Marketing Management

Unit 1 – Introduction
Course Objectives
1. Assess market opportunities by analyzing customers, competitors,

collaborators, context, and the strengths and weaknesses of a company.

2. Understand consumers’ requirements and their behaviors.

3. Develop effective marketing strategies to achieve organizational objectives.

4. Communicate and defend your recommendations and critically examine and

build upon the recommendations of your classmates both quantitatively and

qualitatively.

5. Develop the understanding the current global and digital aspect of marketing.
 Nature of Marketing
WHAT IS MARKETING :
1.Marketing is about identifying and meeting human and social
needs .
2. Marketing is also defined as meeting needs profitably.

The American Marketing Association offers the following

definition :
Marketing is the activity , set of institutions and processes for
creating , communicating, delivering and exchanging offerings that
have value for customers , clients, partners and society at large .
 WHAT IS MARKETING MANAGEMENT ?

Marketing management is the art and science of choosing target

markets and getting , keeping and growing customers through
creating , delivering and communicating superior customer value.

Peter Drucker has said :

There will always one can assume the need for some selling . But the aim
of marketing is to make selling superfluous . The aim of marketing is to
know and understand the customer so well that the product or service fits
him and sells itself . Ideally marketing should result in a customer who is
ready to buy. All that should be needed then is to make the product or
service available.
 Scope of Marketing
What all can be marketed ?
1. Goods
2. Services
3. Events
4. Experiences
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas
 Goods Services
Events
Companies Service industry
Event organizers
manufacturing tangible companies market their
e.g. IPL , Olympics
goods DO market their products i.e. services e.g.
, Auto Expo, Surajkund
products. e.g. Cars, frozen Airlines (e.g.
Fair,Kashi Mahotsav etc.
foods Emirates),hotels(Taj, Marriot)
promote their event
, refrigerators, , banks (HDFC, ICICI, AXIS) ,
across variousmediums
machines etc. Consultants etc.

Experiences Places
Cities , states and nations take
A marketer can create, Persons help of
stage and market People from different MARKETERS & EVENT
experiences for its goods professions market MGMT.CO.s to
and services themselves as a brand . e.g. market themselves e.g.
e.g. Essel World, Guru Randhawa as a Singer , Rajasthan Tourism– (Padharo
Gaur Gopal Das Ji as a life Mharey Des) , Canada and
Blue World , ADLABS Australiaas the global
Imagica (A theme park coach , Finance Professionals
destination for higher
in Mumbai), Experience (CA, CS), Physicians , Sandeep
education , GujaratStatefor FDI
Maheshwari, Vivek Bindra - , UP state for FDI etc.
of meeting a celebrity
Motivational Speaker AND
after winning a contest MANY OTHERS EXPERTS
etc. FROM DIFFERENT FIELDS
 Properties Organizations
Real estate developers sell land and building Corporations, non profit organizations
(tangible rights of ownership) to general and others like museums all market
public AND investment companies sell stocks , themselves to boost their image in the
bonds and mutual funds (intangible rights of public and compete for customers and
ownership) to public for which they need a revenue .e.g. Help age India goes and
marketing support. meet students in schools , Universities
e.g. Vasundhara Group , Vatika market themselves to attract the
Group(Real estate), Reliance Mutual students through websites etc.
Funds (Investment), HDFC Home loans
etc.

Ideas
Co.s market some idea or benefit
Information
through their pproducts and services
Marketers use technology and industry
e.g. White Hat Jr. – sells idea that every
expertise to produce, market and distribute
child will learn coding and designing an
various kind of information services to the
app. , Boost as a brand sells the idea
general public e.g. plans of various Ed. Tech.
that it contains minerals which are
co.s for various academic subjects , Services
needed by children for growth , Blue
of various professionals SUCH AS financial ,
Dart sells logistics solutions as an idea
legal , taxation , accounting , healthcare etc.
etc., product or service ideas of
STATRTUPS .
 Core Marketing concepts
1. Need , wants and demand
2. Target markets, positioning and segmentation
3. Offerings and brands
4. Marketing channels
5. Paid, owned and earned media
6. Impressions and engagements
7. Value and satisfaction
8. Supply chain
9. Competition
10. Marketing environment
 1. Needs
Basic human needs are food , clothes and shelter . The
“Five Types of Needs” that marketers should know in
order to distinguish the type of customer’s needs are as
follows :
Needs are of FIVE TYPES :

