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Principles of Marketing
Presented By
V.Gopalakrishnan.,M.Com.,M.B.A.,M.Phil.,PGDMM.,
Assistant Professor,
Department of Commerce,
Kamaraj College, Tuticorin.
Meaning of Market
The Term Market is derived from the Latin Word
“Marketus” which means merchandise or Trade.
Example:
Vegetable Market, Meat Market, Fish Market
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Definition of Market
• “Market Includes both place and region in which buyers
and sellers are in free intercourse with one another”
Peter.J.F
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Evolution of Marketing
 Barter System
 Production Orientation
 Sales Orientation
 Marketing Orientation
 Consumer Orientation
 Management Orientation
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Classification of Market
Market
Types
On the basis
of AREA
Family
National
Local
International
On the Basis
of Goods
Commodity
Capital
Market
On the Basis
of
Economics
Perfect
Market
Imperfect
Market
Basis of
transaction
Spot
Future
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Marketing - Definition
• “Marketing is a Business Process by which products are
matched with markets and through which transfer of
ownership effected”
Cundiff & Still
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Objectives - Marketing
• Satisfaction of Human Wants
• Profit Maximization
• To Develop marketing Field
• Effective distribution of products
• To find sources for further information market problems
• To take appropriate actions in the course of actions
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Features of Marketing
Features
of
Marketing
Distributions
of Goods and
Services
Creation of
Utilities
Generation of
Revenue
Delivery of
Standard of
Living
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Importance of Marketing
• Importance of Marketing to the Society
• Importance of Marketing to the Firm
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Importance of Marketing
to the Society
 Delivers the standard of living
 connects the producers and consumers
 Increases the national Income
 Provides Employment Opportunities
 Helps to maintain economic Stability.
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Importance of Marketing
to the Firm
• Helps in Increasing Profits
• Helps in Business planning and Decision making
• Connecting link between production and consumption
• Helps to improve productive efficiency
• creates Revenue
• Provides a channel of communication
• Increase the volume of sales
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Kinds of Goods
& Services
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Goods
Convenience
Goods
Shopping
Goods
Specialty
Goods
Manufactured
Goods
Consumer
Goods
Industrial
Goods
Agricultural
Goods
Consumer
Goods
Industrial
Goods
Nature of
Raw materials
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Classification of
Industrial Goods
• Raw Materials
• Fabricating Materials
• Accessories
• Operating Supplies
• Industrial Services
• Process Materials
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Classification of
Consumer Goods
• Convenience Goods
• Shopping Goods
• Specialty Goods
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Convenience Goods
• Convenience Goods are demanded by customers
frequently in small quantities.
Examples:
News papers,
Drugs,
Soaps.
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Shopping Goods
• Shopping Goods are purchased after comparison for
Price, Style, quality, Color and the Like.
• Examples:
• Ready-made Garments
• Shoes, Furniture
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Specialty Goods
• Durable goods which require large investment by the
consumers.
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Types of Services
• Professional Services
• Financial Advice
• Advertising
• Engineering legal & Medical
• Consumer Oriented Services
• Cleaning, Heating,
• Financing, Banking, Insurance
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Evolution of Marketing Concept
• Self Sufficient stage
• Exchange Oriented Stage
• Production Oriented Stage
• Sales oriented stage
• Market oriented stage
• Social oriented stage
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Social Marketing
• Survival
• Profitability
• Service
• Social Responsibility
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Marketing Mix
(4 P’s of Marketing)
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
4 C’s of Marketing
Customer
Needs
Communication
Cost
Convenience
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Is Marketing Science Or
Art???
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Functions of Marketing
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Kinds of Transportation
• Land Transport
• Water Transport
• Air Transport
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Land Transportation
• Pathways
• Road Transport
• Tramways
• Railways
• Pipe Lines
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Water Transportation
• Inland
• Ocean
• River
• Cannel
• Coastal Shipping
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Air Transportation
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Warehousing
• Private Warehouses
• Public warehouses
• Bonded Warehouses
• Special Commodity
• A/C Warehouses
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Standardization
 A Standard is a measure that is generally accepted as
having fixed value.
 Quality Standard
 Standards of size and measurement
 Quantity standard
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
The Indian Standards Institute (I.S.I)
• The ISI was setup in 1987 by the Central Govt
• Preparation of Standards for the products, commodities
materials and process.
• Certification of Industrial Goods
• Formulation of Standards.
• AGMARK
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Product - Meaning
• Definition
• “A Product is a bundle of physical service and symbolic
particulars expected to yield satisfactions or benefits to the
buyer”
• Philip Kotler
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Features of Product
Tangibility
 Intangible attributes
 Buyers buy the benefit
 Exchange Value
 Consumer Satisfaction
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Elements of Product Policy
o Product planning and development
o Product Line
o Product Mix
o Product Branding
o Product Style
o Product Positioning
o Product Packaging
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Product Innovation
• Innovation is the design and development of something new as
yet unknown and not in existence,
• Factors to be considered
• Market Changes
• Changes in Technology
• Profitless price competition
• Diversification of Risk
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Causes for Product
Innovation
• To meet market changes
• To adopt technological changes
• To incorporate changes in fashion
• To effect development of new product
• To meet consumer Needs
• To Face competition
• To improve product safety
• To produce goods economically
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Product Life Cycle (PLC)
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
New Product
Development Stages
 Idea Generation
 Screening of Ideas
 Business Analysis
 Product Development
 Test Marketing
 Commercialisation
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Reasons for Product
Failures??????
 Inadequate market analysis
 Product Effect
 Higher Costs
 Poor Timing
 Competition
 Inadequate sales force
 Weakness of Distribution
 Product performance may not good
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Branding
• Branding is the use of a distinctive name or and mark on
a product to differentiate it from similar competitive
products.
• Branding Means naming a Product.
• Example:
• Bata Shoes.
Types of Branding:
 Individual Brand
 Family Brand Name – Godrej, TaTa
 Company Brand
 Multiple Brand
 Private Brand
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Packaging
• Packaging is the subdivision of the packing function of
Marketing. Packaging means wrapping of goods before
they are Transported or stored or delivered to the
customers.
• Functions of Packaging:
 Protection
 Identification
 Convenience
 Giving Form
 Promotion
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Kinds of Packaging
 Consumer Packaging
 Family Packaging
 Reuse Packaging
 Multiple packaging
 Industrial Package
 consumer Package
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Pricing - Meaning
• Price Means the exchange value of a product or service in
terms of Money.
• Objectives:
• Ensuring Target return
• Market share
• Preventing competition
• Maximizing the profit
• Stabling the price
• ability of the customers
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Kinds of Pricing:
 Odd Pricing
 Psychological pricing
 Customary prices
 Pricing at the prevailing prices
 Prestige pricing
 Penetration pricing
 Skimming Pricing
 Price lining
 Geographical Pricing
 Dual Pricing
 Monopoly Pricing
 Administrated Pricing
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Advertising
• The word advertising is derived from the Latin word
“Adverto” ad means towards and verto means “I turn” .
• Advertising is any paid form of non-personal presentation
of ideas, goods or services by an identified sponsor. It
includes all the activities involved in presenting to a group
of persons a non personal, or visual, openly sponsored
message regarding a product.
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Objectives of Advertising
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Selection of Media
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Sales Promotion
• “Sales Promotion means any step that are taken for
Increasing Sales”
• A.H.Delanc.
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Salesmanship
• Salesmanship is the art of persuasion. It is the art of
serving the customer.
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Doubts…?????????????
????
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM
Thank You……..@!
V.GopalaKrishnan.,M.Com.,MBA.,M.Phil.,PGDMM

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