L|CJuk| 0l

lNJkODuCJlON JO VAkk|JlNG
Cootoots
Coocopt oI Vor|otloo
Notcro oI Vor|otloo
lotoorotou Vor|otloo ÷ Coocopt
Vor|otloo Actlvltlos
Coocopt oI Vor|ot
Vlcro oou Vocro Vor|otloo
|volctloo oI Vor|otloo
Cootu.
Cootoots (Cootu.)
Vor|otloo lollosopolos
Vouoro Vor|otloo Coocopt
8ollloo vs. Vor|otloo
Vor|otloo ßrluoos Gop b,w lrouccor oou 8ollor
8copo oI Vor|otloo
|coctloos oI Vor|otloo
l¬portooco oI ¬or|otloo
Vouoro Vor|otloo lrocoss
Voooloo 8 DoIloltloo
Vor|otloo provluos utlllty
Coocopt oI Vor|otloo
Coocopt oI Vor|otloo
luootlIyloo oou ¬ootloo oc¬oo oou soclol ooous
Vootloo ooous proIltobly
AVA. -
Vor|otloo ls oo orooolzotloool Icoctloo oou sot oI
procossos Ior crootloo, co¬¬colcotloo oou
uollvorloo volco to ccsto¬ors oou Ior ¬ooooloo
ccsto¬or rolotloosolps lo woys toot boooIlt too
orooolzotloo oou lts sto|oooluors.
Coocopt oI Vor|otloo (Cootu.)
8oclol DoIloltloo (lolllp kotlor). -
Vor|otloo ls o soclotol procoss by wolco loulvlucols
oou orocps obtolo woot tooy ooou oou woot torocoo
crootloo, oIIorloo oou Iclly o×cooooloo prouccts oou
sorvlcos oI volco wlto otoors.
lotor |. Drcc|or. -
Joo ol¬ oI ¬or|otloo ls to ¬o|o sollloo scporIlcocs
Jo |oow oou couorstoou too ccsto¬or so woll toot too
proucct or sorvlco Ilts ol¬ oou solls ltsolI.
8ollloo ls jcst too tlp oI too Vor|otloo lcoboro
Coocopt oI Vor|otloo (Cootu.)
Vor|otloo sotlsIlos ooous by provluloo uJlLlJ¥
V |or¬ utlllty - Coovorsloo oI l,J loto O,J
V lorsoo utlllty - |stobllsoloo Cootoct wlto too C
r
V |×cooooo utlllty - JroosIorrloo Gs to ß
r
(lotrouccloo
Voooy, ßoo|loo oou |looocloo)
V lloco utlllty - loyslcol Dlstrlbctloo 8 Loolstlcs
(Jroosportloo, 8torooo, l|oloo, los
co
)
V Jl¬o utlllty - lrovluloo ooous wooo ooouou
(Worooocsloo)
V koowlouoo utlllty - lrovluloo loIor¬otloo (lro¬otloo
|coctloo)
Notcro oI Vor|otloo
Notcro oI Vor|otloo
l. Ccsto¬or 8 Co¬potltor Dlroctou
COVl|JlJOk |VluA8l8
Cu8JOV|k
|VluA8l8
Vojor Vloor
Vojor Vor|ot Drlvoo Ccsto¬or
Orlootou
Vloor Co¬potltor
Orlootou
8olI Cootorou
Notcro oI Vor|otloo (Cootu.)
2. Dollvors volco
Ccsto¬or volco = Jotol ßoooIlts ÷ Jotol Cost
lorcolvou ¬oootory volco oI too bcoulo oI ocooo¬lc,
Icoctloool oou psycooloolcol boooIlts toot coosc¬ors
o×poct Iro¬ o olvoo ¬or|ot oIIorloo
JC ÷ |volcotloo, Obtololoo, usloo oou Dlsposloo oI too
olvoo ¬or|ot oIIorloo
3. Crootloo oI ¬ctcolly boooIlclol rolotloosolps
=. Al¬s c
r
sotlsIoctloo
5. 8crrocouou by C
r
ooous
Notcro oI Vor|otloo (Cootu.)
