This document provides definitions and concepts related to marketing. It begins with definitions of marketing from various authors such as Stanton, Kotler and others. Marketing is defined as the process of anticipating customer needs and matching products to satisfy those needs. The document then discusses the historical eras of marketing from the agricultural era to the current social marketing era. It describes how the focus has shifted from a production-oriented approach to a customer-oriented one. Finally, key marketing concepts are introduced such as the difference between needs and wants, types of product utilities, and conditions for successful marketing exchange.
The document discusses market segmentation, which involves dividing a market into distinct subgroups of customers with different needs, characteristics, or behaviors. It outlines the key steps in target marketing: segmenting the market, evaluating segments, and selecting segments to target. The document also discusses different bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral variables. It emphasizes that effective segmentation results in segments that are measurable, accessible, substantial, and actionable.
Chapter 1 - 3 Group A Marketing ManagementNikki Bautista
This document outlines chapters 1-3 of a marketing management group project. Chapter 1 defines marketing concepts like target markets and customer value. Chapter 2 discusses developing marketing strategies and plans, including strategic planning, marketing plans, and relationship building. Chapter 3 covers collecting market information through internal records, analyzing the macroenvironment, and forecasting demand for markets and companies. Examples are provided for each concept from marketing textbooks, local companies, and healthcare applications.
Introduction to marketing and marketing conceptsRishabh Maity
1) Marketing involves the exchange of goods between buyers and sellers to mutual benefit. It is a social and managerial process through which individuals and groups obtain what they need and want by creating and exchanging products of value.
2) Selling focuses on pushing existing products to customers through promotional efforts, while marketing takes a customer-oriented approach by understanding customer needs and pulling customers towards products designed to satisfy them.
3) The marketing concept proposes satisfying customer needs through coordinated efforts across an organization to create, deliver, and communicate superior value.
Marketing management and the concepts ,csr,internal,integrated,relationship m...Shaalvii Sharma
This document provides an overview of basic marketing concepts. It defines marketing as the process by which individuals obtain goods and services through creating, offering, and exchanging products of value. It then lists and describes different types of goods, services, and marketplaces. The rest of the document outlines several marketing concepts including production, product, and selling concepts as well as the holistic marketing concept which recognizes the interdependencies between all marketing activities and processes. It concludes by thanking the reader.
Ch1 defining marketing for the 21st century abendanriaabendan
Marketing management involves creating, communicating, and delivering value to customers. It requires understanding customer needs, wants, and demands. Marketers must choose target markets and use tools like the marketing mix - composed of product, price, place, and promotion - to satisfy customer needs better than competitors. Successful marketing also requires adapting to new marketing realities and consumer capabilities in the 21st century global environment.
This document provides an overview of basic marketing concepts. It defines marketing as the economic process of exchanging goods and services between producers and consumers. It describes the concepts of needs, wants, and demands, and how marketing aims to understand customer wants in order to influence demand. The document also discusses the key differences between selling and marketing, and outlines several marketing concepts including the production concept, product concept, selling concept, and marketing concept. It concludes by defining the marketing mix and its key elements known as the 4Ps of marketing.
This document provides an overview of key marketing concepts. It defines marketing as the process of planning, pricing, promoting, distributing, and selling ideas, goods, or services to create exchanges that satisfy customers. The marketing concept focuses on determining and fulfilling customer needs and wants to drive demand. There are seven functions of marketing: distribution, financing, marketing information management, product/service management, pricing, promotion, and selling. Marketing adds value for customers and businesses through utility, form, place, time, possession, and information. The document also defines key terms like market, market share, market segments, and target market. It introduces the marketing mix of product, place, price, and promotion.
The document discusses market segmentation, which involves dividing a market into distinct subgroups of customers with different needs, characteristics, or behaviors. It outlines the key steps in target marketing: segmenting the market, evaluating segments, and selecting segments to target. The document also discusses different bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral variables. It emphasizes that effective segmentation results in segments that are measurable, accessible, substantial, and actionable.
Chapter 1 - 3 Group A Marketing ManagementNikki Bautista
This document outlines chapters 1-3 of a marketing management group project. Chapter 1 defines marketing concepts like target markets and customer value. Chapter 2 discusses developing marketing strategies and plans, including strategic planning, marketing plans, and relationship building. Chapter 3 covers collecting market information through internal records, analyzing the macroenvironment, and forecasting demand for markets and companies. Examples are provided for each concept from marketing textbooks, local companies, and healthcare applications.
Introduction to marketing and marketing conceptsRishabh Maity
1) Marketing involves the exchange of goods between buyers and sellers to mutual benefit. It is a social and managerial process through which individuals and groups obtain what they need and want by creating and exchanging products of value.
2) Selling focuses on pushing existing products to customers through promotional efforts, while marketing takes a customer-oriented approach by understanding customer needs and pulling customers towards products designed to satisfy them.
3) The marketing concept proposes satisfying customer needs through coordinated efforts across an organization to create, deliver, and communicate superior value.
