Lecturer B.B.

Kathayat 1
 Learning Objectives
After completing this chapter, students should be able to:
– Define term ‘marketing’ with its features or characteristics.

– Identify the core concepts of marketing.

– Understand the meaning of marketing management.

– Recognize the objectives and functions of marketing management.

– Describe the process of marketing management.

– Ascertain the challenges of marketing in 21st century.

– Define the term relationship marketing with its relevance.

– Identify the meaning and concept of green marketing.

– Recognize the meaning and concept of e-marketing.

– Define marketing mix for products and services: 4Ps and 7Ps of marketing.

Lecturer B.B.Kathayat 2
 History of Marketing

❖ The term 'marketing' comes from the Latin

word ‘Mercatus‘ meaning a marketplace.
❖ The practice of marketing has been known for
millennia, but the term "marketing" used to
describe commercial activities like- buying
and selling of goods and services in the late
nineteenth century.
❖ The study of the history of marketing as an
academic field emerged in the early twentieth
century.

The Moorish Bazaar, Painting

By Edwin Lord Weeks (1873)
Persian/Spanish
Lecturer B.B.Kathayat 3
 Cont…..
❖ Marketing had a longer history. To get back to the roots of marketing and
recap on just how far it has really come, this is the brief history of
marketing.

❖ The publication, in 1960, of Robert Keith's article - "The Marketing

Revolution“ was a pioneering work in the study of the history of
marketing practice.

❖ The modern marketing emerged as a planned program for collection and

utilization of professional practices that consists with varieties of
activities such as segmentation, product differentiation, positioning and
marketing communications.

Lecturer B.B.Kathayat 4
 Cont…..

❖ Philip Kotler is widely acknowledged as the

father of modern marketing.

According to Philip Kotler – “Marketing defines

as the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a
profit. Marketing identifies unfulfilled needs and desires. It
defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which
segments the company is capable of serving best and it
designs and promotes the appropriate products and
services.”
Philip Kotler
(27 May 1931)
American Marketing Author,
Consultant and Professor
Lecturer B.B.Kathayat 5
 1. Meaning and Concept of Marketing

❖ Marketing is the combination of activities that consists with production,

pricing, distribution and promotion of ideas, goods and services to achieve
desire goals or objectives of business organization effectively.

❖ Marketing deals with customers; its main objective is to develop long-term

relationship with customer by providing quality goods and services-
means satisfying their needs and wants.

❖ Basically, answers to the WH Questions identify the functional aspects of

marketing…………

Lecturer B.B.Kathayat 6
 Cont…..
❖ Basically, there are two ways to define the term marketing such as
narrow concept and broad concept.
(1) Narrow Concept of Marketing
❖In narrow sense, marketing refers to the economic process by which
marketers exchanged their goods and services with money or monetary
value.
According to American Marketing Association – “Marketing is the
performance of business activities that directs the flow of goods and services form
producer to customer or use.”

❖In this concept, marketers develop a marketing strategy to attain their

profit making goals based on a specified target market or niche market.
❖It is mainly concerned with exchanging maximum quantity of goods
and services through aggressive promotional activities to earn
maximum profit.

Lecturer B.B.Kathayat 7
 Cont…...
(2) Broad Concept of Marketing
❖In broad sense, marketing is the process of business activities designed
to prepare plan, price, promote and distribute goods and services to
satisfying target markets needs and wants in order to achieve
organizational objective effectively.

According to Philip Kotler – “Marketing is the analyzing,

organizing, planning and controlling of firm’s customer impinging resources,
policies, and activities with a view to satisfy the needs and wants of chosen
customer groups at a profit.”

❖ This concept mainly concerned with integrated marketing activities

where marketers earn profit through customer satisfaction and delight.

Lecturer B.B.Kathayat 8
 Cont…..

Some Valuable Definitions of Marketing ………………………

“Marketing is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, products and services to create
exchanges that satisfy individual and organizational goals” - American
Marketing Association

“Marketing is a total system of business activities designed to plan,

price, promote and distribute want-satisfying products to target markets to
achieve organizational objectives” - Stantan, Etzel and Walker

Lecturer B.B.Kathayat 9
 Cont…..

