This document discusses key concepts in marketing including market segmentation, target marketing, positioning, customer needs and satisfaction, the exchange process, and different marketing concepts like production, product, selling, and societal marketing concepts. It provides examples to illustrate these concepts and their application to understanding customers and competitors in order to develop effective marketing strategies.

2. The roaring success of four-wheeler Tata Ace, in
a market earlier dominated by three-wheeler
load carriers, was due to a deep
understanding of the market needs and
customer requirements.

4. Marketing
It is a process by which companies create value
for customers and build strong customer
relationships to capture value from customers
in return

6. What is Marketed?
M Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas

9. DS
Negative Nonexistent Latent
Declining Irregular
Full Overfull Unwholesome

10. Key Customer Market
KCM Consumer Markets Global Markets
Business Markets Nonprofit/ Government Markets

11. • Customer needs, Wants, and Demands
• Market Segmentation, Target market, Positioning(STP)
• Market offerings
• Value and satisfaction
• Exchanges and relationships

13. Market segmentation
refers to dividing the markets into segments of
customers
Target marketing
refers to which segments to go after
Positioning:
Company must understand the position of their
product by comparing with others

14. .
Indian 2-Wheeler Market
Competitive Scenario
.
Motorcycle 50% 30% 13% 4% 1% 2% <1% - <1%
- 15% 28% - 2% 46% 9% <1% -
- - 82% - - - 8% 10% -
India is now the second largest
two-wheeler market in the
world
Figures denote Mkt Share (Apr-
Oct 05)

15. • Market offerings
These are some combination of products,
services, information, or experiences offered
to a market to satisfy a need or want
• Marketing myopia
It is focusing only on existing wants and losing
sight of underlying consumer needs

17. Customer Satisfaction
Customers
• Value and
satisfaction
Marketers
• Set the right level of
expectations
• Not too high or low

18. Exchange
It is the act of obtaining a desired object from
someone by offering something in return

19. Production Product Selling Marketing Societal
concept concept concept concept concept

20. Production concept is the idea that consumers
will favor products that are available or highly
affordable
Product concept is the idea that consumers will
favor products that offer the most quality,
performance, and features. Organization
should therefore devote its energy to making
continuous product improvements.

21. Selling concept is the idea that consumers will not
buy enough of the firm’s products unless it
undertakes a large scale selling and promotion
effort
Marketing concept is the idea that achieving
organizational goals depends on knowing the
needs and wants of the target markets and
delivering the desired satisfactions better than
competitors do

22. Societal marketing concept is the idea that a
company should make good marketing
decisions by considering consumers’ wants,
the company’s requirements, consumers’
long-term interests, and society’s long-run
interests

24. To make company more successful, top
Executive give more & more stress towards
marketing.
The Fundamental of marketing is based on 4ps.
It is also known as Marketing Mix.