Marketing management and the concepts ,csr,internal,integrated,relationship m...Shaalvii Sharma
This document provides an overview of basic marketing concepts. It defines marketing as the process by which individuals obtain goods and services through creating, offering, and exchanging products of value. It then lists and describes different types of goods, services, and marketplaces. The rest of the document outlines several marketing concepts including production, product, and selling concepts as well as the holistic marketing concept which recognizes the interdependencies between all marketing activities and processes. It concludes by thanking the reader.
Ch1 defining marketing for the 21st century abendanriaabendan
Marketing management involves creating, communicating, and delivering value to customers. It requires understanding customer needs, wants, and demands. Marketers must choose target markets and use tools like the marketing mix - composed of product, price, place, and promotion - to satisfy customer needs better than competitors. Successful marketing also requires adapting to new marketing realities and consumer capabilities in the 21st century global environment.
This document provides an overview of basic marketing concepts. It defines marketing as the economic process of exchanging goods and services between producers and consumers. It describes the concepts of needs, wants, and demands, and how marketing aims to understand customer wants in order to influence demand. The document also discusses the key differences between selling and marketing, and outlines several marketing concepts including the production concept, product concept, selling concept, and marketing concept. It concludes by defining the marketing mix and its key elements known as the 4Ps of marketing.
This document provides an overview of key marketing concepts. It defines marketing as the process of planning, pricing, promoting, distributing, and selling ideas, goods, or services to create exchanges that satisfy customers. The marketing concept focuses on determining and fulfilling customer needs and wants to drive demand. There are seven functions of marketing: distribution, financing, marketing information management, product/service management, pricing, promotion, and selling. Marketing adds value for customers and businesses through utility, form, place, time, possession, and information. The document also defines key terms like market, market share, market segments, and target market. It introduces the marketing mix of product, place, price, and promotion.
Marketing PPT- Chapter 1 of Philip KotlerSudarsshan11
This document contains notes on marketing concepts including definitions of marketing as identifying and meeting human needs profitably. It outlines goods, services, and events that are marketed and discusses needs, wants, and demand. Modern factors that influence marketing are also listed such as technology, globalization, and industry changes. The marketing mix of product, place, promotion, and price is explained as well as an expanded modern version including people, processes, programs, and performance. The document concludes with elements of developing marketing strategies like insights, customer connections, branding, and long term growth.
This document discusses key concepts in marketing including the marketing concept, differentiating between customers and consumers, defining markets and target marketing. It explains that the marketing concept focuses on satisfying consumer needs and wants through the right products, in the right place and time. Target marketing is focusing all efforts on a specific group. The marketing mix, or 4Ps, are product, place, price and promotion - the basic strategies for bringing a product to market. An activity asks students to analyze a favorite product using these marketing elements.
Chapter 1 Defining Marketing For The 21st CenturyDiarta
The document defines marketing and discusses its scope and concepts. It outlines different orientations companies can take, such as production, selling, and marketing concepts. The marketing concept focuses on customer needs and satisfaction. Trends in marketing management include organizing around customer segments, emphasizing intangible assets like brands, and focusing on customer lifetime value rather than individual transactions. The document also covers fundamental marketing concepts such as the marketing mix, supply chains, competition, and the marketing environment.
Defining Marketing for the Twenty-First CenturySumit Pradhan
The document defines key concepts in marketing for the 21st century. It outlines the benefits of the digital revolution for consumers and firms. Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The core functions of marketing include understanding target markets and segmentation, products and brands, exchange and transactions, and developing marketing programs. Companies must understand customer needs and develop orientations focused on customer value in order to be successful in today's changing marketplace.
The document discusses the marketing concept orientation. It explains that the marketing concept focuses on determining customer needs through market research and then delivering products and services to satisfy those needs. In contrast to other concepts like production and selling, the marketing concept prioritizes understanding customer wants above all else. The document uses Tata Nano as a case study of successfully applying the marketing concept. It describes how Tata conducted research to design an affordable, safe car that met the needs of Indian families before launching Nano.
The document defines marketing as the process of creating, communicating, delivering, and exchanging offerings that provide value for customers, partners, and society. It notes that marketing is not just advertising or selling. It then discusses how marketing creates value for consumers by focusing on solutions rather than products and maximizing the benefit-cost for consumers. Finally, it explains that everyone in a business, including accountants, finance managers, operations, IT, and R&D, plays a role in marketing by helping to create and deliver value to customers.
Introduction to marketing and marketing conceptSunita Thakur
The document provides an overview of basic marketing concepts. It defines marketing as a social process of obtaining needs and wants through creating and exchanging products and value [Philip Kotler]. The three main elements of marketing are marketers, what is being marketed, and the target market. Marketing aims to establish long-term, profitable customer relationships by attracting, developing, and retaining customers. The marketing concept holds that organizations should determine customer needs and wants and satisfy them more effectively than competitors.
The document provides an introduction to marketing concepts including definitions of marketing, the evolution of marketing thought from production to relationship marketing, and the key factors in the marketing environment. Marketing is defined as identifying and meeting human needs through the exchange of products and services. The marketing environment analysis covers political, economic, social, technological, environmental, and legal factors that influence marketing.
This document provides an overview of marketing concepts and orientations. It discusses the production, product, selling, and marketing concepts. The production concept focuses on efficient production and wide distribution. The product concept emphasizes product quality and performance. The selling concept uses aggressive promotion to push products onto customers. The marketing concept emerged in the 1950s and emphasizes satisfying customer needs through coordinated activities. It makes customer satisfaction the primary organizational focus.