ó. Vor|otloo ls ßcslooss
Gool Orloototloo
|×cooooo Ior Voooy
lroIlt |occs
7. lort oI totol oovt.
8. Dlsclplloo
9. 8ysto¬ oou lrocoss
l0. lotoorotou procoss
lotoorotou Vor|otloo - Coocopt
lotoorotou Vor|otloo ÷ Coocopt
Vooy ulIIoroot ¬or|otloo octlvltlos co¬¬colcoto
oou uollvor volco
oou
Wooo coorulootou, ¬or|otloo octlvltlos
¬o×l¬lzo toolr jolot oIIort
Vor|otloo Actlvltlos
Vor|otloo Actlvltlos
8ollors' vlow ÷ = ls (VcCortoy)
ßcyors' vlow ÷ 8lvA
8 -8olctloo - uow coo l solvo ¬y problo¬°
l -loIo
o
. - uow coo l looro ¬oro oboct lt°
v -volco - Woot ls ¬y totol socrlIlco to oot lt°
A -Accoss - Wooro coo l Ilou lt°
Woot ls Vor|otou
Woo Vor|ots
Coocopt oI VAkk|J
Coocopt oI Vor|ot
Woot ls Vor|otou°
l. Goous
2. 8orvlcos
3. |voots
=. |×porloocos
5. lorsoos
Coocopt oI Vor|ot (Cootu.)
Woot ls Vor|otou°
ó. llocos
7. lroportlos
8. Orooolzotloos
9. loIor¬otloo
l0. luoos
Coocopt oI Vor|ot (Cootu.)
Woo Vor|ots°
l. Vor|otors oou lrospocts
V|loot uo¬oou stotos. -
Noootlvo uo¬oou. coosc¬ors ulsll|o too proucct oou ¬oy
ovoo poy o prlco to ovolu lt.
Nooo×lstoot uo¬oou. coosc¬ors ¬oy bo cooworo or
colotorostou lo too proucct.
Lotoot uo¬oou. coosc¬ors ¬oy sooro o strooo ooou toot
coooot bo sotlsIlou by oo o×lstloo proucct.
Doclloloo uo¬oou. coosc¬ors boolo to bcy too proucct
loss Iroocootly or oot ot oll.
Coocopt oI Vor|ot (Cootu.)
Woo Vor|ots°
l. Vor|otors oou lrospocts
V|loot uo¬oou stotos. -
lrrooclor uo¬oou. coosc¬or pcrcoosos vory oo o
soosoool, ¬ootoly, woo|ly, uolly, or ovoo oocrly bosls.
|cll uo¬oou. coosc¬ors oro ouoocotoly bcyloo oll
prouccts pct loto too ¬or|otploco.
OvorIcll uo¬oou. ¬oro coosc¬ors woclu ll|o to bcy too
proucct tooo coo bo sotlsIlou.
uowooloso¬o uo¬oou. coosc¬ors ¬oy bo ottroctou to
prouccts toot oovo couoslroblo soclol coosoocoocos.
Coocopt oI Vor|ot (Cootu.)
Woo Vor|ots°
2. Vor|ots
V Jroultloool ÷ lloco wooro ß
r
oou 8
r
ootoorou to bcy oou soll
ooous
8 ÷ Coostltctos loucstry
ß ÷ Coostltctos Vor|ot
V Jypos
Coosc¬or Vor|ot
ßcslooss , loucstrlol Vor|ot
Noo-lroIlt Vor|ot
Globol , lotorootloool Vor|ot
Coocopt oI Vor|ot (Cootu.)
Woo Vor|ots°
3. Vor|ot llocos, Vor|ot 8pocos, oou Voto-¬or|ots
V Vor|ot lloco . loyslcol
V Vor|ot 8poco . Dloltol ÷ vlrtcol worlu wooro 8.8 ß.
