PPT - Marketing Management | Business Studies (BST) Class 12 - Commerce PDF Download

 Page 1


Marketing 
Management 
Product 
Price 
Place 
Promotion 
  
 
Page 2


Marketing 
Management 
Product 
Price 
Place 
Promotion 
  
 
Expected Outcome 
• What is Marketing 
• Differences between marketing & selling 
• Important functions of marketing 
• Role of marketing in the development of the society, 
firm, economy and consumers 
• Marketing mix and its elements 
• Products and its different categories 
• Pricing and factors affecting the same 
• Channels of distribution 
• Major tools of promotion like sales promotion, 
advertising, personal selling and publicity 
You will be able to understand:- 
Page 3


Marketing 
Management 
Product 
Price 
Place 
Promotion 
  
 
Expected Outcome 
• What is Marketing 
• Differences between marketing & selling 
• Important functions of marketing 
• Role of marketing in the development of the society, 
firm, economy and consumers 
• Marketing mix and its elements 
• Products and its different categories 
• Pricing and factors affecting the same 
• Channels of distribution 
• Major tools of promotion like sales promotion, 
advertising, personal selling and publicity 
You will be able to understand:- 
Concept & Definition 
• Exchange of goods and services for money or 
something of value to them 
• Meeting needs profitably 
• Identify a need and satisfy it 
• Philip Kotler 
– Marketing is a social process by which individual 
groups obtain what they need and want through 
creating offerings and freely exchange products 
and services of value with others 
 
Page 4


Marketing 
Management 
Product 
Price 
Place 
Promotion 
  
 
Expected Outcome 
• What is Marketing 
• Differences between marketing & selling 
• Important functions of marketing 
• Role of marketing in the development of the society, 
firm, economy and consumers 
• Marketing mix and its elements 
• Products and its different categories 
• Pricing and factors affecting the same 
• Channels of distribution 
• Major tools of promotion like sales promotion, 
advertising, personal selling and publicity 
You will be able to understand:- 
Concept & Definition 
• Exchange of goods and services for money or 
something of value to them 
• Meeting needs profitably 
• Identify a need and satisfy it 
• Philip Kotler 
– Marketing is a social process by which individual 
groups obtain what they need and want through 
creating offerings and freely exchange products 
and services of value with others 
 
Modern concept of Marketing 
• Goods 
• Services 
• Ideas 
• Persons 
• Organisation 
• Place 
• Events 
• Experience 
• Properties 
• Information 
WHAT IS MARKETED? 
WHO IS A MARKETER? 
A PERSON WHO TAKES MORE 
ACTIVE PART IN THE PROCESS 
OF EXCHANGE OF GOODS & 
SERVICES 
Concept of 
Marketing 
Identification of 
markets 
Understanding 
needs and wants 
of customers 
Developing 
goods / services 
to satisfy 
customer needs 
Satisfy the 
needs better 
than the 
competitors 
Profit 
maximisation 
Page 5


Marketing 
Management 
Product 
Price 
Place 
Promotion 
  
 
Expected Outcome 
• What is Marketing 
• Differences between marketing & selling 
• Important functions of marketing 
• Role of marketing in the development of the society, 
firm, economy and consumers 
• Marketing mix and its elements 
• Products and its different categories 
• Pricing and factors affecting the same 
• Channels of distribution 
• Major tools of promotion like sales promotion, 
advertising, personal selling and publicity 
You will be able to understand:- 
Concept & Definition 
• Exchange of goods and services for money or 
something of value to them 
• Meeting needs profitably 
• Identify a need and satisfy it 
• Philip Kotler 
– Marketing is a social process by which individual 
groups obtain what they need and want through 
creating offerings and freely exchange products 
and services of value with others 
 
Modern concept of Marketing 
• Goods 
• Services 
• Ideas 
• Persons 
• Organisation 
• Place 
• Events 
• Experience 
• Properties 
• Information 
WHAT IS MARKETED? 
WHO IS A MARKETER? 
A PERSON WHO TAKES MORE 
ACTIVE PART IN THE PROCESS 
OF EXCHANGE OF GOODS & 
SERVICES 
Concept of 
Marketing 
Identification of 
markets 
Understanding 
needs and wants 
of customers 
Developing 
goods / services 
to satisfy 
customer needs 
Satisfy the 
needs better 
than the 
competitors 
Profit 
maximisation 
Features of marketing 
Needs and wants 
• Needs – Basic human requirements like food, shelter, clothing 
• Wants – demand of specific products 
• Needs give rise to wants 
Creating a market offering 
• Developed after analysis of needs and preferences of potential customers 
Customer value 
• At a profit.  Customers are made to prefer the products in relation to the 
competing products 
Exchange mechanism 
• Essence of marketing 
• Exchange of goods & services for money or something value to them 
• Conditions for exchange 
• Two parties | each to have something of value to be exchanged | ability to 
communicate and deliver the product or services | freedom to accept or reject 
the offer | willing to enter into transactions