Marketing management involves choosing target markets and maintaining profitable customer relationships. It is defined as the art and science of creating, delivering, and communicating superior customer value. The key aspects of marketing management are understanding customer needs and wants, developing appropriate products and services to meet those needs, determining pricing, and promoting and distributing offerings to maximize value for both customers and the organization. Marketing orientations have evolved from a production focus to a customer-centric approach centered on delivering value.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
ajaykumarta-Unit 1 introduction to marketing managementajay kumarta
This document provides an introduction to marketing management concepts. It discusses the importance of marketing in driving demand and revenue. The scope and definitions of marketing are explained, including marketing as a process of communicating value to customers. Core marketing concepts like the marketing mix of product, price, place, and promotion are introduced. The document also discusses how the field of marketing has evolved and the new marketing realities in today's digital world.
Defining marketing for the 21st centuryimperfect03
This document defines 21st century marketing concepts through 10 concepts:
1. Marketing is an organizational function and set of processes.
2. Everything can be marketed.
3. Needs, wants, and demands drive marketing.
4. Societal factors create new behaviors and opportunities.
5. Consumers have changed and are more knowledgeable.
6. Companies have changed and now use internet/mobile targeting.
7. Production focus has shifted to holistic marketing orientation.
8. Markets create and deliver value for consumers.
9. Holistic marketing incorporates internal and external strategies.
10. Specific marketing tasks are needed for long-term growth.
A new way to look at marketing... Introductory session to Hospital Management Students of BK School of Business Management, Gujarat University taken on 22 September 2011.
for more details, visit:
www.profmanishparihar.blogspot.com
The core concept of marketing can be summarized in 3 sentences:
Marketing involves individuals and groups obtaining products and services to fulfill needs and wants through exchange and creation of value. The exchange process consists of transactions between buyers and sellers. The goal of marketing is to work with target markets to facilitate potential exchanges that satisfy human needs and wants in an efficient way.
Marketing involves identifying and satisfying customer needs in a profitable manner. The marketing process discovers unfulfilled customer needs and brings products to market to meet those needs. This process can be modeled as a sequence of steps. Marketing also involves using a mix of promotion, price, place, and product to target different market segments that are often defined by geographic, demographic, psychographic, and behavioral factors. When developing new products and services, organizations must consider characteristics like intangibility, inseparability, heterogeneity, and perishability that are core to services. The new product development process progresses through different stages as well.
Philip Kotler is considered the father of modern marketing. He received his PhD in economics from MIT and has been the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management since 1988. Kotler has authored over 60 marketing books, including Marketing Management, which is the best-selling marketing text book worldwide. He is a marketing consultant to many large companies and has received numerous awards for his contributions to the field of marketing.
This document defines key concepts in marketing. It discusses that marketing identifies customer needs and wants and delivers products and services to earn a profit. Marketing creates value for customers through pricing, promotion, and distribution. The core concepts of marketing that directly influence the flow of goods from producers to consumers are needs, wants, demands, marketing offers of products, services and experiences, customer value and satisfaction, exchanges, transactions, relationships, and markets.
Marketing is a system of business activities designed to plan, price, promote, and distribute products and services to target markets to achieve organizational objectives. It involves identifying consumer needs and fulfilling them through coordinated marketing activities. Implementing the marketing concept requires being customer-oriented through long-term relationships and mass customization, coordinating all marketing activities, and achieving organizational performance and societal responsibility objectives.
This document outlines 5 competing marketing concepts:
1) Production concept focuses on wide availability and low prices.
2) Product concept emphasizes high quality, performance and innovation with little customer input.
3) Selling concept believes consumers won't buy enough so aggressive promotion is needed.
4) Marketing concept targets customer needs to create more value than competitors.
5) Societal marketing concept satisfies customer needs while preserving society and the environment.
This document provides an introduction and overview of key marketing concepts including needs, wants and demands, products, exchange and transactions, markets, and different marketing concepts such as production, product, selling, marketing, and societal concepts. It also discusses the importance of marketing and analyzing the internal and external marketing environment, including factors such as economic, demographic, social/cultural, political/legal, and technological environments. Finally, it compares the differences between selling and marketing orientations.
1. The document provides an overview of marketing and marketing management, outlining key concepts such as the definition of a market, types of markets, the evolution of marketing from a production to customer orientation, and core marketing concepts.
2. It discusses the importance of marketing in helping companies address challenges and achieve financial success through demand generation.
3. The scope of marketing is defined as wide, involving various functions to perform activities related to exchange, physical distribution, pricing, promotion and marketing research to satisfy customer needs.
Marketing PPT- Chapter 1 of Philip KotlerSudarsshan11
This document contains notes on marketing concepts including definitions of marketing as identifying and meeting human needs profitably. It outlines goods, services, and events that are marketed and discusses needs, wants, and demand. Modern factors that influence marketing are also listed such as technology, globalization, and industry changes. The marketing mix of product, place, promotion, and price is explained as well as an expanded modern version including people, processes, programs, and performance. The document concludes with elements of developing marketing strategies like insights, customer connections, branding, and long term growth.
