Exam Prep: TU MBS Semester 1
Unit 1: Introduction to Marketing

Unit 1: Introduction to Marketing

* Focus: Transitioning from transactional sales to high-level strategic value creation.

1. Core Definitions (Entry Points)

Modern Marketing Total system to plan, price, distribute value-laden offerings.
Old Marketing Focus strictly on transfer of ownership & "telling/selling".
Needs $\rightarrow$ Wants $\rightarrow$ Demands Need: Deprivation. Want: Shaped by culture. Demand: Backed by ability to pay.
Cust. Delivered Value CDV: Calculated difference b/w Total Benefits & Total Costs.
Relationship Mktg Building long-term, profitable relationships to retain preference.
Holistic Marketing Everything matters! Integrated implementation of all org programs.

2. High-Yield Knowledge Clusters

Old vs. Modern Mktg

  • Old: Factory-centric. Focus = "telling/selling".
  • Modern: Market-centric. Focus = Need satisfaction. Spans pre-production to after-sales.

Measuring Satisfaction

  • Complaint/Suggestion systems.
  • Customer surveys to gather data.
  • Ghost shopping to evaluate service.
  • Lost customer analysis to find reasons.

Cust. Dev. Process (8 Stages)

Suspects $\rightarrow$ Prospects $\rightarrow$ First-timers $\rightarrow$ Repeaters $\rightarrow$ Clients $\rightarrow$ Members $\rightarrow$ Advocates $\rightarrow$ Partners

Levels of Relationship

  • Basic: Just sells the product.
  • Reactive: Encourages call-ins.
  • Accountable: Checks satisfaction post-sale.
  • Proactive: Works continuously to improve.
  • Partnership: Mutually beneficial collaboration.

3. Visual Exam Archetypes (Must Draw!)

Model 1: Marketing Functions Timeline
Pre-Production Research, Product Planning/Dev Production Price, Distribution, Promotion Post-Sale After-sales Services
Model 2: CDV Equation Framework
CDV = TCV - TCC TCV (Value) Product Value Service Value Personnel Value Image Value TCC (Cost) Monetary Cost Time Cost Energy Cost Psych. Cost
Model 3: Holistic Marketing Wheel
Value Exploration Value Delivery Value Creation Holistic Marketing Internal (Mgmt/Depts) Integrated Relationship (Cust/Partners) Socially Resp.

4. TU Exam Triggers & Keywords

High-Probability Questions:

  • 15-Mark Triggers:
    - Evolution of Mktg Orientations (Production to Holistic).
    - Discuss the 4 pillars & 3 strategic value questions of Holistic Marketing (Draw Model 3!).
  • 5-Mark Triggers:
    - Diff between Needs, Wants, Demands.
    - Components of CDV (Draw Model 2!).

Examiner Grading Keywords

  • Customer Delivered Value: Profit-benefit trade-off from buyer perspective.
  • Holistic Marketing: The "everything matters" philosophy.
  • Internal Marketing: Employee alignment as prerequisite for external satisfaction.
  • Relationship Building: Shift from transaction to sustainability (8-stage).

5. Final Review Canvas

1. Strategic Shift

Marketing evolved from narrow "telling/selling" (factory-centric) to satisfying needs. Replaces basic transactions with a value-based exchange spanning pre-production to after-sales.

2. The Holistic Model

The ultimate integration. Combines Relationship, Internal, Integrated, & Socially Responsible mktg. Ensures EVERY department explores, creates, & delivers superior value.

3. Nepal Market Context

Market reality is shaped by culture (Needs = food; Nepalese Want = Daal-Bhat; Indian Want = Chappattis). Modern firms use CRM to move from basic sales to high-value Partnership levels.