MARKE TING UNIT-1

MANAGEMENT

NTRODUCTION
What is maukeing

Lwha is maikeed
3W
who maskets

that is makefin9
nstftuigmA, md
MakeRnq he a cifhy dtt of
md
deliveiny
Paocws fr Oreahn9, CemmunicaHing uls fones,
nat hane iulue for
Crhangtng offe ins
amd éouety at Juge
Cuents, patnes",
Assouato
The Armertcan Marhe king

humn
Manke Hng is ahout identHfy ing
nd meeting
amd odal needA
Mauke in is "meekng meeds profi tasly"

Whut is mauketed?
enkHes: ic-
Muukeheus mauhe Lo mm ypes of
places,
Goos, Seuudces, events e perienus Pusens ,
,

idleas.
Puepetiu , 04gaizotions, ntomaHo , andl
 wLo Maukets
Maketu ancl luespecks
Amaukete is omeene who AeckA a upenAl
tetHon a puuchase , a voe, a demafem
fem ano theH paty, Cal tu pespet
cad
*too pautiu ae seeting to setl seeting to
H U , n call them bot marketens
Mauketens ane skrlled at stimulaHng demand w
he pvo du cs, Guwt tha a Lmikd uia u h a
H olo

uorgqi2atm's tjecHuen
Eight demamc Stdea are posiel
Negakw Demand : onsumers olkslike Hu product &ma
een notady to puy aueid
2) Nom-eúsBent Demand, Cunsums may b unawart
uitewka m H pmduct.

3 atent Demamol Cosums may shane a svon nal

Hhat Cannch be s ahisfed oy exist Poduet
Decining Demad: Cous umens bagn to buy pdud
l e frequonty 0 not át al

5.)rreulan Demömd: Consumon pwrchams vvy m a seat had

mny, wtakly , dely , o enem heuy bunio.
6) Ful Demamo: ConSumes
Put inlo
are adequately buyi'n
mauctplalt.
all
Pmdudo
0vefull Demamd: More Consumes weuld lhe to
buy Hi pmdud
than Com be 8atfs
Hi
8Un-uholesoma Demand Censunmns may be Conse queu
that hue undesfrablé SoUcdttracttd
to ppcuk
ce).
 CORE MARKETING CoNCEPT15
Need s Wants Demamd
oydenhy)
Needs as H baMc human uquwwmuts sudh as
a , food, w t , clokming omd Shelt.
l e e nds become
wat whm thuy aw odiutd to
Speciffe aljects hat might dHaky ke
netsl
Demamds. ae waus fr speifft produ ck baked loy an
abiliky to pa

MARKETING ORiENTATION TowARDS MARKETPLACE

mprkunt im
O-Hen tuHUm ket's ollscwm one by cypme
md Mankehg
.

(The ProducHum Concept: 1hepo du ctum durn upt b ne

M otdwt mupk m
buineu. hots hat
COnbume Pule prtucts hat u widely owotable
nexpensi.
( he Product Concept s-1ha poduc Cumpt pvopDses Hha
Consumes faveuy prodlu chs offetnq u must quality,
pentumante e înnovaHue Peuwis.
he Selling Cncept
1h io He cummum apprradh H
PhqauisaHn muwt undutke aggrusfve sling a prometined
to
tn Hu cn apt, oanis aitn ia to Ael uwhat ay msade
hathen mam wha He mwruer wquk.

odes my wl he olmu whm Hy fru Hu slU,

not imprtad u Cmaumen u u s f neB.

 H
Makekng Cancept_- bndan He makeirq Concapt,
fob ia to Prnd mot me yht cutomeius foryou poduty
but ho izd poduts for youy customo06.

Hovad's theodlou Levtt dauo a peucepte Cmr

betuun he selltnq amd
makekug CUnuphi
eling fo wwa om me nuds of Hu selln, mar
9 he neLds of he
buye
dling is pre occupied H He slUs haed to Convet
ww pDduct mto Cashhur maukeHng i H u io

SaHsyin Hu neds ot Hhe cwtpmy.

(6) 1he HolisHc Maketing Cencapt.i

he kosHc manketing omupt basecl en Hu

deelopmt, odesign, and inplemenhot maukehiy

Proframs pCesa4 omd acitu , Hhat corí e
Hhun huad th a îndedependenae.