1. Stated needs
2. Real needs
3. Unstated needs
4. Delight needs
5. Secret needs
 1. Needs..

FIVE TYPES OF NEEDS :

a. Stated needs
Customer state as to what they need . e.g. A Car
b. Real needs
Customer states as to what they actually require. e.g. A Car whose price is
affordable, operating and maintenance cost is low and gives a good mileage .
c. Unstated needs
Requirements which customer does not mentions but expects . e.g. Customer
expects Free after sales service / After sales service of a good standard from the
dealer / Normal discount in after sales service.
d. Delight needs
When customer gets more than his/her expectation. e.g. Customer gets good no. of
accessories free of cost from the dealer as a surprise .
e. Secret needs
These are needs that a customer feels reluctant to admit or express. e.g. The
customer wants that there should be a kind of rise in status after having purchased
a particular model of the car but never tells this to the sales person of the car dealer.
 1. Wants and Demand
Needs become wants when directed towards specific objects that
might satisfy the need .
e.g. (i) A person may be hungry but wants Paneer Dosa OR Masala
Dosa OR Paper Dosa .
(ii) A person may be wanting to purchase a model of a car but wants
Petrol OR Petrol + CNG variant OR from a particular segment of cars.

Wants turn into Demands when backed by an ability to pay and

willingness to purchase .
e.g. A person may be wanting to buy a BMW car but does not have
the ability to pay hence the concerned company which is marketing
BMW is not able to measure the demand through that customer
and hence does not gets sale. .
 Types of demand
There are EIGHT types of demand :

a) Negative demand
b) Unwholesome demand
c) Non existent demand
d) Latentdemand
e) Declining demand
f) Irregular demand
g) Overfull demand
h) Full demand
 Negative Demand Non Existent Demand Full
Benefits of product/service is There is no demand of the product Demand
good BUT Consumers are not currently. e.g. Digital cameras Consumers are
serious and avoid buying it . (domestic purpose) replaced by inbuilt adequately
e.g. Dental consultation , camera in mobiles, Landline phones buying all
(replaced by mobiles), Mini Generators products available
Health insurance
(replaced by inverters). in the market
Declining Demand place. e.g. FMCG ,
Consumers begin to buy the Irregular Demand Consumer Consumer
product less frequently or being purchases vary on a seasonal , durables,
less interested into it. e.g. Core monthly or a weekly basis. Grocery items,
branches in Engineering, Post e.g. Air conditioners, seasonal LPG etc.
Graduation in normal disciplines clothes, resorts , tourism ,
(Arts, Science, Commerce),
desertcoolers, etc.
Decline in physical payments
Unwholesome
Overfull Demand Demand Consumers
Demand for such LatentDemand for may be attracted to
products/services is more such products is hidden . products that have
than the supply . e.g. Consumers feedbackto be undesirable social
Cigarettes(This is due to taken for understanding latent consequences.
restrictions by the govt. on demand. e.g. Dishwasher , Roti e.g. Cigarettes,
production beyond a limit), Maker etc. Alcohol etc.
Railways etc.
 2. Target markets, positioning and segmentation

• Traditionally a market is a collection of buyers and sellers who

transact over a particular product or a service .

Marketplace – A cluster of physical store where we go for purchase.

Marketspace – When we purchase on a digital platform using
internet services e.g. Myntra , Jabong , Nykaa ,Amazon etc.

• A market could be spreading over a locality , city , state or even a

country e.g. home loans market , medicine market
, cosmetics market , real estate market etc. spread over a
locality , city , state or even a country.
 Consumer markets
Market of goods & services which are used for mass
consumption , easily available and frequently
advertised e.g. shoes , air travel , cosmetics, soft
drinks etc.

Businessmarkets (Businessto Business – B2B)

The buyers in such markets represent an organization.
Communication from the seller happens through
media, website, product presentation by its sales
force. The reputation of the co. is very significant in
terms of motivating the buyers to purchase.
e.g. Markets of some products like RO plant , Smart
TVs, air conditioning systems , furniture , fans ,
computers , printers , scanners etc.
 Global markets
Companies entering different countries look for various
factors like culture, language , legal and political system
and mode of entry as an
Global co. (IBM , Toyota, Ford etc) , Franchisee
operations (McDonalds, Starbucks, Dominos etc.) Joint
venture (Icici Pru, Bharti Axa, Hero Honda etc.) , M&A
(Vodafone Idea, Tata JLR). Multi domestic (Microsoft ,
Google) .