This document discusses key concepts in marketing including the marketing concept, differentiating between customers and consumers, defining markets and target marketing. It explains that the marketing concept focuses on satisfying consumer needs and wants through the right products, in the right place and time. Target marketing is focusing all efforts on a specific group. The marketing mix, or 4Ps, are product, place, price and promotion - the basic strategies for bringing a product to market. An activity asks students to analyze a favorite product using these marketing elements.
Chapter 1 Defining Marketing For The 21st CenturyDiarta
The document defines marketing and discusses its scope and concepts. It outlines different orientations companies can take, such as production, selling, and marketing concepts. The marketing concept focuses on customer needs and satisfaction. Trends in marketing management include organizing around customer segments, emphasizing intangible assets like brands, and focusing on customer lifetime value rather than individual transactions. The document also covers fundamental marketing concepts such as the marketing mix, supply chains, competition, and the marketing environment.
Defining Marketing for the Twenty-First CenturySumit Pradhan
The document defines key concepts in marketing for the 21st century. It outlines the benefits of the digital revolution for consumers and firms. Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The core functions of marketing include understanding target markets and segmentation, products and brands, exchange and transactions, and developing marketing programs. Companies must understand customer needs and develop orientations focused on customer value in order to be successful in today's changing marketplace.
The document discusses the marketing concept orientation. It explains that the marketing concept focuses on determining customer needs through market research and then delivering products and services to satisfy those needs. In contrast to other concepts like production and selling, the marketing concept prioritizes understanding customer wants above all else. The document uses Tata Nano as a case study of successfully applying the marketing concept. It describes how Tata conducted research to design an affordable, safe car that met the needs of Indian families before launching Nano.
The document defines marketing as the process of creating, communicating, delivering, and exchanging offerings that provide value for customers, partners, and society. It notes that marketing is not just advertising or selling. It then discusses how marketing creates value for consumers by focusing on solutions rather than products and maximizing the benefit-cost for consumers. Finally, it explains that everyone in a business, including accountants, finance managers, operations, IT, and R&D, plays a role in marketing by helping to create and deliver value to customers.
Introduction to marketing and marketing conceptSunita Thakur
The document provides an overview of basic marketing concepts. It defines marketing as a social process of obtaining needs and wants through creating and exchanging products and value [Philip Kotler]. The three main elements of marketing are marketers, what is being marketed, and the target market. Marketing aims to establish long-term, profitable customer relationships by attracting, developing, and retaining customers. The marketing concept holds that organizations should determine customer needs and wants and satisfy them more effectively than competitors.
The document provides an introduction to marketing concepts including definitions of marketing, the evolution of marketing thought from production to relationship marketing, and the key factors in the marketing environment. Marketing is defined as identifying and meeting human needs through the exchange of products and services. The marketing environment analysis covers political, economic, social, technological, environmental, and legal factors that influence marketing.
This document provides an overview of marketing concepts and orientations. It discusses the production, product, selling, and marketing concepts. The production concept focuses on efficient production and wide distribution. The product concept emphasizes product quality and performance. The selling concept uses aggressive promotion to push products onto customers. The marketing concept emerged in the 1950s and emphasizes satisfying customer needs through coordinated activities. It makes customer satisfaction the primary organizational focus.
Marketing management involves choosing target markets and maintaining profitable customer relationships. It is defined as the art and science of creating, delivering, and communicating superior customer value. The key aspects of marketing management are understanding customer needs and wants, developing appropriate products and services to meet those needs, determining pricing, and promoting and distributing offerings to maximize value for both customers and the organization. Marketing orientations have evolved from a production focus to a customer-centric approach centered on delivering value.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
ajaykumarta-Unit 1 introduction to marketing managementajay kumarta
This document provides an introduction to marketing management concepts. It discusses the importance of marketing in driving demand and revenue. The scope and definitions of marketing are explained, including marketing as a process of communicating value to customers. Core marketing concepts like the marketing mix of product, price, place, and promotion are introduced. The document also discusses how the field of marketing has evolved and the new marketing realities in today's digital world.
Defining marketing for the 21st centuryimperfect03
This document defines 21st century marketing concepts through 10 concepts:
1. Marketing is an organizational function and set of processes.
2. Everything can be marketed.
3. Needs, wants, and demands drive marketing.
4. Societal factors create new behaviors and opportunities.
5. Consumers have changed and are more knowledgeable.
6. Companies have changed and now use internet/mobile targeting.
7. Production focus has shifted to holistic marketing orientation.
8. Markets create and deliver value for consumers.
9. Holistic marketing incorporates internal and external strategies.
10. Specific marketing tasks are needed for long-term growth.
A new way to look at marketing... Introductory session to Hospital Management Students of BK School of Business Management, Gujarat University taken on 22 September 2011.
for more details, visit:
www.profmanishparihar.blogspot.com
The core concept of marketing can be summarized in 3 sentences:
Marketing involves individuals and groups obtaining products and services to fulfill needs and wants through exchange and creation of value. The exchange process consists of transactions between buyers and sellers. The goal of marketing is to work with target markets to facilitate potential exchanges that satisfy human needs and wants in an efficient way.
