Marketing involves understanding customer needs and delivering value through products and services. There are different concepts of marketing such as production, product, and selling orientations which focus on outputs rather than customers. The modern marketing concept focuses on customer satisfaction by determining customer needs and wants. Marketing management aims to influence demand and achieve organizational goals through exchange with target markets.
This PowePoint presentation is a support visual aid/tool presentation of instructional materials in Marketing Principles intended for basic core subject in the undergraduate courses of Bachelor of Science in Business Administration and other business cluster courses in Marketing Communications.
This PowePoint presentation is a support visual aid/tool presentation of instructional materials in Marketing Principles intended for basic core subject in the undergraduate courses of Bachelor of Science in Business Administration and other business cluster courses in Marketing Communications.
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
Checkout Abandonment - CRO School by Mailmodosaba771143
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Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
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This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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4. Best combo offers on website Hosting,design along with digital marketing services
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6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
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Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
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3. WHAT IS MARKETING ?
• ANY INTERPERSONALAND
INTERORGANISATIONAL
RELATIONSHIP INVOLVING AN
EXCHANGE IS MARKETING .
WILLIAM J.STANTON
4. 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
5. 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
6. NEEDS,WANTS AND DEMANDS
NEED : A state of felt deprivation of some basic satisfaction
( Food, Clothing, Shelter, Belonging etc. )
WANTS : Wants are desires for specific satisfiers of the
deeper needs. Needs are few and wants are many .
DEMANDS : are wants backed by ------Ability to buy and
Willingness to buy
7. PRODUCTS / OFFERS / SATISFIERS / RESOURCES
Anything that can be offered to someone to satisfy a need or want
is a product .
Product refers to physical object
Services refer to intangible object
8. VALUE AND SATISFACTION
Value is the customers’ estimate of the Product’s capacity to
satisfy a set of goals
Value is the ratio between what the customer gets and what
he gives (V=B/C)
Customer gets benefits & assume costs
WHEN :Customer Expectance=Performance (satisfied)
Customer Expectance>Performance (dis-satisfied)
Customer Expectance<Performance (Highly satisfied)
9. EXCHANGE AND TRANSACTION
Exchange is the act of obtaining a desired
product by offering something in return .
Exchange takes place when 5 conditions are satisfied:
(a) Two parties should be there
(b) Each party must have something of value to the other
(c) Each party is capable of communication & delivery
(d) Each party is free to accept or reject the offer
(e) Each party believes that it is appropriate to deal with
the other party
10. EXCHANGE AND TRANSACTION
Exchange is a process rather than event. It is a value creating process
because it normally leaves both parties better off.
A transaction is a trade of values between two or more parties ( A
BARTER TRANSACTION OR A MONETARY TRANSACTION ).
11. WHAT IS MARKET ?
A market consists of all the potential customers sharing a particular
need or want who might be willing and able to engage in exchange to
satisfy that need or want.
12. WHAT IS MARKETING ?
Marketing is the management process which identifies,
anticipates, and supplies customer requirements efficiently
and profitably.
In other words, it is the process of understanding,
creating, and delivering profitable value to targeted
customers better than the competition.
13. WHAT IS MARKETING ?
Its aim is to establish, maintain, enhance long term relationship with
customers at a profit so that the objectives of the parties involved are
met.
In short marketing consists of attracting, developing, and retaining
profitable customers.
14. BUSINESS IS MARKETING
Marketing can not be considered as a separate function , it is the
whole business, seen from the point of view of its final
results.................that is profit,through customer satisfaction
PETER DRUCKER
15. A SIMPLE MARKETING SYSTEM
Industry Market
Communication
Information/Feedback
Goods & Services
Money
16. WHAT IS MARKETING MANAGEMENT ?
Marketing Management is the analysis, planning, implementation and
control of programs designed to create, build and maintain beneficial
exchanges and relationships with target markets for the purpose of
achieving Organisational objectives.
17. WHAT IS MARKETING MANAGEMENT ?
Marketing management is demand management or it
involves the task of influencing the level, timing and
composition of demand. At times the actual demand level
may be below, equal to, or above the desired demand level
and the major task of marketing management is to regulate
the level of demand.
18. STATE OF DEMAND AND MARKETING TASK
State of demand
Negative Demand
No Demand
Latent Demand
Falling Demand
Irregular Demand
Full Demand
Overfull Demand
Un-wholesome Demand
Marketing task
Conversional Mktg.
Stimulational Mktg.
Developmental Mktg.
Remarketing
Synchro-marketing
Maintenance Mktg.
Demarketing
Counter-marketing
19. 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
20. COMPANY ORIENTATION FOR MARKETING ACTIVITIES
Marketing Management can be defined as the
effort to achieve desired EXCHANGE outcomes
with TARGET MARKETS.