Non profit and Governmental markets

In case of
. non profit organizations the product or services by the buyer are
being extended to the general public for charity purposes hence sellers
should sell to them at low prices . In case of Govt. markets purchasing
happens through bidding and lowest bid gets approved .
e.g. Non Profit (Religious bodies, charitable organizations , NGOs ,
Missionary institutions etc.) Govt.(Projects , constructionwork , canteens
etc.)
 Meta Markets
Mohan Sawhney from Northwestern University’s (Illinois, USA) has
proposed a concept of Meta markets to describe related products and
services which are closely related in the minds of the consumers but
spread across diverse set of industries .

e.g.
Automobile meta market :
Automobile manufacturers , Spare parts manufacturers, Accessories , Banks
, Insurance co.s , Cleaning shops etc.
Wedding meta market :
Matrimony portals, Hotels , Marriage places, Event planners , Priest , Flower
decorators, Caterers, Videographers, Cab Services , Fruit vendors, Sweet
Shops, Jewellery shops etc.
 2. Target markets, positioning and segmentation..
Not everyone likes the same shoes , cosmetic , bike , wrist watch or movie.
Marketers therefore identify distinct segment of buyers by classifying them on the basis of
segments : Segmentation

Geographic (nations, states , regions , cities , urban or rural and climate)

e.g. Focus of companies on marketing of Rs. 1, 2, 5 and 10 packs in rural markets and bigger
value packs in urban markets etc.
Demographic (age , gender , language , education , marital status, occupation, income) e.g.
Nestle Cerelac baby food (6 mths old , 1 yr old, 2 yr old), Mother care ,Reliance Trends –
Women etc.
Psychographic (Traits like lifestyle , activities, interests , spending habits and attitude) e.g.
Fastrack for the fun loving youth , Zoop (with attractive colors & design) for the children , Raga
for the middle income fashion seeking women , Sonata – a value for money brand etc.
Behavioral e.g.
usage pattern - Herbal , Ayurvedic and Organic products,
product benefit - Diet Pepsi/ Diet Coke for calory conscious consumers ,
purchase occasion - Happy hours menu by restaurants during week days etc.
2. Target markets, positioning and segmentation..
Positioning
The marketer develops a market offering that it positions in
target buyers’ mind as delivering some key benefit(s) . e.g.
Volvo develops car for buyers for whom safety is a concern ,
Porsche targets buyers who seek pleasure and excitement in
driving. etc.
3. Offerings and Brands
Companies address customer needs through a value
proposition i.e. an offering (a set of benefits) – in form of
products , services , information and experiences .
Brand – Name , term , symbol , design or a combination of
them which is intended to identify the goods and services
of one seller and to differentiate them from the
competitors.
4. Marketing channels
To reach a target market the marketer uses a distribution
channel . Distribution channel (organized retail,
ecommerce, van, unorganized retail etc.) help display ,
sell or deliver the products or service(s) to the buyer with
help of channel partners such as distributor , retailer ,
wholesalers.
5. Paid, owned and earned media

Paid media include Electronic (TV Channels), Print (Newspapers, magazines), Digital / Social
Media (Instagram , Facebook, WhatsApp, You tube , etc.) , Sponsorships, Outdoor advertising
(slides/hoardings, wall paintings, branding on vehicles) shelf displays, store branding,
influencers etc.
Owned media include POP/POS material (posters, danglers, banners, standees etc.), website,
blog, Facebook page, Twitteraccount etc.
Earned media include the customer reviews or publicity from media .

6. Impressions and engagement

Marketers now think of three screens or means to reach consumers – TV, Internet and mobile .
As per research consumersview at least two of these three at any point in time .
Impressions which occur when consumers view a communication on any one screen.
Engagements is the extent of a customer’s attention and active involvement with a
advertisement .
7. Value and satisfaction
The buyer chooses the offerings, he or she perceivesto deliver the value {which comprises
of tangible and intangible benefit such as quality, service and price} .
Satisfaction reflects a person’s judgement of a product’sperceived performance in relationship to
expectations .