Marketing involves identifying and satisfying customer needs in a profitable manner. The marketing process discovers unfulfilled customer needs and brings products to market to meet those needs. This process can be modeled as a sequence of steps. Marketing also involves using a mix of promotion, price, place, and product to target different market segments that are often defined by geographic, demographic, psychographic, and behavioral factors. When developing new products and services, organizations must consider characteristics like intangibility, inseparability, heterogeneity, and perishability that are core to services. The new product development process progresses through different stages as well.
Philip Kotler is considered the father of modern marketing. He received his PhD in economics from MIT and has been the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management since 1988. Kotler has authored over 60 marketing books, including Marketing Management, which is the best-selling marketing text book worldwide. He is a marketing consultant to many large companies and has received numerous awards for his contributions to the field of marketing.
This document defines key concepts in marketing. It discusses that marketing identifies customer needs and wants and delivers products and services to earn a profit. Marketing creates value for customers through pricing, promotion, and distribution. The core concepts of marketing that directly influence the flow of goods from producers to consumers are needs, wants, demands, marketing offers of products, services and experiences, customer value and satisfaction, exchanges, transactions, relationships, and markets.
Marketing is a system of business activities designed to plan, price, promote, and distribute products and services to target markets to achieve organizational objectives. It involves identifying consumer needs and fulfilling them through coordinated marketing activities. Implementing the marketing concept requires being customer-oriented through long-term relationships and mass customization, coordinating all marketing activities, and achieving organizational performance and societal responsibility objectives.
This document outlines 5 competing marketing concepts:
1) Production concept focuses on wide availability and low prices.
2) Product concept emphasizes high quality, performance and innovation with little customer input.
3) Selling concept believes consumers won't buy enough so aggressive promotion is needed.
4) Marketing concept targets customer needs to create more value than competitors.
5) Societal marketing concept satisfies customer needs while preserving society and the environment.
This document provides an introduction and overview of key marketing concepts including needs, wants and demands, products, exchange and transactions, markets, and different marketing concepts such as production, product, selling, marketing, and societal concepts. It also discusses the importance of marketing and analyzing the internal and external marketing environment, including factors such as economic, demographic, social/cultural, political/legal, and technological environments. Finally, it compares the differences between selling and marketing orientations.
1. The document provides an overview of marketing and marketing management, outlining key concepts such as the definition of a market, types of markets, the evolution of marketing from a production to customer orientation, and core marketing concepts.
2. It discusses the importance of marketing in helping companies address challenges and achieve financial success through demand generation.
3. The scope of marketing is defined as wide, involving various functions to perform activities related to exchange, physical distribution, pricing, promotion and marketing research to satisfy customer needs.
The document provides an overview of key marketing concepts including the definitions of marketing, needs and wants, demand, market offerings, customer value, exchange processes, and different marketing philosophies. It defines marketing as a social and managerial process of creating and exchanging products of value. It also discusses the importance of marketing for marketers, customers, and society by promoting product awareness, boosting sales, building reputation, and providing employment opportunities and customer choices.
The document provides an overview of the history and nature of advertising. It begins by defining advertising as the non-personal communication of paid, usually persuasive information about products, services, or ideas through various media by identified sponsors. It then discusses the history of advertising from early forms like handbills to promote events to the modern era. The document outlines the stages of marketing orientation from production to sales to marketing and provides an example using the American auto industry. It also discusses types of advertising like promotional and institutional advertising. The rest of the document covers topics like setting advertising objectives, creating advertising messages and appeals, choosing media, and evaluating effectiveness.
Unison Sports has acquired a shut down tennis racquet manufacturing plant and hired a marketing consultant to develop a marketing plan for tennis racquets. The consultant will need to consider key components of marketing including identifying customer needs and wants, developing the product offering, determining pricing, and defining promotion and distribution strategies to create demand and satisfy customers in a profitable way. The marketing plan will focus on the core elements of the marketing mix - product, price, place, and promotion.
The document provides an overview of marketing, including its definition, history, and evolution. It discusses how marketing has developed from simply selling goods to becoming a strategic business function involving product development, distribution, promotion, and pricing. The document also outlines the key concepts of the marketing mix and various marketing strategies. It describes the differences between for-profit and non-profit marketing and provides examples of non-profit marketing types. Finally, it discusses both the importance of marketing in business and society as well as some common criticisms against modern marketing practices.
This document provides an overview of key marketing concepts and frameworks. It discusses exchange as the core concept of marketing and outlines the conditions for exchange. It then summarizes different marketing orientations including the production, product, selling, marketing, and societal marketing concepts. The document also covers consumer behavior factors like culture, subculture, groups, and the consumer decision process. Finally, it defines the marketing mix and its key elements of product, price, place, and promotion.
1. Marketing involves all activities related to creating, pricing, promoting, and distributing products and services to satisfy consumer wants.
2. Marketing has evolved through production-oriented, sales-oriented, and product-oriented stages to today's marketing-oriented or consumer-oriented approach where customer satisfaction is the primary goal.
3. Marketing aims to balance profitability, customer satisfaction, and public interest through understanding consumer needs and delivering desired value.
Concept of overall marketing as per NCERT of I Year PU Karnataka Board.