HtisHc Mareig ackneto kdges Hha eey ting matied

Depannh manheHng.
Serit Mara
Conu toius oducks& Senuitt
deronnen
Channel
Internal ntegrated
Mauke bingr Maukeing

Holfs He
d us*ome Maxkekng
uiy Sole PextNe

PenfortmanCe Reladonship
24 maske Hng Mahkerg
ommwt CusBomevS (kanne
ur7iIYE
6 MaMkeHng Myapia Conapt
7) I+ Ls shwrt shtuim & f w lookirg apptoah 4
o u m nleols of Hae Cuypumy mskoud t custmu's hud.

T) Mahelns focu tm ulfllmut of immediate naods a

# cUmpuny raknA Hhum focusivg on makeig 1
Ceusunmns pøut ot o

Socetis Contupt Jt miqw u cmpany hold mas

MauneHy ole isíums not mly Cnmsiduiy consumiu s waus 4
Muumuy d a so ity ly- teum futut
 #ELEMENT5 OF MARKETING MIX

Manketinq Mix

Produt
Product
Vanity/uatih
Re
List ice
omotion
Sal PromoHm
Place
Chounnalw
Design Discouta adetisirg Coo
sormenh
Sauo furt
rand ame ulemncu Locotms
facken faymut kvdod Riublic sulatiu InveU
Sfu Coedit texma
Dit maeti 7ranspwT

Senukcu
dauant
Reti
hEnoluhon oF
Maakef Manyemod

MeukeHa ix Medem MaTketog Mungsmeus

S Ps
. Procuct -Custnusshl t reople
3. Pce- Captusd 2. Po ces4
3. Progoams
3.PromoHm-emnuepitnny
4. Placepeliedy nlunt4 Perframmte

Marke Hg)

1Accephabiik) 2.prdabiliky3.Acceib) 4uranmus

 CuS70 MER VALUE&THE VALUE DE LIvER PROCE 45

Capku Muwei Jnalys

1.

Cmnecg wh Cuwtomes
3. Builig Sho Aram

Creatrg value
5. Duliene ved
 ONDERSTANDING CONSUMER
BEHAVIOR

Fac tors lnfluencdng Buying Bchavie.

Cuultual
facteau-dounhy,natfonaiy, rigions, eogrpkial, mial Jmups.
2 Sccial facteas-family ,pricnda, alegaea, ee
3 Pexaumal
factavs- a4, occupakon, pesonatiky
4. Psytlho lofica«l fa tB-Atide, leat ning, Percephiom, meivatien.
5.
Eeonomýc factaU) Posnal, Inume, Lving
stan dawd. fonily
-

6
festyle& Valus -work, atmasphet e

Consumer 6uying Deu'sium roceap.( The 5-stage

Mod
.
Problem or Need
Reognitim
nformaHn Seauch
Evaluatuen ot altonaivea
4. Pundhase Deision

5. Past-Purchaoe Bchauir

Buying Moiyes4
MoHes edetne a inpulst olsiu amd consíclnufion wich
Buying an

mokvute a buyex to punhove a speiAe podutt.

f Com h lasifed m 2 w a y s - (U Koduc MoHu Tadvonaje MoHe

( frodue Motfve Inpudse , desire omd consaaHaHiGm uich male Censume buy speüft

voduct. Or o c ifed a

Emehbna-adtahed uwh feuligs cmoimu eh. 1 Puchare mat prwduc wikmoulr a i

Kekiontad Rann otin belind puudan. J+ Tnuel ves leital amuyin mat cowumt Pudw a P
OperaHo-ensumeY buy a
produc be Cause ff's ultility At Mm. oHSumer
pu L a Podu
Soco-psyAalJ"e pu to satu n soge
(rahovAAe Motive: Tha Impulse & Taluenct unidh males
P andbrQnd. 1 h t mohien Can be
a
bue to buy fom putiaular
Cmchir
a
ruti ml r
rraHma
wld selechim oHev th
9 P E SOF CONSumER_BUyINg_ DECISIONS.

