Presentation Transcript
Slide 1:Marketing Concepts BY:
Kanwal Gurleen
Lecturer,LSB
Slide 2:Why do we need to learn
Marketing ?
Slide 3: Can you sell these products Easily ?
Slide 4: How about these products?
Slide 5: How about them ?
Can you Market them?
Slide 6: How about Their films ?
Slide 7:Why Marketing for cooperatives and Coop Products ?
Slide 8:Process of Marketing Facilitate
Marketing
Products
Persons
Services
Places
Slide 9:Let us know more about marketing Process
Slide 10:MARKETING PLACES PERSONS GOODS
SERVICES
EXPERIENCES
EVENTS PROPERTIES
ORG,SATIONS
INFORMATION
IDEAS
Slide 11:You can market them if there
is a demand for them ? What is Demand?
Slide 12:DEMAND
STATES DEMAND
STATES NEGATIVE NO
DEMAND LATENT
DEMAND DECLINING
DEMAND Unwholesome
demand OVERFULL
DEMAND FULL
DEMAND IRREGULAR
DEMAND
Slide 13:markets Business Consumer Nonprofit
government Global
Slide 14:Target markets
And
segmentation Marketers &
Prospects Products or
Offering Value and
Satisfaction Relationship &
Network Exchange &
Transactions Competition Marketing
Environment Marketing
Channels Supply
chain concepts marketing NEEDS,WANTS &
DEMAND MARKETING
MIX
Slide 15:Customer
Delivered
Value Total
Customer
value Total
Customer
Cost Product
value Service
Value Personal
value Image
value Monetary
cost Time
cost Energy
cost Psychic
cost
Slide 16:MARKETING
MIX PRODUCT
Variety
Quality
Design
Features
Brand
Packing
Sizes
Services
Warranties
Returns PRICE
List price
Discounts
Allowances
P. Period
Credit terms PROMOTION
Sales
Advertising
Sales force
P.R,S
Direct mktg PLACE
Channels
Coverage
Assortments
Locations
Inventory
Transport
Slide 17:Four P,s Four C,s PRODUCT
PRICE
PLACE
PROMOTION CUSTOMER SOL.
CUSTOMER COST
CONVENIENCE
COMMUNICATION
Slide 18:Competing
Concepts Production product Selling MARKETING SOCIETAL
MARKETING
Slide 19:PRODUCTION CONCEPT Concentrate on achieving high production
efficiency, low cost & mass distribution
Consumers prefers inexpensive items
in Developing countries
Used also in expanding Market
Over Populated Counties-Emp. Exchanges
Inexpensive Toys, electronics
Slide 20:PRODUCT CONCEPT Consumers Favors quality, performance
or innovative features
Managers focus on producing superior
Products
Little or No Customer Input
Rarely Examine Competitor's Product
Management commit Better-mousetrap
Leads To marketing Myopia
HMT, Ambassador Car……
Slide 21:Marketing -myopia Ignoring The Demand ,Taste, Liking of Cons
Looking Into Mirror than looking out
Colored and crooked perception of markg
Short sightedness about business
Excessive attention to production
Obsession with the product
Inadequate understanding of market
Slide 22:SELLING CONCEPT Consumers & businesses if left alone, will
Not buy enough
Undertake aggressive Selling & Promotion
Consumers shows buying inertia until coaxed
Many use it at the time of over capacity or
Competition
CONSUMER DURABLES
Slide 23:MARKETING CONCEPT More effective than competitors in creating,
Delivering, and communicating superior
customer Value
Putting People First
Fulfilling Buyers Needs
Slide 24:Factory Products Selling &
Promotion Profit t’gh
Sales
Volume Start focus means ends (a)The selling concept Target
market Customer
needs Integrated
marketing Profit
Through
Customer
satisfaction (b) The marketing concept
Slide 25:Customer Concept Starting Focus Means Ends
Point Individual
customer Needs
&
values One To
One
Mktg
Integration Growth
through
Customer
Share/
Loyalty
Lifetime/
Value
Slide 26:Customers may
need Stated…..an inexpensive mobile
Real……..operating cost be less
Unstated…good service
Delight……gift from dealer
Secret…..esteem before friends
Slide 27:TM MM FRONT LINE
PEOPLE CUSTOMERS CUSTOMERS FRONT LINE
PEOPLE MM TM Traditional
Organisational
chart Modern
Organisational
chart
Slide 28:Factors leading companies to embrace
Marketing concept Sales decline
Slow growth
Changing buying patterns
Increasing competition
Increasing mark.expenditure
Slide 29:SOCIETAL CONCEPT To determine the needs, wants and interest
Of the Target Market and deliver the desired
Satisfaction that preserves the society's
Well being
Environment deterioration
Resource Shortages
Population Growth
Unhealthy Food
Slide 30:RECENT SCENARIO OF THE SOCIETY ENVIRONMENT
TERRORISM
CORRUPTION
NEGLECTED SOCIAL SERVICES
POVERTY
POPULATION EXPLOSIONS
WORKING COUPLES
WORK PLACE EXPLOILATION
Slide 31:Marketing &
Other Functions
Slide 32:A) MARKETING AS AN EQUAL FUNCTION PRODUCTION FINANCE MARKETING HUMAN
RESOURCE
Slide 33:B) MARKETING AS A MORE IMPORTANT FUNCTION PRODUCTION FINANCE HUMAN RESOURCE MARKETING
Slide 34:C) MARKETING AS THE MAJOR FUNCTION MARKETING PRODUCTION FINANCE HR
Slide 35:D)CUSTOMER AS THE CONTROLLING FUNCTION CUSTOMER PROD FINC HR MKG
Slide 36:CUSTOMER MKG MKG MKG MKG P F HR E) CUSTOMER AS CONTROLLING& MKTG AS A
INTEGRATIVE FUNCTION
Slide 37:Marketing 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 others
Slide 38:Marketing
Management
is the process of planning and executing
the conception,pricing,promotion and
distribution of ideas, goods, services to
create exchanges that satisfy individual and
organisational goals
Slide 39:That’s all folks