,Unit 1 : Introduction to &
Marketing
Environment .
Marketing
Introduct ion
Marketing
individuals
---
is
&
a social
process by
what
which
need
groups obtain
they
& want
Brough catering offeringIn exchanging
-
I
productsIn services
of value with others .
tool to
I
keep
>
Marketing customers
is create
-
a ,
satisfy .
> Buying& selling product
activities to
of
-
>Build up relationships marketing with
-
>
Making people aware about products &
-
services
.
In
total
other words
marketing
activities that
is a sum
all
facilitate
--
of flow
of goode
Consumers .
& services
from producers to
,In the words Philip
of Kotla-
>
Marketing
engaging is customers &
-
profitable customer
-
-
magipe
Two
fold goo of marketing-
Attract customers
① new
by promising
superior value .
② Keep & grow current customers
by
delivering
value &
satisfaction
-
.
Nature/characteristics
Marketing
of
>
-
Customer Oriented
> T
vegrated Process
- --
-
> Multi
disciplinary
-
> Interaction
-
with external environment
>
Mutually beneficial exchange
-
-
Based
>
systematic approach
-
on ·
Scope of Marketing
>
Study of needs & wante
of target market
-
behaviour
Study of
>
-
-
Consumer
>
-
Productionplanning & development
>
Pricing policies
-
, >
-
Distribution
>
-
Promotion
> Customer
satisfaction
-
Marketing Control
>
S
-
>
After Sales service
-
> Customer
relationship &
engagement
-
Marketing VIS
Selling
Basis Marketing Selling
It is social It the process when
Meaning a is
by the
Processof
engagingis goods are received
seller
buyer from against
money
.
Fous
Marketing involves
Selling aims at
wales
objective
various activities
that of volume
maximising
I
fecues
wants
needs
en .
of
customers .
Pull Push
Strategy
Short-term
Horizon Long-term
Scope Wider
scope Narrow Scope
Motive
Profit through Profit through
maximisation
sales
customer
satisfaction
Oriented Customer oriented Seller oriented
Marketing
Environment .
Marketing
Introduct ion
Marketing
individuals
---
is
&
a social
process by
what
which
need
groups obtain
they
& want
Brough catering offeringIn exchanging
-
I
productsIn services
of value with others .
tool to
I
keep
>
Marketing customers
is create
-
a ,
satisfy .
> Buying& selling product
activities to
of
-
>Build up relationships marketing with
-
>
Making people aware about products &
-
services
.
In
total
other words
marketing
activities that
is a sum
all
facilitate
--
of flow
of goode
Consumers .
& services
from producers to
,In the words Philip
of Kotla-
>
Marketing
engaging is customers &
-
profitable customer
-
-
magipe
Two
fold goo of marketing-
Attract customers
① new
by promising
superior value .
② Keep & grow current customers
by
delivering
value &
satisfaction
-
.
Nature/characteristics
Marketing
of
>
-
Customer Oriented
> T
vegrated Process
- --
-
> Multi
disciplinary
-
> Interaction
-
with external environment
>
Mutually beneficial exchange
-
-
Based
>
systematic approach
-
on ·
Scope of Marketing
>
Study of needs & wante
of target market
-
behaviour
Study of
>
-
-
Consumer
>
-
Productionplanning & development
>
Pricing policies
-
, >
-
Distribution
>
-
Promotion
> Customer
satisfaction
-
Marketing Control
>
S
-
>
After Sales service
-
> Customer
relationship &
engagement
-
Marketing VIS
Selling
Basis Marketing Selling
It is social It the process when
Meaning a is
by the
Processof
engagingis goods are received
seller
buyer from against
money
.
Fous
Marketing involves
Selling aims at
wales
objective
various activities
that of volume
maximising
I
fecues
wants
needs
en .
of
customers .
Pull Push
Strategy
Short-term
Horizon Long-term
Scope Wider
scope Narrow Scope
Motive
Profit through Profit through
maximisation
sales
customer
satisfaction
Oriented Customer oriented Seller oriented
