Introduction

Market: A place where buyers and sellers gather to buy and sell the products.

Marketing :- Marketing is an activity which involves Planning, organising, directing, and

controlling for Satisfying customer need.
Or
Marketing is all about identifying the needs of the Customers and satisfying those needs
profitability with the help of goods and services.

# Importance of Marketing #

1. Increase Brand Awareness.

2. Attracts Potential Customers.
3. Drive you Traffic.
4. Builds relationship with Customers.
5. Increase customer satisfaction
6. Increase Company's profits.
7. Builds Good presence in public.
8. Improved Decision - Making.
9. Helps to Adapt.

# Functions of Marketing #

1.Marketing Research:- Understanding Customer preferences, market trends and

Competitive landscape through surveys, interviews, and data analysis.
2. Product Development and Management:- Collaborating with product teams to align the
offerings with market demand, ensuring that the product design, features and pricing meet
Customer expectations.
3. Brand Management:- Building and maintaining a strong brand image, positioning the
Company's values and differentiators in way that resonates with the audience.
4. Advertising and promotions:- Developing advertising campaigns and promoting across
different media channels (digital, print, social media) to raise awareness and create interest in
the product or services.
5. Content Creation - Creating relevant and engaging content Such as blog posts, videos
and infographics to attract and educate the potential Customers.
6. Public Relations:- It is a strategic Communication process that helps organization to
build and maintain a positive image and reputation among their stakeholders, including the
media, customers, investors, and the general public.
7. Sales support:- Sales Support refers to the activities and resources provided to sales team
to help them to close deals, build relationships, and growth ultimately drive revenue growth.
8. Digital marketing:- It refers to the promotion of products, brand or services using digital
channels such as Search engines, social media platforms, email and websites to reach and
engage with potential Customers.

#Elements of Marketing #
1.Advertising:- advertising is a paid marketing activity that used to promotes and provide
information about the product or service to the targeted audience.
2. Sales: Sales refers to the process of convincing a customer to purchase a product or
service. It involves building relationships, Identifying Customer needs, and providing
Solutions that meet those needs.
3 Public relation:- Public relation is a activity of marketing that focus on building
relationship with customer in order to Create positive public image of organisation.
4. Market Research:- It is a process of Collecting information about Company targeted
audience market and competition. To make their product or services better according to the
targeted audience.
5. Branding:- Branding a process of Creating a distance identity for a business in the minds
of target audience and the general population. (e.g-Name and logo)
6. Customer service:- Customer Service is a strategic, function in marketing management
that involves supporting customer before, during and after a purchase.
7. Product development:- It refers to the process of creating or improving product to meet
customer a needs, market demand, and business goals.

# Components of Marketing #

1. Good: Anything which is tangible which Can be offered to the customers in order to
satisfy their wants. (eg:- Maggie)
2. Service:- Anything which is intangible which Can be offered by one party to another
party to satisfy their wants.
3 . Experiences:- It can also be marketed as a product. By using several product Services.
(eg-haunted house, and 3D gaming).
4. Events:- Events are organise to promote a brand, product or services. Aiming to engage
audience to promote directly and creating memorable experiences.
5. Persons:- Incidentally through our actions Or Inaction each one of us an individual are
marketing ourselves. Celebrity or famous personality marketing themselves it is a major
business (eg-Ms Dhoni, Sachin Tendulkar ).
6. Place:- Cities, states, regions, and nations. Compete actively to attract tourists, Companies
etc (eg: Tour packages).
7. Properties:- Properties are brought and Sold and this requires marketing. (eg:- real estate,
stocks and bunds).
8.Organization:- Organization actively work to attract their stakeholders. They work to
build a strong and positive image in the mind of their stakeholders. With the help of public
relations.
9. Information:- Information can be produced and marketed as a product. (eg:-Research
papers and Development Services, Encyclopedia).

