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MARKETING
byDr. Onkar Nath
Faculty Sir SPBT College, MUMBAI
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MARKETING CONCEPT
A situation where buyers and sellers of acommodity interact.
Coming together of buyers and sellers of
the same or similar commodities
TYPES OF MARKET
Geographical AreaProduct
Nature of Transaction
Volume of Transaction
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MARKETING
Marketing is the process of determining
consumer demand for a product or service,
motivating its sale and distributing it into
ultimate consumption at a profit
A management functionA Business Philosophy
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EVOLUTION OF MODERN MARKETING
Industrial revolution
Digital revolution
Better System
Customer and market driven
Wants of customers
CRM
Customer SatisfactionNothing is worthwhile unless it
touches the customer
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MARKETING VS SELLING
MARKETING MANAGEMENT
A process of planning and executing theconception, pricing , promotion and distribution of
goods and services and ides to create
exchanges with target groups that satisfy
customer and organizational objectives.
FUNCTIONS OF MARKETING MANAGEMENT
Analysis
Planning
Implementation
Control
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IMPORTANCE OF MARKETING FOR
INDIAN BANKS
"The relevance of aggressive marketing
in banks has come to the fore as never
before" - M N Goiporia.
CHARACTERISTICS OF SERVICES
IntangibilityInseparability
Heterogeneity
Perishability
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SERVICE
A service is any act or performance that
one party can offer to another that is
essentially intangible and does not resultin the ownership of anything. Its
production may or may not be tied to
physical product.
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S.No. Physical Goods Services
1. Tangible Intangible
2. Homogeneous Heterogeneous3. Product and distribution
separated from
consumption
Production, distribution
and consumption re
simultaneous process
4. A thing A activity5. Core value produced in
factory
Core value produced in
buyer-seller interaction
6. Customers do not
participate in the
production process
Customers participate in
production
7. Can be kept in stock Cannot be kept in stock
8. Transfer of ownership No transfer of ownership
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MAREKTING OF FINANCIAL SERVICES
Intangibility, inseparability and heterogeneity aremanifested at both strategic and tactible levels in
services marketing.
Marketing strategy provides the organisation with
a sustainable competitive advantage in the
markets it operates.
Organization should understand consumer needs
and identifies how those consumers should begrouped into different market segments.
Product attributes, pricing decisions, methods of
distribution and communication should all seek to
reflect the chosen position.
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BANK MARKETING
Provides services
Aimed to satisfy customers needs andwants
Needs and wants may be non financial in
natureCompetitive element, efficiency and
effectiveness
Organizational objectives are still thedriving force
Commercial objective to make profit
Social Objectives
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Essentials for a Banks Success
Cannot exist without customerCreate, win and keep customers
Organizational design should be
oriented to the customerDeliver total satisfaction to the
customer
Customer satisfaction is affected bythe performance of all the personnel of
the bank.
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MARKETING MIXKey concept in the modern marketing
Considered to be core of marketing
It is the set of tools that the firm uses to
pursue its marketing objectives in the
target market
Decisions must be made for both the
distribution channels and the finalconsumers
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Marketing Lessons
Product
Price
Place
Promotion
Consumer
Cost
Convenience
Communication
OLD New
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Wining companies are those that can
meet customer needs economically andconveniently and with effective
communication
Services Marketing Mix
Current Development
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MARKETING RESEARCH
Marketing research is research about problems.
It emphasizes measurement & creativity,concentrates on dimensions & aspects. It
focuses on what could be, rather than what is.
Marketing programmes are market based
objectives
Market Positioning
Target customersCustomer need's to be satisfied
Competitive benefits should be stressed
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MARKETING RESEARCH PROCESS
Objective of research problem
The information to be gathered must be
measurable
It must be relevant to the problem
The various pieces of information or
knowledge to be gained must be related
Exploratory ResearchAssess current knowledge through the
number of information procedures
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Types of Data
Utilising Internal Data
Secondary Data
Library Reference Materials
Government Publications
Trade Association Publications
Research Organisation Publications
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Collecting Primary Data
Observation - Overt action of the
personExperiment - actual cause and effect
relationship
Survey
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Elements of Quantitative Research
Sampling theory
Probability samplesNon-Probability Samples
Questionnaire Design
Open-ended
Dichotomous (Yes/No)
Multiple Choice
Semantic Differential
Elements of Qualitative ResearchProjective Technique
Intensive Technique
Compiling and Tabulating Data
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Time and Cost Considerations
Advantages and Disadvantages of the
TelephoneMail
Personal Interview
MAJOR USES OF MARKETING RESEARCHSales and Marketing Research
Product Research
Business and Corporate ResearchAdvertising and Communication
Research
Corporate Responsibility Research
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MARKETING INFORMATION SYSTEM
Environment
Marketing Information System
Internal Accounting System
Marketing Intelligence System
Marketing Research System
Marketing Management System
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MARKETING DATABASES
Impact on Marketing
ProfilingCross Selling
Customer Retention
Probability Assessment
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MARKETING DATABASES (Contd.) Predicting Results Identity Need
Define requirements Specifying and Sourcing System
Install, Load and test
Use and maintain
PRODUCT
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PRODUCTA product is anything that can be offered
to a market for attention, acquistion, use
or consumption that might satisfy a wantor need
PRODUCT PERSONALITY
THE CORE
THE ASSOCIATED FEATURESTHE BRAND NAME & LOGO
THE PACKAGE AND LABEL
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PRODUCT LEVELS
Core benefit, basic product, expected
product, Augmented product and Potential
product.
