BROADENING THE CONCEPT OF MARKETINGSubmitted To: - Dr. Vipul

Patel. Submitted By: - Urmila

Vekariya(Pharma – 16)

- Ram Ramesh (Agri – 30)

- Jevisha Fosi (Agri. – 05)

- Jayesh Baldaniya (Agri – 01)

INTRODUCTION Marketing is a Pervasive Societal activity that goes Considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for non-business organization and the nature of marketing functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the marketing of organizations, persons and ideas.

Conti..........• The business of “marketing” is understood by people as:– Pushing products (output of a company) to a target market (Selling – seen in a negative light)

– ( Short run sell people on buying existing products) – Product orientation  not good.

– Adapting products to the changing needs of a customer (Serving& satisfying human needs – positive)

– (Long run problem is clearly to create products people need)  – Consumer orientation encouraged.

Marketing encompasses the activities

Political contests – Obama’s presidential campaign in 2008

Higher education – Education fairs, The MBA Tour etc.

Causes – CRY (Child Relief & You), Greenpeace etc.

• Organizations such as world bank, church, and educational institutions rely on marketing as much as FMCG companies and car manufacturing companies do. The organizations perform all the important functions such as raising money, budgeting money, converting inputs into outputs, purchasing from suppliers, & hiring, training, assigning, & promoting people. All organizations  perform marketing activities in addition to the above activities. The central theme is to position a product to a target market (CONSUMERS) and seek tools to increase the acceptance of the product.

A Product Thought Can Be a)Physical product: (tangible) soap, toothpaste, TV

etc.

b)Person: (human activity) Barack Obama, Movie star, etc.

c)Idea: (selling) Birth control etc.

d)Organization: Educational institutions, universities, - The American Medical Association, etc.

e)Service: (intangible) Consultation, hair dressing etc.

Consumers:a)Clients : Buyers, potential buyer, members of an

organization etc.

b)Trustees & Directors: Legal authority & responsibility for the organization.

c)Active public :  Business Firm Consumer rating groups, governmental agencies, pressure groups, alumni group etc.

d)General public : People who may affect the conduct in some way. ( they develop attitudes )

•Organizational marketing concerns programs designed by management to create favorable attitudes in the above four groups of consumers.

Marketing tools:a)Product improvement : Churches adding non religious

activities to increase fellowship; universities updating curricula and adding new student services.

b)Product pricing : churches charge dues, universities charge tuition, governmental agencies charge fees, fund-raising organizations send out bills.

c)Product distribution : Convenient access to buyers Library – central library or neighborhood branch library or mobile libraryPolice – Cars, Jeeps, Motorcycles, foot patrolmen, emergency phones

d) Product communication : Everything about an organization talks – Physical facilities, employees, officers, stationery etc.

Conti..........• Business organizations depend on customer good will for their survival and have generally learned how to sense and cater to their needs effectively. Nine concepts stand out crucial in guiding the marketing effort of a business organization.

1.Generic product definition Define the product broadly rather than defining it

narrowly; Seeing a soap as a product for cleaning as opposed to seeing it as a soap; Seeing cosmetic product to inspire beauty and hope rather than seeing it as a lipstick, perfume; Seeing the basic product of a publishing company as information as opposed to books.

2.Target groups definition Defining clearly the target market and positioning

the product and segmenting – For e.g. generic product of an automobile company is transportation. However, the company sticks to cars, motorcycles, trucks, and buses and stays away from bicycles, aerowplanes, and steamships. Cars may again have classifications such as economy, luxury etc.

3.Differentiated marketing When more than one target group is served by

a business organization, it will be maximally effective by differentiating its product offerings and communications. Labor unions send different messages to different groups such as unyielding to the company, appearing willing to compromise to a conciliator, and appearing economically exploited to the public.

4. Customer behavior analysis Business organizations increasingly recognize

that customer needs and behavior are not obvious without formal research and analysis.

5.Differential advantages Organization should think in terms of

seeking a differential advantage. It should consider what elements in its resources or reputation can be exploited to create a special value in the minds of its potential customers.

6.Multiple marketing tools Product improvement, consumer & dealer

advertising, salesman incentive programs, sales promotions, contests etc.

7.Integrated market planning Sales, advertising, and marketing research

handled by VP marketing. The multiple marketing tools should not work at cross purposes. However, educational institutions have a variety of “marketing” positions such as dean of students, director of alumni affairs, director of public relations, and director of development. Coordination is often poor.

