11224379_3326!12!1954_72_Session 1 Understanding the Marketing Function

7/31/2019 11224379_3326!12!1954_72_Session 1 Understanding the Marketing Function

1/15

Dr Kavita Pathak

Professor, Marketing Area


2/15

How to market in an of changing needs, wants, and lifestyles?How to effectively develop a to suit strategies?How to when consumers

are demanding more personalized services?How to comprehend and behavior in the background ofnew technologies?How to in a socially responsible manner?How to apply marketing thought and to business andnon-business situations.


3/15

Develop a .

in an organizational context foraccomplishing its purpose. in a creative way for the organization on marketing issues and challengesfacing a profit, not for profit and public policy related organization.


4/15

Environmentalscanning

10% 2nd November 2012

Review of STP andmarketing mix

10% 1st December 2012

Combination ofquestions

20% unannounced

Conceptualquestions, situationspecific questionsand cases

20% (midterm)

As per the examschedule

30% (endterm)

As per the examschedule

In-class, topics andgroups to be

finalized in the nextlecture

10% Presentation 1 to10 as per the

course outline


5/15

in not negotiable. Please observe the time-lines

your and mine shall be switched off for the duration of thelecture

You will have to work on three of your of 5-6students, make sure you select a functional team. Any issues of contributionfrom different members should be resolved early and deadlines should notsuffer on account of malfunctioning team .

Make sure you and not puteverything off closer to the deadlines.

to the lecturer and your fellow learners, hear us out and bear us

out.


6/15

,and participate in the debates there. You may use this platform to seekclarifications on classroom teaching as well.

with queries orcourse related help. I am available for consultation on the following days andtime:Days: Wednesday (Section A), Thursday (Section B) and Friday (Section C)Time: 2.30 PM to 3.30 PMmy e-mail: [email protected]

I will include in each class queriesfrom ET news items.

, and post your observations and questionson face book group. Propose debates and conduct them with this group.


7/15

Please think about and discuss why the following actions are being taken andwhat are their implications?

of Kingfisher airlines and the role of DGCA ( 6th October)

offer from PSU banks (4th October)

Meet Biyani the (4th October)

will grow on farmers(4th October)

SC Directive on upsets calculations of Pharma companies (5thOctober)


8/15

why marketing?

How could it be defined?

Marketing management tasks?

what is its purpose for various stakeholders?


9/15

It earns me my revenue

It connects me to my customers

What do you think ??????????????

What will become of me if there was no Marketing? THINK !!!!!


10/15

Marketing is a by which obtainwhat they and through creating, offering and freely

and of with others. societal process

Individuals and groupsNeedWantExchangingProductsServices

Values


11/15

Societal process Yes Yes

Individuals & groups

Needs & wants

Exchanging

Products

Services

Value


12/15

Developing marketing

Assessing

value

value

value

value

growth and value


13/15

Consumers

Management

Employees

Investors

Community

Regulators

Suppliers


14/15

1. What marketing tasks did Kingfisher Airline fail at?

2. How will the closure of the airline impact the various stakeholders?

(page 27-28 of the text book)

1. How is Nike creating value for its customers?

2. How many types of products and services does Nike offer?3. How is Nike communicating value to its customers?4. How is Nike sustaining its growth?


15/15

Form groups of not more than five-six members today, I will ask youto intimate the

take part in a . Ten topics areto be selected

read marketing excellence and think about answers

read the news items on Kingfisher Airlines and answer the questions asked

review chapter 1 of your text

Documents

11224379_3326!12!1954_72_Session 1 Understanding the Marketing Function