Post on 15-Nov-2014
description
Marketing (Philip Kotler)
Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and values with others.
Core Marketing Concepts
Core Marketing Concepts
Core Marketing ConceptsNeedState of felt deprivation.
WantNeed shaped by culture and individual personality.
DemandWant backed up by the purchasing power.
Core Marketing Concepts
Core Marketing Concepts
Product and Services Anything that can be offered in a market for
attention, acquisition, use or consumption and that may satisfy a need or want.
Conti…
It Includes:Physical GoodsServicesPlacesPeopleOrganizationActivities ideas
Core Marketing Concepts
Conti…..
Value
“The difference between benefit the customer from owing and using a product and cost of obtaining the product.”
Satisfaction“Satisfaction depends on how well product performance
lives up to the customer expectations.”
Core Marketing Concepts
Conti…..Exchange
Exchange is the process of obtaining the desired product from someone by offering something in return.
Prerequisites of Exchange:
1. At least two parties
2. Something of value to offer each other
3. Willing to exchange
4. Free to accept or reject
5. Able to communicate and deliver
Conti…..
TransactionA trade between two parties that involveAt least two things of valueAgreed upon the conditionA time of agreement and place of agreementMay be Monetary or Barter
Core Marketing Concepts
Conti…..
MarketA set of actual and potential buyer of product.A place.Marketing satisfies the needs of markets by facilitating
the exchange process.
Su
pp
lier
s Company(Marketers)
Competitors
Marketing Intermediaries
End User Marketers
Environment