Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

B.Com 07-11, Lecture 2 Core Marketing Concept

Subject: Marketing
Teacher: Hafiz Ahsan
Class: Bcom 5th (2007-2011)
Uploaded by: Saad Ahmad (BC07002)

  • Be the first to comment

B.Com 07-11, Lecture 2 Core Marketing Concept

  1. 2. Marketing (Philip Kotler) <ul><li>Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and values with others. </li></ul>
  2. 3. Core Marketing Concepts
  3. 4. Core Marketing Concepts
  4. 5. Core Marketing Concepts <ul><li>Need </li></ul><ul><li>State of felt deprivation. </li></ul><ul><li>Want </li></ul><ul><li>Need shaped by culture and individual personality. </li></ul><ul><li>Demand </li></ul><ul><li>Want backed up by the purchasing power. </li></ul>
  5. 6. Core Marketing Concepts
  6. 7. Core Marketing Concepts <ul><li>Product and Services </li></ul><ul><li>Anything that can be offered in a market for attention, acquisition, use or consumption and that may satisfy a need or want . </li></ul>
  7. 8. Conti… <ul><li>It Includes: </li></ul><ul><li>Physical Goods </li></ul><ul><li>Services </li></ul><ul><li>Places </li></ul><ul><li>People </li></ul><ul><li>Organization </li></ul><ul><li>Activities </li></ul><ul><li>ideas </li></ul>
  8. 9. Core Marketing Concepts
  9. 10. Conti….. <ul><li>Value </li></ul><ul><li>“ The difference between benefit the customer from owing and using a product and cost of obtaining the product.” </li></ul><ul><li>Satisfaction </li></ul><ul><li>“ Satisfaction depends on how well product performance lives up to the customer expectations.” </li></ul>
  10. 11. Core Marketing Concepts
  11. 12. Conti….. <ul><li>Exchange </li></ul><ul><li>Exchange is the process of obtaining the desired product from someone by offering something in return. </li></ul><ul><li>Prerequisites of Exchange: </li></ul><ul><li>At least two parties </li></ul><ul><li>Something of value to offer each other </li></ul><ul><li>Willing to exchange </li></ul><ul><li>Free to accept or reject </li></ul><ul><li>Able to communicate and deliver </li></ul>
  12. 13. Conti….. <ul><li>Transaction </li></ul><ul><li>A trade between two parties that involve </li></ul><ul><li>At least two things of value </li></ul><ul><li>Agreed upon the condition </li></ul><ul><li>A time of agreement and place of agreement </li></ul><ul><li>May be Monetary or Barter </li></ul>
  13. 14. Core Marketing Concepts
  14. 15. Conti….. <ul><li>Market </li></ul><ul><li>A set of actual and potential buyer of product. </li></ul><ul><li>A place. </li></ul><ul><li>Marketing satisfies the needs of markets by facilitating the exchange process. </li></ul>
  15. 16. <ul><li>Competitors </li></ul>Suppliers Company (Marketers) Marketing Intermediaries End User Marketers Environment

×