The document defines marketing in the 21st century, highlighting various definitions and concepts such as the production, product, selling, and marketing concepts. It emphasizes a customer-centered approach to marketing, where the focus is on finding the right products for the customers rather than the other way around. Additionally, it discusses the importance of integrated and holistic marketing strategies to effectively meet customer needs and enhance brand equity.

1. CHAPTER 1 :DEFINING MARKETING FOR THE 21st CENTURYMARKETING MANAGEMENTNataraj Pangal | Shreya Rana

2. Social DefinitionMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with othersMARKETING DEFINITIONAMA DefinitionMarketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

3. Kotler DefinitionMarketing Management is the Art and Science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.MARKETING DEFINITION

4. GOODSPLACESSERVICESEXPERIENCESEVENTSWHAT IS MARKETED?PERSONSPROPERTIESINFORMATIONORGANIZATIONSIDEAS

5. DEMAND STATES

6. MARKETING CONCEPTS

7. MARKETING CONCEPTS

8. The Production ConceptOldest Concept

9. Consumers will prefer products that are widely available & Inexpensive

10. Concentrate on achieving high production efficiency, low costs and mass distribution

11. Eg: - Lenovo and Haier in ChinaCOMPANY ORIENTATIONThe Product ConceptConsumers favor products that offer most quality, performance and innovative features.