Based on Chapter one of book - Marketing Management , 14E by Kotler and Keller

3. Needs
Basic human requirements for life
Ex- food ,air , water ,shelter , clothing etc.

4. Stated
• The
customer
wants an
inexpensive
car
Real
• The
customer
wants a car
whose
operating
cost, not
initial price,
is low
Unstated
• The
customer
expects
good
service
from the
dealer
Delight
• The customer
would like the
dealer to
include an
onboard GPS
navigation
system.
Secret
• The
customer
wants
friends to
see him
or her as
a savvy
consumer
Types of needs…

5. Wants : Specific objects that
satisfies needs.
Ex – Chapattis , yogurt , studio apartment,
mineral water , cold drinks

6. Demands : Wants for a specific products,
backed by ability to pay
Ex – Many people wants a BMW or Mercedes ,
but only few have a ability to pay

7. Target Markets,
Positioning
&
Segmentation

8. Segmentation
Identify &
describe
market
segments

9. Evaluate segments and decide which to go after..

10. Positioning
Design a product or service to meet a segment’s needs
and develop a marketing mix that will create a
competitive advantage in the minds of the selected
target markets

11. Offering and Brands

12. Companies address customer needs by putting
forth a value proposition, i.e. a set of benefits
that is made physical by an Offering

13. Brandis an offering from a known source. All companies
strive to build a brand image with as many brand association
as possible.

14. Value & Satisfaction

15. Value
It is primarily a combination of quality
,service and price
QSP –
a customer value triad

16. Satisfaction : A person’ judgement of a
product’s perceived
performance in
relationship to
expectations

17. MARKETING CHANNELS
• Communication Channels
• Distribution Channels
• Service Channels

18. COMMUNICATION CHANNELS
This channel deliver & receive messages
from the target buyers ,through :
Television , radio , newspaper , posters ,
telephone and the internet.

19. Distribution Channels
This channel is used to display, sell or
deliver the physical product or services to
the user

20. Service Channels
To carry out transactions with potential buyers ,this
channel is used that includes warehouses ,banks,
transportation & insurance companies

21. Supply Chain

22. Competition
Competition includes all the actual and potential rival offerings
and substitutes a buyer might consider.

23. Marketing Environment
• Task Environment
• Broad Environment

24. TASK ENVIRONMENT
The actors engaged in producing , distributing and
promoting the offerings.
Ex. – Company , suppliers , distributors , dealers and target customers

25. Broad Environment
• Demographic
• Economic
• Socio - Cultural
• Natural
• Technological
• Political-Legal

26. Core Marketing Concepts...
• Needs, Wants, and Demands
• Target Markets, Positioning, and Segmentation
• Offerings and Brands
• Value and Satisfaction
• Marketing Channels
• Supply Chain
• Competition
• Marketing Environment
SUMMARY

27. Himank Airon
MnC
IIT-BHU

28. References
• Marketing Management , 14E by Kotler & Keller
• www.Slideshare.net
• http://www.nysatec.com/wp-content/uploads/2014/12/marketing_digital_01.png
• http://ut11.net/wp-content/uploads/2014/09/ecosystem.jpg
• http://content.presspage.com/uploads/1311/etude.jpg
• http://www.skepticalob.com/wp-
content/uploads/2014/11/iStock_000024630531Small-e1415898045240.jpg
• http://365jia.cn/uploads/14/0110/52cf3fd4c00dc.jpg
• http://www.brancept.com/images/home/branding.jpg
• http://cdn1.drprem.com/business/wp-content/uploads/sites/28/2014/10/business-
competition-600x330.jpg
• http://cmimotors.com/uploads/posts/2015-04/1428909796_background.jpg
• http://www.gtreview.com/wp-content/uploads/2014/11/Handshake-Partnership-
Agreement.jpg
• http://i.cubeupload.com/jLicud.jpg

29. Disclaimer
These slide were created
by Himank Airon , IIT-BHU during
an Marketing internship by Prof.
Sameer Mathur, IIM Lucknow.
(see www.IIMInternship.com)