These slides are prepared by Rahul Ranjan Kumar, IIT Kanpur under the supervision of Prof. Sameer Mathur, IIM Lucknow.

1. What are some
Core
Marketing
Concepts?

2. Basic Human Requirements
Needs
Education

3. Wants
Desire for Specific satisfier of Need
U.S. consumer Needs
Food

4. Demands
Want for Specific Product backed up by Ability &
Willingness to Buy
Wants Mercedes
Demand = Maruti Suzuki

5. Segmentation
Dividing the Market
into Segments

6. Target
Markets
Knowing
Greatest
opportunities

7. Positioning
Delivering
some central
benefit

8. Offerings
McDonald’s carries many associations in
people’s minds that make up its image
Brands
Making Intangible value
proposition physical
Offering from a known
source

9. Value
Person’s judgment of a
product’s perceived
performance in relationship to
expectation
Satisfaction
Products Capacity to satisfy
needs/ wants as per
consumer’s perception or
estimation.

10. Marketing Channels
Communication
Channels
Distribution Channels Service Channels

11. Deliver & Receive messages from Target Buyers
Communication Channels
Billboard
Newspapers Telephone

12. Distribution Channels
Display, Sell / Deliver of Physical Product / Service(s) to Buyer / User
Telephone Wholesaler Internet

13. Service Channels
Bank
Insurance Companies
Transport Companies
Warehouses

14. Supply Chain
Final Buyer
Raw Materials
Components
Finished Products

15. Competition
Actual &
Potential rival
offerings &
substitutes a
buyer might
consider

16. Marketing Environments
Task
Environment
Broad
Environment

17. http://thrivefarmers.com/wp-content/uploads/2013/09/process_chart.png
http://istesecht.com/food-images-18-cool-wallpapers-8937.html
http://www.bariatriccookery.com/wp-content/uploads/2014/09/water-and-jug.png
http://ec.europa.eu/education/news/2014/images/shutterstock_dragon_images_115746919.jpg
http://www.alumni.ucsd.edu/s/1170/forms/11405/74758/entertainment0802131322.jpg
http://www.applebees.com/~/media/2012_menu_images/Menu%20C/579x441/Beverages/Beverages_brewed_tea.jpg
http://resources.carsguide.com.au/styles/cg_hero_large/s3/dp/albums/album-4820/lg/mercedes-benz-s350-gallery.jpg
R E F E R E N C E S