Marketing can be defined as a system ………………………

Lecturer B.B.Kathayat 10
 Cont…..

❖ The focus of marketing is managing profitable customer relationships.

❖ The twofold goal of marketing is to attract new customers by promising

superior value and keep and grow current customers by delivering
satisfaction.

❖ Hence, we define marketing as the process by which companies create

value for customers and build strong customer relationships in order to
capture value from customers in return.

Lecturer B.B.Kathayat 11
 Cont…..
Core marketing concepts can be defined as ………………

Lecturer B.B.Kathayat 12
2. Features or Characteristics of Marketing

Applicable Customer
Both Business Focus
and Non- Objective
business Oriented
Organization

Marketing
Integrated Both Art and
Approach Science

Features of
Marketing
Customer
Marketing Mix Satisfaction

Continuous
Marketing
process
Environment
Exchange
Process

Lecturer B.B.Kathayat 13
3. Concepts or Conceptual Development of Marketing

Production Product Selling

Concept Concept Concept

Holistic Marketing Social Marketing Marketing

Concept Concept Concept

Lecturer B.B.Kathayat 14
 Cont……
1. Production Concept
❖This concept is one of the oldest concepts of marketing and it was most
popularized before 1920.

❖The main objective of this concept is to achieve business success and make
profit by increasing the production level.

According to Philip Kotler and Gray Armstrong – “The production concept

is a management orientation assumes that consumers will favor those products which are
available and affordable, therefore, the major task of management is a pursue improve
production and distribution efficiency.”

❖The features and main concerns of productions concept are as:

✓ Starting Point - Industrial Revolution [1760 to 1840] developed Countries like United
Kingdom or Britain, United States of America etc.
✓ Main Concern or Focus: Mass or heavy production and distributions with low price
✓ Outcome: Making profit through production efficiency
✓ Recent Example: Chinese production and distribution companies

Lecturer B.B.Kathayat 15
 Cont……
2. Product Concept
❖This concept was popularized in 1920 to 1930 with the aims of producing and
distributing of quality products for profit making.

❖This concept suggest that the producers sold heavy quantities of products by
adding new features.

According to Philit Kotler and Gray Armstrong – “The product concept is

the management orientation that assumes consumers will favor those products which have
new features or quality for the price, therefore, the organization should devote its energy in
improving product quality.”

❖The features and main concerns of this concept are as:

✓ Starting Point: Meantime and after American Industrial Revolution [1820 to 1870]
✓ Main Concern or Focus: High quality, innovative and performance guarantee
✓ Outcome: Making profit through quality assurance
✓ Recent Example: Apple US [CEO Tim Cook], FedEx US [ CEO Raj Subramaniam] and Nepalese
organizations like; Kathmandu University, Norvic Hospital etc.

Lecturer B.B.Kathayat 16
 Cont……
3. Selling Concept
❖In 1930 to 1950 periods, the selling concept was recognized as a popular
business concept in the world.

❖The main aim of this concept is to earn profit form larger sales by applying
promotional tools such as advertisement, personal selling, sales promotion,
public relations and publicity.

According to Philip Kotler and Gray Armstrong – “The selling concept is a

management orientation that assumes the consumers will either not buy or buy enough of
the products unless the organization makes substantial effort to stimulate their interest in its
products.”

❖The features and main concerns of this concept are as:

✓ Starting Point: Booming phase of Industrial Revolution [Early 19th Century]
✓Main Concern or Focus: Making products awareness to the customers or consumers
✓Outcome: Profit through aggressive selling or heavy promotion
✓Recent Example: WPP plc UK, Omnicom Group US and Pedal Group Nepal etc.

Lecturer B.B.Kathayat 17
 Cont……
4. Marketing Concept
❖This concept evolved and popularized in 1950 to 1970 with the aims of
satisfying customers by producing goods and services on the basis of
customer’s needs and wants.
❖This concept also referred to as the customer or user oriented approach to
business. Thus it talks about the manufacture should make products that are
in demand so that the customer gets satisfied and the manufacturer earns the
profit.
According to Philip Kotler and Gray Armstrong – “The marketing concept
is a management orientation that assumes the organization is to determine the needs and
wants of target marketers and to adopt the organization to delivering the desired
satisfaction more effectively and efficiently then its competitors.”

