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MARKETING MANAGEMENT MARKETING MANAGEMENT Chapter 1 INTRODUCTION TO MARKETING
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MARKETING MANAGEMENTMARKETING MANAGEMENT
Chapter 1INTRODUCTION TO
MARKETING
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction 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)
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
Core Marketing ConceptsCore Marketing Concepts
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
Maslow’s Hierarchy of Needs
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
Marketing Offers
Tangibles Tangibles Non-tangibles Non-tangibles OthersOthers
Non-durablesNon-durables ServicesServices Persons, IdeasPersons, Ideas
DurablesDurables ActivitiesActivities Places, EventsPlaces, Events
OrganisationsOrganisations
InformationInformation
ExperiencesExperiences
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
Elements of a Modern Marketing System
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction 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
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
Model T – Best Example for T – Best Example for ‘Production Concept‘Production Concept’’
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
Societal Societal Marketing Concept Concept
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
The Marketing ProcessThe Marketing Process
Himalaya Publishing HouseMarketing Management
Dr. K. Karunakaran
Chapter 1Introduction to Marketing
The Marketing Mix VariablesThe Marketing Mix Variables
