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This document summarizes different concepts of marketing: the exchange concept, production concept, product concept, sales concept, and marketing concept. It explains that the marketing concept views marketing as starting with determining consumer wants and satisfying those wants. The key features of the marketing concept are consumer orientation, integrated management with marketing at the center, achieving consumer satisfaction, and realizing all organizational goals including profits.
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Marketing management
This document defines marketing management as choosing target markets and growing customers through superior value. It discusses five concepts of marketing management: production, product, selling, marketing, and social marketing. The production concept focuses on lowering costs through mass production. The product concept believes customers prefer high-quality products regardless of other factors. The selling concept views sales as the goal. The marketing concept places customers at the center. The social marketing concept emphasizes customer and societal well-being. The document also lists strategies for fueling business growth like using social media, video tutorials, blogging, search engine optimization, influencers, and lead generation. It defines a marketing strategy as a business's overall plan for reaching people and turning them into paying customers.
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This document defines key terms related to product promotion and marketing, including advertising, direct marketing, sales promotion, public relations, publicity, news releases, promotional mix, consumer promotions, coupons, and premiums. It provides brief descriptions of common promotional strategies and tactics used by businesses to attract customers, stimulate purchasing, and influence target audiences. The terms cover a range of non-personal promotional activities that businesses employ to convince consumers to select their products or services.
Concept of marketing
Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society. It is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services. 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. Customer perceived value is determined by comparing the prospective customer's evaluation of the total benefits versus the total costs of an offering against alternative options.
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The document discusses the key functions of marketing. It defines marketing and outlines its scope. The 7 main functions of marketing are identified as pricing, selling, financing, promoting, product/service management, distribution, and market information management. Marketing is summarized as the process of communicating the value of a product or service to customers through activities like market research, identifying target markets, and building customer relationships.
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Sales promotion
Sales promotions are short-term incentives used to encourage purchase or sale of a product. There are two main types: consumer promotions, which target end-users through discounts, samples, coupons, and contests; and trade promotions, which target resellers through incentives like buying allowances, free goods, and slotting allowances to gain distribution and support. Internet promotions are also increasingly used, such as contests to attract users to advertisers' websites, and provide prizes from money to merchandise. The objective is to stimulate short-term interest and sales of products and services.
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Marketing management
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Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society. It is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services. 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. Customer perceived value is determined by comparing the prospective customer's evaluation of the total benefits versus the total costs of an offering against alternative options.
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Unit 1 Defining Marketing And The Marketing Process To Post
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This document discusses key concepts in marketing management including the changing role of marketing, the 4 Ps of marketing, and the components of an effective marketing plan. It explains that marketing has shifted from a focus on physical efficiency to selling and adoption of a marketing approach. The marketing plan involves analyzing the current market situation, identifying opportunities and issues, developing a marketing strategy, and implementing and controlling the plan. An effective marketing plan with a clear business purpose and objectives can help firms achieve higher returns.
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The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
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Marketing Strategies of Coca-Cola India | MBAtious
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This document discusses various marketing concepts, including traditional and modern concepts. It defines marketing concepts as philosophies that guide a firm's goals through identifying and satisfying customer needs. Traditional concepts focused on product and sales, while modern concepts emphasize understanding customer wants to satisfy them. The marketing concept is described as the modern philosophy where all company activities aim to satisfy customers. Other modern concepts include social responsibility and holistic marketing. The document compares traditional and modern concepts, noting modern concepts take a broader, long-term approach oriented around customer needs rather than just products or profits.
Marketing management refers to the control and operations of various marketin...
Marketing management refers to the control and operations of various marketing activities and the people involved in those activities
Marketing management Philosophies - Vishnu Pujari
This document provides an overview of marketing management and marketing philosophies. It defines marketing management as performing managerial functions like planning, organizing, directing and controlling marketing activities to achieve marketing goals. It then describes six major marketing philosophies: the production concept, which focuses on efficiency and availability; the product concept, which emphasizes product quality; the selling concept, which relies on promotion; the marketing concept, which determines customer needs; the societal concept, which considers public welfare; and the holistic concept, which integrates internal marketing, relationships, and social responsibility.
Marketing Concept.pptx
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Marketing Management.ppt
Dove's marketing director had a moral problem with how the company was marketing its soap using models that promoted unrealistic beauty standards. This was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the advertising made girls feel unattractive. The executives were moved by this and completely overhauled Dove's marketing strategy to be more inclusive of all beauty types. As a result, Dove doubled its profits from £1 billion to £2 billion by changing its approach to be more socially responsible.
