This document provides an overview of key marketing concepts, including the 4 P's of marketing (product, price, place, and promotion), different marketing philosophies (production, product, selling, societal, and marketing concepts), and the importance of planning and using information in marketing. It discusses understanding customer needs, competitors, coordinating business functions, and using capabilities to drive performance. The marketing mix and concepts are explained as frameworks for guiding business activities and decisions.

1. 1
chapter
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2. 2
chapter
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1.1. Understanding the importance of marketingUnderstanding the importance of marketing
2.2. Understand its relevance to all types ofUnderstand its relevance to all types of
organizationorganization
3.3. Be aware of the key elements of marketingBe aware of the key elements of marketing
4.4. Have an overview of what marketing involvesHave an overview of what marketing involves

3. 1.2 3
All of the above, plus much more!
 Personal Selling?
 Advertising?
 Making products available in stores?
 Maintaining inventories?
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4. 1.3 4
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Marketing
Marketing
Consumer
Consumer
Competitors
Competitors
Co-ordination
Co-ordination
Capabilities
Capabilities
Performance
Performance

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5
Know about your customers.
Consumers’ need and want must guide an
organization.
Products should match consumers needs and must
guide an organization.
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6. 1.3.2 6
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 To find out what consumers want and supply
product that precisely match those needs.
Analyzing consumers needs, evaluating the
organization capacity to meet those needs.

7.  To give competitive edge
 To consider how well their product or
service performs relative to the
Competition in addition to how well it
meet the customers need.
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 It ensures that there are good link between
different functions within a business.
 Customers come to contact with range of
staff.
 Market activities and market awareness
guide an organization over time.
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Help to increase sales and profit.
 Revenue generated would cover
additional cost and increase profit.
Focusing attention on the products
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Develop an appropriate marketing strategy and
mix.
End Customers
Organizational customers

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PricePrice
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PromotionPromotion
PlacePlace
ProductProduct

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ProductProduct
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• The starting point of
the “4 Ps”
• Includes physical unit,
package, warranty,
service, brand, image,
and value

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PlacePlace
• Product availability
where and when
customers want them.
• Involves all activities
from raw materials to
finished products

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PromotionPromotion
• Role is to bring about
exchanges with target
markets
• Includes integration of
personal selling,
advertising, sales
promotion, and public
relations

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PricePrice
• The most flexible of
the “4 Ps”
• Price X Units Sold =
Total Revenue

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production Conceptproduction Concept
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Product conceptProduct concept
Selling conceptSelling concept
Societal marketing conceptSocietal marketing concept
Marketing conceptMarketing concept

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Product ion conceptProduct ion concept
 Mass production and
low cost are key to
business success.
 Effective under the
conditions of excess
demand.
 Consumers are
interested in wide
availability and low
price.

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Product conceptProduct concept
 A research and
development driven
approach to business.
 Emphasizes getting
the best product
 May be effective in
small, specialist niche
market.

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Selling conceptSelling concept
 Depend on selling those
products actively and
aggressively to the
customer.
 Provide basis for success.
 Interested in organization
product but will not actively
seek to make purchase.

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The marketing conceptThe marketing concept
 Based on consumer
sovereignty and presumption
of demand pull.
 Consider the marketing
concept as a simple
alternative.
 Concentrating on low cots,
mass production may be
appropriate.

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The societal marketing conceptThe societal marketing concept
 Essentially a development
of the traditional approach.
 Demands that organizations
behave in a socially
responsible manner.
 Reward will be inform of
improved long term
profitability.

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PlanningPlanning
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The marketing mixThe marketing mix
InformationInformation

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PlanningPlanning
Providing a
systematic frame
work for the
organization
marketing activities.
Establishes target.
Provides a frame
work for monitoring
and controlling
marketing activities

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PricePrice
44
PromotionPromotion
PlacePlace
ProductProduct
The Four PsThe Four Ps

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InformationInformation
Help to support decision
making.
To monitor how well
campaign is working.
Identify any changes that
needs to be made.