This document discusses core marketing concepts including needs, wants, demands, offerings, brands, value, satisfaction, marketing channels, supply chain, competition, and environment. It defines needs as basic human requirements, wants as specific objects that might satisfy needs, and demands as wants backed by paying capabilities. It also outlines different types of needs and discusses offerings and brands as ways to satisfy needs.

1. Core Marketing
Concepts

2. Needs, Wants and Demands
• Needs
Basic human requirements
• Wants
Specific objects that might satisfy the need.
• Demands
Wants backed by paying capabilities

3. Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
Type of
needs

5. Offerings and Brands
• Offerings
A set of benefits that satisfy needs
• Brands
Offerings from a known source

6. Value and satisfaction

7. Marketing Channels

8. Supply Chain

9. Competition

10. Marketing Environment

12. These slides were created by Sharang Agarwal, IIT Kharagpur as part
of an internship done under the guidance of Prof. Sameer Mathur,
IIM Lucknow (www.IIMInternship.com)
Disclaimer