This document discusses key marketing concepts including: 1) The 4 Ps of marketing - product, price, promotion, and place which are elements an organization controls to satisfy customers. 2) Extended marketing concepts including people, physical evidence, and process which represent the human element, tangible experiences, and operational procedures of marketing. 3) Core concepts like segmentation, targeting, positioning, branding, and the supply chain which are fundamental to understanding customer needs and delivering value. The document provides an overview of fundamental marketing principles for developing strategies that satisfy customer wants and communicate an organization's offerings.

1. KEY CONSUMER MARKETS

2. Key Customer Markets
 Consumer goods and
services such as soft
drinks and cosmetics,
spend a great deal
of time trying to
establish a superior
brand image.
Consumer Markets

3. Key Customer Markets
 Companies selling
business goods and
services often face well-
trained and well-
informed professional
buyers who are skilled in
evaluating competitive
offerings.
Business Markets

4. Business markets

5. Key Customer Markets
 Companies face
challenges and
decisions regarding
which countries to
enter, how to enter the
country, how to adapt
their products/services
to the country, and how
to price their products.
Global Markets

6.  Companies selling to
these markets have to
price carefully because
these organizations
have limited purchasing
power.
Nonprofit/ Government Markets
Key Customer Markets

7. CORE MARKETING
CONCEPTS

8. Core Marketing Concepts
• States of felt deprivation
• Physical: Food , Clothing, Warmth, Safety
• Social: Belonging & Affection
• Individual: Knowledge & Self Expression
Needs
• Form that human needs take as
shaped by culture & individual
personality.
Wants
• Human wants backed by buying
power.Demand

9. • Dividing the markets into segments of
customersSegmentation
• Which segment to go after
Targets
Markets
• Consumer’s perception of the product.Positioning
Core Marketing Concepts

10. Core Marketing Concepts
• Offering: Intangible Value proposition made
physical by an offering.
• Brand: Offering from a known source
Offerings &
Brands
• Value: Sum of perceived tangible or intangible benefits
and cost to customer.
• Satisfaction: Reflects a person’s judgments of products
perceived performance in relation to expectations.
Value &
Satisfaction
• Communication Channel:
• Distribution Channel
• Service Channels
Marketing
Channels

11. Core Marketing Concepts
• Channel stretching from raw material
to components to final products that
are carried to final buyers
Supply
Chain
• Includes all the actual and potential
rival offerings and substitute a buyer
might consider.
Competition
• Task Environment
• Broad Environment
Marketing
Environment

12. MARKETING MIX

13. Marketing MIX
 Marketing Mix is defined as the elements that an
organization controls that can be used to satisfy or
communicate with customers.

14. 4 Ps of Marketing

15. Product
•Product Variety
•Quality Level
•Design
•Packaging
•Warranties
•Product Lines
•Branding
•Services
A product, service or idea is that which
satisfies the needs & wants of the customers

16. Price
1. List Price
2. Discounts &
Allowances
3. Payment period
4. Credit terms
Price is the amount a consumer pays in exchange for the product or
service.

17. Promotion
Sales Promotion
Advertising
Sales Force
Public Relations
Direct Marketing
Promotion activities are meant to communicate &
persuade the target market to buy the company’s
products.

18. Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
Place represents the location where a
product can be purchased.

19. People
Physical Evidence
Process
Extended 3 Ps

20. People
All people who
directly or indirectly
influence the
perceived value of the
product or service,
including knowledge
workers, employees,
management and
consumers.

21. Physical Evidence
The direct sensory
experience of a
product or service
that allows a
customer to
measure whether
he has received
value.

22. Physical Evidence
 Packaging.
 Internet/web pages.
 Paperwork (such as invoices, tickets and despatch
notes).
 Brochures
 Furnishings.
 Signage (such as those on aircraft and vehicles).
 Uniforms.
 Business cards.
 The building itself (such as prestigious offices or scenic
headquarters).

23. Process
Procedures, Mechanisms and Flow of Activities which lead to
an exchange of value

24. 7Ps & 7Cs
The 7Ps The 7 Cs
Organization Facing Customer Facing
Product Customer
Price Cost
Place Convenience
Promotion Communication
People Caring
Process Co-ordinated
Physical Evidence Confirmation

25. Marketing Debate:
Take a Position!
Does marketing shape consumer needs?
or
Does marketing merely reflect the needs and wants
of consumers?