The document discusses different marketing concepts. It defines marketing as creating, communicating, delivering, and exchanging offers that have value for customers. It then outlines several concepts: The production concept focuses on achieving high production efficiency and wide distribution. The product concept emphasizes offering products with the most innovative features and quality. The selling concept concentrates on aggressive selling and promotion efforts. The modern marketing concept holds that the key to organizational goals is creating, delivering, and communicating superior customer value to target markets. It involves integrating all marketing functions. The societal marketing concept aims to deliver desired customer satisfaction in a way that preserves or enhances consumer and societal well-being.

1. Mir Jakaria Kabir
Roll : 1810085509
EMBA (10th Batch), IBA,RU
Presented By

2. ▪ Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offers that have
valuefor customers, clients, partners,
and society atlarge.
2
Definition Of Marketing

3. 3
Marketing is a social & managerial process
by which individuals & groups obtained what
they need & want through creating, offering
& exchanging products of value with others.

4. Needs,Wants, and Demands Target Markets,Positioning,
andSegmentation
Offerings and
Brands
Value and
Satisfaction
4

5. MarketingChannels
Marketing Environment
5
SupplyChain
Competition

6. Marketing Concepts
Quality
Innovation
Create, deliver, and
communicate value
SocietalMarketingSellingProductProduction
Mass production
Mass distribution
Unsought goods
Overcapacity
6

7. concentrated  Low cost
 Mass distribution
 Production efficiency
Manager of production
oriented business
The Production Concepts
7
The production concepts holds that customers will favor
those products that are widely available & low in cost.
Managers of production oriented organizations concentrate
on achieving high production efficiency & wide distribution
coverage.

8. The Product Concepts
8
It holds that consumer will favor those product that offer the
most quality, performance or innovative features. Manager in this
organization focus on marketing superior product. They assume
that buyers admire well made product.

9. Ends
The Selling Concepts
9
It holds that customer and business concentrate on an aggressive
selling and Promotion effort.
Starting Point Focus Means
Factory Product
Selling &
Promotion
Profit
Through

10. The Modern Marketing Concepts
10
It holds that the key to achieve its organizational goal consists
of the company being more effective than competitors in
creating, delivering and communicating superior customer
value to its target markets.
Modern marketing / Integrated marketing means the various
marketing functions – sales force, advertising, customer service,
product management, marketing research must work together.
EndsStarting Point Focus Means
Factory Product
Selling &
Promotion
Profit
Through
Customer
Satisfaction

11. The Difference between Traditional
Marketing & Modern Marketing
11
Traditional Marketing
Top level
Upper Middle Level
Lower Middle Level
Operational Level
Customers
Modern Marketing
Customers
Operational Level
Lower Middle Level
Upper Middle Level
Top Level

12. Societal Marketing Concepts
12
It holds that the organization’s task is to determine the need,
wants and interest of the target markets and to deliver the desired
satisfaction more effectively and efficiently than competitors in a
way that preserves or enhances the consumer’s and the society’s
well beings.
It is nothing but humanistic marketing and ecological marketing.

13. Thank You