.
Complex Buylng Bchauiou
Vaichy Secking 8uylng Bchavio
S.
Diss onance
Reducig 6uyiry 8 ehtu
4.
Habikuol Buyluy BeAuious

Hig mofwemd
Iavelvemu

COMPLEX. VAAIETY.
Stian Ditea CMsuner kih învoluemutLoofueuamtet
bu Bromds L be puTchase Band sukdn
Preduch cuu wCpeusi«.Posdusk a charp

DI560 NANCE HABITUAL

REDUCING
Fes Diftorence. bu Cotu me u r fuueluoUna Les Ymuelueuues
a pudast decoiy
Brands tnpeque putat
Limthd cheite E-Ten, y, et.
Not by chuice
By eon
at-healhpely ,ek.
 MARKET 5EGMENTATION TARGETING &Fo6TIONING UNIE-2
STP
MaukeHng seg mentaton , tgeHrq & fbs+Honing a u kugusn a Hu

STP"t markeHu

Meang 1 Mauket Sejmeuteum diidoa a mauat mto wel-de fiuaol sus.

A maket seymetr onmuinty o t a ueup ot cuotomaus uho o
a slnilcuy sct °t nteols & waus
Tmauketuds kuk h to fdenHfy mu approp iate numben 4 nahu
m w e t symes and de dcle whs omu/us to tuugd.

BASIS OF SEGMENTATLONi
* toaphic Segmentation-7uio semeututim duides e me Pnto
dOy saph tal unit suth a natims, states, Tegís, couuies, Caua

nehbohovds.
a grting tend CalUed grassro ots mkeing muketeus Cn Lnru
Cus fomcHs
meking sudh actHities aA
pew onally rlevaut to ndiudun)
a pesstble

diudos ta makka en
Demps maphic Segmentalunn- 1n seqmeutaHun
banis * ge, famly size family Lie Cycla, gendeu iceme
ecupaHon , educatian, ulgen, a c e , zeuaen , 4eial c ,
POpu au m demoq rapic sepmeutak B
mo
3 sychog aphic Seqmentulens- s egmeutetun diides buyens
ups on Hru banis f psycholoyital/ Peuoonality kih ikstyle, s4 ,

vaus.
t HPsythog
bancal b
most Tphic
pepulasmeuurmeus
commudally aveslable clanifcoHen sysk
s r a t e g i e Busfness Insígkt f t a m .

4.
Behayioral SegmentaHons- Unduu H smeutuH0n
maukuliuy dudle
,

buytrs groups en me basis of tneir wnowedge of, attitude touard,

we o esonse to a produu
 llic

rACTORS INELUENCING SEGMENTATLON-28

veat intense sxgment rivalry Asegment

of
unattvactive 4
a c y contaus nume vous, Shong or aressive competio
Ju
J4
unathm ttie. fYked coss or exit bauiou) ugh,
Or
C mo

Compe iovs haur high staues in stayíng in He sEgo*r

T h e a t of neo entmnts « - T e nosth unatratti e sgm n

t c h enty baulau ouu high and exit bawiors au Leu)

e lbct euubay omd exist baivs ane Jed subu-bawjen Hm
eae Hhe fndusry , and returns au stuble hut loo
exit baoued
u
e ocCs when eu bawuüus a u Jow and
ngh Heve fYrms enteu duig gocd tWmes hur Fnd
leae
durng bad tmes.
( ) Threat of substikute Products -A segmet is unotra ckve uwhen aee

ae acual or potnHal substitdes Por Hu product. 3uhsHtuts pRCe

a Undt em
prices and on proFB
-A o unatrachE
4hreat of buyeu's 9rouing bargiving_puoe seymeudt
buye s pesseS shron Y g3owin barguni Pp
e r s bargaini nj Peuer 3oous when Hhey beome more ogenized , wheu
h produt rproen a sijniffcan AracHon of Hrer cess , w n HAL

Pweducs unditnntaed, wheu buen's suitin tosts a la, u

hen
Hy Can
inkegrae up sream.
To prDdec Hemselen, scllevs miqht selecr buyer who hae Hhe leas/
porer ot negotiate r Suikeh
batt
supples.
de fnse ts
deroloping Superir t s Hud sho by
Can not t n e .

(5)hat o suppliers gouing bargaiin R o e r A segmeut is

able t ise
u1atraHe the Compa' S4pplfers are
prices or

redute quauHy supplied.

SuppUers lend to he powertud whin t h a cmcemraltel n ogaued,

uh My can fnegrute d e n s t e a m , when Hne. ane puw suhskuted,

wn ha s s ot Suikhing pplren a
hia
me
bst oletmse u to huld win-win relaH% shups whh sppliers
CY use
mulkiple suppy dsuMCtA