❖The features and main concerns of this concept are as:

✓ Starting Point: Target market after end of 2nd world war [Mid 19th Century]
✓Main Concern or Focus: Production process based on customers needs recognition by
integrated marketing
✓Outcome: Profit through customer satisfaction
✓Recent Example: Samsung not only creates its products tailored to customers’ preferences,
but it also adds many incentives in its strategy: a good example is their popup store.

Lecturer B.B.Kathayat 18
 Cont…….
5. Societal Marketing Concept
❖This concept started form after 1970, and it become the most important
concept of marketing in the 20th century. This concept talks about creating
equilibrium between the company's profits, customer wants and social
welfare.
❖This concept is about the company should not only care for the customers or
their profits but also focus on the betterment for the society or social
wellbeing.
According to Philip Kotler and Gray Armstrong – “The societal marketing
concept holds that the organization’s task is to determine needs, wants and interests of
target market and to deliver the desired satisfactions more effectively than competitors in a
way that enhance the customers and social wellbeing.”

❖The features and main concerns of this concept are as:

✓ Starting Point: Target market and social needs [Ending of 19th Century]
✓Main Concern or Focus: Promoting customers and social wellbeing rather than profit making
✓Outcome: Making Profit form customers and social wellbeing
✓Recent Example: Another recent example comes from Nestlé. The company is on a mission
to make farming and farmer’s life better. So they will have resources to cultivate quality
cocoa that will be transformed into premium chocolate.

Lecturer B.B.Kathayat 19
 Cont……
6. Holistic Marketing Concept
❖Last decade of 20th century, the holistic marketing approach materialized to
as strategy for forecasting, identifying and solving emerging or upcoming
business challenges.
❖This concept has four components namely, relationship marketing,
integrated marketing, internal marketing, societal marketing and Performance
marketing.
According to Philip Kotler and Gray Armstrong – “The holistic marketing
concept is based on the development, design and implementation of marketing programs,
processes and activities that recognized their breath and interdependencies.”

❖The features and main concerns of this concept are as:

✓ Starting Point: Target market and integrated marketing functions [20th Century]
✓ Main Concern or Focus: Relationship marketing, integrated marketing, internal
marketing and Performance
✓ Outcome: Making Profit form the performance of integrated marketing functions
✓ Recent Example: Amazon [US MNCs started form online marketplace for books now expanded to sell
electronics, software, furniture, food, toys, and jewelry] is the perfect example of holistic
marketing. Their products and services are made by keeping in the mind of customer’s
needs.

Lecturer B.B.Kathayat 20
 4. Meaning and Concept of Marketing Management

❖ Typically, marketing management is the managerial functions, where

managers perform the varieties of activities likewise planning, organizing,
leading, communicating and controlling of all the resources for creating,
distributing and exchanging the quality goods and services to satisfy
customers for making profit.

According to Philip Kotler - “Marketing Management is the process of

planning and executing the conception, pricing and promotion and distribution of goods,
services and ideas to create exchanges with target groups that satisfy customer and
organizational objectives.”
According to American Marketing Association - “ Marketing Management
is process of Planning and executing the conception, pricing, promotion, and distribution of
goods, ideas and services to create exchanges that satisfy individual and organizational
objectives.”

❖ The marketing management is the process of managerial decisions & actions

that consists with; identifying & attracting new customers, satisfying the needs
of customers, enhancing the profitability of business, raising the standards of
living people, determining the marketing mix.

Lecturer B.B.Kathayat 21
 5. Objectives and Functions of Marketing Management

❖ The objectives and functions of marketing or marketing management can

be displayed as follows:
Generating
Satisfying
Profit &
Customers
Increase
Needs
Market Share Developing
Standardization Long-term
& Quality Customers
Assurance Relationship

Maintaining
Determining Competitive
Marketing Advantage
Mix

Objectives &
Market Social
Functions of
Analysis & Contribution
Planning Marketing (CSR)
Management

Lecturer B.B.Kathayat 22
 6. Process of Marketing Management

❖ A simple model of the marketing management process can be shown in figure

below:

Understand the Design a Customer - Construct an

Marketplace and driven Marketing Integrated Marketing
Customer Needs and Strategy Program that Deliver
Wants Superior Value

Capture Value From Build Profitable

Customers to Create Relationships and
Profits and Customer Create Customer
Equity Delight

Lecturer B.B.Kathayat 23
 Cont…...
Step 1: Understand the Marketplace and Customer Needs and Wants
❖This step consists with identifying the customers needs, wants and demands,
recognizing the market offerings like products, services and experiences,
comparing performance with expectations and exchanging those offerings
and building long-term customers relationship.

