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B.V.Raghunandan-Marketing Concepts
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B.V.Raghunandan-Marketing Concepts

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Transcript

  • 1. Poornaprajna Institute of Management, Udupi August 19, 2008
  • 2.
    • Concepts do not Change
    • The Circumstances in which the Concepts are applied will Change
    • Basic Concepts of an Entrepreneur get Modified from Time to Time
    • A Highly Successful Companies try all the Concepts
  • 3.
    • Basic Approach to the Consumers
    • Conditions of the Market
    • Product Nature
    • Racial Qualities
    • Religious Beliefs
    • Personal Qualities of the Entrepreneur
    • Reaction to the Market
    • Exploitation of the market
  • 4.
    • Short Term Profit
    • Life Time Consumers
    • Nature of Risk Taking
    • Believing in the Ignorance of Consumers
    • Belief that Good Product sells by Itself
    • Putting Morals Above business and profit
    • Easier Selling Efforts
  • 5.
    • Monopoly: legal or natural
    • Created Monopoly
    • Branded Monopoly
    • Competition
    • Market becoming Homogenous
    • Consumer becoming complex
    • Unpredictability of Consumer Behaviour
  • 6.
    • Insurance Products
    • Booking for Graveyards
    • Vacuum Cleaners
    • Water Purifiers
    • Encyclopedias
  • 7.
    • Mongolian Race: Techno-Savvy,
    • Amoral in Business Practices (Beg, Borrow or Steal), Product innovation, Firm Belief in Product Concept; Business is War
    • Caucasian Race: Risk-taking, Brand Building, Advertising, and Belief in Marketing Concept; Business is Gambling
  • 8.
    • Parsi Community’s Belief in Product Concept
    • Approaches of Tata Group and Godrej Group
  • 9.
    • Microsoft
    • Apple Computers
    • IBM Computers
    • Reliance Group
    • Amul
  • 10.
    • Protecting Market Share
    • Gaining Shelf Space
    • Shooting in the Air
    • Competition
    • Diversification, Dithering, Consolidation, Restructuring ………..Total surrender to the Market
  • 11.