Marketing Management - BBA II Year.ppt
The document discusses Dove's marketing director Stacie Bright having a moral problem with how Dove marketed its soap using models that promoted unrealistic beauty standards. In 2006, Bright realized this was negatively impacting her daughter's self-esteem. She created a mock advertisement using the daughters of company directors to show how the girls did not feel beautiful. Bright showed this to executives, who approved completely overhauling Dove's marketing strategy to focus on realistic beauty standards. This increased Dove's profits from £1 billion to £2 billion by turning soap selling into a moral campaign.
Marketing concepts i
The document discusses 7 competing marketing concepts:
1. The production concept focuses on low costs and high production to attract customers.
2. The product concept emphasizes product quality, performance and innovation to attract customers.
3. The selling concept holds that aggressive promotion is needed to induce customers to buy enough products.
4. The marketing concept puts customer needs first and aims to satisfy them through coordinated efforts across departments.
5. The societal marketing concept aims to satisfy customer needs while preserving societal well-being.
6. The service concept views products as a means to provide services to customers.
7. The experience concept creates memorable experiences around products to engage customers.
Difference between selling concept and marketing concept
Presentation of Marketing
Differences Between
Selling Concept and Marketing Concept
Selling Concept
If customers are left to themselves, they will not make the effort to buy a company’s product.
Mere sales oriented regardless of consumer want, need and value,
Primary agenda is to earn profit through larger sales volume.
Factory or Product is the initiative point of Selling Concept.
Selling of product through persuasion or different means of selling though the product have detrimental effect,
It focuses on short term as intensive focus on pushing product to the market and clearing the market as soon as possible.
Marketing Concept
Marketing concept is the management process of identifying the need of target customer , and delivering product,
Customer oriented and fosters on customer value,
Primary agenda is to earn profit through Customer Satisfaction
The loyalty of consumer is the ultimate source of profit (focus on creating hard-core loyal customer such as Apple Inc.)
Identification of need of Target market is the initial phase,
Creates wants satisfying goods and services which the consumers will want to buy.
What is offered for sale is determined not by the seller but by the buyers.
Product is the resultant of market research
Differences Between
Selling Concept
Process of selling starts with the creation of product, and pushing it to market through aggressive selling.
Marketing Concept
Process of marketing starts with the identification of customer need, creation of product based on market research, and delivering product in such as way that satisfies consumer need
...............
Marketing concept
The document discusses 5 marketing concepts:
1. The Exchange Concept views marketing as simply the exchange between buyer and seller, missing customer satisfaction.
2. The Production Concept prioritizes production over customer needs, assuming lower costs will attract customers. However, customers consider more than price.
3. The Product Concept focuses on product excellence through quality, design, and new products but neglects other marketing elements.
4. The Sales Concept relies on aggressive promotion like advertising, selling, and discounts to push products rather than attracting customers organically.
5. The Marketing Concept takes a holistic view seeing marketing as interacting business activities designed to understand and satisfy customer needs.
Marketing concepts
1. The document discusses various marketing concepts including the production concept, product concept, selling concept, and marketing concept.
2. It provides examples of companies that exemplify each concept, such as McDonalds following the production concept through operational efficiency, and Apple focusing on innovative products under the product concept.
3. The marketing concept aims to satisfy customer needs better than competitors, and the document cites Amul as successfully applying this approach through new product varieties.
mba ist year course Marketing managemet.pptx
The document provides an overview of key marketing concepts. It defines marketing as satisfying customer needs through the exchange of goods and services. The marketing concept holds that organizations should determine customer needs and meet them more effectively than competitors. There are various philosophies of marketing such as production, product, and selling concepts which focus on outputs rather than customer needs. Marketing differs from selling in that it focuses on customer needs rather than pushing existing products. Marketing also occurs in a changing environment consisting of micro factors like suppliers and macro factors like the economy.
Power point assignment_19_ur67_
The document discusses various concepts related to marketing including definitions of marketing, core marketing concepts like needs, wants and demands, and different marketing orientations. It defines marketing as a social and managerial process to obtain what individuals and groups need and want through creating and exchanging products of value. It explains key concepts like needs, wants, demands, customer value and marketing as a function. It also summarizes different marketing orientations like the production concept, product concept, selling concept, marketing concept, consumer concept and social marketing concept. Finally, it discusses the benefits of marketing and purpose of marketing.
