2. The terms ‘Market’ and ‘Marketing’ are to be clearly
understood.
In ordinary parlance, market refers to a place where
goods and services are bought and sold
Beyond this if one thinks, it is not restricted to any
physical place but involves all areas and means
through which ‘sale’ is effected
3. The sole task of market is to dispose of the goods and
services to enable a sale transaction
For effecting sales, the particular place is not a necessary
condition
It may take place through any means like mail services,
electronic market (e-market).
It means that market is the while of any region or area in
which buyers and sellers are bought together and exchange
of goods for a price is settled
4. It is well accepted that the objective of all economic
activity is to satisfy human wants
In order to achieve that objective, the manufactures
and producers undertake production activities
Equally important side of production activity is to
think of distribution of the same
The very purpose of production is said to be served
only when the goods reach consumers who want them
5. Selling?
Advertising?
Promotions?
Making products available in stores?
Maintaining inventories?
All of the above, plus much more!
6. Marketing management is the art and science of
choosing target markets and getting, keeping, and
growing customers through creating, delivering, and
communicating superior customer value
7. Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of
ideas, goods, services to create exchanges that satisfy
individual and organizational goals
American Marketing Association
9. The marketing functions or activities are conducted by
various companies based on six alternative concepts or
orientations
1. The production concept
2. The product concept
3. The selling concept
4. The marketing concept
5. The customer concept
6. The social marketing concept
10.
11. Quality, performance, innovative features
Continues improvement in product
Lead to marketing myopia
12. It undertakes pressure selling tactics
Heavy promotions
Used for unsought goods
Without caring of customer needs and satisfaction
13.
14.
15.
16. The marketing process consists of the following
activities
1. Analysing market opportunities
2. Selecting target markets
3. Developing the marketing mix
4. Managing the market effort
17.
18. Four Ps
Product
Price
Place
promotion
Four Cs
Customer solution
Customer cost
Convenience
communication