a nd s o l d p r o p e r l y .
- 10. Sel l i ng Concept
- 11. Pur pose of mar ket i ng i s t o sel l mor e st uf f t o mor e peopl e of t en f or mor e money i n or der t o make mor e pr of i t .
- 12. Aggr essi ve sel l i ng and pr omot i on campai gn i s a necessi t y accor di ng
- 13. They ai m at sel l i ng what company makes and not what cust omer want s
- 14. Mar ket i ng Concept Sense and r espond
- 15. To achi eve goal s, i t i s necessar y t o be mor e ef f ect i ve t han compet i t or i n cr eat i ng, del i ver i ng and communi cat i ng super i or cust omer val ues t o chosen Tar get Mar ket s.
- 16. Mar ket er needs t o f i nd r i ght pr oduct f or i t s cust omer and not vi ce ver sa l i ke i n sel l i ng concept .
- 17. I n mar ket i ng mor e advanced, hi gh l evel i nnovat i on i s possi bl e i f t he f ocus i s
- 18. Hol i st i c Concept
- 19. i s concept i s based on t he devel opment , desi gn, and i mpl ement at i on of mar ket i ng pr ogr ams, pr ocesses, and act i vi t i es t hat r ecogni ze t hei r br eadt h and i nt er dependenci es. I t f ur t her has f our maj or component s. Hol i st i c Market i ng
- 21. Rel at i onshi p market i ng ai ms t o bui l d mut ual l y sat i sf yi ng l ong- t er m r el at i onshi ps wi t h key const i t uent s i n or der t o ear n and r et ai n t hei r busi ness.
- 22. Key const i t uent s f or rel at i onshi p market i ng are cust omers, empl oyees, market i ng part ners and
- 23. Ul t i mat e out come of r el at i onshi p mar ket i ng i s a uni que company asset cal l ed a MARKETING NETWORK, consi st i ng of t he company and i t s suppor t i ng st akehol der s. The oper at i ng pr i nci pl e i s si mpl e: bui l d an ef f ect i ve net wor k
- 24. Anot her i mpor t ant goal of r el at i onshi p mar ket i ng i s t o pl ace much mor e at t ent i on t o
- 25. I nt egr at e d Mar ket i ng
- 26. I nt egr at ed mar ket i ng occur s when t he mar ket er devi ses mar ket i ng act i vi t i es and assembl es mar ket i ng pr ogr ams t o cr eat e, communi cat e, and del i ver val ue f or consumer s such t hat t he whol e i s gr eat er t han t he sum of i t s par t s.
- 27. I n i nt egr at ed mar ket i ng, a mar ket er makes sur e t hat al l communi cat i ons and ef f or t s of t he company ar e wel l i nt egr at ed t o i ncr ease t he pr oduct i vi t y of t he over al l syst em.
- 28. The company must al so devel op an i nt egr at ed channel st r at egy. I t shoul d assess each channel opt i on f or i t s di r ect ef f ect on pr oduct sal es and br and equi t y, as wel l as i t s i ndi r ect ef f ect t hr ough i nt er act i ons wi t h ot her channel opt i ons
- 29. I nt er na l Mar ket i
- 30. Int ernal market i ng i s t he t ask of hi r i ng, t r ai ni ng, and mot i vat i ng abl e empl oyees who want t o ser ve cust omer s wel l .
- 31. I nt er nal mar ket i ng r equi r es ver t i cal al i gnment wi t h seni or management and hor i zont al al i gnment wi t h ot her depar t ment s, so ever yone under st ands, appr eci at es, and suppor t s t he mar ket i ng ef f or t .
- 32. Per f or man ce Mar ket i ng
- 33. Perf ormance market i ng r equi r es under st andi ng t he f i nanci al and nonf i nanci al r et ur ns t o busi ness and soci et y f r om mar ket i ng act i vi t i es and pr ogr ams and has t wo component s.
- 34. FINANCIAL ACCOUNTABLITY where Market ers are i ncreasi ngl y asked t o j ust i f y t hei r i nvest ment s i n f i nanci al and prof i t abi l i t y t erms, as wel l as i n t erms of bui l di ng t he brand and growi ng t he cust omer base
- 35. Because t he ef f ect s of market i ng ext end beyond t he company and t he cust omer t o soci et y as a whol e, market ers consi der t he et hi cal , envi ronment al , l egal , and
- 36. Updat i ng t he 4 Ps of Mar ket i ng
- 37. Thank you. Thi s pr esent at i on was cr eat ed by Ashut osh Shukl a, I I T Roor kee dur i ng an i nt er nshi p under Pr of : Sameer Mat hur