defining marketing for the 21st century , what is marketing management , definition of marketing , marketing orientations/ philosophies / marketing c , marketing concept , core concepts of marketing , new consumer capabilities , the product concept , relationship between 4ps and 4cs/ and 4 as marketi

1. Defining Marketing for the 21st Century

2. Chapter Questions
• What is Marketing?
• What is Marketing Management?
• What are core concepts or fundamental
marketing concepts?
• What is the scope of marketing?
• How has marketing management changed?
• What are the tasks necessary for successful
marketing management?
• Why is marketing important?

3. Chapter Questions (Continued)
• Marketing Management orientation/
Philosophies of marketing
management/ concepts of marketing.
• Marketing Management is demand
management/ states of demand.

4. Definition of Marketing
• My dear student try to Guess
What is Marketing?

5. Definition of Marketing
Simply marketing means satisfying customers
needs profitably.
More broadly we can say that marketing is the
performance of business activities that are
designed to indentify and satisfy customers’
needs in a way that help to achieve company
objectives. Actually marketing starts before
production. That means understanding the
customer needs through market Research.

6. What is Marketing? (Continued)
According to Philip Kotler & Gary Armstrong:
“Marketing is the process by which
companies create value for customers
and build strong customer
relationships in order to capture
value from customer in return.”

7. Definition of Marketing (Continued)
Some Experts Definition:
Marketing is an organizational function and a set of
processes for creating, communicating, and delivering
value to customers and for managing customer
relationships in ways that benefit the organization and its
stakeholders. –(The American Marketing Association)
“Marketing is a total system of business activities designed
to plan, price, promote and distribute want satisfying goods
and services to present and potential household
consumers or industrial users.”–(According to W.J.
Stanton)

8. Definition of Marketing (Continued)
“Marketing is the performance of business activities that
direct the flow of goods and services from producer to
consumer or user in order to best satisfy the customers
and accomplish the firm’s objectives.” -( McCarthy )
Cotinue…………
Finally Finally we can define marketing as a social and
managerial process by which companies identify
customer needs and wants, satisfy customer needs and
build strong customer relationship in order to accomplish
the company objectives.

9. What Is Marketing? The Marketing Process

10. So, What Is Marketing? Pulling It All Together

11. What is Marketing Management?
To know about Marketing Management we should know
about two term Marketing and Management.
Marketing ??? (From previous lecture)
Management
Management is a distinct process consisting of activities
of planning, organizing, actuating, motivating,
coordinating, and controlling to achieve the organizational
goals.

12. Definition of Marketing Management (Continued)
Simply marketing management means
managing the marketing programs and
strategies to attain marketing goals and
objectives effectively and efficiently.
Marketing management means managing
the marketing activities to achieve the
organizational goals.

13. Definition of Marketing Management (Continued)
According to Philip Kotler:
“Marketing management is the art and science
of choosing target markets and getting,
keeping, and growing customers through
creating, delivering and communicating
superior customer value”.
According to Steven J. Skinner:
“Marketing management is the process of
planning, organizing, implementing and
controlling marketing strategies”.

14. Core concepts of Marketing / fundamental
marketing concepts

15. Core concepts of Marketing
1. Needs, wants, and demands;
2. Market offerings (products, services, and
experiences) and brands
3. Value and satisfaction
4. Exchanges and relationships
5. Markets
6. Target Markets, Positioning, and
Segmentation
7.Marketing Channel ( communication,
Distribution and Service Channel)
8. Supply chain
9. Competition
10. Marketing Environment
11. Marketing Planning

16. Core Concepts
• Needs, wants, and
demands
• Target markets,
positioning (in mind
of target buyers),
segmentation
• Offerings (intangible
benefit made physical)
and brands (offering
from a know source)
• Value (set of benefits)
and satisfaction
• Marketing channels
(communications,
distribution, and
service)
• Supply chain
• Competition
• Marketing
environment
• Marketing planning

17. What is Marketed?/ Scope of
Marketing
• Goods (tangible)
• Services (intangible)
• Events (time based—
trade shows) and
Experiences (Walt
Disney World’s Magic
kingdom)
• Persons (Artists,
Musicians, CEO,
Physicians)
• Places (Cities, States,
Regions, Nations) and
Properties (Intangible
rights of ownership of real
estate or financial properties)
• Organizations
(Universities, Museums,
Performing Arts Organization)
• Information (Books,
Schools, Magazines)
• Ideas (Revlon sell hope)

18. • The Production Concept (1860-1920)
• The Product Concept (1920- 1930)
• The Selling Concept (1930-1950)
• The Marketing Concept (1955-1990)
• The Societal Marketing Concept (1970 to
present)
• The Holistic Marketing Concept (Latest)

19. The Production Concept (1860-1920)
Main Theme:
The consumer will favor those products that
are available and highly affordable. That
means, this concept states that, consumer will
prefer those products that are production oriented,
available and highly affordable for the consumer.
Example:
In Bangladesh BTCL (Laptop DOEL), WASA,
PDB, DESA etc. organizations follow this concept.

