Marketing

Marketing is the process of intentionally stimulating demand for and purchases of goods and
services; potentially including selection of a target audience

CORE CONCEPTS
5 core customer and marketplace concepts are;
(1) needs, wants, and demands,
(2) market offerings such as products, services, and experiences,
(3) value, satisfaction, and quality
(4) exchange, transactions, and relationships
5) markets

MARKET MANAGEMENT ORIENTATION

What Is a Production Orientation? ... A company that follows a
production orientation chooses to ignore their customer's needs and focus only on
efficiently building a quality product. This type of company believes that if they can make
the best 'mousetrap,' their customers will come to them

What is Product Orientation? Product orientation is defined as the

orientation of the company's sole focus on products alone. Hence, a product oriented
company put in maximum effort on producing quality product and fixing them at the right
price so that consumer differentiates the company's products and purchase it.
EXAMPLE
If we talk about the organization who is using product orientation Gillette is a very good
example. Gillette started its business in 1902 by making disposable razors since then
Gillette has a name in market.

What is Selling Orientation? It is an organization operating model

in which the organization focuses on the needs required for selling in the market that is,
an organization whose operating structure is based on the selling efficiency rather than
customer needs and product orientation

Market orientation Market orientation perspectives include the decision-

making perspective, market intelligence perspective, culturally based behavioural
perspective, strategic perspective and customer orientation perspective.
Societal marketing Societal responsibility of marketing is a marketing
concept that holds that a company should make marketing decisions not only by considering
consumers' wants, the company's requirements, but also society's long-term interests.

DIFFERNCE BETWEEN SELLING AND

MARKETING

MICRO ENVOIRNEMNT FOR MARKETING

The micro-environment refers to the forces that are close to the company and affect its
ability to serve its customers. It influences the organization directly. It includes the
company itself, its suppliers, marketing intermediaries, customer markets, competitors,
and the public.

MACRO ENVOIRNEMENT FOR MARKETING

The Macro Environment consists of 6 different forces. These are: Demographic,
Economic, Political, Ecological, Socio-Cultural, and Technological forces. This can easily
be remembered: the DESTEP model, also called DEPEST model, helps to consider the
different factors of the Macro Environment.