¬oot torocoo lotoroot oou www
V Voto-Vor|ot . Nortowostoro uolvorslty's Voooo
8owoooy. -
C|ostcr ol como|cmcatorv orodocts 8 scrv|ccs
tàot orc c|osc|v rc|otcd |a tàc m|ads ol
coasomcrs bot sorcod ocross o d|vcrsc sct ol
|adostr|cs.
V Voto-¬oulorlos . Vorctltrcovo|co.co¬, ¬o|o¬ytrlp.co¬
Vlcro 8 Vocro ¬or|otloo
Vlcro 8 Vocro ¬or|otloo
Vlcro Vor|otloo
V lrocoss oI Ior¬clotloo oou l¬plo¬ootloo scco strotoolos
by o Ilr¬ (= l Doclsloos) toot ooscros Ilow oI ooou
sotlsIyloo Gs oou 8s ot proIlt
V 8tootoo. -
Vor|otloo ls o totol systo¬ oI lotoroctloo bcslooss
octlvltlos uoslooou to ploo, prlco, pro¬oto oou
ulstrlbcto woot sotlsIyloo prouccts 8 sorvlcos to prosoot
oou potootlol ccsto¬ors
Vlcro 8 Vocro ¬or|otloo
Vocro Vor|otloo
V Co¬plo× systo¬ oI orooolzotloos oou procossos by
wolco o ootloo's rosocrcos oro ulstrlbctou o¬ooost
pooplo to sotlsIy toolr ooous oou woots
V uow oIIoctlvoly socloty csos lts rosocrcos
V |coctloos. -
loIor¬otloo |coctloo
|ocollzloo oou Dlstrlbctloo |coctloo
Cootrollzou |×cooooo |coctloo
|volctloo
Co¬porlsoo oI. -
W lroucctloo Orloototloo,
W Vor|otloo Orloototloo, 8
W Ccsto¬or Orloototloo
|volctloo oI Vor|otloo
LvoIu|ion o| Morke|inq
|volctloo oI Vor|otloo (Cootu.)
$$
ÞkCD
N
Ŧ
CkILN1A1ICN
Mk1GŦ CkILN1A1ICN CU51
k
CkILN1A1ICN
lCCuS
Þush Lhe producL ln Lhe
markeL
Analvze cusL
r
and creaLe
demand
CusLomer SaLlsfacLlon
Lhrouah ÞdLŦ
S18LSS
ÞroducLlon uepLLŦ Þd
n
and MkLa uepLLs/ All uepLLsŦ
LMÞPASlS
ÞroducL Consumer Consumer saLlsfacLlon
AlM
ÞroflL Lhrouah sale of a
successful producL
ÞroflL Lhrouah
assessmenL of
Consumer 8ehavlor and
placlna Lhe pdL
accordlnalv
ÞroflL Lhrouah lncreased
sale as a resulL of
cusLomer saLlsfacLlon
ÞPlLCSCÞP?
1o sell whaL could be
produced
1o sell whaL ls produced
bv creaLlna demand
arLlflclallv
1o produce whaL ls
wanLed and whaL should
alve saLlsfacLlon Lo Lhe
consumersŦ
(Cooooloo Coocopts oI Vor|otloo)
Vor|otloo lollosopolos
Vor|otloo lollosopolos
l. lroucctloo Coocopt
V ßolloI . C
r
Iovors prouccts toot oro lo cost 8
wluoly ovolloblo
V |occs . Voss lrou
o
÷ uloo lroucctloo oIIlcloocy
Voss Dlst
o
÷ Wluo Dlst
o
V C
r
lotorostou lo oottloo ocollty prouccts ot cost wlto
osscrou scpply.
Vor|otloo lollosopolos (Cootu.)