Sept 2: Design a Customer-Driven Marketing Strategy

❖This step involves varieties of activities which support to formulate
marketing strategies such as; understanding the theoretical aspects of
marketing, dividing the markets into different segments and targeting the
best segments, and choosing the best value proposition which gives greater
benefits both customers and organization.

Step 3: Construct an Integrated Marketing Program that Deliver Superior Value

❖An integrated marketing program is a comprehensive plan that
communicates and delivers the intended value to chosen customers. For this,
marketers needs to setup integrated marketing programs which support to
deliver superior value to the customers. It consists with determining
marketing mix and

Lecturer B.B.Kathayat 24
 Cont……
Step 4: Build Profitable Relationships and Create Customer Delight
❖In this step, marketers requires to build and maintain profitable customer
relationships by delivering superior value and satisfaction. It means that,
producing, distributing and exchanging quality goods and services to
satisfying customers needs. Furthermore, it consists with identifying
potential customers, retaining those potential customers and using direct
marketing tools (telephone, mail order, kiosks, Internet) to make direct
connections with customers.

Step 5: Capture Value From Customers to Create Profits and Customer Equity
❖ In this step, marketers needs to capture or create greater profits by
developing the right relationships with the right customers involves treating
customers as assets that need to be managed and maximized. Customer
equity is the total combined customer lifetime values of all of the company’s
customers.

Lecturer B.B.Kathayat 25
 7. Challenges of Marketing in 21st Century

❖ Marketing has emerged as the most critical managerial function for both the
larger and small firms and they are now requires to use innovative marketing
techniques due to increasing global competition.

❖ Economic reforms, globalization and liberalization have completely changed

the face of marketing in all over the world today. The centre of attention in
marketing has shifted away from sales volume and profit maximization
through quality improvement, customer relationships development, and
satisfying customers as well as society and community.

❖ Marketing challenges are also in front of technology for developing and

underdeveloped countries and hassled to compete with developed countries
by adopting technologies such as; internet, computer based information
system and decision support system are the part of marketing system.

❖ Now, each and every business organizations needed to setup strong database
for better customer services and regular improvement in quality of goods and
services as per the expectation of customers that support to satisfy customers
and expansion of business.
Lecturer B.B.Kathayat 26
 Cont……
Challenges of Marketing In 21st Century

Changing Customer Psychology Growth on Economic Globalization

1. Quality Assurance 1. International Trade
2. Brand Identity 2. Foreign Investment
3. Price Vs Value 3. Foreign Capital Markets
4. Products Availability 4. Foreign Employment

Growing Technological Advancement Changing Role of Marketing Leadership

1. Automation 1. Social Media & Technology
2. E-marketing 2. Good Communication
3. Social Media 3. Motivation and Inspiration
4. Promptness 4. Situational Decision Making

Threats of Artificial Intelligence Issue of Corporate Social Responsibility

1. Problems Solving 1. Charity & Donation
2. Data Collection & Analysis 2. Volunteering Works
3. SMART Decision Making 3. Social Justice & Enhancement
4. Minimizing Errors 4. Accountability & Transparency

Pressure of Global Competitiveness

1. Physical Infrastructure
2. Factors of Production
3. Research & Develop
4. Production & Supply Chain Issues
Lecturer B.B.Kathayat 27
 8. Meaning & Concept of Relationship Marketing

❖ The term relationship marketing was first coined in America in the early
1980s as a long-term strategy with the focus on building close relationships
with your customers.

According to American Marketing Association (1995) - “Relationship

Marketing is marketing with the conscious aim to develop and manage long term
and/or trusting relationship with customers, distributors, suppliers, or other parties in
the marketing environment”.

