5. The Purchaser of Goods or services
Can be a Business Entity
Resale or Consumption
Can be an Individual or Organization
6. Consumer
The End User of
Goods or Services
Consumes the
business Product
Not necessary
purchase of goods
or services
Can be an
Individual, Family or
group of People
7. Importance of Marketing
1. Relationship
2. Creates Employment
3. Source of Income and Revenue
4. Building Brand Value
5. Grows businesses
8. Marketing Process
1. Understand Market Place
2. Design Marketing Strategy
3. Construct Integrated Marketing Program
4. Build Profitable Relationship
5. Capture Value from Customer
9.
10. I. Loyal Customers
II. Impulse Customers
III.Discount Customers
IV.Need-based customers
V. Wandering Customers
11. Difference between Selling and
Marketing Concepts
Selling Concept Marketing Concept
•Inward focus on business.
•Define business by goods.
•Converting product into
cash.
•Short time value.
•Outward focus on customers.
•Define business by benefits
for customers.
•Converting customers need
into product.
•Long term value.
12. Needs Wants Demands
•Human needs.
•Basic requirements.
•Examples.
•Form of human
needs.
•Mandatory part of
life.
•Examples.
•Backed by buying
power.
•Human being
unlimited, resources
are limited.
•Examples.
Difference among needs, wants
and demands
13.
14. The Forces
operating in the
market
Construct of
Producer/Seller
Uncontrollable
Includes some
concept
15. All Forces operating in the Market
Construct of demography, economic, technological,
political, natural and cultural forces
Controllable
Includes all department management, finance, research,
development and accounting