2. lroucct Coocopt
V ßolloI . C
r
wlll Iovor tooso prouccts toot oIIor ¬ost
Olty, lorI
co
8 |ootcros
V |occs . Vo|loo ooou lrouccts l¬provloo too¬
ovor tl¬o
V Loous to 'Vor|otloo Vyoplo'
lroIossor Jooouro Lovltt
Croo|ou porcoptloo oI ¬or|otloo 8 o soort slootouooss
oboct bcslooss
uouco coocootrotloo oo too proucct rotoor tooo oo too
ooou
loouoocoto couorstoouloo oI too ¬or|ot
Vor|otloo lollosopolos
3. 8ollloo Coocopt
V ßolloI . Orooolzotloo ¬cst ¬o|o ooorosslvo sollloo ÷
pro¬otloo oIIort
V |occs . uoru 8ollloo
Vor|otloo lollosopolos
=. Vor|otloo Coocopt
V ßolloI . koy to ocolovloo orooolzotloool oools cooslsts
lo uotor¬loloo too ooous oou woots oI toroot
¬or|ots oou uollvorloo uoslrou sotlsIoctloo
¬oro oIIoctlvoly oou oIIlclootly tooo
co¬potltors
V |occs . C. 8otls. torocoo bottor oIIorloos
Vor|otloo lollosopolos (Cootu.)
5. 8oclotol Vor|otloo Coocopt
V Orooolzotloo's tos| ls to uotor¬loo too ooous, woots
oou lotorosts oI toroot ¬or|ots 8 to uollvor too uoslrou
sotlsIoctloo ¬oro oIIoctlvoly oou oIIlclootly tooo
co¬potltors lo o woy toot prosorvos or ooooocos too
ccsto¬ors' oou socloty's woll-boloo.
Vor|otloo lollosopolos (Cootu.)
#%L#$% !roduc|ion
Orien|o|ion
!roduc|
Orien|o|ion
$eIIinq
Orien|o|ion
Morke|inq
Orien|o|ion
$ocie|oI
Morke|inq
Orien|o|ion
Doslro to copltollzo oo
syoorolos oou
oIIlclooclos lo proucctloo
procoss
Do¬looot lrosoot lrosoot lrosoot lrosoot
Attootloo to uoslooloo
oou proucctloo oI o
ocollty proucct
Not lortlooot Do¬looot lrosoot lrosoot lrosoot
Doulcotou rosocrcos to
stl¬clotloo lotorost oou
uoslro Ior proucct
pcrcooso
Not lortlooot Not lortlooot Do¬looot lrosoot lrosoot
|occs oo luootlIyloo oou
sotlsIyloo ooous oou
woots oI ccsto¬ors
Not lortlooot Not lortlooot Not lortlooot Do¬looot lrosoot
Coosluorotloo oI too
soort oou looo tor¬
oIIocts oI octloos oo
ccsto¬ors oou oo socloty
Not lortlooot Not lortlooot Not lortlooot Not lortlooot Do¬looot
Notcro
|ocouotloo
l¬portooco
Ll¬ltotloo
Vouoro Vor|otloo Coocopt
Vouoro Vor|otloo Coocopt
l Notcro
l. Ccsto¬or Orloototloo
2. Vor|otloo kosoorco
3. Vor|otloo lloooloo
=. lotoorotou Vor|otloo
5. 8ysto¬s opprooco
ó. Ccsto¬or 8otlsIoctloo
Vouoro Vor|otloo Coocopt (Cootu.)
l |ocouotloo
customer
Orientotion
4chievino 6oo/s by meetino customer Needs
lnteoroted
Morketino
Profit to fo//ow
customer
5otisfoction
Vouoro Vor|otloo Coocopt (Cootu.)
l l¬portooco
l. lroucct Accoptoblllty
2. |IIlcloocy lo ¬or|otloo oporotloos
3. kotloool Doclsloo Vo|loo oou lroblo¬ 8olvloo
=. 8cstoloou orowto oI too orooolzotloo
5. |IIoctlvo ¬o¬t oI oovlroo¬oot
Ll¬ltotloo
V loooros soclol porspoctlvo oI bcslooss
Vor|otloo vs. 8ollloo
Vor|otloo vs. 8ollloo
l Selllna
l Þrocurlna orders from CusLomers and dellverv of producLs
l MarkeLlna
l ueslan of producLs accepLance Lo Cr and Lransfer of
ownershlp from Lhe Sr Lo 8r
Vor|otloo vs. 8ollloo (Cootu.)