Now the question arises :
(1) What philosophy should guide the
marketing activities?
(2) What weights should be given to the
interests of the organisation,the customers
and the society?
21. 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
22. (1) THE PRODUCTION CONCEPT
Produce
Sell
Consumers
Company
Produce more & more
Practically sells itself
23. 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.
24. (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.
25. 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.
26. (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 .
27. 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.
28. (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)
29. 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.
30. (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
31. 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.
32. SELLING AND MARKETING CONCEPT CONTRASTED
Starting point Focus Means Ends
Factory Products Selling and
Promoting
Profit through
Sales Volume
Selling Concept
Target Market Customer
Needs
Coordinated
Marketing
Profit through
Customer
Satisfaction
Marketing Concept
33. STRATEGIC CONCEPT OF MARKETING
Shifted the focus of Marketing from Product or
customer to the CUSTOMER IN THE CONTEXT
OF THE BROADER EXTERNAL ENVIRONMENT .
To succeed, marketers must know the
customer in a context including the
competition, Govt. Policy& regulation and the
broader economic, social and political macro
forces that shape the evolution of market.
34. STRATEGIC CONCEPT OF MARKETING
Shifted the Marketing Objectives from PROFIT TO
STAKEHOLDER BENEFITS.
Stakeholders are individuals or groups who
have an interest in the activity of a company .
They include-----The employees and management,
Customers, Society, Shareholders, Financiers/ Bankers,
Government etc.
35. STRATEGIC CONCEPT OF MARKETING
Strategic Marketing Concept is Strategic Management, which
integrates marketing with the other management functions. (
Major task is Profit for Stakeholders’ benefits ).
36. MARKETING SYSTEM
Marketing is concerned with the flow of goods and services
from the points of production to the points of
consumption. There is a systematic arrangement of these
functions of marketing to move the goods and services to
the needy persons. This system is essential to the creation
of time, place and possession utilities.
37. MARKETING SYSTEM
A dynamic marketing system must be
willing to undertake the following specific
activities : 1.
Define market area.
2. Research consumer wants and needs.
3. Develop and redevelop product /
service.
4. Select,train,motivate and control human
resources.
5. Develop sales approach and
advertising
support.
38. GOALS OF THE MARKETING SYSTEM
(1) MAXIMIZE CONSUMPTION
(2) MAXIMIZE CONSUMER
SATISFACTION
(3) MAXIMIZE CHOICE
(4) MAXIMIZE LIFE QUALITY
39. THREE BASIC PRINCIPLES OF MARKETING
The essence of marketing can be
summarized in three great principles. The
first identifies the purpose and task of
marketing, the second the competitive
reality of marketing and third the
principal means for achieving the first
two.
40. THREE BASIC PRINCIPLES OF MARKETING
(1) . The Customer Value and Value
Equation :
V=B/P Where; V=Value
B= Perceived Benefits
P= Price
(Value is increased by increasing the numerator and/or
reducing the denominator)
41. THREE BASIC PRINCIPLES OF MARKETING
(2).Competitive or Differential Advantage :
The total offer must be more attractive than that of
the competition in order to create a competitive
advantage.
(3).Focus or the Concentration of
Attention : The task of creating
Customer Value at a Competitive advantage.
43. CUSTOMER AS THE CONTROLLING FUNCTION
Production Finance
Marketing Personnel
CUSTOMER
44. MARKETING AS THE INTEGRATIVE FUNCTION
CUSTOMER
Production
Personnel Finance
Marketing
45. THREE LEVELS OF MARKETING
Responsive Marketing
Anticipative Marketing
Need Shaping Marketing
46. RESPONSIVE MARKETING
It is the form of marketing when some company defines an existing
clear need and prepare an affordable solution.
(Recognizing that women wanted to spend less time for cooking and
cleaning, led to the invention of modern washing machine, microwave
oven etc.)
47. ANTICIPATIVE MARKETING
It is a form of marketing when a company
recognize an emergent or latent need, and
come out with an affordable solution. Evian,
Perrier anticipated growing market for bottled
drinking water as the quality of water
deteriorated in many places.
Anticipative marketing is more risky than
responsive marketing;companies may come
into market too early or too late,or may even be
totally wrong about thinking that such a market
would develop.(eg. Dish washers in India)
48. NEED SHAPED MARKETING
The broadest level of marketing occurs when
a company introduces product that nobody
asked for and often could not even conceive
of.
(e.g. Sony Walkman, Sony Compact Disc )
Late Akio Morita, founder and chairman of
Sony, who introduced these and many other
new products, summarized his marketing
philosophy in these words: “ I don’t serve
markets. I create them.”
49. 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.