2. DEFINITION
Marketing is the performance by an enterprise of all
the activities required in order to create, promote, and
distribute products to the presents consumer’s
demand and satisfaction
Marketing involves researching, promoting, selling,
and distributing your products or services
3. MARKETING CONCEPT
The marketing concept is a process when a company
plans and implements to maximize profit by
satisfying customer’s needs, increasing sales, and
beating competitors.
The purpose is to create a situation that benefits both
parties; customer and the company
4. The concept of marketing is a general term that
encompasses several approaches or philosophies to
marketing that can be employed to promote a product
or service.
These concepts are fundamental principles that guide
how one can approach marketing a business, product,
or service
5. There are five concepts that underpin marketing:
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept
6. THE PRODUCTION CONCEPT
The production concept suggests that people prefer
products and services that are easily available and low
in cost.
this concept means you’re looking to achieve a highly
efficient production process, keep costs low, and aim
to increase production.
Think Wal-Mart, McDonald’s, Forever 21, Starbucks,
and countless other big brands use this approach
7. THE PRODUCT CONCEPT
The product concept suggests that buyers focus on a
product’s quality, features, and benefits.
Consumers will favor those products that the most
quality, performance of innovative features.
The biggest and best-known example of this type of
marketing is Apple.
They focus on their products love affair rather
focusing on the market.
8. THE SELLING CONCEPT
The selling concept is based on the understanding that
your customer won’t buy enough of your product or service
unless you push them into it.
Marketing efforts based on the selling concept involve
aggressively advertising everywhere constantly.
Brands that aggressively promote Black Friday (and Cyber
Monday), such as Amazon, also many big brands also use
very similar tactics.
9. THE MARKETING CONCEPT
The marketing concept focuses on the customer.
Brands that utilize the marketing concept spend time getting
to know their customer’s likes and dislikes.
This is the approach is used by small businesses.
While they can’t compete on scale or price with more
prominent brands, they can, make a deep understanding of
their customer, fill the gaps in the market and meet a niche
demand.
10. THE SOCIETAL MARKETING CONCEPT
The societal marketing concept takes the marketing
concept further .
This concept says that you should focus on what your
customers need to solve their problems while
ensuring that no harm comes to them and the society.
Herbivore and other beauty brands use this concept
for using organic ingredients which is good for the
customers and the enviroenment
11. MARKETING ACTIVITIES
Marketing activities are all the activities that firms
undertake to create, promote, and distribute products using
marketing strategies
Market Research
Product Planning
Pricing
Advertising
Sales Promotion
Distribution
12. MARKET RESEARCH
activities concerned with obtaining marketing
information.
It is necessary to find out the facts about the market so
that decisions can be based on factual information and
not on guesswork.
13. PRODUCT PLANNING
activities concerned with developing a product so that
it satisfies the customer and enables the enterprise to
use its productive capacity fully.
14. PRICING
activities concerned with determining the price of the
product on the basis of costs as well as market factors
such as
distribution channels used,
discount structure applicable,
level of prices of competitors products,
ability or willingness of customers to pay, and so on
15. ADVERTISING
activities concerned with making the product known
to the customers and creating demand for it.
Advertising brings the customer to the product
16. SALES PROMOTION
activities covering all aids to sales other than
advertising.
Sales promotion stimulates demand and increases
sales. Usually sales promotion moves the product
towards the customer.
18. PRINCIPLES OF MARKETING MANAGEMENT
Active attitude
enterprise must have an active attitude towards the
market.
It cannot expect customers to buy a product simply
because it is produced.
Management must actively study the market,
persuade customers, promote the produce and
organize distribution
19. Importance
second principles is that the management of an
enterprise must recognize that marketing should be
given at least as much importance as other basic
managerial functions such as administration,
production and finance
20. MARKETING TECHNIQUES
The management is required to control the application
of a range of skills and techniques in marketing.
Providing sustain capacity building of the marketing
workers is also a good technique
21. MARKETING STRATEGY
Marketing Strategy is the art of selecting the
appropriate market techniques. Choice of techniques
depends on:
type of product
size of the firm
market
resources of the firm
22. CLASS DISCUSSION
Adiga oo isticmaalaya fikraddii ganacsi ee aad soo
bandhigtay;
Soo bandhig istaraatajiyadda suuq geynta alaabta/adeega aad iibinayso
