1. Marketing Concepts

2. Marketing concepts are the philosophies, beliefs or attitudes
adopted by companies or marketers in relation to market
their product. Some say they are consumer oriented, some
say they value their customers and some say customers are
their kings.
Various types of marketing concepts:
A. Traditional Concepts B. Modern Concepts
1. Exchange concept 1. Marketing concept
2. Production concept 2. Societal concept
3. Product concept 3.Holistic marketing concept
4. Selling concept

3. (a) The selling concept
Starting Focus Means Ends
point
Existing Selling and Profits through
Factory products promotion sales volume
(b) The marketing concept
Target Customer Integrated Profits through
market needs marketing customer
satisfaction

4. Features of Modern Marketing
Concepts
 Modern marketing is
consumer oriented.
 It begins and ends with
Consumers.
 It precedes & succeeds
production.
 It is competition oriented.
 Its strategy is target
marketing
 The distribution policy
under modern marketing is
direct marketing and direct
selling.

5.  Modern marketing relies on
information.
 It emphasizes mutuality of
benefit.
 Business networks.
 Emphasis on retaining
customers
 Marketing on the net.
 Shifting from international
to borderless world
marketing.
 Innovation.
 Business Process
Outsourcing.
 Branding shifting values.

6. Operational Model for
Implementing the
Philosophy of the
Marketing Concept is the:

7.  Marketing Mix - A mixture of several ideas
and plans followed by a marketing
representative to promote a particular
product or brand is called marketing mix.
Several concepts and ideas combined together
to formulate final strategies helpful in making
a brand popular amongst the masses form
marketing mix.

8. The Marketing Mix Consists of
Four Basic Strategic Variables
(the four “Ps”)
•Product Strategy
•Price Strategy
•Promotional Strategy
•Place Strategy (Channels of
Distribution)

9. The role of marketing management is to
mix or blend these four strategic variables
in such a way as to meet the needs of...
THE TARGET MARKET
Product Price Promotion Place
Target Market

10. Product
 Goods manufactured by organizations for the
end-users are called products.
 Products can be of two types - Tangible
Product and Intangible Product (Services)
 An individual can see, touch and feel tangible
products as compared to intangible products.
 A product in a market place is something
which a seller sells to the buyers in exchange
of money.

11. Price
 The money which a buyer pays for a product is
called as price of the product. The price of a
product is indirectly proportional to its
availability in the market. Lesser its
availability, more would be its price and vice a
versa.
 Retail stores which stock unique products (not
available at any other store) quote a higher
price from the buyers.

12. Place
Place refers to the location where the products
are available and can be sold or purchased.
Buyers can purchase products either from
physical markets or from virtual markets. In a
physical market, buyers and sellers can
physically meet and interact with each other
whereas in a virtual market buyers and sellers
meet through internet.

13. Promotion
Promotion refers to the various strategies and ideas implemented by the
marketers to make the end - users aware of their brand. Like:
 Advertising.
 Word of mouth
Lately three more P’s have been added to the marketing mix. They
are as follows:
 Packaging- Attractive, transport, sale & exchange.
 People- to whom and through whom goods are being sold.
 Public relations- increase awareness through public relations
(Customers, Govt., employees, retailers, wholesalers, press, )
 Politics- (should go in accordance with rules & regulations made by law
makers.)

14. Marketing
Mix
Product Place
Product Variety
Channels
Quality Target Market Coverage
Design
Assortments
Features
Price Locations
Brand name Promotion Inventory
Packaging List price Sales promotion Transport
Size Discounts Advertising
Services Allowances Sales force
Warranties Payment period Public relations
Returns Credit terms Direct marketing

15. 4C’s
Customer Cost
Convenience Communication
Solution (to customer)

16. Utility/Importance of Marketing Mix
 Helps in understanding important tasks of marketing.
 Important tool of marketing programme.
 It promotes better utilisation of limited resources.
 Facilitates the meeting of different requirements of customers.
 It provides customer satisfaction.
 It helps in goal achievement.
 It facilitates communication.
 It helps in establishing relations with customers.
 It helps in developing new products.

