BASICS OF MARKETING

1. BASICS OF MARKETING SABARI NATH TV GUEST LECTURER CHRISTIAN COLLEGE CHENGANNUR

2. MARKETING

3. DEFINITIONS • PHILIP KOTLER : MARKETING IS A SOCIAL & MANAGERIAL PROCESS BY WHICH INDIVIDUALS & GROUPS OBTAIN WHAT THEY NEED & WANT THROUGH CREATING & EXCHANGING PRODUCTS & VALUES WITH OTHERS • WILLIAM J STANTON : MARKETING IS A TOTAL SYSTEM OF INTERACTING BUSINESS ACTIVITIES DESIGNED TO PLAN,PRICE,PROMOTE & DISTRIBUTE WANT SATISFYING GOODS & SERVICES TO THE PRESENT & POTENTIAL CUSTOMERS

4. NATURE

5. MARKETING - SCOPE

6. MARKETING APPROACHES

7. MARKETING - OBJECTIVES

8. MARKETING CONCEPT • WAY OF BUSINESS THINKING IN WHICH RESOURCES ARE MOBILISED TO CREATE , STIMULATE & SATISFY CUSTOMERS AT PROFIT

9. MARKETING CONCEPT

11. TYPES OF MARKET SEGMENTATION

13. STEPS IN MARKET SEGMENTATION

14. STAGES IN MARKET SEGMENTATION • SURVEY STAGE : - CONDUCTING OF EXPLORATORY INTERVIEW, DATA COLLECTION etc. TO IDENTIFY NEEDS OF BUYERS • ANALYSIS STAGE : - DATA ANALYSIS WILL BE DONE TO CREATE SEGMENTS • PROFILING STAGE : - SEGMENT WILL BE NAMED AFTER ITS DOMINANT CHARACTERISTICS

15. CRITERIA FOR MARKET SEGMENTATION

18. CONSUMER BUYING PROCESS • BUYING NATURE OF END USER • DECISION MAKING PROCESS • INVOLVES SELECTION OF BEST AMONG AVAILABLE ALTERNATIVES • LEADS TO PURCHASE FUNCTION • CONSUMER APPROACHES MARKET TO SOLVE HIS CONSUMPTION PROBLEMS & GAIN SATISFACTION – FUNDAMENTAL ASSUMPTION OF ALL CONSUMER DECISION MODELS • PROBLEM SOLVING APPROACH

19. KEY PLAYERS IN BUYING PROCESS

20. STEPS IN BUYING PROCESS

21. FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

22. CUSTOMER RELATIONS MANAGEMENT *WHY IS IT LESS COSTLY TO RETAIN A CUSTOMER THAN TO FIND A NEW ONE ?

23. HOW TO IMPLEMENT CRM ? • IDENTIFYING CUSTOMERS THROUGH MARKETING CHANNELS, TRANSACTIONS & INTERACTIONS • CATEGORISATION OF USERS BASED ON THEIR REQUIREMENTS • CONTINUOS INTERACTION WITH CUSTOMERS • INCREASE CUSTOMER LOYALTY BY TREATING EACH CUSTOMER UNIQUELY

24. CRM -COMPONENTS

25. BENEFITS & PRINCIPLES OF CRM

26. MARKET TARGETING

27. GUIDELINES FOR TARGET MARKET SELECTION

29. MARKET POSITIONING - PRINCIPLES

31. MARKET POSITIONING ERRORS

33. BRAND POSITIONING PROCESS

34. MARKETING MIX