# Nature of Marketing #

1. Dynamic Process:- (changes).

 Finding Customer needs and wants.
 To develop such products and services which can satisfy these needs.
 Then need to advertising, promotion, distribution etc.
2. Customer oriented :- To Satisfy needs and wants of present Consumer and future
prospects.
3. Integrating:- It integrand all the department of an enterprise such as production,
finance, IT, HR, etc..
4. All Encompassing:- Because it includes production planning, research, advertising,
financial management, budgeting, selling and all.
5. Marketing is a complex process:- Multiple steps you have to done.
7. Marketing demands integrated and Coordinated efforts:- Everyone have equal efforts
for selling the goods. Company, Distributer, whole sellers and retailer.
8. full of Creativity and Innovation:- Developing the current product/services.
# scope of Management #

1. Market Research & Consumer Understanding.

→ To identifying target audience.
→To understanding customer needs and preferences.
→ To analyse competitors.
2. Product Development & Branding.
→Creating products that meet customer needs.
→Building a strong brand identity (logo, packaging, messaging)
3. Promotion & Advertising.

 By using Digital marketing (SEO, social media, PPCads.)

 Traditional advertising (T.V, radio, print, bill bords).
 By using Influencer and affiliate marketing.
4. Sales & Distribution.
 By using Online (e-Commerce, social media stores)
 By using offline (retail stores, direct selling)
5. Customer Engagement & Relationship Management.
 By Social media interaction.
 By Customer feedback and reviews.
 By Loyalty programs.
6. Growth & Expansion.
 By Entering new markets.
 By Expanding product lines.
 By scaling marketing efforts.

# Marketing orientations/ Marketing management Concept #

1. The production concept/orientation. (Focus:-Quality and Innovation)

 In this companies prioritize mass production and low cost over customer needs.
 Example:- Affordable, mass-produced goods like FMCG products.
2. Product orientation/orientation. (focus: Quality & Innovation)
  It emphasizes product quality and innovation believing that a superior product will sell
itself.
 Example - Apple. (focuses on advanced technology and premium design)
3. Sales orientation/orientation. (focus- Aggressive. selling)
 Business analyse Create Customer product accordingly needs first and create products
accordingly.
 Example: Insurance Companies, real estate sales, telemarketing,
4. Market Orientation concept/orientation.. (focus' Customer Needs And satisfaction)
 Business Analyse Customer needs first and Create products accordingly.
 Example: Amazon, which adapts to customer preferences.
5. Societal orientation/ concept. (focus:- social & Environmental)
 Balances profitability and social responsibility (eco-friendly, ethical sourcing,
sustainability)
 Example:-Tesla electric vehicles for sustainability.

# Marketing Mix #

The marketing mix is a strategic framework that businesses use to bring their products or
services to market effectively. It helps business meet Customer need and achieve competitive
advantages.

# Marketing Mix (The 4Ps & 7Ps of Marketing) #

1)Product:- The goods or services a Company offers to fulfill Customer needs.
2) Price:- The Cost Customers pay, including pricing strategies and discounts.
3) Place:- The distribution channels used to deliver the product to customers.

4)Promotion:- The methods used to Communicate and attract Customers by using

(advertising, Social media, etc.)
5) People:- The Individuals involved in Customer Interaction, service delivery, and brand
representation.
6) Process:- The systems and procedures that ensure smooth service delivery and Customer
experience.
7) Physical evidence:- The tangible aspects that ensure Customers about product or service
quality. (branding, reviews, packaging).
The framework ensures a holistic approach to marketing, balancing product quality,
promotion, and customer experience.

# Customer value #
 Value means Importance, worth or usefulness of something.
 Customer value means how much a product or services is worth to a customer (ex:-
book).
 There are two aspects of a customer value:-
① Desired value:- what Customers desire in a product or service.
②Perceived value:- It means value of a product after it was purchased.

# Value Delivery process #

Value delivery process is the strategic approach a business follows to create, Communicate,
and delivery value to Customers while ensuring long-term success. It involves identifying
(customer needs, developing product, and providing an exceptional customer experience.

