2. 2 P RINCIPLES
Fundamental norms, rules
or values
That represent
What is desirable and
positive for a
person, group, organizatio
n or community.
It helps in identifying what
is right or what is wrong
3. 3 ATTITUDE
Alphabet #
A 1
T 20
T 20
I 9
T 20
U 22
D 4
E 5
Total 100
BE POSITIVE
4. 4
WINNER DON’T DO DIFFERENT THINGS
THEY DO THINGS DIFFERNTLY
6. 6 C ONTENTS
Marketing Concept
Needs, Wants & Demand
Product & Services
Value Cost & Satisfaction
Exchange & Transaction
Market
Marketing
Evolution of Marketing
7. 7 M ARKETING C ONCEPTS
What you can learn
The marketing concept
The difference between customers and consumers
What a market is and how it can be described
The four Ps of the marketing mix
8. 8 I MPORTANCE OF M ARKETING C ONCEPT
How To Focus On Needs
And Wants
Improve Product
Be Competitive
Increase Sales
9. 9 B ASIC C ONCEPT
Satisfy Needs Get More
and Wants Profit
10. 10 N EEDS & WANTS
Phy
Need- something you Need
have to have .This is
basic human
requirement
Sec
Need
Want -Something you
would like to have
that satisfy your need
Soc
Need
Marketers do not create need they
influence wants
11. 11 D EMAND
Describes a consumer’s desire and
willingness to pay a price for a specific good or
service
Wants for specific product backed by an
ability to pay
Businesses often spend a considerable
amount of money in order to determine the
amount of demand that the public has for its
products and services. Incorrect estimations
will either result in heavy losses
12. 12 C USTOMER & C ONSUMER /U SERS
Customers buy a product.
Consumers/users use the product.
Example: Parents who buy video games
from retailers are customers. The kids who
play the video games are the consumers.
13. 13 T YPES OF C ONSUMERS /U SERS
Current Users with high frequency( Keep
them associates)
Current user with low frequency ( Make
them regular users)
Laps Users ( Make them users again)
Non Users ( Make them aware/Induce trail)
14. 14 I NDUSTRY
Industry
Manufacturing Services Concept
Product Services Product/Service
15. 15 P RODUCTS /S ERVICES /C ONCEPT
Product is defined as a "thing produced by labor or effort
In Marketing a product is anything that can be offered to a market that
might satisfy a want or need
• Having physical entity can be
touched
Tangible • Computer, Soft drink, Soap etc
• Non Physical product
Intangible/ • Insurance policy, Bank, Marketing
Services research companies, education
• Latin word means combination of
ideas. Ideas is a Greek word means
Concept a Unique thought
16. 16 P RODUCT
Product
FMCG Non FMCG
Electronic
Tea, Soap, Shampoo, Cream, Detergent
Appliances, Auto, Mobile, Computer, Paint
17. 17 P RODUCT (G OOD SERVICES & I DEAS )
Three main components Good Services Ideas
of Product
Car Transportation To move
speedily/secure
Goods
Microwave Cooking Save time
Services/Benefits
Cell Phone Communication Quick flow of
Ideas communication
Marketing Myopia: Emphasize more on the
benefits instead of concentrating on the
physical features of the product as people own
product to enjoy the benefits of the products
18. 18 P RODUCT C ATEGORY
S. No Category Types
1 Oral Care Toothpaste, Toothpowder, Mouth Wash etc
2 Oil & Fat Oil, Ghee, Butter, Margarine, cheese
3 Fuel CNG, Diesel, Petrol
4 Detergent Washing powder, Soap/Bar, Liquid, flakes
5 Shoe Polish Liquid, Cream, Shiner, Spray
6 Milk Powder, Pasteurized Milk, Tetra pack milk, flavored milk
19. 19 VALUE , C OST & S ATISFACTION
Value: The capacity of product to satisfy the needs &
wants
Product Capacity Satisfaction
Bi Cycle Less safe Economical
Car More Safe Less economical
Customer has to decide which product will deliver the most
total satisfaction
20. 20 E XCHANGE & R ELATIONSHIP
To develop long term relationship with the
customers, suppliers, distributors etc
Customer
A. Quality product
B. Fair price
C. On time delivery
D. After sale
services
Company Customer
Company
A. Good price of
good sold
B. On time payment
C. Good word of
mouth
21. 21 M ARKET
A public place where buyers
and sellers make transaction
directly or via intermediaries
Market is a place where
exchange take place between
buyers and sellers where
buyers are willing to buy and
seller are willing to sell their
product over a price
22. 22 M ARKETING
Marketing has been defined by the AMA as an organizational
function and a set of processes for
Creating
Communicating
Delivering Values
To customers and for managing customer relationships in
ways that benefit the organization and its stakeholders
23. 23 M ARKETING
Marketing is a social and managerial process by
which individuals and groups obtain
What they need & want
through
creating, offering and exchange products of
value with others
25. 25
T HE M ARKETING M IX
o The marketing mix comprises four basic
marketing strategies known as the four Ps:
o Product
o Place
o Price
o Promotion
26. 26
T HE M ARKETING M IX
Product strategies include what product to
make, how to package it, what brand name to
use, and what image to project.
