Download Show Groups

Before we start
MARKETING…..
Pass hone ka FORMULA
1
Surprise Quizzes (Individual)
20
2
Case Study Presentations (Group)
20
3
Term Project (Group)
20
3
Assignments (Individual / Group)
20
4
End-Trimester Exam (Individual)
20
TOTAL
100
Show Groups
Group Rules
• No changes
• Any member can be made to present
• If member is absent, he/she will get a
ZERO
• Ways / Time / Place of work to be decided
by the group themselves
• Printout of presentation to be submitted at
the outset of the class
Production Era (Inds. Rev. – 1920)
• Mass Production – Lower Costs – Lower Prices – Mass
Distribution
• Americans can get any car from FORD as long as it is
black
• Availability and low price assumed to be the only
purchase drivers!
• Marketing Myopia (Theodore Lewitt)
• China!
Sales Era (1930 – 1950)
• Consumers show a natural resistance to buy
• Need to be coaxed into buying
• Aggressive selling & promotion the key drivers
• Still practiced with Unsought Products
– Encyclopedias, Insurance, Fund Raising
Exercise
• In your BOMM Groups do the following in
the next 30 minutes:
– Choose any one iconic brand which is now
not as popular
– Develop a hypothesis on why you feel the
brand has lost its once enjoyed popularity
– Make a 2-minute presentation to the Class
You scratch my
back…
MARKETING
(Meeting needs profitably)
And I’ll scratch yours.
HOW to Sell?
WHOM,
WHAT, HOW
to Sell?
Orientation Shift
Competency
Customer
Inputs
Marketing
Product
Product
Marketing
Inputs
Customer
Competency
Marketing Era (1950 Onwards)
PRICE
PRODUCT
CUSTOMER
ORIENTATION
PLACE
PROMOTION
Marketing in Action
• Nano
• Makemytrip.com
• Amazon
• HP All-in-One
• Facebook
Role of Marketing
NEED
Pre-exist
May be latent
Food
WANT
DEMAND
Specific satisfier of
need
Purchasing power to
buy the want
McDonalds
Mercedes
Marketers Influence
Marketers Task
ATTRACT
SATISFY
RETAIN
Group Assignment
• Representative of the Group to pick one
brand which has come down
• With the help of basic consumer research,
make a presentation on how you would
apply the marketing concept on that brand
• Share the 4Ps
• Refer to a reference book for conceptual
details