marketing XI

UNIT 1: INTRODUCTION TO MARKETING

Session 1: Introduction to Concept and Definition Of Marketing

  • Concept of Marketing

    • Marketing is a process that involves understanding, anticipating, and satisfying customer needs.

  • Definition and Meaning of Marketing

    • Different individuals define marketing based on perspectives (advertising, selling, consumer satisfaction).

    • Marketing involves ascertaining consumer needs and providing products/services that satisfy those needs profitably.

  • Learning Outcomes

    • Understand marketing in daily life.

    • Differentiate between manufacturers and marketers.

    • Identify marketing objectives.

    • Understand customer value and satisfaction.

  • Activities: Identify manufacturers and marketers of everyday products; discuss market offerings, needs, and customer value.

Session 2: Scope and Importance of Marketing

  • Scope of Marketing

    • Marketing encompasses people, ideas, experiences, services, properties, and more.

    • Types of markets include consumer markets, industrial markets, and governmental markets.

  • Importance of Marketing

    • Crucial for economic growth and development of companies and society.

    • Involves effective marketing strategies for meeting diverse consumer needs.

  • Activities: Analyze advertisements, visit companies, and understand various marketing activities.

Session 3: Journey of Marketing Through Different Philosophies

  • Evolution of Marketing Philosophies

    • Marketing transitioned through production, product, selling, marketing, and societal marketing concepts.

  • Learning Outcomes

    • Ability to identify ideologies behind different philosophies and provide examples for each.

  • Activities: Research contemporary marketing philosophies in various industries.

Session 4: Difference Between Marketing and Selling

  • Concepts

    • Marketing is broader and includes understanding consumer needs versus selling, which focuses on transactions.

  • Learning Objectives

    • Recognize differentiation points between marketing and selling.

  • Activities: Visit marketing organizations and observe their marketing activities.

UNIT 2: MARKETING ENVIRONMENT

Session 1: Meaning and Importance of Environment

  • Marketing Environment Overview

    • Consists of internal and external factors affecting marketing operations.

  • Learning Outcomes

    • Understand marketing environment concepts and their impacts on company strategy.

Session 2: Macro Environment Factors

  • Demographic Forces

    • Analyzes the impact of demographic changes on marketing decisions.

  • Political and Legal Factors

    • Influences on marketing regulations.

Session 3: Micro Environment Factors

  • Components of Micro Environment

    • Includes suppliers, marketing intermediaries, competitors, and consumers.

UNIT 3: SEGMENTATION, TARGETING, AND POSITIONING

Session 1: Meaning and Importance of Segmentation

  • Market Segmentation

    • The process of dividing a market into distinct groups of potential buyers to tailor marketing efforts effectively.

  • Importance

    • Better customer relations, resource allocation, and effective marketing strategies.

Session 2: Types of Segmentation

  • Bases of Segmentation

    • Geographic, demographic, psychographic, and behavioral.

  • Types

    • Niche, differentiated, and mass marketing strategies.

Session 3: Targeting Concept

  • Targeting Strategies

    • Mass marketing, single-segment, multi-segment strategies, and niche strategies.

Session 4: Positioning

  • Positioning Process

    • Establishing a clear, distinctive, and desirable place relative to competitors in the minds of target consumers.

UNIT 4: FUNDAMENTALS OF MARKETING MIX

Session 1: Concept and Importance of Marketing Mix

  • Definition

    • The combination of Product, Price, Promotion, and Place (4Ps).

  • Importance

    • Helps achieve marketing objectives and customer satisfaction.

Session 2: Marketing Mix Components

  • 4Ps and 7Ps in Service Marketing

    • Importance of consumer-oriented marketing strategies.

UNIT 5: CONSUMER BEHAVIOUR

Session 1: Meaning and Importance of Consumer Behaviour

  • Definition

    • Study of consumer decision-making processes, including what, why, when, and where consumers buy.

  • Importance

    • Helps in marketing strategy formulation and understanding consumer needs.

Session 2: Factors Affecting Consumer Buying Behavior

  • Cultural, Social, and Psychological Factors

    • Influence consumer choices and satisfaction levels.

Session 3: Roles of Buying Behaviour

  • Buying Roles

    • Distinguishes among initiators, influencers, deciders, buyers, users, preparers, maintainers, and disposers in the purchasing process.

Consumer Decision Process**

  • Stages

    • Problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.