* It Consists of three Key stages:-

1) Choosing the value:- identifying the target market and defining the unique value
proposition.
2) Providing the valve:- Developing the product, setting the price, and selecting distribution
channels.
3) Communicating & Delivering the value:- Marketing, customer engagement, and
after Sales support.

# Consumer Behaviour #
Consumer behaviour refers to the study of how individuals groups, or business make
decision about purchasing products or services. It analyses what, why, when, and how people
buy and what influences their buying choices.
# Factors Influencing Consumer Behaviour #
1) Psychological factors:- Perception, motivation, emotions attitude.
2) Personal factors:- Age, income, lifestyle, personality and оccupation.
3) Social factors:- Family, friends, social status peer influence.
4) Cultural-factors:- Values, traditions, and Societal norms.
5) Economics factors:- Price sensitivity, Income Levels, and economic conditions.

# Buying Motives #
Buying motives are the reasons or psychological factors that drive customer to make a
purchase. These motives influence what, why and how people buy products or services.

# Types of Buying Motives #

1. Rational Buying Motives. (Logical & Practical Reasons).
 Consumers make purchase based on need, and value for money.
 Price, quality, durability, and features.
2. Emotional Buying Motives (feelings & Desires).
 Consumers buy based on emotions, felling, and personal satisfaction.
 status, love, security, excitement, or fear.
3. Social Buying Motives (Influence of others).
 Consumers purchase based on social approval peer Influence, or trends.
 Brand Image, celebrity endorsements, and peer recommendations.
4. Patronage buying Motives (Brand preference & loyalty).
 Consumers buy based on brand trust, previous experience, and Customer service.
 Brand reputation, customer service and Satisfaction.

# Buying Habits #

Buying habits refer to the pattern and behaviour consumers follow when purchasing products
or services.

* Types of Buying Habits *

1. Habitual Buying. (Routine purchases).
 Consumers buy the same brand or product repeatedly but without much thought.
 Low involvement, everyday items (eg:- groceries)
2. Variety-seeking Buying. (Exploring New options )
 Consumers like do try different brands or products out of Curiosity.
 Low involvement, but desire for change.
3. Complex Buying. (High-involvement &Research Based).
 Consumers make Careful decisions after researching and Comparing options.
 High involvement, often expensive or important purchases.
4. Dissonance-Reducing Buying (Avoiding Regret).
 Consumers boy quickly, but later seek reassurance about their choice.
 High Involvement, but differentiate brands.

# Stages in Consumer buying decision process #

The buying decision process consists of five key stages that consumer go through before
making a purchase :-

1) Problem Recognition. (Need Identification)

 The Consumer realizes a need or problem that requires a solution.
2) Information search. (Researching solutions)
 The Consumer gathers information about available options.
3) Evaluation of Alternatives (Comparing options).
 The Consumer Compares different brands and features to make the best choice.
4) Purchase Decision. (Buying the product)
 The Consumer decides a product based on their evaluation.
5. Post-Purchase Behaviour (After-sales Experience & feedback.)
 After buying, they the customer evaluates whether they satisfied or dissatisfied.

# Types of Consumer buying decision #

Consumer buying decisions can be Categorized into four main types:-
1.) Routine (Habitual) Buying Behaviour.
 low involvement, frequent purchases.
 Little research or decision-making effort.
 Eg:- Groceries, Snacks etc..
2.) Limited Decision-Making.
 Moderate involvement, occasional purchases.
 Some research and Comparison between options.
 Eg:- low-cost electronics.
3) Extensive (Complex) Decision-making.
 High Involvement, significant investment.
 Requires through research, comparison, and evaluation.
 Eg:- Cars, real estate, expensive electronics.
4) Impulse Buying.
 Unplanned, spontaneous purchase
 Driven by emotions or promotions.
 Eg-Discounted Items, luxury treats.

#Need, Want, and Demand. #

1) Need:- A fundamental requirement for survival, well-being, or safely that is essential and
Universal.
2) Want:- A personal desire or preference. for something that is not essential for survival.
3) Demand:- The willingness and ability of a consumer to purchase a product or
service at a specific price and time.