According to Philip Kotler (2009) - “Relationship marketing is the

process of creating, maintaining and enhancing strong, value laden relationship with
customers and other stakeholders.”

❖ Conclusion, relationship marketing refers to the activities undertaken by the

firm to establish and maintain the profitability and the long-term relationship
with the customers as well as others stakeholders.

Lecturer B.B.Kathayat 28
 Cont…….
❖ Relationship marketing-develop, growth and maintenance of long-term
and cost effective relationships with individual customers, suppliers,
employees, and other parties for mutual benefits.
Key Entities for Relationship Properties of Relationship
Marketing Marketing
1) Customers 1) Cooperation & Collaboration
2) Suppliers 2) Commitment & Dependency
3) Distributors 3) Risk & Uncertainty
4) Employees 4) Trust & Belief
5) Medias 5) Power & Supremacy
6) Allies & Partners 6) Longevity & Durability
7) Financial Firms 7) Regularity & Integrity
8) Government 8) Closeness & Remoteness

Lecturer B.B.Kathayat 29
 Cont……
Objectives and Functions of Relationship Marketing………………..
1) To involve and integrate customers, suppliers and other partners into a
firm’s marketing and developmental functions.

2) To identify and build a strong database of current and potential customer

and suppliers about demographics, lifestyle, value systems, behavior and so
on.

3) To deliver the appropriate information related to business to the target

customers at the right time using proper communication.

4) To build mutually satisfying long-term relationship with customers in order

to earn profit and retain their business.

5) To construct strong economic, technical and social ties among the parties
such as; suppliers, customers, distributors, employees, financial firms,
media, allies etc.

Lecturer B.B.Kathayat 30
 Cont…….
Example 1: American Express (AmEx) US -
has successfully mastered the customer journey.
Its strategic marketing approach encompasses
account applications, on-boarding, engagement,
cross-selling, and referrals, making it one of the
most successful credit card businesses today.
Their account opening process is customer-
friendly and straightforward, taking only 30
seconds to complete. New customers receive
bonuses via direct mail, including discounts and
travel perks or bonus.

Example 2: General Electric (GE) US - is a

multinational conglomerate whose tagline is “building
a world that works.” GE has set itself apart from
traditional energy companies by positioning itself as
an innovator, thought leader, and sustainable
technology company. GE has focused on employee
participation and compelling storytelling to craft an
identity as a global content marketer. GE Reports
website is an excellent example of content marketing,
including podcasts, articles, videos, and info-graphics
that help build strong customer relationships.

Lecturer B.B.Kathayat 31
 9. Meaning and Concept of Green Marketing

❖ The term green marketing emerged and popularized in the early 1990s by the
contribution of American Marketing Association’s workshop entitle
“Ecological Marketing” held on 1975.
❖ Green marketing refers to the process of producing, distributing and
exchanging goods and services based on their environmental benefits. It
consists with product modification, change in production process,
sustainable packaging and advertisement modification.
According to American Marketing Association (1994) – “Green marketing
is the marketing of products that are presumed to be environmentally safe.”
According to William J. Stanton and O.C. Ferrel (1993) – “Green marketing
refers to any marketing activity of a firm that is intended to create a positive impact or lesson
the negative impact of product on the environment in order to capitalize on consumers’
concerns about environmental issues.”

❖ Green marketing can involve a number of different things, such as creating an

eco-friendly product, using eco-friendly packaging, adopting sustainable
business practices and focusing marketing efforts on messages that
communicate a product’s environmental benefits.

Lecturer B.B.Kathayat 32
 Cont…….
❖ Our planet is facing a lot of threats among them air and water pollution, food
waste, plastic pollution, and deforestation.

❖ For this, the level of ecological awareness among consumers and cost
effective products than eco-friendly products even if the price might be
higher.

