This document provides an overview of key marketing concepts including: - Defining customers and consumers - The importance of marketing and the marketing process - Different types of customers - The differences between selling and marketing concepts - Distinguishing between needs, wants, and demands - Micro and macro environmental factors that influence marketing

3. Overview
Customer
Consumer
Importance of Marketing
Marketing Proecess
Types of Customers
Difference between Selling and Marketing Concepts
Difference among needs, wants and demands
Micro-environment
Macro-environment

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

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

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