If performance falls short of expectations , the customer is dissatisfied ,

if performancemeets the expectations, customeris satisfied ,
if performance exceeds expectations, customer is delighted .
8. Supply chain
Supply chain is an orgn. func.
9. Competition
which helps the marketing Refers to all players in the
channelsin making the finished market offering the same
products available to final product or services which the
buyers . e.g. Co. employees of buyer might consider . e.g.
SC function, warehouses , 1. Maruti Suzuki (entry level)
transporters (SC vendors) competition - Hyundai, Renault,
Datsun 2. Colgate Palmolive
(Toothpaste) – HUL , Ajanta,
Patanjali , Himalaya, Dabur etc.

Macro

10. Marketing environment Task

Includesthe task environment andthe Macro environment .
Task environment includesthose entities which are engagedin Internal
the production, sales , supply and promotion of the goods (Organization)
e.g. distributors, retailers , wholesalers , Banks , ad. agencies ,
transporters etc. Macro environment includes political,
economic , socio , technological , ecological and legal.
 Marketing Orientation/Philosophies

There are various philosophies which guide a company’s marketing

efforts . These are as under :

1. The Production concept

2. The Product concept / Marketing Myopia

3. The Selling concept

4. The Marketing concept

5. The Holistic Marketing concept

 The Production Concept
One of the oldest concepts in business which says that consumers prefer
products that are widely available and in expensive. Managers of production
orientedbusinessaim at achieving high production volumes, and this helps
the co. to minimize the cost of production leading towards selling the
products at a lower cost and mass distribution E.g. Parle Product being
manufactured through CMUs. apart from co. owned plants, Maruti Suzuki
Ltd. , HUL etc.

The Product Concept

We understand that consumers prefer products with quality and
innovative features however at times companies feel that just by
offering a better product they will be able to influence the customer
to buy the product BUT a new product may not be successful unless
it is properly priced, advertised , distributed and sold . E.g. Ford
motors, Nokia , Startups always feel that their product is superior
and will enjoy an automatic demand without its proper availability
and distribution in the market but later they realize that they lacked
somewhere, etc.
At this stage it would be appropriate to learn about the term
Marketing Myopia (in context to Product concept)

The term Marketing Myopia was coined by Theodore Levitt .

Marketing Myopia refers to the short sightedness in terms of

marketing . It is caused by an excessive emphasis laid by the firm
on the superiority of the product AND makes the firm almost
forget the existence of the customer .

Firm feels that the product is supreme and will sell itself without
focussing on the other needs and preferences of the customer .

Marketing Myopia and Product Concept go hand in hand .

The Collapse of Kodak – A Case of Marketing Myopia

• George Eastman came up with this co.in 1888 in U.S.A .

• Came up with developing film rolls to be used in camera first in black and
white prints and then in color .
• Manufactured and marketed manual cameras .
• In 1976 Kodak accounted for 90% of market share of the photographic film sold
in US.
• In 1996 value of shares of Kodak reachedas high as $80 per share .

Kodak faced Product Obsolescence

• The company was well aware of the start of digital technology in photography by
playerslike Canon but did not do anything significant tocounteract the new
technology.
• Did work on the digital technology but did not launch at the right time just
because of the fear of loosing sales of film rolls .
• And when it launched ,it could not cope up with superior Japanese technology.
• Did not understand that photos clicked through digital camera can also be
stored in computers and need no printing .
• Filed for bankruptcy protection in early 2012 .
The Selling Concept
This concept holds that the consumers and businesses if left alone
won’t buy enough of the organization’s product i.e. a product or a
service does not sells on its own but has to be sold by a salesperson .
The job of a seller is to sell a product or a service explaining the
features and pricing to the customer .
e.g. Usual sales process across companies , Sales of Cars in December
month . Sales in case of BIG DAYS (Big Bazar) ERSTWHILE , BIG
BILLION DAYS (Amazon , Flipkart), etc.

The Marketing Concept (In 1950s)

This refers to the fact that the key to achieving organizational goals is
through creating , communicatingand delivering value . This
happens through understanding the need of the buyer, launching a
product (with a superior quality & packaging) at an affordable price
, creating awareness amongst customers and ensuring proper
availability.
e.g. Cars , Smart Phones and many other products
 Selling and Marketing compared
Sl.No. Selling Marketing

Focuses on the needs of the seller Focuses on the needs

1.
(who sells goods to the customer) . of the buyer .
Deals with the idea of
satisfying the customer
Deals with the need of the seller who is by way of creating ,
always on the look out for converting his communicating and
2. product into cash and emphasizes on delivering the value
selling the product / service somehow. through proper
implementation of
elements of marketing
mix.
 Holistic Marketing Concept
Is aimed at having a uniform approach towards business
which is based on the design, development and
implementation of marketing programs , processes and
activities.

