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Basic Concepts of Marketing 120129183532 Phpapp01
Basic Concepts of Marketing 120129183532 Phpapp01
CONCEPTS
WHAT IS MARKETING ?
WHAT IS MARKETING ?
WHAT IS MARKETING ?
Marketing is a social process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others
PHILIP KOTLER
This definition includes following core concepts :
NEEDS ,WANTS and DEMANDS --- PRODUCTS-----VALUE & SATISFACTION---EXCHANGE &
TRANSACTION---MARKETS & MARKETERS
WHEN :Customer
Expectance=Performance (satisfied)
Customer Expectance>Performance (dis-satisfied)
Customer Expectance<Performance (Highly satisfied)
(a)
(b)
(c)
(d)
(e)
WHAT IS MARKET ?
WHAT IS MARKETING ?
WHAT IS MARKETING ?
BUSINESS IS MARKETING
Communication
Goods & Services
Market
Industry
Money
Information/Feedback
WHAT IS MARKETING
MANAGEMENT ?
WHAT IS MARKETING
MANAGEMENT
State of demand
Negative Demand
No Demand
Latent Demand
Falling Demand
Irregular Demand
Full Demand
Overfull Demand
Un-wholesome Demand
Marketing task
Conversional Mktg.
Stimulational Mktg.
Developmental Mktg.
Remarketing
Synchro-marketing
Maintenance Mktg.
Demarketing
Counter-marketing
EVOLUTION OF MARKETING
MANAGEMENT
MARKETING CONCEPTS
Company
Produce
Consumers
Sell
Practically sells itself
Produce
Quality
Products
Sell
Produce
Sell it
Consumers
Produce it
Consumers
Market it
Sell what they want(Satisfy
needs of customers)
Starting point
Factory
Target Market
Focus
Means
Products Selling and
Promoting
Selling Concept
Custome Coordinated
r Needs Marketing
Marketing Concept
Ends
Profit through
Sales Volume
Profit through
Customer
Satisfaction
MARKETING SYSTEM
MARKETING SYSTEM
(1) .
VALUE MAP
Value
Disadvantaged Area
Perceived
Price
VEL
C
B D
E
A
Production
Finance
CUSTOMER
Marketing
Personnel
Production
Marketing
CUSTOMER
Personnel
Finance
Responsive Marketing
Anticipative Marketing
RESPONSIVE MARKETING
ANTICIPATIVE MARKETING
It is a form of marketing when a company
recognize an emergent or latent need, and
come out with an affordable solution. Evian,
Perrier anticipated growing market for bottled
drinking water as the quality of water
deteriorated in many places.
Anticipative marketing is more risky than
responsive marketing;companies may come
into market too early or too late,or may even
be totally wrong about thinking that such a
market would develop.(eg. Dish washers in
India)