By
Prof. Chidanand B
Nagarjuna PU College
chidanandgowda55@gmail.com
chidanandb@nagarjunapucollege.co.in
9945852135
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
This document provides an overview of marketing management and service marketing. It defines key terms like marketing, the marketing concept, and services. It discusses the evolution of marketing from a product orientation to a customer orientation. It also outlines the core concepts of marketing including needs, products, value, exchange, relationships, markets, and marketers. Finally, it describes the unique characteristics of services and their importance for marketing.
This document provides a history of marketing from its origins to modern times. It begins with the simple trade era before the 1800s when everything was made by hand. It then outlines the major eras of marketing evolution: the production era focused on availability and affordability; the product era emphasized quality; the sales era stressed promotion and advertising; the marketing era centered the customer; and current relationship marketing aims to satisfy customers through superior value and long-term relationships. The document traces developments in marketing communications from early print to modern digital and mobile channels.
This document provides an overview of the evolution of marketing from early bartering through modern times. It traces key developments such as the shift to a production focus during the Industrial Revolution, the rise of mass distribution in the late 1800s, the sales era of the early 20th century, the formalization of the marketing mix in the 1950s, the relationship marketing focus of the 1990s, and more recent emphasis on customers, competencies, competition and conditions. The document uses examples and definitions to illustrate how marketing theory and practice has changed over time in response to economic, technological and social factors.
This document provides an overview of the evolution of marketing from early bartering through modern times. It traces key developments such as the shift to a production focus during the Industrial Revolution, the rise of mass distribution in the late 1800s, the sales era of the early 20th century, the formalization of the marketing mix in the 1950s, the relationship marketing focus of the 1990s, and more recent emphasis on customers, competencies, competition and conditions. The document uses examples and definitions to illustrate how marketing theory and practice has changed over time in response to economic, technological and social factors.
This document provides an overview of the evolution of marketing from early bartering through modern times. It traces key developments such as the shift to a production focus during the Industrial Revolution, the rise of mass distribution in the late 1800s, the sales era of the early 20th century, the formalization of the marketing mix in the 1950s, the relationship marketing focus of the 1990s, and more recent emphasis on customers, competencies, competition and conditions. The document uses examples and definitions to illustrate how marketing theory and practice has changed over time in response to economic, technological and social factors.
This document provides an overview of the evolution of marketing from early bartering through modern times. It discusses key periods such as the Industrial Revolution shifting focus to production, the late 1800s bringing distribution to the forefront, the sales era of the early 1900s, the marketing mix concept emerging in 1956, relationship marketing rising in the 1990s, and the continuing development of marketing in the 21st century around customers, competencies, competition, and conditions. The document traces how marketing has changed from a transactional focus to emphasizing long-term customer relationships and value.
This document provides an overview of the evolution of marketing from early bartering through modern times. It traces key developments such as the shift to a production focus during the Industrial Revolution, the rise of mass distribution in the late 1800s, the sales era of the early 20th century, the formalization of the marketing mix in the 1950s, the relationship marketing focus of the 1990s, and more recent emphasis on customers, competencies, competition and conditions. The document uses examples and definitions to illustrate how marketing theory and practice has changed over time in response to economic, technological and social factors.
This document provides an overview of the evolution of marketing from early bartering through modern times. It traces key developments such as the shift to a production focus during the Industrial Revolution, the rise of mass distribution in the late 1800s, the sales era of the early 20th century, the formalization of the marketing mix in the 1950s, the relationship marketing focus of the 1990s, and more recent emphasis on customers, competencies, competition and conditions. The document uses examples and definitions to illustrate how marketing theory and practice has changed over time in response to economic, technological and social factors.
This document provides an overview of the evolution of marketing from early bartering through modern times. It discusses key periods such as the Industrial Revolution shifting focus to production, the late 1800s bringing distribution to the forefront, the sales era of the early 1900s, the marketing mix concept emerging in 1956, relationship marketing rising in the 1990s, and the continuing development of marketing in the 21st century around customers, competencies, competition, and conditions. The document traces how marketing has changed from a transactional focus to emphasizing long-term customer relationships and value.
This document provides an overview of the evolution of marketing from early bartering through modern times. It discusses key periods such as the Industrial Revolution shifting focus to production, the late 1800s bringing distribution to the forefront, the sales era of the early 1900s, the marketing mix concept emerging in 1956, relationship marketing rising in the 1990s, and the modern emphasis on customers, competencies, competition and conditions. The document traces how marketing has changed from a transactional approach to focusing on long-term customer value and relationships.
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani case
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The Role of White Label Bookkeeping Services in Supporting the Growth and Sca...YourLegal Accounting
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2. Introduction To Marketing by;
W.J Stanton
Principles Of Marketing by;
Philip Kotler
Introduction To Marketing by;
Faisal Rashid Ghouri
Principles Of Marketing by;
Armstrong and Philip Kotler
3. Basic definition:
“Marketing consists of all those activities, which
direct the flow of ideas, goods and services
from producer to a consumer”.
Marketing is a process which starts with the
customer and ends at customer.
Marketing means to “RUN”/ manage the
market
5. Origin of marketing
Most of the nations are interested in economic growth
• One of the tool regarding this is MARKETING
• Those countries have developed well, that has effective marketing
system.