20. The Production Concept (1860-1920)
When there is huge demand in the market as well as
production costs also high, to reduce production costs
large scale production is needed in that situation this
concepts is applied .
Example : T & T mobile phone.
Focus: Production concept focuses on 5 important things.
These are-
• Consumer preference.
• Availability of products.
• Affordable product.
• Improving production.
• Improving distribution efficiency.

21. Produce it
Sell it Consumer
Practically
Sells itself
Company
Graphical
Representation

22. The Production Concept (1860-1920)
Application: Generally production concept is
applicable in the following situation-
• When the demand for the product is greater than
the supply of product.
• When production cost is high and, to reduce the
production cost needs large scale production.
• In developing countries, where it is more important
to get the product rather than the product quality.
• When a company wants to expand its market.
• Various service providing persons or institutions
like, license bureau, dentist etc.

23. Management task:
•Make what you know how to make.
•Achieving higher production efficiency.
•Ensuring the distribution of product at lower
price.
•Make available the product through mass
distribution.
Criticism:
•This concept is not applicable under full
competition in market.
•Ignores the customer’s choice or interest.
•The quality of product or service is low.

24. The Product Concept (1920- 1930)
• Main Theme: Consumer will favor products
that offer the most quality, performance
and innovative features. That means, the
product concept proposes that consumers will
prefer products that have better quality,
performance and features as opposed to a
normal product.
• Example: Basically, where the product quality
is emphasized most, the product concept is
more effective there. Baby feed producers like
NESTLE, Pharmaceutical or Medicine
producers like SANOFI-AVENTIS follow this
concept.

25. The Product Concept (1920- 1930)
Focus: Product concept focuses on the
following things-
• Product quality.
• Better performance of the product.
• Innovative or attractive feature of the product.
Application:
This concept is applicable in the sector, where
product quality gets the maximum priority.

26. Product
Concept
Consumerswill
favorthose
productswhich
are
Graphical
Representation:

27. The Product Concept (1920- 1930)
Management task:
• Making continuous improvement of product quality.
• Ensuring attractive design, packaging and price.
• Ensuring effective distribution system.
Criticism:
• Purchasing power of customers is ignored here.
• Improvement of product quality is occurred there,
but it may not be according to the consumer’s
choice.
• No clear direction for effective distribution system.

28. The Selling Concept (1930-1950)
• Main Theme: Consumer will not buy enough
of the organizations product unless it’s
undertakes large scale selling and
promotional effort.
That means, the believers of this concepts
believes that, consumers will not attracted to the
products if the company does not take effective
selling and promotional effort and the sales of
the company will not increase in a desired level.
Example: Many cosmetics producers of
Bangladesh like MERIL, TIBET etc. and the
Candidates participating in election, follow this
concept.

29. Focus: Existing product.
Application: This concept is applicable for those
products which the consumer is not willing to
purchase.
As for example-
•Unsought goods like- life insurance policy,
encyclopedia, fire insurance etc.
•Non-profit sector like- admission of students in
college or university ,To increase the donation, to
increase the supporter of a political party etc.
•If the company has excess production capacity
then to sell the excess amount of product.

30. Graphical present

31. Management Task:
•To take massive sells and promotional activities.
•To build an efficient sale force.
•Get rid of what you have.
Criticism:
•Consumer’s demand and preferences do not get
importance there.
•Marketers emphasize on their own interest rather
than consumer’s interest.
•Purchasing power of consumer do not gets
importance in this concept.
•This concept is not applicable in long term.

32. Marketing Concept (1955-1990)
• Main Theme: Marketing concept is the
marketing management philosophy that holds
that achieving organizational goals depends
on determining the needs and wants of target
markets and delivering the desired
satisfactions more effectively and efficiently
than competitors do.
• Example: In Bangladesh, Unilever Bangladesh
Ltd., BATC, and many private Colleges &
Universities follow this marketing concept.

33. Marketing Concept (1955-1990)
Focus:
• Customer’s needs identification.
• Production and distribution of products according to customer’s needs.
• Try to satisfy the customer efficiently better than the competitors.
Basis:
Marketing concept is based on the following beliefs-
• Customer orientation: the marketing plans and activities are
operated in a customer centered manner.
• Integrated marketing: All the activities of an organization will
be operated and controlled in an integrated system by the
executive.
• Consumer satisfaction: By satisfying the consumer,
organization will earn long term profit through identifying the
consumer’s needs and converting the potential customer into
fixed customer.

34. Figure

35. Marketing Concept (1955-1990)
Management Task:
• Identifying the customer’s needs, wants,
demands, preferences and taste.
• Developing the marketing mix by considering
consumer needs and ability.
• Try to achieve consumer’s satisfaction.
Criticism:
• To satisfy the all consumers is so tough task
to perform.
• Social responsibility is ignored there.