8ASlS SLLLlnC MA8kL1lnC
locus Sellers' needs 8uvers' needs
Lmphasls ÞdLŦ CrlenLaLlon CusLomer needs and
wanLs
Alm Sales volume ƹ 6 CS ƹ 6
Approach lraamenLed lnLearaLed
Þrocess ConverL pdLsŦ Lo cash ConverL C's needs Lo pdLs
8ellef CaveaL LmpLor CaveaL vendor
SLraLeav Plah pressure selllna Lo
sell aoods alreadv
produced
ÞdL plannlna Ǝ
developmenL Lo maLch
pdLs wlLh mkLs
Vor|otloo vs. 8ollloo (Cootu.)
8ASlS SLLLlnC MA8kL1lnC
Þrlclna CosL deLermlnes prlce Consumer deLermlnes
prlce
Þlannlna ShorLŴrun LonaŴrun
8uslness
vlew
Coods produclna
process
Consumer saLlsfvlna
process
ldeoloav LxlsLlna Lechnoloav and
decreaslna cosLs
lnnovaLlonŤ provldlna
beLLer value Lo
cusLomers
CusLomer
vlew
LasL llnk ln buslness verv purpose of buslness
Vor|otloo ßrluoos Gop b,w lrouccor oou 8ollor
Vor|otloo ßrluoos oop b,w l
r
8 C
r
Ŧ SpaLlal SeparaLlon
2Ŧ 1emporal SeparaLlon
3Ŧ SeparaLlon of lnformaLlon
4Ŧ SeparaLlon of values
3Ŧ SeparaLlon of Cwnershlp
6Ŧ ulscrepancles of CuanLlLv
7Ŧ ulscrepancles of AssorLmenL
8copo oI Vor|otloo
8copo oI Vor|otloo
ÞroducL Þollcv and Þlannlna
V MarkeLlna research
V MoLlvaLlon research
V 1esL markeLlna
ulsLrlbuLlon
V Channels
V 1ransporLaLlon
V Warehouslna
Sales plannlna
V Sales 1araeLs
V Lxpense LlmlLs
8copo oI Vor|otloo (Cootu.)
Sales ManaaemenL
V 8ecrulLmenL
V 1 Ǝ u
V Sales 1araeLs
V lncenLlves
V Þerformance Appralsal
Mlscellaneous
V 4 Þs
V Þackaalna
|coctloos oI Vor|otloo
|coctloos oI Vor|otloo
l. |coctloos oI kosoorco
l. Vor|otloo kosoorco
2. lroucct lloooloo oou Dovolop¬oot
2. |coctloos oI |×cooooo
l. ßcyloo
2. Asso¬blloo
3. 8ollloo
3. |coctloos oI loyslcol Jroot¬oot
l. 8tuzo, Grouloo 8 ßroouloo
2. loc|ooloo
|coctloos oI Vor|otloo (Cootu.)
3. |coctloos oI loyslcol Jroot¬oot (Cootu.)
3. 8torooo , lovootory ¬o¬t , Worooocsloo , Votorlol
uooulloo
=. Jroosportotloo
=. |coctloos oI |ocllltotloo |×cooooo
l. 8olos¬oosolp
2. Auvortlsloo
3. lrlcloo
=. |looocloo
5. loscrooco
l¬portooco oI Vor|otloo
l¬portooco oI Vor|otloo
Vor|otloo oIIocts ocr llvos
Vor|otloo sotlsIlos ocr ooous
Gooorotos rovoocos Ior too bcslooss Ilr¬s
Vor|otloo oou |cooo¬y
Vouoro Vor|otloo lrocoss
Vouoro Vor|otloo lrocoss
Customers
Exchange somethIng of 7alue
|arket AntIcIpatIon
Customer 0emand throuyh Market Research
!roducers
harketIng
hIx
oods
Flow
oods
Flow

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