all short notes on Marketing societal marketing marketing concepts maeketers target marketing need wants and demands socal media influence on marketing industry and market concept along with all the relevent examples product concept ,production concept,selling concept ,marketing concept product concept costing and priceing along with the required documents Marketing concept is a set of strategies that the firms adopt where they analyse the needs of their customers and implement strategies to fulfil those needs which will result in an increase in sales, profit maximisation and also beat the existing competition. The marketing concept has been widely used by companies all over the world in the present age, but the situation was not the same earlier. As per this concept, it is said that for an organisation to satisfy the objectives of the organisation, the needs and wants of the customer should be satisfied. This theory was first mentioned in Adam Smith’s book “The Wealth of Nations” in 1776 but came into widespread use only 200 years later. Therefore, marketing can be said as a process of acquiring customers andmaintaining relations with them and at the same time matching needs and wants with the services or product offered by the organisation, which ensures that the organisation will become profitable. What are Needs, Wants and Demand Marketing concept focuses on the needs, wants and demands of customers. Let us understand them in brief. 1. Needs: Needs are basic requirements that enable a healthy and active life. If needs are not fulfilled, it will result in the dysfunction of the system, which can result in disability or death. It can be objective as well as physical as in need of food, water and shelter. 2. Wants: Wants are something that is desired by the person. These are not required for day to day functioning. Wants are not necessary for basic survival and are mostlymoulded by cultural influence. 3. Demands: When the needs and wants are supported by an ability to pay, it becomes a demand. Types of Marketing Concept Five types of marketing concepts are as follows: 1. Production Concept 2. Product Concept 3. Selling concept 4. Marketing concept 5. Societal marketing concept Production Concept This concept was based on the assumption that customers are primarily interested in products which are accessible and affordable. This concept was introduced at a time when business was focused mainly on production. It says that a business will be able to lower costs by producing more quantity or mass production of goods

1. BASIC MARKETING
CONCEPTS

2. WHAT IS MARKETING ?
The essence of Marketing is a transaction -
an exchange- intended to satisfy human
needs and wants.There are three elements in
the marketing process :
(A) MARKETERS
(B)WHAT IS BEING MARKETED
(C) TARGET MARKET

3. WHAT IS MARKETING ?
Marketing is a social process by which
individuals and groups obtain what they need
and want through creating and exchanging
products and value with others
PHILIP KOTLER
This definition includes following core concepts :
NEEDS ,WANTS and DEMANDS --- PRODUCTS----
--VALUE & SATISFACTION---EXCHANGE &
TRANSACTION---MARKETS & MARKETERS

4. A SIMPLE MARKETING SYSTEM
Industry Market
Communication
Information/Feedback
Goods & Services
Money

5. EVOLUTION OF MARKETING
MANAGEMENT
 Marketing management has evolved
through following stages :
 (1) Production Orientation Stage
 (2) Sales Orientation Stage
 (3) Marketing Orientation Stage
 (4) Social Responsibility & Human
Orientation Stage

6. MARKETING CONCEPTS
 There are FIVE competing concepts under
which organizations conduct their
marketing activities:
 The Production Concept
 The Product Concept
 The Selling Concept
 The Marketing Concept
 The Societal Marketing Concept

7. (1) THE PRODUCTION CONCEPT
Produce
Sell
Consumers
Company
Produce more & more
Practically sells itself

8. THE PRODUCTION CONCEPT
 Consumers will favour those products
that are widely available and low in cost.
 Therefore increase production and cut
down costs.
 And build profit through volume.

9. Simrans_Co.mp4

10. (2) THE PRODUCT CONCEPT
Produce
Quality
Products
Sell
Consumers
Practically sells itself,if
it gives most quality for
money
Buyers admire well-made products and can
appraise product quality and performance.

11. THE PRODUCT CONCEPT
 Consumers will favour those products
that offer the most quality, performance,
or innovative features.
 Therefore, improve quality, performance
and features.
 This would lead to increased sales and
profits.

12. (3) SELLING CONCEPT
 Consumers have normal tendency to resist.
Produce
Sell it Consumers
Aggressive selling &
promotion efforts
Making sales becomes primary function and
consumer satisfaction secondary .

13. THE SELLING CONCEPT
 Consumers , if left alone , will not buy
enough of company’s products.
 Therefore, promote sales aggressively.
 And,build profit through quick turnover.

14. (4) MARKETING CONCEPT
 “ LOVE THE CUSTOMER , NOT THE
PRODUCT ”
Consumers
Produce it
Market it
Learn what they
want(MR)
Sell what they want(Satisfy
needs of customers)

15. THE MARKETING CONCEPT
 The key to achieving organizational goals
consist in determining the needs and
wants of target markets and delivering the
desired satisfactions more effectively and
efficiently than competitors.
 And build profit through customer
satisfaction and loyalty.

16. (5) THE SOCIETAL MARKETING CONCEPT
 It is Marketing Concept (+) Society’s well
being.
 Balancing of following three considerations
while setting marketing policies :
-Customer’s want satisfaction -
Society’s well being -
Company’s profits

17. THE SOCIETAL MARKETING CONCEPT
 The societal marketing concept holds that the
organization’s task is to determine the needs,
wants, and interests of target markets and to
deliver the desired satisfactions more
effectively and efficiently than competitors in
a way that preserves or enhances the
consumer’s and the society’s well being.
- It addresses conflicts between consumer’s
and firm’s short run wants and long term
welfare.

18. SELLING AND MARKETING CONCEPT
CONTRASTED
Starting point Focus Means Ends
Factory Products Selling and
Promoting
Profit through
Sales Volume
Selling Concept
Target Market Custome
r Needs
Coordinated
Marketing
Profit through
Customer
Satisfaction
Marketing Concept

19. MARKET- DRIVEN AND MARKET- DRIVING
COMPANY
 Market-driven companies focus on researching current
customers to identify their problems, gather new ideas,
develop products that result in incremental improvements,
not radical innovations.
 Market-driving companies generate significantly new
products, services, business formats and raise our sights
and our civilization. These
companies are much more than customer-led. They lead
customer where they want to go, but don’t know yet.