Four broad components characterizing holistic

marketing are :
i. Relationship marketing
ii. Integrated marketing
iii. Internal marketing
iv. Performance marketing
 Marketingmanagement Communication
Other departments
Internal Marketing Integrated
Productsand marketing
services

Senior management Channels Price

Holistic
Holistic Marketing Dimensions Marketing

Sales revenue
Customers

Brand Performance Relationship

equity marketing Employees marketing

Ethics Partners
Legal and social environment Financial community
 i. Relationship marketing
To develop strong relationships it requires
understanding of the :
• Needs of the customers .
• Capabilities , learning needs and desires of the
employees (good working conditions and
environment, trainingneeds and skills)
• Capabilities and desires of the marketing
channel partners (margins they earn from the
business).
• Desires of the shareholders (dividends)
• Capabilities of investors (investment capability)
and analysts (competencies) .

The ultimate outcome of this is an effective

network backed by a strong relationship as
achieved by co. along with profits.
 ii. Integrated marketing

This involves :
• Designing quality products and services
as per need of the customer .
• Sending a communication which is in the
form of a uniform message across all
mediums .
• Deciding channels for marketing the
products so as to make the product
available with the customer .
• Finalizing pricing which is uniform ,
affordable , competitive and is backed by
consumer offers.

The marketing activities as mentioned

above result into a product , its
communication and service which appear
as valuable to the consumer.
.
iii. Internal marketing
Marketing succeeds only when all departments work
together to achieve the common goal of the
organization .

• When R&D designs the products as desired by

customer .
• Finance provides the right quantum of funds for
the various marketing related activities .
• Purchase deptt. buys the raw material (of good
quality and in right qty.) .
• Production team manufacturesproduct within the
timelines .
• HR recruits candidates with the appropriate skills .
• Supply chain helps in delivering the right
product to the right customer at the right time
and desired location .

Such interdepartmental harmony can only work well ,

when senior management clearly communicates its
vision to all in the organization as to how the company’s
marketing philosophy would help in serving its
customers .
 iv. Performance marketing

This refers to the fact that the performance

of the company is not only being measured
in terms of sales revenue but also in terms of
certain other aspects.

1.Are the customers satisfied with the

quality of the products and the
services ?
2. Has company been able to retain the
customers ?
3.Is the market share of the company
intact ?
4. Are the company’s products
enjoying good brand equity ?

Moreover is the company acting responsibly

in terms of the
✓ Legal environment
✓ Ethical environment
✓ Social environment
Brand equity – acceptability of a particular
brand by customers and the revenue it brings along with it.
 Ethical Environment
Legal Environment Social Environment
That the co. does not
deceives customers by That the co. rehabilitates
selling sub standard OR population displaced by
Proper statutory warning defective products OR operation of a particular
should be there : for e.g. under weighed business .
“Cigarette smoking is products. (consumer
injurious to health” on the forum) That the co. contributes
packaging.
towards welfare of the
That the co. society in terms of
intermediaries education , health ,
*ASCI – Advertising resort to
Standards Council of India is natural calamities
hoarding or black , epidemic etc. (CSR - P&G
the regulatory body in terms marketing.
of Advertisement Shiksha since 2005,
Donation in PM Cares
That the co. ensures fund by Corporates for
accuracy in advertising , COVID'19 etc.)
labeling and packaging.

That the co. pais taxes

promptly .
 Traditional PRICE
Marketing mix List price (MRP)
Discounts (for retailers,
wholesalers and consumers)
Payment period (Advanced
RTGS , cash on delivery, EMI
PRODUCT Product variety (variants in form of spread over a certain time
different colors, flavors, model, period)
fragrances etc. to suit different customer Credit terms (no of days)
preferences)
Quality (intangible) Marketer
Marketer
Design (appearance, shape, to help in wanting to
wanting to
understand as functionality) understand the
to how to Features (to benefit the buyer) extent to
come up with a Brand name which the
product which Packaging (attractive innovative, customer finds
is acceptable the product
easy to use, protective)
to the affordable
Sizes (different sizes to suit the and is able &
customer AND consumption need)
adds to his willing to pay
Warranties (Guarantee) the price.
satisfaction
Returns (to respond to customer grievances)
 PLACE Channels (urban, rural , ecommerce, van)
Coverage (selling – distributing to outlets)
Traditional Locations (right product to right
Marketing mix customer at the place he/she desires)
Inventory (sufficient inventory to ensure
proper supplies)
Transport (Lead time, right product to
right customer at the right time)

