Date post: | 06-May-2015 |
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MARKETING CONCEPTS
Marketing Concepts
Needs: Basic Human Requirements Wants: Needs become Wants when
they are directed to specific objects that might satisfy the need.
Demand: Willingness to Buy Willingness to Pay Ability to Pay
Marketing Concepts
Product: “An offering that can satisfy a need or want.” Goods; Services; Experiences; Events;
Persons; Places; Properties; Organizations; Information; Ideas.
Marketing Concepts Value: “A ratio between what the
customer gets and what he gives.”
Value = Benefits Costs
Benefits:- Functional & Emotional Costs:- Monetary, Time, Energy &
Psychic Costs
Marketing Concepts
Satisfaction: “Person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectations. ”
Marketing Concepts
Market: “The group of Buyers & Sellers interested in negotiating the terms of purchase / sale of goods or services.
Consumer Markets Business Markets Global Markets Nonprofit & Governmental Markets
Marketing Concepts
Marketing: “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” - AMA
Marketing Concepts
Marketing Management: “The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.”
Marketing Concepts
Marketing can be defined as an ongoing process of
1. Discovering & translating consumer needs & desires into products and services.
2. Creating demand for these products and services.
3. Serving the consumer demand with the help of marketing channels and then
4. Expanding the market even in the face of keen competition.
Marketing Concepts
The Production Concept:
Consumers prefer inexpensive products that are widely available.
Businesses focus on achieving high production efficiency, low costs and mass distribution.
Marketing Concepts The Product Concept:
Consumers will favor those products that offer the most quality performance or innovative features.
Businesses focus on making superior products and improving them over time.
Managers assume that buyers admire well-made product and can appraise quality & performance.
Marketing Concepts The Selling Concept:
It holds that, consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products.
Organizations should undertake aggressive selling & promotion efforts.
Aim is to sell what they make rather than make what the market wants.
Marketing Concepts
The Marketing Concept:
It holds that the key to achieving organizational goals consist of a company being more effective than competitors in creating, delivering and communicating customer value to the chosen target markets.
Selling Vs Marketing
.
Factory ProductsSelling &Promoting
Profits throughSales volume
TargetMarket
CustomerNeeds
Focus MeansStartingPoint
Ends
IntegratedMarketing
Profits throughCustomer Satisfaction
Marketing
Selling
Selling Vs Marketing
Distinction between Selling and Marketing.
Approaches to Marketing
Product Approach:
A particular product is selected and then a detailed study is made regarding the various sources of its supply, quality of the product, its characteristics, its uses, limits of the market for the product, the intervening middlemen engaged in the work of distribution, the various means of transport which actually carry the goods to the consumers and after sales services.
Approaches to Marketing
Functional Approach:
It studies marketing by dividing the field of marketing into separate functions such as buying, selling, transportation, storage, grading, standardization, financing, marketing research, etc.
Approaches to Marketing
Institutional Approach:
It emphasizes on the detailed study of various institutions involved in the process of marketing like, producers, wholesalers, agents, retailers, transporters, financial institutions, godowns and warehouses, etc.
Approaches to Marketing
Managerial Approach:
It focuses on decision maker’s viewpoint.
The main areas of decision making include marketing organization of the product, physical distribution policies, pricing, advertising, personal selling, etc.
Approaches to Marketing Societal Approach:
The entire marketing process is regarded as a means by which society meets its own consumption needs.
The focus is, the interactions between the various environmental factors and marketing decisions and their impact on the well being of the society.
Approaches to Marketing
Economic Approach:
Marketing is considered from the economic point of view i.e. creation of value, demand and price.
Criticized as narrower view of marketing.
Approaches to Marketing
Legal Approach:
Focuses only on one aspect i.e. the effect of transfer of title in a legal way.
Eg. Sale of Goods Act, Contract Act etc.
Approaches to Marketing
Systems Approach:
Advancement of Managerial Approach.
A system is the group of inter-related and interdependent elements who work together in a coordinated way to achieve the desired objectives.
Marketing Process
1. Analyzing Marketing Opportunities
2. Selecting Target Market
3. Developing the Marketing Mix
4. Managing the Marketing Effort
Marketing Process
Marketing Mix
1. Product
2. Price
3. Place
4. Promotion
Marketing Mix Product
Product Variety, Quality & Design, Features, Brand Name, Packaging, Sizes, Services, Warranties, Returns.
Marketing Mix
Price
List Price, Discounts, Allowances, Payment period, Credit terms.
Marketing Mix
Place
Channels, Coverage, Locations, Inventory, Transport.
Marketing Mix
Promotion
Sales Promotion, Advertising, Sales force, Public relations, Direct marketing.