Simplified Guide To Marketing

SIMPLIFIED GUIDE TO MARKETING

PREFACE

This simplified marketing book has been prepared for the busy executive involved in marketing and student preparing to sit marketing exams. The material in the book has been utilized by the author to train business and sales personnel in marketing techniques and students preparing for the various marketing exams such as those conducted by the Chartered Institute of Marketing and the London Chamber of Commerce and Industry. Several case studies are included to challenge the reader in the application of strategic marketing techniques.

Kerwin Mathew, Ph.D., CPM

CONTENTS

1.   Introduction To Marketing

2.   Functions Of A Marketing Executive

3.   Marketing Research

4.   Product Policy

5.   Marketing Communication

6.   Sales Management

7.   Marketing Plan

8.   Tips On Salesmanship

9.   Channels Of Distribution

10. Marketing Of Industrial Goods & Services

11. Pricing And Demand

12. International Marketing

13. Consumer Behavior

14. Case Study

1  INTRODUCTION TO MARKETING

Definitions of Marketing

(1) The aim of marketing is to make selling superfluous. The aim is to know and understand

the customer so well that the product or service fits him and sells itself.

(2) Marketing is a human activity directed at satisfying needs and wants through exchange

processes.

Marketing involves appealing to & satisfying the following needs:-

Self-Actualization Needs

Esteem Needs

Safety/Security Needs

Physiological Needs

Abraham H. Maslow’s Hierarchy of Needs

How? Through advertising, sales brochures, selling, etc., by creating:-

(1) Attention

(2) Interest

(3) Desire

(4) Action

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Marketing demands the acceptance of consumer orientation by the boards of directors, chief executive, management & employees in every activity.

The marketing philosophy then becomes the major driving and coordinating force of the whole enterprise.

(The CUSTOMER is KING).

The three fundamentals of the marketing function as a whole must be:-

(1) the recognition & anticipation of demand,

(2) the stimulation of demand, and

(3) the satisfaction of demand.

2  FUNCTIONS OF A MARKETING EXECUTIVE

(1) Directly controls marketing research.

(2) Directly controls advertising & sales promotion.

(3) Directly controls sales & distribution.

(4) Directly controls after-sales service.

(5) Closely involved in product planning.

(6) Closely involved in product development.

(7) Closely involved in public relations & company image.

Qualities needed in a Marketing Executive

(1) Good conceptual ability (foresight & analytical mind).

(2) Good at planning.

(3) Good at implementing (executing & evaluating plans).

(4) Have good understanding of economics, behavioral sciences, finance, statistics,

mathematics & operational research.

Marketing basically involves the following (mix):-

(1) Product (planning).

(2) Pricing.

(3) Place (of