❖ There are 10 Reasons (Advantages) for adopting green marketing in business

organizations today. These are as follows:
1) Global Competitiveness
2) Cost and Profit Motive
3) Environment Sustainability
4) Health and Physical Fitness
5) Optimal Use of Resources
6) Waste Minimization
7) Reprocessing and Recycling
8) Customers Attraction and Retention
9) Corporate Social Responsibility
10) Government Rules and Regulations

Lecturer B.B.Kathayat 33
 Cont…….
Example 1: Unilever UK - one of the largest
global businesses, has made green initiatives and
made a sustainable living strategy an important
part of their programs. The organization is
making improvements in order to conserve
electricity, water, and reduce waste. The CEO of
the organization received the 2015 Earth
Champion Award for Green Efforts.

Example 2: Starbucks US - is often cited as a leader

in green marketing practices. The company has invested
heavily in various social and environmental initiatives in
recent years. For example, in its 2019 Global Social
Impact Report, Starbucks reported that it had
committed over one hundred million dollars to the
development of Renewable Energy Sources. The
company now purchases enough renewable energy to
power all of its company-operated stores throughout
North America and the U.K.
Lecturer B.B.Kathayat 34
 10. Meaning and Concept of E-Marketing

E-business
❖ E-commerce: It is primarily about selling and
buying goods and services through online such as; e-
tailing, online banking and online shopping. E-marketing

❖ E-marketing: It is the process of communicating,

promoting and selling goods and services through
electronic devices such as; computer, internet, TV and
E-commerce
digital medium like email, web and wireless media
etc.

❖ E-business: It is broader perspective and consists

with automation of all the business processes in the
value chain-from acquisition of raw materials,
production of goods & services, holding of stock,
distribution of goods & services, sales invoicing, debt
collection and so on.

Lecturer B.B.Kathayat 35
 Cont……
❖ E-marketing simply means marketing activities like customers
recognition, adding value to products, promoting to goods
and services, widening distribution channels and even
boosting sales and done through electronic devices and
digital medium.

According to David Siegel (2000) - “E-marketing is not

about building a web site, but building a web business to conduct
marketing activities for harmonizing the power of customers.”

❖ E-marketing includes using the website to facilitate customer

leads, sales and managing after sales service.

❖ The recent examples, Amazon.com, eBay.com, Flipkart.com,

Homeshop18.com and other companies shift from physical
brick stores to purely online.

Lecturer B.B.Kathayat 36
 Cont……
Key Features or Characteristics of E-marketing……………………
1) Processing unit
2) Technological substance
3) Value propositions
4) Customers oriented
5) Data depository
6) Intermediaries reduction
7) Means of communication
8) Promptness & swiftness
9) Customization & personalization
10) KYC and customer care

Lecturer B.B.Kathayat 37
 Cont…….
Scope or Area of E-marketing………..
→ Digital marketing
→ Internet marketing
→ Virtual marketing
→ E-mail marketing
→ Tele-marketing
→ E-advertizing
→ E-banking

Lecturer B.B.Kathayat 38
 Cont…….
Objectives and Importance of E-marketing………………..
1) To increase market share of the organization
2) To increase sales turnover or sales revenue
3) To reduce costs associated with intermediaries
4) To accomplish brand equity and brand identity
5) To improve databases of potential customers
6) To build-up good relationship with stakeholders
7) To improve supply chain management
Or
Sell - increase sales revenue
Serve - create value for customers
Speak - communicate with goods & services
Save - reduce cost associated with intermediaries
Sizzle - increase brand awareness & interaction

Lecturer B.B.Kathayat 39
 Cont…….

Example 1: American Express (AmEx) - a famous credit card company, has a

robust digital marketing campaign. It is regularly experimenting with new digital
marketing channels. AmEx is active on Facebook, Twitter, Foursquare, YouTube,
LinkedIn, Google+, and other platforms.

Example 2: Zappos - a American largest online shoe retailer runs a great digital
marketing campaign. In fact, it was one of the first companies to use digital
marketing channels such as Twitter, instead of traditional ones. Zappos does not
just focus on accumulating new customers, but concentrates on its current
customers, thus ensuring more followers in the long term. They listen to their
customers carefully and apply new ideas from what they learn. They focus on
what their clients want, not on what they wish the clients would want.

Example 3: McDonald – its always has bright digital marketing ideas that help
them run influential campaigns. McDonald’s is quite popular in social media. It
has about 80 million followers on Facebook. Their staff tries to respond to the
followers’ comments and messages as quick as possible. The company introduced
the technology at its restaurants, enabling customers to customize orders. They
also use mobile apps to drive promotions.