• ORIGIN
• Origin of marketing is originated from “Adam Smiths system of
free enter prize”
• Laissez- faire (French phrase)
• “to let people do as they choose”
• (less government interaction , with generation of wealth
and assets)
This is an ideal concept……… USA , European countries always tried
to achieve it.
every body is free to produce what ever they like .
6. SOCIAL SYSTEM OF KARL MARX (1818 – 1883 )
He challenged free enterprise economy and argued that wealth will
remain in few hands . (Exploitation of community) he favored the
development of society.
DISCUSSION
Free enterprize vs state controlled system (communist states of
authoritarian rule).
• Eastern Europe soviet union was towards Marxism ( state control)
• Western Europe USA towards free enterprise
• So two blocks were formed , which have a friction until the fall of
USSR in 1989 – 90 ( which is a strong supporter of Marxism )
7. COLD WAR uptil 1990
Result = Infect no system can exist in their ideal form . Best system is mixed economy .
Evolution of marketing or HISTORICAL ERA’s
Historical grouping of time Before it barter trade was popular
1. Agriculture era (land production)
Different techniques were introduced
Land was considered as an effective tool for generation wealth and mark
for prosperous nations.
2. Industrial Era (revolution ) 1970 Great Britain , USA
Three characteristics of revolution
Machines in place of labor
Work is shifted from homes to factories .
Efficiency and output were felt important .
RESULT Growth of industries First tool than machines . Advancement took place
8. 3 PRODUCTION ERA
Manufacturers were interested in increasing output by assuming that customer will buy
what ever is present in the market .
Thinking was successful , in that era where market demand was more.
Production in a bulk was considered a key to success.
Raw material from third world country started flowing towards these nations, so the
“revolution in the sense has started” .
Manufacturers aim was to produce more at lower cost and marketer aim was to fill the
demand .
This continued uptil 1st
world war in which the only production was of arms and it was
modified to build products. After that in (1929 – 39) there was great depression.
Immediately after the war world was facing major economic crises.
2nd
great depression is of world war 2, After which government of every nation take notice of
across border movement (caravans come and go)
Great depression change the concepts after which people have the output but don’t know
9. 4 SALES ERA (1950)
Production was no problem so the customers has preference and choice among all the
goods present.
Manufacturers were worried about the sales , for this reason they adopted promotional
tools like; (ADV, low pricing)
They tried to sell what ever they have produced in the past, by promotional activities
also they invented new selling techniques.
But the problem arose when the customer was not satisfied after buying the goods due
to the aggressive selling by a manufacturers.
( Pakistan stands here) that is why concept of marketing look strange to us.
10. 5 MARKETING ERA
After the war , demand for the goods increased , so production began to
increase but due to lot of companies customer has more choices .
Awareness in the customer increases with the passage of time. And they
were having more choices as well. So companies offered;
Customers satisfaction
After sale service
Friendly discounts
Quality etc:
11. so this perception of the customer change the concept of the manufacturers they start
believing in customer needs and wants, and extra benefits and satisfaction.
Production under “Marketing stage” is made in view of customers demand .
Then the product is produced and launched .
Manufacturers words “ instead of choosing from what you have to offer, the new
consumer tells you what he wants , you figure out how to supply it”.
( Pakistan is in the selling – Marketing era)
12. 6-SOCIAL MARKETING ERA
Marxism ( state controlled under some rule and regulations)
Consumers are not judged as individual but they are considered as social markets, member
of the community for the first time.
Example
Polythene bags
Ozone depletion
Nuclear dumping
Pollution.
7-INFORMATION ERA
8-COMMUNICATION ERA
9- AUTOMATION ERA
13. • “Marketing is many things. It is essential to the survival of most organization, it is
fast paced and dynamic; it is highly visible; it is rewarding to its successful
practioners and frustrating to the less fortunate and sometimes it is
controversial. But one thing you can be sure of, it is never dull!
Welcome to the place where an organization meets the public where its ideas, planning
and execution are given the ultimate test of the market acceptance or rejection”
• (Philip Kotler)
• NATURE AND SCOPE OF MARKETING
• Every time we buy goods or services marketing is involve
• Barter trade, or other transactions of goods marketing is involve
• When we vote or denote charity
• Make our C-V marketing is involve
• Interview
• Communication between two or more parties
• Presentation
• (Essence of marketing is transaction or exchange)
14. CONDITIONS FOR MARKETING EXCHANGE
Two or more people or organization
Willingness of both parties (win-win situation)
each party must get some value in exchange
communication
directly
or through third party
through agreement
verbally
Marketing Terminologies
Decision Makers
Consumers ultimate users of the product
Purchasers who carries out the transaction
Influencers who effects the decision of the others
Marketer build marketing plans to facilitate the exchange
win-win situation, make the transaction to actually
happen
Product anything offered for attention, acquisition, use or
consumption to the market is a product
15. DIFFERENCE BETWEEN NEEDS AND WANTS
• NEEDS
Can be viewed in a strict physiological sense (food-clothing-shelter)
WANT
Everything else is a want
NECCESSITY
Without which you will suffer for the time being. (in rain-you need umbrella)
PRODUCT
Goods-service-idea-person-place
UTILITY
Capability of a product to satisfy human wants is utility
16. • Form Utility TYPES OF UTILITY
Physical or chemical changes that makes a product more valuable. (furniture is
made from wood; form utility is created).