17. Factors affecting marketing Mix
 Marketing Factors  Market factors
2. Marketing planning 2. Consumer behaviour
3. Brand policy
3. Competition
4. Package policy
4. Distribution pattern
5. Advertisement policy
6. Distribution channels System.
7. Physical distribution 4. Government control.
8. Policy
9. Pricing policy
10. Market research
11. Product life cycle
12. Market segmentation
(Gender, price, income,
interest, location, region etc)

18. MARKETING MANAGEMENT

19. Acc. to Philip Kotler, “The analysis, planning,
implementation and control of programmes designed
to create, build and maintain beneficial exchanges
with target buyers for the purpose of achieving
organisational objectives.”
It is the art & science of choosing the target markets
and getting ,keeping and customers growing through
creating, delivering and communicating superior
customer value.
Customer Profit
Satisfaction maximization

20. Marketing Management tasks
Converting negative
Conversional demand into positive
demand.
Marketing
Eg: air travel
Developmental Transforming latent
demand into actual
Marketing demand. Eg: Nano car
To revitalize the product
Remarketing Eg: hi-tech products
Maintenance To monitor the demand
level and maintain it
marketing

21. Marketing Environment
The Company’s marketing environment
consists of "the actors and forces outside
marketing that affect marketing management's
ability to develop and maintain successful
transactions with its target customers”

22. Types of Marketing
Environment
Suppliers Demographic
Intermidiaries Economic
Micro Macro
Environment Competitors Technological Environment
Political
Customers
Publics Socio-cultural

23. Macro Environment
1.Demographic Environment
The statistical study of human population and its distribution.
Eg age, gender, income, religion.
2.Economic Environment
 In order for an economy to exist there must be a ‘market’.
 A ‘market’ exists where consumers have money to spend and
are willing to spend it.
 The economic environment is a significant force that affects
the marketing of any organisation: eg unemployment,
inflation, interest rates.
 It also influences business cycles such as: prosperity recession
recovery. These impact on what people buy, when and how.

24. 3.Socio-Cultural factors
 Marketers are faced with changing socio-cultural
patterns, lifestyles, social values and beliefs.
 Changes that have significant marketing implications:
 Emphasis on quality of life.
 Changing gender roles.
 Attitudes towards health, nutrition and well-being.
 Impulse buying.
 Desire for convenience and a premium on time.

25. 4.Political factors
 The five categories affecting political–legal
influences on marketing:
 Monetary and fiscal policies.
 Social legislation and regulations.
 Government relationships with individual
industries.
 Legislation specifically related to marketing.
 The provision of information and the purchase of
products.

26. 5.Technological factors
 Technology has had an impact on our
lifestyles, work, leisure, consumption patterns
and economic well-being.
 Technology is a mixed blessing: it may
improve our lives in one area while creating
environmental and social problems in another.

27. Micro Environment
1.Customers
To identify and anticipate the needs of the customers, a
company should gather information about them.
2.Competitors
 Companies face competition from three main sources:
 Brand—from manufacturers of similar products.
 Substitute products—dissimilar products satisfying
the same needs.
 Indirect—other firms trying to win customers
purchasing power.

28. 3.Suppliers
 Organisations which provide the firm
with the items it needs to conduct
business.
 For production of goods and services company
requires lot of inputs. The firms and
individuals who supply the inputs or resources
needed by the company to produce goods and
services are known as suppliers.

29. 4.Marketing Intermediaries
Defined as independent business organisations that
directly assist the flow of products and services
between a marketing organisation
and its markets.
 Resellers—wholesalers and retailers: the middlemen.
 Facilitating organisations that provide
transportation, warehousing, financing and other
supportive services needed to complete the exchange
between buyer and sellers.
 They complete the trade or channels of distribution.

30. 5.Public
Public comprises of consumers, labour unions,
press & media, Govt. officials etc. These
people affect directly or indirectly the
marketing decisions of the company so before
implementing any policy or procedure any
company should take into consideration the
view point of the above mentioned people.

31. Impact of Environment on
Marketing
Direct Indirect
Impact Impact
Consumers, shareholder, Economical, political,
Suppliers, competitors, Socio-cultural and
labour org and govt. Technological factors.
officials (they affect plans, (They affect investment, org
policies & strategies.) & structure)