Place strategies deal with how and where a
product will be distributed.
27. 27
T HE M ARKETING M IX
Price strategies should reflect what customers
are willing and able to pay.
Promotion strategies deal with how potential
customers will be told about the new
product, what the message will be, when and
where it will be delivered, and with what
inducements to buy.
28. 28 TARGET M ARKET
Target marketing is focusing all
marketing mix decisions on the
specific group of people you want to
reach
Based upon different factors
Gender, Age, Education, Income, SEC
etc
29. TARGET M ARKET – 1
Young Adults
15 to 18 Years
College going
30. TARGET M ARKET – 2
Young executives
Often 18 to 30
Having new Job
31. 31 TARGET M ARKET – 3
Middle Age Adults
Married
30+
Children 3+ years
SEC A-E
32. 32 M ARKETING C ONCEPT
The Marketing Concept
Marketing Research Marketing Segmentation
Product Price Place Promotion
Consumers
Graphic Organizer
34. 34 P RODUCTION CONCEPT
A production concepts holds that consumer will
favor products that are widely available and low
in cost.
“If somebody makes a product, somebody else
will want to buy it". This orientation rose to
prominence in an environment which had a
shortage of manufactured goods relative to
demand, so goods sold easily.
Effective where demand is high than the supply
Need to reduce the cost to expand market
35. 35 PRODUCTION C ONCEPT
Implications of this orientation include
Narrow product-line(s)
Pricing based on the cost of production and
distribution
Packaging designed primarily to protect product
Minimal Promotion and advertising, limited to raising
awareness of the existence of the product
Consumers more interested in simply obtaining the
product, and less in its quality
36. 36 P RODUCT C ONCEPT
A product concepts holds that consumer will
favor products that offer the high
quality, performance or innovative features
The drawback of this concept is that sometimes
company launch the product without taking the
opinion of customers as they thought they can
understand customer needs better
37. 37 S ELLING C ONCEPT / S ALES C ONCEPT
The Selling Concept holds that customers showed
resistance in buying the things.
Company should aggressively go for effective selling
and promotional tools to stimulate more buying
More related where people are not very interested to
buy like insurance,
More concentrate on selling rather than building a long
term relationship
Company interested in selling concept if they have over
capacity production
38. 38 M ARKETING C ONCEPT
Marketing concept hold that to achieve the
organization goals company should be more effective
than its competitors in marketing activities and to
satisfy the needs and wants of target market
4 Pillars of Marketing concept are
Profitability
Find out the Integrated
Marketing
right product
for the
customers Customers
Needs
rather than
find the right
customer for
your product Target
Market
39. 39 M ARKETING CONCEPT P ILLARS
Target Market
Target Market Male, Female, age, education, occupation,
health, income, SEC
Customer Needs Focus on the needs
Integrated Market Different department work together or the
customer satisfaction
Profitability Ultimate objective of an organization