Lecturer B.B.Kathayat 40
 11. Marketing Mix for Products and Services: 4Ps and 4Cs

❖ Marketing mix is a general phrase used to describe the different kinds of

choices organizations have to make in the whole process of bringing a product
or service to market.

❖ In 1960, Edmund Jerome McCarthy in his book, Basic Marketing, popularized

a four-factor classification, the so-called four P’s—product, price, place, and
promotion.

“Marketing mix is the mixture of controllable marketing variable that the firm uses to
pursue the sought level of sales in the target market” - Philip Kotler

❖ Today, this categorization continues to be useful in understanding the basic

activities associated with marketing. The marketing mix represents the
way an organization’s broad marketing strategies are translated into
marketing programs for action.

Lecturer B.B.Kathayat 41
 Cont……
4Ps 4Cs
Product Consumer
• Goods & Services • Product Capability
• Variety & Features • Needs & Wants
• Quality & Quantity • Consumer Orientation
• Design & Packaging • Capability Match
• Name & Brand
Cost
Price • Price paid by
• List Price consumer
• Discount
• Value Vs Price
• Allowance
Mapping
• Payment Period
• Credit Term
Communication
Promotion • Means of
• Advertizing Communication
• Personal Selling • Use of Language
• Sales Promotion • Brand Ambassadors
• Publicity
• Public Relation
• Direct Selling Convenience
• Location to Deliver &
Sales
Place • Means of
• Networks Transportation
• Locations • Ways of Storages
• Transportation Inventories
• Inventories & Warehouse
Lecturer B.B.Kathayat 42
 Cont……
❖ The marketing mix refers to the set of actions, or tactics, that a company uses
to promote its brand or product in the market. However, nowadays, the
marketing mix increasingly includes several other 7Ps such as:

Lecturer B.B.Kathayat 43
 Home Assignment 1 [Sample Questions]
Q1. What do you know about marketing? Explain the key features Or characteristics of marketing.

Q2. Describe the history of marketing. What are the key concepts of marketing? Explain.

Q3. Why marketing can be defined as an art and science? Explain with examples.

Q4. What are the business practices or conceptual development of marketing? Explain with examples.

Q5. What do you know about marketing management? Explain the core objectives and functions of
marketing.

Q6. Do you know about process of marketing or marketing management? Explain in brief.

Q7. Define marketing mix. Discuss about 4Ps and 4Cs of marketing.

Q8. Discuss the relationship marketing. What are the objectives and importance of relationship marketing?
Set an example.

Q9. How can you define the term green marketing? What are the advantages of green marketing? Explain.

Q10. What do you understand about e-marketing? Explain the key objectives and importance of e-marketing.

Q11. Define the major trends and forces that challenging the marketing landscape in 21st century with
suitable examples.

Lecturer B.B.Kathayat 44
 Text or Reference Books

o Kotler, P. and Armstrong G.: Principles of Marketing, (13th ed.), Pearson, India
[Philip Kotler and Gray Armstorng]

o Saxena, R.:Marketing Management (new ed.), McGraw Hill, India [Rajan

Saxena]

o Agrawal, G.R.: Marketing in Nepal, Fundamentals, Management Strategy,

Educational Enterprise, KTM [Govinda Ram Agrawal)

o Thapa, G., Neupane, D., and Rai, B.: Fundamentals of Marketing, (new ed.),
Asmita Publication, KTM [Gopal Thapa, Dipendra Kumar Neupane and Bharat
Rai]

Lecturer B.B.Kathayat 45
Notes
After finalizing the chapter, your are required to solve and submit CS PDF copy of
answer sheet within the prescribed time and date. It contains with 20 marks. The obtaining
marks will fairly accumulates in internal evaluation. If anyone fail to submit this assignment
within the datelines, I throw out form the evaluation. Thus, please do not miss or neglect
this work.
[Submission ID: [email protected]]

Thank You!!!

Bhupal Bikram Kathayat

Lecturer, Marketing

Lecturer B.B.Kathayat 46
Lecturer B.B.Kathayat 47