• Place Utility
Product is shifted from one place to another for easy access of the customer.
• Time Utility
Product is made available when needed.
• Information Utility
by advertizing that the product exist with its features, so that customer gets curios
about it. BLACK IS COMING!!!!
• Image Utility
emotional or psychological association because of value of product (image,
prestige, status, brand loyalty, good will)
Possession Utility
It is created when customer buys the product and take the ownership of it.
17. DEFINITION 1
W.J Stanton and Charles Futrell
“Marketing is a total system of business activities designed to plan,
price, promote, and distribute wants satisfying products, services and
ideas to target market in order to achieve organizational objectives”
Total business activity and it should be consumer oriented
Customers need and wants should be satisfied
Proper planning, pricing, promotion is necessary for exchange
Products may be tangible or in-tangible(physical or non physical.
This implies that marketing starts with the generation of an idea and continues
until customer is satisfied
Organizational objectives (profit)
18. DEFINITION 2
W.J Stanton and Charles Futrell
“ marketing consists of all activities designed to generate and
facilitate any exchange intended to satisfy human needs and
wants”
Key Points
Exchange
two or more people or organization
both gets some value
both get involved because of satisfaction
broader definition not only limited to business but all activities
related to satisfaction (NGO’s social work)
Voluntary exchange which will give satisfaction
tangible and intangible products exchange of ideas is a
marketing activity.
19. DEFINITION 3
Cundiff and still
“Marketing is a managerial process by which products
are matched with market”
Key Points
Product must matched with markets
Supply and demand should be fulfilled (equilibrium)
According to the demand in the market products are manufactured
and supplied
20. DEFINITION 4
Marketing staff of OHIO university
“Marketing is the process in a society by which demand structure for
economic goods and services are anticipated or enlarged and then
satisfied through the conception, promotion, exchange and physical
distribution of such goods and services”.
• Key points
Product should be developed in light of customers perception
Definition gives the concept of social welfare
Demand should be fulfilled but under the consideration of social
well being.
21. DEFINITION 5
AMA American Marketing Association
“Marketing consists of all those activities which direct the flow of ideas, good and services from
product to the consumer”
Key Points
All activities involve delivering the product to ultimate consumer is marketing
This process leads firms to profit and success
Business activities are involved i.e; adv, personal selling, distribution, planning etc.
23. Salesperson
An individual acting for a company by
performing one or more of the following
activities:
Prospecting,
Communicating,
Serving, and
Information gathering.
24. The customers come to the
salespeople.
–Mostly involves retail-store selling.
–Most salespeople fall into this category.
The salespeople go to the customers.
–Usually represent producers or wholesaling
middlemen and sell to business users.
–Some outside selling is relying more on
telemarketing.
25. DIFFERENCE BETWEEN SELLING AND MARKETING
SELLING MARKETING
1- Internally Focused Externally focused
2 – Emphasis is on a product Emphasis is on customer
and production
3 – First make a product and see customer demand makes a
then figure out how to sell product accordingly and deliver it ,
where there is demand.
4 – Volume oriented activity as all profit oriented activity and
the efforts are made to produce desire fulfillment and profit of a
more with cost of production low company also.
5 – Short term activity is planning (strategic planning) is long term as
is limited . Will be changed and improve
accordingly to people perception.
6 – Manufacturers sellers are given buyers, customer are given priority
priority
7- Business activity no socialism in social and economic activity.
It.
8 – Profit is a goal “customer satisfaction” is a goal.
26. Marketing concept
There are many manufacturers in this world producing in a bulk.
But only those succeed who satisfy the demand of the customer.
So the aim of every business should be the “satisfaction of the customer”.
Sam Walton, founder of ‘Walmart’ says
“There is only one boss: The Customer”
Selling concept
Holds that , if customer left alone will not buy at their own . The co’ s must
adopt aggressive selling effort.
Social Market concept
Satisfaction of the consumer will be in the socitial well being
27. Philosophy of marketing concept
1- Customer orientation Policies
2- Integrated marketing approach
3- need satisfaction aim.
4- Achievement of organizational goal.
Customer orientated policies
In this regard quality, standard and prices of the product must be according to the
demand of the customer.
Customer requirements must be fulfilled to justify the firms social and economic
existence.
So in the light of this concept every department of a company and every employee
should be focused on contributing the satisfaction of customer.
Integrated marketing approach (co-ordination)
This means that marketing is a job of every employee and it creates sense of
motivation with in a company .
Customers needs and firms response for the achievement of organizational
objectives.
Pooling of abilities of every employee or contribution of every employee.
28. Customer satisfaction
satisfaction of the customer is top priority in return co’ s will earn good will.
Organizational goals
is to;
earn profit
benefit more and more people
it can only be achieved if customer is satisfied
Key terminologies
Relationship marketing
Mass Customization
“Developing, producing, and delivering affordable products
with enough variety and uniqueness that nearly every
potential customer can have exactly what he or she wants”