MARKETING IS EVERYTHING

BY: ROLL NOS.: 54,55,56,57,58,60

INTRODUCTION
Define & elaborate on marketing The 4 Ps & 4 Cs of marketing The marketing process

MARKETING IS EVERYTHING AND EVERYTHING IS MARKETING

Earlier marketing was considered as a distinct, subordinate to core function in company Marketing today is not a function; it is a way of doing business Example to understand difference between the old and the new marketing, lets compare how two companies handled similar customer telephone calls regarding complain

 Successful companies realize marketing is like quality-integral to the organization Marketing is a responsibility that belongs to the whole company. Marketing has shifted from
Now , to integrating customer systematically

Tricking the customer

Blaming the customer

Satisfying the customer

 Two fatal mistakes companies make: Excess focus only on R & D (product-focused) [Intel Inside branding] and only on selling (market-focused) [Nokia vs. Android and iOS] Define what you can lead. What you lead, you own.

THE GOAL OF MARKETING IS TO OWN THE MARKET AND NOT JUST SELL THE PRODUCT.

Define the standards in the market, invite compatible addons, attract talent. [Apple IPods, headphones from other companies; Android apps] Owning the market = deep relationship with customers by doing things differently Creating a new market and a new category of products in order to lead [Touch phones by Apple]

 Owning a market may mean broadening or narrowing it. Redefining markets by introduction of new products. Ownership leads to new outcomes: earnings for R&D and a powerful market position. Japanese strategy of owning markets:
acquiring R&D

earn profits

pushing products

dominate to make competitors retreat

engaging markets

MARKETING EVOLVES AS TECHNOLOGY EVOLVES

Technology brought a new meaning to marketing. Better connection with customers. Technology has a dual nature. Innovations and R & D are continuously defining new ways of marketing.

MARKETING MOVES FROM MONOLOGUE TO DIALOGUE

Apples approach represents this new marketing model. The goal of this model is adaptive marketing ,marketing that stresses sensitivity, flexibility and resiliency. The goal is accomplished through experiencebased marketing ,where companies create opportunities for potential customers to sample their products and then provide feedback.

MARKETING A SERVICE OR A PRODUCT?

The Line between products and services is fast eroding, we are moving from distinct polarity into a more hybrid system. E.g.: IT Industry Service information is some form of information designed to perform a service, it has become an important part of all products. On the flipside, service providers are acknowledging the productization of services. Service providers have started creating tangible, fixed services, standardized packages and events, which are productized services. E.g.: Loan packages offered by banks.

MARKETING A SERVICE OR A PRODUCT?.. CONTD.

What customers want most from a product is often qualitative and intangible. Service is not a particular event, it is the process if creating a customer environment of information, assurance and comfort. Service is ultimately an environment that encourages honesty. Marketers must appreciate the relationship between products and services to build loyal customer relationships.

MARKETING AND TECHNOLOGY

Technology and marketing may have looked like opposites, however marketers soon realized that real savings could be achieved on replacing people with technology. Technology in marketing has numerous advantages like: Bidirectional flow of information between customer and company Creates a feedback loop, thereby integrating the customer into the company Allows a company to own a market Permits customization Turns product into service and service into product

MARKETING AND TECHNOLOGY

As design and manufacturing processed evolve into real time processes, marketing will evolve and result will be marketing work stations. These work stations will allow comparisons of historical trends, cost analysis, evaluate media options, create promotions, and provide instant customer feedback which can move marketing plans rapidly into production. All dimensions of a company eventually flow from marketing. That is why marketing is everyones job!

THANK YOU