Marketing

2. NEEDS
• Basic Human
Requirement
s for survival
• Air, Food,
Water,
Clothing.
WANTS
• Directed to
specific
Objects that
might
satisfy the
need
• Food –
Burger,
Chappatis,
Rice, Curry.
DEMANDS
• Wants for
specific
products
backed by an
ability to pay.
Marketers do not create need: Needs preexist marketers.
Marketers along with other societal factors, influence wants.
Marketers might promote the idea that a Mercedes would
satisfy a person’s need for social status. They do not
however, create the need for social status.

3. PRODUCTION
CONCEPT
•Maximum out
put.
•Lower unit
cost.
•Lower selling
price.
•Production
dominates the
thinking and
marketing is a
mere
appendage to
it.
•The
production
Concept fails
to serve the
right business
philosophy for
an enterprise.
•QUANTITATIVE
PRODUCT CONCEPT
•Excessive
stress on
quality of
products and
features.
•Winning the
market via
product
excellence –
improved
products, new
products,
ideally
designed and
engineered
products.
•QUALITATIVE
•MARKETING
MYOPIA
SELLING CONCEPT
•Customers, if
left alone,
won’t buy
enough of the
organisation’s
product.
•The
organisation
must
undertake
excessive
selling and
promotion
effort to sell
the product.
•Unsought
goods.
•Over pdn.
Capacity.
MARKETING
CONCEPT
•The concept
emerged in mid
1950s, Instead
of a product-
centered,
“make-and-
sell”
philosophy,
business shifted
to a customer-
centered,
“sense-and-
respond”
philosophy.
•The job is not
to find the
right customers
for your
products, but to
find the right
products for
your customers.
HOLISTIC
MARKETING
CONCEPT
• It is based on
the
development,
design, and
implementation
of marketing
programmes.
•Holistic
marketing
recognises that
everything
matters and
that a broad
integrated
perspective is
often needed.

4. 1. Production Orientation Philosophy
(Till 1940s)
Good Products Good Sales
• Production Philosophy
• Product Philosophy

5. 2. Sales Oriented Philosophy
(1940s to 1950s)
Products Promotions Sales

6. 3. Customer Oriented Philosophy
(1950s to 1970s)
Customer
Marketing
Research
Production
Sales
Promotion
Sales
Marketing Concept

7. 4. Societal/Social Oriented Philosophy
(1970s Onwards)
Customer
Marketing
Research
R & D Production
Sales
Promotion
Sales
Holistic Marketing Concept