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10. new concepts of marketing

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New concepts of Marketing by Tharaka Dias

New concepts of Marketing by Tharaka Dias

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  • 1. THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  • 2. 1. Why is marketing important?2. What is the scope of marketing?3. What are some fundamental marketing concepts?4. How has marketing management changed in recent years?5. What are the task necessary for successful marketing management? AOT - www.tharakadias.com 2
  • 3. MarketingDemand JobsRevenue Profits Giving AOT - www.tharakadias.com 3
  • 4. Marketing is the activity, set of institutions,and processes for creating, communicating,delivering, and exchanging offers that havevalue for customers, clients, partners,and society at large. AOT - www.tharakadias.com 4
  • 5. Marketing management is the art andscience of choosing target markets andgetting, keeping, and growing customersthrough creating, delivering, andcommunicating superiorcustomer value. AOT - www.tharakadias.com 5
  • 6. Persons Experiences Events Properties Organizations Information Ideas GoodsServices Places AOT - www.tharakadias.com 6
  • 7. Response Attention Purchase Donation VoteMarketer Prospect AOT - www.tharakadias.com 7
  • 8. Unwholesome Declining • Nonexistent • Latent Irregular • FullNegative • Overfull AOT - www.tharakadias.com 8
  • 9. AOT - www.tharakadias.com 9
  • 10. AOT - www.tharakadias.com 10
  • 11. Global Markets Consumer MarketBusiness Markets Government Market AOT - www.tharakadias.com 11
  • 12. Marketplaces Marketspaces Metamarkets AOT - www.tharakadias.com 12
  • 13. Needs, Wants, and Demands Target Markets, Positioning, and SegmentationOfferings and Brands Value and AOT - www.tharakadias.com Satisfaction 13
  • 14. Marketing Channels Supply ChainMarketing Environment Competition AOT - www.tharakadias.com 14
  • 15. Globalization CommunicateInformation w/Customer CollectTechnology Information Major Societal New Company Forces Capabilities Consumer DifferentiateInformation Increased Goods Competition AOT - www.tharakadias.com 15
  • 16. Entire Organization Marketing Department Chief Marketing Officer (CMO) AOT - www.tharakadias.com 16
  • 17. Marketing Concepts Quality Create, deliver, and Innovation communicate value Production Product Selling Marketing SocietalMass production Unsought goodsMass distribution Overcapacity AOT - www.tharakadias.com 17
  • 18. AOT - www.tharakadias.com 18
  • 19. Build long-term relationships Develop marketing networks AOT - www.tharakadias.com 19
  • 20. Create, communicate, and deliver customer valueAOT - www.tharakadias.com 20
  • 21. AOT - www.tharakadias.com 21
  • 22. Social Responsibility AOT - www.tharakadias.com Financial Accountability 22
  • 23. AOT - www.tharakadias.com 23
  • 24. Developing market strategies and plansCapturing marketing insightsConnecting with customersBuilding strong brandsShaping market offeringsDelivering valueCommunicating valueCreating long-term growth AOT - www.tharakadias.com 24
  • 25. Thank youAOT - www.tharakadias.com 25

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