8.Continuous marketing feedback Salesmen – make use of two ears and one mouth;

research department and research services to check movement of goods, actions of competitors, and feelings of customers to make sure they are progressing along satisfactory lines.

9.Marketing audit Periodically organizations should reexamine

basic business, target groups, differential advantage, communication channels, and messages in light of current trends and needs.

Priority of marketing is to develop customer loyalties and satisfaction, and the key to this problem is to focus on the customer’s needs. Marketing is that function of the organization that can keep in constant touch with the organization’s consumers, read their needs, develop “products” that meet these needs, and build a program of communications to express the organization’s purposes. Selling follows rather than precedes the organization’s drive to create products to satisfy its customers.

SOME LIVE EXAMPLS FOR HOW TO BORDEN THEMARKETING CONCEPTS

IPL : Marketing Its Way to Great Glory Year After Year Many years after the world's greatest marketing guru had spoken these profound words, followers of IPL Tamasha are able to immediately connect with it. In fact, the ignorant can be pardoned for thinking that Godin actually uttered those words to describe India's answer to pyjama cricket of the Kerry Packer kind

Tourism in Gujarat Thriving on aggressive marketing Gujarat—a state that was nowhere on the tourist map of india until a few years ago—is now being seen in a completely new light. The credit, of course, goes to the aggressive marketing campaign by the state government.

As Now we will discuss what Gujarat has, and what marketing effected.

“Don’t find customers for your products,find products for your customer” - Seth Godin.

1. Spiritual tourism Gujarat has important religious spots

that attract both domestic as well as inter- national travelers. Pilgrim spots like the Somnath Temple and Dwarkadhish Temple are visited by Hindus from all over the world at least once in their life- time. Other major attractions are Ambaji, Pavagadh, Narayansarovar, Dakor, etc. It also has Jain temples like Sankheshwar, Taranga and Palitana.

2. Heritage tourism Gujarat is rich in archaeological sites

(more than 400) including the world heritage sites of Champaner, Indus Valley Civilization sites like Lothal and Dholavera, ancient Buddhist sites, etc.

The presence of many arts-while princely states in Gujarat has resulted in the state having more than 20 heritage hotels including converted forts and palaces

Ahmedabad's Heritage Walk is the only daily walking tour in India.

3. Medical tourism According to Jaynarayan Vyas, state minister for health and tourism, last year 450,000 tourists visited the state for medical care.

The total health care market in India was estimated to be about Rs 3200 billion in 2012, and on a conservative estimate, even if Gujarat gets 10 per cent share of this booming market, it will throw open huge opportunities.

It is estimated that Gujarat will soon be like Singapore in medical tourism.

4. Business tourism. Gujarat is becoming a major attraction amongst

businessmen and investors. The state offers a model for economic progress and development to other developing nations.

Gujarat is rich in bio-resources and has a forest cover of 1.88 billion hectares.

Gujarat accounts for 40 per cent of India’s pharmaceutical production.

About 7936 MOUs were signed for Rs 20,830 billion ($ 450 billion) at the Vibrant Gujarat Summit 2011. This summit witnessed participation from 101 countries, with over 1400 foreign delegates.

5.Event tourism.

Role of Marketing in Polio Eradication

Polio in INDIA

Advertising&

Marketing

And the result is...

CONCLUSIONIt has been argued here that the modern marketing concept serves very naturally to describe an important fact of all organization activity. All organization must develop appropriate products to serve their sundry consuming proups and must use modern tools of communication to reach their consuming publics. The business heritage of marketing provides a useful set of concepts for guiding all organizations.

The choice facing those who manage non-business organizations is not whether to do it well or poorly, and on this necessity the case for organizational marketing is basically founded.

References: Books

A textbook of marketing management by Philip kotler& Sydney j levy-10th edition. (www.pearsoned.co.in/philipkotler)

Richard J. Varey, (BNFL Corporate Communications Unit, University of Salford, Manchester, UK), Barbara R. Lewis, (Manchester School of Management, UMIST, Manchester, UK)

Richard J. Varey, Barbara R. Lewis, (1999) "A broadened conception of internal marketing", European Journal of Marketing, Vol. 33 Iss: 9/10, pp.926 – 944

Siteshttp://www.slideshare.net/HortolomeiManuela/broadening-the-concept-of-marketing

http://www.commerce.uct.ac.za/managementstudies/Courses/bus2010s/2007/Nicole%20Frey/Readings/Journal%20Articles/Classics/Broadening%20the%20marketing%20concept.pdf

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