Professional Documents
Culture Documents
Basic Marketing Concepts
Basic Marketing Concepts
CONCEPTS
WHAT IS MARKETING ?
PETER DRUCKER
A SIMPLE MARKETING SYSTEM
Communication
Industry Market
Money
Information/Feedback
WHAT IS MARKETING MANAGEMENT ?
EVOLUTION OF MARKETING
MANAGEMENT
Marketing management has evolved
through following stages :
(1) Production Orientation Stage
(2) Sales Orientation Stage
(3) Marketing Orientation Stage
(4) Social Responsibility & Human
Orientation Stage
COMPANY ORIENTATION FOR
MARKETING ACTIVITIES
Company
Value
Disadvantaged
VEL
Area
Perceived C
Price E B D
A Value Advantaged Area
Production Finance
CUSTOMER
Marketing Personnel
MARKETING AS THE INTEGRATIVE
FUNCTION
Production
Marketing
CUSTOMER
Personnel Finance
THREE LEVELS OF MARKETING
Responsive Marketing
Anticipative Marketing