The extent to which customers

The extent to are able to readily acquire the
which customers PROMOTION product and is backed by two
are informed dimensions : availability and
regarding the Sales promotion (sampling, extra convenience.
product’s grammage, 2+1, redemption
characteristics, is IT network of the
coupons etc.)
persuaded to try company is made
it and reminded Advertising (360 degree , to stand
out in brand clutter) robust to take care of
to purchase. the smooth flow of
Sales force (also communicates & information across
promotes the brands) mfg. units
Public relations (&Publicity) & warehouses
Direct marketing (personal selling, regarding
house to house, telemarketing etc.) inventory of
products
Modern Marketing Mix

People
- Good employees (learning , skills , competence) .
- Companies constantly trying to understand (through
4Cs in Marketing
their employees) as to what the Customers desires .

Processes • Consumer wants and

Proper planning , ways of doing the things , decision needs
making , guidelines and practices in terms of all
departments etc. • Cost

Programs • Convenience
Consumer oriented activities (online and
offline in terms of 4Ps). • Communication

Performance
Measuring performance not only in terms of revenue BUT
also in term of brandequity, ethical and legal environment
AND social responsibility.
 7 Ps of Services Marketing
Product includes the core product
and the services along with viz. receiving the
1. Product elements customer , consultation, service order , hospitality
etc.

Companies need to decide where and when these

services will be delivered e.g. bank offers services
through : Branch banking , ATM , internet banking ,
2. Place and time services at home.

Marketers must not only set prices that customers are

willing to pay but also try to minimize time spent ,
Price and other user
3. unwanted mental and physical effort and negative
outlays
experiences.

Marketing communication to be aimed at - Providing

needed information ON ALL AVAILABLE MEDIA ,
advice, persuasion to customers to buy the service
Promotion and
4. product and encouraging to take action at specific
education
times .
 7 Ps of Services Marketing ..

For creating and delivering a service product , it

requires careful designing and implementation of
5. Process effective process, adopting technology , ensuring
service quality and training employees and
educating customers to be part of the process.

Appearance of buildings, vehicles, interior

Physical furnishings, uniforms, information material.. all
6.
environment provide tangible evidence of service quality .

Positive attitude, skills of the employees .

7. People
(Special care to be taken in selecting , training and
motivating the employees) .
 Customer value
Customer value is the perception of whether a product or service proved to be
of worth(benefits and services against what he/she has paid ?) to a customer
who has purchase the same .

Because what the customer pays is not only the price but also in non price terms such as time ,
effort , energy and convenience in terms of buying the product and the service .

Creation and delivery of value - New way of doing business

Instead of emphasizing on just marketing and selling only , companies now see
themselves as to whether they are able to create and deliver value to the
customer.
Components of Customer Value

Tangible
Functional value (ability of a product to meet a given need viz. usefulness, durability,
performance etc.)
Economic value (price advantage)
Convenience value (easy to procure and easy to use)
Sensory and aesthetic value (sensory - taste, looks, smell, sound , touch & aesthetic –
beauty/ overall appeal)
Service value {promptness and quality of service , resolution of issues}

Intangible
Social value (product has social acceptance)
Prestige / status value (when a product’s or service presence contributes to status of an
individual)
Sentiment value (product’s or service capacity to stimulate sentiments/memories/ past
association)
Experience value (overall user’s experience)
 Selecting the value i.e.
Creating the value by way
which need to be satisfied
of tech., R&D, design,
as per segment (geographic,
engineering , finance and
demographic,
marketing .
psychographic and
behavioral), Market
targeting and positioning .
Communicating the value
via different media ,
Customer value creation and influencers , pop material
and sales force.
delivery process

Enhancing the value by Delivering the value refers

way of customer to the physical delivery of
feedback in terms of Capturing the value
the product .
4Ps. through right pricing
strategy to realize the
revenue for the
organization.