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E2-E3 Management Marketing Fundamentals

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*This is a presentation for the E2-E3 Management Module for the Topic: Marketing Fundamentals.

*Eligibility: Those who have got the upgradation to from E2 to E3.

*This presentation is last updated on 15-3-2011.

*You can also visit the Digital library of BSNL to see this topic.

For internal


What is Marketing?

Needs, Wants and DemandsProduct and ServiceCharacteristics of ServicesMarketing MixMarketing vs. SalesSWOT and STP AnalysisMarketing StrategiesMarketing in BSNL

What is Marketing?Marketing is the performance of business activities that directs the flow of products or services from producer to customers or consumers.The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Needs, Wants and Demands

Needs :The most basic concept underlying marketing is that of human needs.They include basic physical needs for food, clothing, warmth and safety, social needs for belonging and affections and individual needs for knowledge and self expression.These needs are not invented by marketers; they are a basic part of the human make up.

Wants :Wants are products satisfying human needs and they are shaped by culture and individual personality.A hungry person in Bihar might want Roti, in West Bengal might want Rice and for South Indian people it may be Idli or Dosha.Wants are described in terms of products/services that will satisfy needs.

Demands :People have almost unlimited wants but limited resources. Thus they want to choose products that provide the most value and satisfaction for their money. When backed by buying power, wants become demands.BSNL Broadband and Leased Line Circuit has more demand compared to other operators' product.

ServiceA product is something tangible that can be offered to a market to satisfy a need or want.The concept of product is not limited to physical objects -anything capable of satisfying a need can be called a Product.Product's physical distinctions include :

Form, Features, Performance Quality, Conformance Quality, Durability, Reliability, Repairability, Style, design etc.

A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.Product's service distinction include :

Ordering ease, Delivery, Installation, Customer training, Customer Consulting, Maintenance and Repair.




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