36. The Societal Marketing Concept (1970
to present)
Main Theme:
A company should make good marketing
decisions by considering consumer’s
wants the company’s requirements,
consumer’s long-run interests, and
society’s long-run interests.
Example:
In Bangladesh, Unilever Bangladesh Ltd.,
Coca-Cola, Square Pharmaceuticals, Dutch-
Bangla Bank Limited etc. have performed
many task for ensuring social welfare besides
the customer satisfaction and profit making.

37. Differences between The Selling and Marketing
Concepts.
Ch 1 -37 Copyright © 2011 Pearson Education

38. The Societal Marketing Concept (1970
to present
Focus:
• Customers needs and wants.
• Consumer’s and society’s well being.
• Company’s expected profit.
Application:
• When the crying needs of saving the
environment along with the question of
doing something for the social welfare
arises, at that time this concept starts
working or applied.

39. Graphical Representation

40. The Societal Marketing Concept (1970
to present)
Management Task:
• Giving long term importance on consumer’s
satisfaction.
• Ensuring social welfare and protect the
environment from pollution.
• Producing environment friendly product.
• Proper integration of Consumer satisfaction,
social welfare and company’s expected
profit.

41. The Holistic Marketing Concept (Latest)
Main theme :
The holistic marketing concept is based on the
development, design and implementation of
marketing programs, processes and activities that
recognizes their breadth and interdependencies.
Holistic marketing recognized that “everything
matters” with marketing and that a broad,
integrated perspective is often necessary.
Four components of holistic marketing are:
• Relationship marketing
• Integrated marketing
• Internal marketing
• Socially responsible marketing

42. Holistic Marketing
Integrated Marketing
Performance Marketing Relationship Marketing
Communication
Product & services
Channels
Ethics
Environment
Legal Community
Customers
Channel
Partners
Internal Marketing
Marketing
Department
Senior Management
Other departments
Figure

43. The Four P’s

44. Relationship between 4ps and 4cs/
and 4 As Marketing Mix and the
Customer
Four Ps
• Product
• Price
• Place
• Promotion
Four Cs
• Customer
solution
• Customer cost
• Convenience
• Communication
Four As
•Acceptability
•Affordability
•Accessibility
•Awareness

45. Marketing-Mix Strategy

46. Marketing Management Tasks
• Developing
marketing strategies
(strategic fit)
• Capturing marketing
insights (obtaining
information)
• Connecting with
customers
(relationships)
• Building strong
brands (understand
strengths and
weaknesses)
• Shaping market
offerings
• Delivering value
• Communicating
value
• Creating long-
term growth
(positioning and
new-product
development)

47. How Marketing and Business are Changing? The
marketplace isn’t what it used to be…/ Major Societal
forces/ New Marketing Realities
Changing technology
Globalization
Deregulation
Competition
Empowerment
Customization
Convergence
Disintermediation

48. • Consumer Buying power
• Consumer participation
• Consumer Resistance

49. Demand States
• Negative Demand
(dislike product and may
even pay a price to avoid it)
• Nonexistent / No
Demand(unaware of or
uninterested in the product)
• Latent Demand (need
that cannot be satisfied by
existing product)
• Declining Demand
(buy the product less
frequently or not at all)
• Irregular Demand
(purchases vary on a seasonal,
monthly, weekly, daily, or even
hourly basis)
• Unwholesome
Demand(product that have
undesirable social
consequences)
• Full Demand
(adequately buying all products
put into the marketplace)
• Overfull Demand
(more consumers would like to
buy the product that can be
satisfied)

50. New Consumer Capabilities
• A substantial increase in buying power (a click
away)
• A greater variety of available goods and
services (internet)
• A great amount of information about
practically anything (online)
• Greater ease in interacting and placing and
receiving orders (24/7)
• An ability to compare notes on products and
services (internet)
• An amplified voice to influence public opinion
(internet)

51. I want it, I need it…
5 Types of Needs
• Stated needs (inexpensive)
• Real needs (low operating
cost)
• Unstated needs (good
service)
• Delight needs (extras)
• Secret needs (savvy
consumer)

52. Marketing Debate
Does Marketing
Create or Satisfy Needs?

53. Study Question 1
The identification and profiling of distinct
groups of buyers who might prefer or
require varying product and service mixes
is known as ________.
A. segmentation
B. integration
C. disintermediation
D. targeting
E. partner relationship management

54. Study Question 2
Companies address needs by putting
forth a(n) ________, a set of benefits that
they offer to customers to satisfy their
needs.
A. brand
B. value proposition
C. offering
D. target market
E. demand

55. Study Question 3
If a marketer decides to use warehouses, transportation
companies, banks, and insurance companies to
facilitate transactions with potential buyers, the
marketer is using what is called a
________.
A. service channel
B. distribution channel
C. brand channel
D. relationship channel
E. intermediary channel

56. Study Question 4
Managers of ________-oriented businesses
concentrate on achieving high production efficiency, low
costs, and mass distribution.
A. selling
B. product
C. production
D. marketing
E. consumer

57. Study Question 5
________ activities include those the company
undertakes to make the product accessible and
available to target customers.
A. Consumer behavior
B. Market segmentation
C. Marketing research
D. Channel
E. New-product development