MARKETINGMARKETING

Prepared by:Prepared by:

GAURAV SAXENAGAURAV SAXENA

CONTENTSCONTENTS

MarketingMarketing

4P’s of Marketing4P’s of Marketing

BrandingBranding

Consumer BehaviourConsumer Behaviour

SellingSelling

Marketing versus SellingMarketing versus Selling

MarketingMarketing

Marketing is the process of planning and executing the Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and goods, services, organizations, and events to create and maintain relationships that will satisfy individual and maintain relationships that will satisfy individual and organizational objectives.organizational objectives.

4P’s of Marketing4P’s of Marketing

Product:Product:

PricePrice

Place Place

PromotionPromotion

Product:Product: The product aspects of marketing deal with the specifications of the The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the actual goods or services, and how it relates to the end-userend-user's needs and wants. 's needs and wants. The scope of a product generally includes supporting elements such as The scope of a product generally includes supporting elements such as warranties, guarantees, and support.warranties, guarantees, and support.

Price:Price: This refers to the process of setting a This refers to the process of setting a priceprice for a product, including for a product, including discounts. The price need not be monetary - it can simply be what is exchanged discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention for the product or services, e.g. time, energy, psychology or attention

Place:Place: refers to how the product gets to the customer; for example, point of sale refers to how the product gets to the customer; for example, point of sale placement or placement or retailingretailing. This fourth P has also sometimes been called Place, . This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, retail), which geographic region or industry, to which segment (young adults, families, business people), etc.families, business people), etc.

Promotion:Promotion: This includes This includes advertisingadvertising, , sales promotionsales promotion, publicity, and personal , publicity, and personal selling, branding and refers to the various methods of promoting the product, selling, branding and refers to the various methods of promoting the product, brand, or company.brand, or company.

BrandingBrandingBranding is a key step in marketing strategy it is done to create consumer Branding is a key step in marketing strategy it is done to create consumer awareness and brand recall at the point of making a decision for purchase awareness and brand recall at the point of making a decision for purchase

Factors influencing branding areFactors influencing branding are

1)1) FeaturesFeatures

2)2) PricePrice

3) Benefits3) Benefits

4) Usability4) Usability

5)5) DurabilityDurability

6)6) AvailabilityAvailability

Consumer BehaviorConsumer Behavior

Consumer behavior is the study of how people buy, what they Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy.buy, when they buy and why they buy.

It attempts to understand the buyer decision making process, It attempts to understand the buyer decision making process, both individually and in groups.both individually and in groups.

Four major types of factors influence consumer buying Four major types of factors influence consumer buying behavior are behavior are

1) Cultural1) Cultural

2) Social2) Social

3) Personal3) Personal

4) Psychological4) Psychological

Marketing Versus SellingMarketing Versus Selling

Marketing is what people do to get us Marketing is what people do to get us interested in the “brand" of their interested in the “brand" of their product. product.

Marketing is the first step to a long-Marketing is the first step to a long-term relationship with any product, and term relationship with any product, and the more products a person has to sellthe more products a person has to sell

Marketing is necessary to prove the Marketing is necessary to prove the existence of a company existence of a company

Selling is something that we do to Selling is something that we do to show people that the products we show people that the products we have to offer are of value to them have to offer are of value to them

Selling usually comes in right at the Selling usually comes in right at the point of purchasepoint of purchase

Selling is necessary for the company Selling is necessary for the company to remain existentto remain existent

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