Introduction to marketing- needs, wants and demads, production conceptt
Types of marketing concepts, selling concept, marketing concept, marketing challenges in service business, social marketing concept
Marketing management philosophies
This document discusses several marketing management philosophies, including the production concept, product concept, selling concept, marketing concept, societal marketing concept, and holistic marketing concept. The production concept focuses on high production and wide distribution. The product concept emphasizes product quality, performance, and features. The selling concept is based on aggressive selling methods. The marketing concept focuses on understanding customer needs and satisfying them better than competitors. The societal marketing concept balances business, customer, and societal interests. The holistic marketing concept integrates all marketing activities and recognizes their interdependencies.
Marketing : Concepts and Fundamentals
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
Module1.pptx
The document provides an overview of marketing and the marketing environment. It defines marketing and discusses its evolution from a production focus to a customer focus. It also outlines the key concepts in marketing, including the production, product, selling, and marketing concepts. Additionally, it describes the internal, micro, and macro environmental factors that comprise the marketing environment. The internal environment includes a firm's resources and departments, while the micro environment encompasses suppliers, customers, and competitors. The macro environment consists of demographic, economic, technological, political, and cultural forces outside a firm's control.
Importance of Marketing: Contemporary Marketing Practices
The document discusses the importance of marketing and provides details on key marketing concepts. It defines marketing as the process of attracting customers to generate revenue. It notes that companies heavily invest in marketing campaigns involving things like trailers, posters, and social media to promote products. Several marketing strategies are mentioned, including digital marketing on platforms like Facebook and Google, as well as techniques like content marketing and influencer marketing. The Four P's of marketing - Product, Price, Place, and Promotion - are also summarized.
Marketing concepts
This document discusses key concepts in marketing. It defines marketing as an integrated process through which companies build relationships and create value for customers. The document outlines core concepts like understanding customer needs and targeting specific market segments. It also describes how the focus of marketing has evolved from production and selling to a customer-centric approach centered on creating value and satisfaction. Marketing is defined as being vital to organizational success by anticipating customer wants and delivering superior value compared to competitors.
Marketing subject for MBA marketing introduction
Marketing involves all activities related to creating, pricing, promoting, and distributing products and services. It is defined as managing the creation and delivery of standard utilities to customers. Marketing is important for companies, consumers, and society. For companies, it helps with income generation, planning, distribution, and adapting to changes. For consumers, it provides quality products, variety, knowledge, and satisfaction. For society, marketing provides employment, raises standards of living, and solves problems. The four elements of the marketing mix used to satisfy customers are product, price, place, and promotion.
Evolution of marketing concept
The document discusses the evolution of marketing concepts from a production orientation to a marketing orientation. It defines key marketing concepts like the marketing mix, segmentation, targeting, and positioning. The marketing concept philosophy states that organizational goals are achieved by understanding customer needs and wants better than competitors. Characteristics of the marketing concept include making customers the focus, benefiting both customers and the organization, and responding to customer satisfaction. The document also discusses new marketing realities like technology, globalization, and increased competition that companies must address.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
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Deep
- 1. Presentation on Marketing Concept Presented By Deepak kumar 14106026
- 2. 2 Meaning of Marketing •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
- 3. Concept of marketing • The Exchange Concept • The Production Concept • The Product Concept • The Sales Concept • The Marketing Concept
- 4. The Exchange Concept • Exchange of a product between seller & buyer is central idea of marketing • Exchange at best, covers distribution aspect & price mechanism • Imp. Aspect of marketing such as, concern for customer, generation of value satisfaction, creating selling & integrated action for serving customer are completely overshadowed in exchange concept
- 5. The Production Concept • Organization believe that marketing can be managed by managing production. • The concept holds that consumers would, as a rule, support those product that are produced in a great volume at a low unit of price. So org. do achieve cost reduction through maximization of output. • they assume that lower cost will automatically bring all customer to their door.
- 6. The Product Concept • The product concept is differ than production concept • Aim of product concept seek to achieve same result via product excellence, improved products, new product & ideally designed & engineering product . • Org. assume that consumer will automatically vote for product of high quality • So they spend their time & money on research & development & bring out many new products.
- 7. The Sales Concept • The Sales Concept maintains that co. has to aggressively promote & push its product. • Heavy advertising, high-power personal selling, large scale sales promotion , heavy price discounts, & strong publicity & public relations are normal tools used by organization that rely on concept.
- 8. The Marketing Concept • The Marketing Concept was born out of the awareness that business should start with determination of consumer wants & end with satisfaction of those wants. • It stipulates that any business should be organised around the marketing function & its task should be one of the anticipating, stimulating & meeting customer requirements
- 9. Feature of marketing 1. Consumer orientation 2. Integrated management, with marketing as the Fulcrum 3. Consumer satisfaction 4. Realisation of all organizational goals , including profits