1. Principles of Marketing
Father of Marketing –
Philip Kotler

2. UNIT – I
Meaning and definition of market and marketing
Importance of marketing
Marketing and selling
Modern marketing concept
Global Marketing
E-marketing
Tele marketing
Marketing Ethics
Career Opportunities in Marketing

3. What is Market?
How it is from Marketing?

4. Market

5. MARKETING

6. Market
Meaning - Market refers to a place where buyer and sellers can come in contact with each other either directly or indirectly Definition – “ Market includes both place & Region in which buyer are in free competition with one another.” – Pyle

7. Marketing
Meaning - The term marketing is derived from the term market. Marketing is the Process or technique of promoting, selling, and distributing a product or service. Definition - “Marketing is the creation and delivery of standard of living to society.” - The American Marketing Association

8. Selling Vs Marketing
Selling Marketing

9. Difference Between Marketing and Selling
Bases of difference
Selling
Marketing
Focus
Focus on product
Focus on Customer wants
Primary Motive
Sales
Customer Satisfaction
Customer Needs
Without Knowing customer needs , Production and Selling takes place.
First customer need is known and then production takes place, then product is sold at profit.
Orientation
Internal company oriented
External Market Oriented
Motive
Consumer Need is motive
Buyer Need is motive
Determination of Price
Cost determines price
Consumer determines price, price determines cost
Customer
Views Customer as last link
Views customer as first link

10. Importance of Marketing
Creating a Brand
Product Development
Communication
Creates Awareness
Building Relationships
Tackling The Competition
Creates Employment
Increases standard of living

11. Traditional Marketing (or) Marketing mix (or) 4 P’s & 4 C’s of Marketing

13. Modern Marketing Traditional marketing + 3 P’s Modern Marketing
People
Physical Evidence
Process

14. Modern marketing concept
In 1950s the marketing concept emerged. The marketing concept is aimed at orienting a firm completely towards its customers. Every department from production to finance to human resource should be customer focus.

15. Modern marketing concept
Customer orientation
Coordinated effort by all departments of the firm to satisfy customers
Emphasis on long term relationships
Profitable way to do business over the long term

16. Modern marketing concept - Cont ...,
Production concept Product concept Selling concept Marketing concept Consumer concept Societal marketing concept

17. Modern marketing concept - Cont ...,
Production concept - companies think that consumer will buy the product which comes in the market. Product concept- companies give importance to the features or the quality of the product Selling concept - inform the consumer about the product which can be done through different ways of promotion.

18. Modern marketing concept - Cont ...,
Marketing concept – The manufacturer have to produce the product which the consumer wants. Consumer concept – Companies give attention to individual consumer it can be done through one to one marketing. Societal marketing concept - the company should make balance between company’s profits, consumer wants and society welfare

19. Global Marketing What is Global Marketing?
How is it different from regular marketing?

20. Global Marketing

21. Global Marketing
Global marketing is more than simply selling a product internationally.
It includes the whole process of planning, producing, placing, and promoting a company’s products in a worldwide market. 
Boundary less Marketing
Examples : Coca-Cola , Kentucky Fried Chicken(KFC), Apple etc.,

22. Importance of Global Marketing
Additional revenue
New insights into customer behavior
Alternative distribution strategies
Advance notice of new products
A major key to achieving success in foreign markets

23. E-Marketing What is E-Marketing?
How is it different from regular marketing?

24. E-Marketing
E-marketing refers to the application of marketing principles and techniques via Electronic media and more specifically the Internet.
E -Marketing is also known as Electronic –Marketing (or) Internet Marketing(or) Online marketing.

25. E-Marketing tools Business websites Search Engine Email
Online newsletters, catalogues , press releases, surveys & customer service
Banner advertising
Social Media
Mobile marketing
Web Log (Blog) - Web-based journals in which people can editorialize and interact with other Internet users.

26. Characteristics of E-Marketing
Addressability - A marketer’s ability to identify customers before they make a purchase.
Interactivity - allow customers to express their needs and wants directly to the firm through marketing communications.
Memory- A sense of group membership or feeling of belonging by individual members. The ability to access databases or data warehouses containing individual customer profiles and purchase histories

27. Characteristics Of E-Marketing – Cont .,
Control -Customers’ ability to regulate the information they view and the rate and sequence of their exposure to that information.
Accessibility - The ability to obtain information available on the Internet.
Digitalization - The ability to represent a product, or at least some of its benefits, as digital bits of information.

28. Tele Marketing
Telemarketing is a method of direct marketing in which a salesperson attract customer to buy products or services, either over the phone

29. The term ‘TELE - MARKETING’ was first used in late 1970s to describe bell system communication.
An effective telemarketing process often involves two or more calls.
First call determines the customer’s needs. The final call motivate customer to make a purchase

30. Benefits of using telemarketing
Provide a more interactive and personal sale service
Create an immediate rapport with your customers
Explain technical issues more clearly
Generate leads and appointments
Sell from a distance to increase your sales territory
Reach more customers than with in-person sales calls
Sell to both existing and new customers

31. Marketing ethics
Marketing ethics addresses principles and standards that define acceptable conduct in the market place.
Marketing usually occurs in the context of an organization, and unethical activities usually develop from the pressure to meet performance objectives.
Some obvious ethical issues in marketing involves clear cut attempts to deceive or take advantage of a situation

32. Marketing Ethics & Consumer Rights
The law and regulations are generally designed to protect the consumers from unethical practices by businesses
These laws and regulations recognize that consumers have certain basic rights in the market place
Each marketer must relay on his/her own value system to determine what is and is not ethical

34. ETHICAL VALUES
Honesty: to be truthful and forthright in our dealings with customers and stakeholders.
Responsibility: to accept the consequences of our marketing decisions and strategies.
Fairness: to try to balance justly the needs of the buyer with the interests of the seller.
Respect: to acknowledge the basic human dignity of all stakeholders.

35. CONTD……. Openness: to create transparency in our marketing operations.
Citizenship: to fulfill the economic, legal and societal responsibilities that serve stakeholders in a strategic manner.

36. Career Opportunities in Marketing
Content Marketing Manager
Content Writer
Digital Brand Manager
Digital Marketing Manager
Director of Digital Marketing
Internet Marketing Coordinator
Internet Marketing Director
Internet Marketing Specialist
Search engine optimization Manager
Social Media Marketing Analyst 
Social Media Marketing Coordinator 
Social Media Marketing Manager