Principles of Marketing: Elements of Marketing Mix, Market Segmentation, Market Research Methods, Impact of Technology

This presentation explains the principles of marketing including the elements of marketing mix, methods of market segmentation, benefits of market segmentation, methods of market research, and impact of technology on marketing activities.

Marketing Principle
Activity 2

IntroductionIntroduction
• This presentation has been prepared for the Board of
Directors so that they understand the principles of
marketing.
• It focuses on explanations regarding the elements of
marketing mix, methods of market segmentation, its
advantages, methods of market research and impact of
technology on the marketing activities.

Elements of Marketing mixElements of Marketing mix
The elements of marketing mix are also known as the
7P’s of Marketing. The 7 P’s are :
•Product
•Price
•Place
•Promotion
•Packaging
•Positioning
•People

Methods of Market SegmentationMethods of Market Segmentation
• Demographic
• Behavioral
• Psychographic
• Geographic
• Lifestyle
• Benefits of Market Segmentation

Benefits of Market SegmentationBenefits of Market Segmentation
Following are benefits of market segmentation:
•Focus of Company
•Increased Competitiveness
•Market Expansion
•Customer Retention
•Increased Profitability

Methods of Market ResearchMethods of Market Research
The market research methods include:
•Primary, secondary
•Sampling methods
•Observation
•Qualitative/ quantitative
•Experimentation
•Ethnography
•Interviews, Focus groups
•Surveys, questionnaires

Impact of technology on marketing activityImpact of technology on marketing activity
• The impact of Technology is spread on all the
elements of marketing mix.
• New forms of marketing have emerged such as
social media marketing, search engine
optimization which has made the marketing
activities easier.

ConclusionConclusion
• Therefore, it can be concluded that there is a
great role of market segmentation in the
marketing of the products as it offers a number
of benefits.
• The impact of technology has completely
transformed the marketing activities.

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