MARKETING MANAGEMENT

Chapter 1
INTRODUCTION TO
MARKETING
 Chapter 1
Introduction to Marketing

Definition of Marketing

 “Marketing is a societal process by which individuals and

groups obtain what they need and want through creating,
offering, and freely exchanging products and services of value
with others.” (Philip Kotler)
 “Marketing is the performance of business activities that
directs the flow of goods and services from producer to
customer or user.” (American Mgt Association)

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

Core Marketing Concepts

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

Maslow’s Hierarchy of Needs

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

Marketing Offers

Tangibles Non-tangibles Others

Non-durables Services Persons, Ideas

Durables Activities Places, Events
Organisations
Information
Experiences

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing
Elements of a Modern
Marketing System

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

Marketing Orientations or Concepts

1. The Production Concept

2. The Product Concept
3. The Selling Concept
4. The Marketing Concept
5. The Customer Concept
6. The Societal Marketing Concept

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

Model T – Best Example for

‘Production Concept’

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

Societal Marketing Concept

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

The Marketing Process

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran
 Chapter 1
Introduction to Marketing

The Marketing Mix Variables

Marketing Management
Himalaya Publishing House Dr. K. Karunakaran