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BASICS OF MARKETING

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

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BASICS OF MARKETING

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  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

  10. TYPES OF MARKET SEGMENTATION

  11. STEPS IN MARKET SEGMENTATION

  12. 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

  13. CRITERIA FOR MARKET SEGMENTATION

  14. 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

  15. KEY PLAYERS IN BUYING PROCESS

  16. STEPS IN BUYING PROCESS

  17. FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

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

  19. 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

  20. CRM -COMPONENTS

  21. BENEFITS & PRINCIPLES OF CRM

  22. MARKET TARGETING

  23. GUIDELINES FOR TARGET MARKET SELECTION

  24. MARKET POSITIONING - PRINCIPLES

  25. MARKET POSITIONING ERRORS

  26. BRAND POSITIONING PROCESS

  27. MARKETING MIX

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