Prepared By: Guide: Togadiya Jignesh. Dr.R.J.Bhatt. MBA Sem-2. No-07 (Gia)

Prepared by: Guide:
Togadiya Jignesh. Dr.R.J.Bhatt.

MBA sem-2.
No- 07 (Gia).
Department of Business Administration

Bhavnagar
contents
 Marketing ?
 Marketing concept ?
 Core – concepts of Marketing
 Corporate orientations towards marketplace
Marketing
 Simple Definition:
Marketing is managing profitable customer
relationships.
 In the words of Philip kotler,

“Marketing is a social & managerial process by which
individuals & groups obtain what they need and want
through creating, offering, exchanging products of
value with others.”
Conti…
Conti…
 Goals of Marketing:
1. Attract new customers by promising superior value.
2. Keep and grow current customers by delivering

satisfaction.
Marketing concept
The marketing concept is the philosophy that firms should
analyze the needs of their customers and then make
decisions to satisfy those needs, better than the
competition.
In short,
Marketing concept means guidelines towards
marketing efforts.
core-concepts
 Need, Wants & Demand.

 Target Market.
 Products.
 Value, cost & Satisfaction.
 Exchange & Transaction.
 Marketing Channels.
 Market.
 Marketing.
Need, Wants & Demand
Demand:
Wants +
Wants: purchasing
strong power.
preference
for
Need : particular
brand.
basic human
requirement.
Target Market
demographics
market segment psychographics
behavioral
Which segments gives the greatest

opportunity
product
“A product is anything that can be offered to a market

for attention, acquisition, use or consumption & that
might satisfy a need or want.”
Value, cost & Satisfaction
Value reflects tangible & intangible benefits and cost

to customers.
value = (Quality + service + price)
Satisfaction reflects from product’s performance in

relation to his or her expectations.
Exchange & Transaction
Exchange is the act of obtaining desire product from
someone by offering something in return.
Pen
A B
Pencil
when an agreement is reached between two parties, we
say that a transaction.
Rs. 10
A SHOP
Pen
Marketing Channels
The marketer uses three kinds of marketing channels

to reach a target market.
(1) communication channels.

(2) distribution channels.
(3) service channels.
market
Market is the link which facilitates the transaction

between buyer & sellers.
Goods &
services
buyer
money
marketing
Need
satisfa dema
ction marketing nd
produ
ct
corporate orientations towards
marketplace
 Production concept.
 Product concept.
 Selling concept.
 Marketing concept.
 Societal marketing concept.
Production concept
The production concept holds that consumers will

prefer products that are widely available and highly
affordable and that management should therefore
focus on improving production and distribution
efficiency.
Product concept
 The product concepts holds that consumers will favor

those products that offer the most quality,
performance, or innovative features.
 The organization should therefore devote its energy to
making continuous product improvements.
Selling concept
 The selling concept holds that consumers will not buy

enough of the organization’s products unless the
organization undertakes a large -scale selling and
promotion effort.
 This concept is based on the philosophy,
“SELL WHATEVER YOU MAKE”

Marketing concept
 It holds that achieving the organizational goals

depends on determining the needs and wants of target
markets and delivering the desired satisfactions more
effectively and efficiently than competitors do.
 This concept is based on the philosophy,
“MAKE WHAtEVER YoU CAn SELL”

SELLING & MARKETING
concepts
Societal marketing
concept
The societal marketing concept holds that the
organization should determine the needs, wants, and
interests of target markets and deliver the desired
satisfactions more effectively & efficiently than
competitors in a way that maintains or improves the
consumer’s & society’s well being.
THREE CONSIDERATIONS UNDERLYING
SOCIETAL MARKETING CONCEPT
REFERENCE
 Kotler Philip, Keller Kevin, Koshy Abraham, Jha

Mithileshwar, Marketing Management, Dorling
Kindersley (India) Pvt. Ltd., 2007
 Philip Kotler ,Gary Armstrong, Principles Of
Management, Prentice Hill Publishing Co. Ltd.,
Seventh Edition

Prepared By: Guide: Togadiya Jignesh. Dr.R.J.Bhatt. MBA Sem-2. No-07 (Gia)

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Prepared by: Guide:

Togadiya Jignesh. Dr.R.J.Bhatt.

Department of Business Administration

 In the words of Philip kotler,

2. Keep and grow current customers by delivering

 Need, Wants & Demand.

market segment psychographics

Which segments gives the greatest

“A product is anything that can be offered to a market

Value reflects tangible & intangible benefits and cost

Satisfaction reflects from product’s performance in

The marketer uses three kinds of marketing channels

(1) communication channels.

Market is the link which facilitates the transaction

The production concept holds that consumers will

 The product concepts holds that consumers will favor

 The selling concept holds that consumers will not buy

“SELL WHATEVER YOU MAKE”

 It holds that achieving the organizational goals

“MAKE WHAtEVER YoU CAn SELL”

 Kotler Philip, Keller Kevin, Koshy Abraham, Jha

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