PRODUCT CATEGORY
Durability, tangibility and useProduct item, Product Line, Product mix
Banking product
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PRODUCT PLANNING
The process of product planning consistsof determining the strategies in respect of
various elements. Product Line, Product
Mix, Branding, Packaging and New
product development.
PRODUCT LIFE CYCLE
Introduction, Growth, Maturity, DeclineThe product Life cycle operates at three
levels product level, product sub category,
brand level.
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WEAKNESS OF PLC CONCEPTUndefined concept
No uniform shape
Unpredictable turning points
Unclear implications
PRODUCT STRATEGIES
Strategies based on Product MixStrategies based on Product Life Cycle
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PRODUCT MODIFICATIONQuality Improvement
Feature Improvement
Style Improvement
PRODUCT ELIMINATION
GROWTH STRATEGIES
Intensive
IntegratedDiversification
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NEW PRODUCT DEVELOPMENT
Idea ScreeningConcept Testing
Product Development
Test MarketingCommercial Launch
DIVERSIFICATION
Concentric DiversificationHorizontal Diversification
Conglomerate Diversification
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BRANDING
Line Extension
Brand ExtensionMulti brands
New Brands
PACKAGING
Primary PackageSecondary Package
Shipping Package
LABELLING
Identify the product or brandDescribing information
Promoting the product through 'attractive
graphics'
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PRICING
Price is the sum value of all the valuesthat consumers exchange for the benefits
or having or using the product or service
Different forms - Goods bought, hirecharges, tution fees
Dynamic Pricing - Varying prices
Flexibility
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OBJECTIVE OF PRICING
Profit
SurvivalMarket Share
Cash Flow
Status Quo
Product Quality
Communicating Image
Short term/Long term
FACTORS INFLUENCING PRICINGThe Customer's Demand Schedule
The Cost Function and
Competitors Prices
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PRICING METHODS
Mark up Pricing
Absorption cost PricingTarget Return Pricing
Marginal cost Pricing
Perceived Value Pricing
Value Pricing
Going Rate Pricing
Auction Type Pricing
English AuctionsDutch Auctions
Sealed Bid Auctions
Group Pricing.
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Pricing Strategies
Geographical pricingPrice discount and allowancesPsychological pricingPromotional pricing
Loss-leader pricingSpecial event pricingCash rebatesLow-interest financing
Longer payment termsWarranties and service contractsPsychological discounting
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Pricing Strategies (Contd.)Discriminating pricing
First degreeSecond degree
Third degree
Customer groupsProduct form
Image pricing
ChannelLocation
Time
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Pricing Strategies (Contd.)
Product-mix pricingProduct line pricingCaptive-product pricingTwo-part pricingBy-product pricingProduct-building pricing
Market skimming pricingMarket-penetration pricing
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Distribution
Distribution channelMarketing channels are sets of
independent organizationsinvolved in the process ofmaking a product or service
available for use ofconsumption.
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Functions of distribution channelsMarket information
Promotion
Contact
Matching
Negotiation
Product information
Physical distributionFinancing
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Channels typesChannel 1, Channel 2, Channel 3, Channel 4,
Factor influencing channel sectionProduct characteristics
Perishable products
Consumer durablesIndustrial productsMarket characteristicsCustomer characteristicsCompany resourcesCompetitionProduct lines
Channels for banking products
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Channels for banking productsIntangibilityInseparability
VariabilityPerishabilityClient relationship
BranchesOther channels
Tele-banking
ATMsComputerizationPlastic Cards
Virtual branches and automated video bankin
I di i i b ki i
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Intermediaries in banking servicesDSA
Automobile Dealers
Merchant establishmentsPhysical distribution
TransportationWarehousingInventory
Tasks of physical distributionForecasting
Order processingInventory managementStorageProtective packaging
Transportation
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PromotionRole of promotion
PersuasionInformRemindingReinforcing
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Promotion mix
AdvertisingPersonalselling
SalesPromotion
PublicRelations
DirectMarketing
Blended Mix of Promotion Tools
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Promotion mix strategies
Push strategy Pull strategy
Factors influencing promotion mix
Types of product/market Buyers readiness stage
PLC stage
Promotion mix integration
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Marketing Information System (MIS)
Features of MIS
Master Plan
Coordination
Future OrientationComputerized Environment
Analyse Quantitative Information
Regular flow of Information
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Functions of MISCollecting and assembling data
Processing of data
Analysis of data
Storage of data
Discrimination of information
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Need of MIS
Complex marketing activity
Knowledge /information explosion
Communication gap
Prompt decision
Non-price competition
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Kinds of information needed
Information about market forces
Information about the banks marketbehaviour
Internal information
Components of MIS Internal marketing information
Marketing intelligence system
Marketing research systemAdvantages of MIS
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? ueries
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